Curriculum 
Vitae

Cinemark
Brazil
2023

Business Unit Director - Food & Beverages

• Full P&L responsibility, including innovation development, marketing and trade marketing for snack bar promotions, partnerships, events, S&OP, planning and performance.

• Developed collab innovations with key food partners, guaranteeing new news at every visit for our customers, including tailored promotions for new movies at a weekly basis (achieving over 90% sales vs forecast).

• Led sales operations on key external events (music & game festivals) for brand visibility.

Mercado Livre
Brazil
2022

CMO Brazil - Mercado Livre & Mercado Pago

• Directed a team of 50+ people leading the Local Calendars, and 360 execution, while coordinating growth, branding, and CRM teams into an aligned strategy for the Brazilian market.

• Delivered historical Market Share record in a challenging macroeconomic and competitive scenario with new international players in Marketplace. Developed strong promotional campaigns that reverted key brand KPIs and delivered strong ROI. Identified opportunities and implemented CRM tactics to attract new buyers, recover latent buyers, and reduce churn.

• Repositioned Mercado Pago from a payment app into a digital bank, launching new features or products weekly through full-funnel strategies for acquisition, retention, and engagement. Increased user base and principality while enhancing profitability through customer lifetime value-focused strategies.

Alpargatas
Brazil
2019-2021

Marketing Director - Havaianas

• Built the Marketing Services / User Experience Area, designing, hiring and training a team of 60+ people that managed Media (on & offline), Social Media, CRM, Customer Care & Retail Experience.

• Implemented in-house media agency and performance desk, delivering +400% YoY sales increase in e-comm. Idealized and implemented in-house creative agency that delivered Global Social Media Playbook and creative campaigns for digital and POS campaigns, and fashion shootings.

• Led Agile squads managing all Social Media Channels, Digital Flagship / e-comm media, and content. Improvement in all Brand Health Tracking KPIs, including record Top of Mind and Brand Power.

• Implemented multiple digital Marketing automation and analytics tools, including Salesforce Marketing Cloud and Service Cloud, global social listening & monitoring tools, and an AI-powered chatbot.

• Delivered New Retail Guidelines and multiple innovation Retail Playbooks, rethinking the Consumer Journey post- COVID and implementing queuing and pick-up in-store solutions.

• Led zero-based budget process for Marketing, delivering over 35% savings in re-negotiated contracts with brand agencies and key media vehicles.

Reckitt 
UK
2015-2019

Global Marketing Director - Pest Control

• Managed the Pest Control Global Category (£300M revenue), leading Strategy, Equity, Whitespace Expansion and Innovation, supervising a global multi-functional team in India, Brazil, Australia and China.

• Established the new Global Purpose-led Brand Footprint & Positioning, including Social Responsibility Activation program with global partners (London School and Red Cross): an end-to-end initiative from scientific study development to comms and in-store "buy-one-donate'' program.

• Led ''digital as an enabler of social impact'' strategy for the category globally, including forecasting tools and digital innovation initiatives with Artificial Intelligence and Machine Learning.

• Assessed and recommended on Whitespace Expansion opportunities in Latin America.

• Built a consumer-centric global innovation pipeline, with improvements in product sensorials while enhancing Gross Margins through an enriched Financial Model and forecast tool.

• Developed the strategy, earnings model, and product innovation that led to business turnaround and GM% improvement in liquid vaporizers in India, planning roll-out to over 10 markets.

Reckitt
USA
2014-2015

Trade Marketing Director - Dish & Fabrics

• Directed Dishwashing Detergents, Laundry and Carpet Care categories (over US$450M revenue), delivering brand Trade plans, new product introduction, pricing/sizing relaunches, cliente meetings and P&L Management. Reverted Dishwashing business from a declining trend to stability and growth without impact on GM%.

• Built and approved a business case to relaunch the 'Spray 'n Wash' brand in the US market.

• Developed plan for additional Resolve Carpet Care range exclusive to Walmart Pet aisle.