Years of Experience
Perform analyses using both Consumer (Qualitative and Quantitative research, Out of Category information) and Commercial (Nielsen, Shipments, POS) information in order to answer key business questions and drive marketing strategy and business growth.
Defined the communication strategy and platforms required for engagement with adult smokers in a restricted market scenario
Developed the strategic plan for the new marketing model facing a restricted communications environment. Designed new Performance-based Trade Terms and Transitional contracts with retailer partners. Developed a new trade communication model and guidelines for communication through retail in a dark market scenario.
Telecommunications: Corporate segment business strategy, Product portfolio rationalization.
Consumer Goods: New company organization and go-to-market and distribution strategy in a post merger management for a Spirits company. Consumers need state segmentation and product portfolio strategy for Beer. Design and implementation of New Trade Marketing, customer segmentation and go-to-market strategy for Beer. Growth marketing plan.
Development of all the strategic plans for the brand. Planning and supervision of all brand activities and programs implemented in the Market (TTL). Responsible for all brand’s objectives, market and financial related. Leading of the regional strategic project for product alignment.
Development of the new Corporate Brand Management position, building the communication and marketing strategic platform. Planning, coordination and supervision of image activities and communicational programs targeted to all different stakeholders of the company (external and internal). Development of relationship program for key external stakeholders. New vision, mission and values for the company.