Brazil
Over the past 16 years, I've worked at companies like Danone, Heineken, Whirlpool, and KitchenAid, in Brazil and Europe. I've managed millions in investments, led teams and product launches around the world. Today, my work is divided as: Strategic B2C Brand & Marketing Consulting I bring the experience of multinationals, but adapt it to the reality of each business. While most branding consultancies stop at visual identity and brand books, I go further and help leadership and their teams actually execute the strategy. Training (In-Person and Online) I develop professionals to become the marketing leaders the market needs — not just to grow in their careers, but to raise the bar for the profession as a whole. The two are connected: I apply in my work what I teach. And the professionals I train will build better brands while securing more strategic positions in the market. That's what I do. Moving businesses and people forward. If you think I can help you, click the link in my profile to find out how we can work together. But if you have any questions, send me a DM.
Helping B2C businesses build brands and strategies that drive growth. 16 years at Heineken, Danone & KitchenAid taught me how.
Professor of the first undergraduate class at PIB São Paulo, responsible for the Strategic Communication & Storytelling course.
MPP is the school of real-life marketing, with courses focused on the reality of the market and the day-to-day of brands, training the next generation of professionals in the field.
Head of Brand & Trade Marketing of KitchenAid (Small Appliances) for the EMEA region. Reporting to the Global Director and EMEA General Manager. Team: 4 direct and 8 indirect.
Brand: Whirlpool (EMEA - Europe, Middle East, Africa) Responsible for the entire kitchen category, including the portfolio of Cooking (Ovens, Microwaves, Hoods, Hobs), Dishwasher and Refrigeration, mainly focused on the built-in segment. Main functions: - Develop and implement a comprehensive strategy framework for the EMEA region, including the creation of a brand communication platform to support long-term brand development; - Collaborate with key stakeholders in the development and execution of an innovation pipeline, including the creation of product launch and communication assets that align with the brand compass and support business objectives; - Plan and execute strategic marketing activations in targeted markets (i.e. 2022 Milan Design Week); - Coordinate and maintain relationships with key agency partners and stakeholders in the EMEA region, specifically the WPP Group; - Lead and facilitate regular communication and coordination with key markets, such as France, Italy, Poland, and Central Europe, to identify and capitalize on local opportunities and drive results; - Establish and manage the overall Brand Budget in alignment with financial targets.
I made the decision to leave my previous role at Heineken Group to focus on restructuring and growing my family's local and traditional restaurant business in São Paulo, Brazil. I was responsible for financial control, supply management, marketing, and human resources, leading a team of 50 employees. During my tenure, I implemented several changes including: - Successfully navigated the business through the Covid-19 crisis; - Introduced a new product line; - Rebranding and redesigning the business; - Implemented new revenue streams, cost and inventory control measures; - Created a career development plan, fostering partnerships with educational institutions. These efforts have resulted in a 9% increase in revenue in 2020 compared to 2019 and a 35% increase in revenue from 2018 to 2019.