Otávio Queiroz Ferraz
Marketing & Trade Marketing professional with 16-years of experience in the Brazilian healthcare and consumer goods markets in leading multinational companies.
Consumer-centered
The consumer must be at the center of all decisions and processes in an organization. When real consumer needs are understood and met, people, brands and businesses win together!
Data-driven
Data when transformed into knowledge is more valuable than gold or oil. Making smart decisions based on knowledge brings positive results and takes brands and businesses even further!
Results-oriented
Positive results involving people, brands and businesses are the key to sustainable growth. Planning, executing, measuring and incorporating learnings is the recipe of success for long-term growth!
Work Experiences
Experience in leading multinational companies.
Haleon
Jul/2022 - Dec/2023
Brand Engagement Head
Jan/2023 - Dec/2023
Responsible for creating the Brand Engagement structure within Haleon Brazil’s Marketing area, comprising Shopper Marketing, Expert Marketing, Brand Experience and Events. Leadership of 16 people and report to the Marketing Director.
• Paved the way to bring the brands Eno, Sensodyne, Centrum, Corega and Advil closer to the hearts of thousands of consumers, shoppers and experts, creating Haleon’s first Brand Engagement structure worldwide.
Executive Marketing Manager
Jul/2022 - Dec/2022
Responsible for managing the OTC category (Advil, Cataflam, Sonridor, Scott, Stresstabs, Caltrate, Andrews, Benefiber, among other brands) in Brazil. Leadership of 8 people and report to the Marketing Director.
• Delivered +23% sales growth vs. previous year, with efficient cost and expense management, which brought profit growth of +34%, 9% above plan.
• Advil closed the year as the adult systemic analgesic brand with the highest growth in sell-out in the market (+22% vs. previous year), ahead of all competitors.
• All other brands together delivered an incremental £3 million in sales and profit for the company, accounting for 26% of Haleon Brazil’s revenue growth and 30% of profit growth in 2022.
• Winner of Prêmio Profissionais do Ano with the campaign ‘Neuza’ for Advil created by Publicis Leon and produced by Sentimental Filme and HEFTY.
GSK
Nov/2019 - Jul/2022
Executive Marketing Manager
Nov/2021 - Jul/2022
Responsible for managing the OTC category (Advil, Cataflam, Sonridor, Scott, Stresstabs, Caltrate, Andrews, Benefiber, among other brands) in Brazil. Leadership of 8 people and report to the Marketing Director.
• Drove Advil growth 2x faster than pain category, largest and most competitive OTC category in Brazil, reaching for the first time since launch the level of 11M doses sold in a single month.
• Led Cataflam to its highest consumption value for the past 5 years, reaching over £12M on sales in 2021.
Executive Marketing Manager
May/2021 - Oct/2021
Responsible for managing the Vitamins, Minerals and Supplements category (Centrum brand and sub-brands) in Brazil. Leadership of 4 people and report to the Marketing Director.
• Developed the new campaign for Centrum Pro-Imunidade launch in partnership with global team.
• Co-developed LGBTQIA+ and Black Lives Matter activations in partnership with Owly agency and Botafogo Clube de Futebol e Regatas soccer team.
Executive Marketing Manager (Interim)
Mar/2020 - Apr/2021
Responsible for managing the Pain, Respiratory and Profit Brands category (Advil, Cataflam, Sonridor, Scott, Stresstabs, Caltrate, Andrews, Benefiber, among other brands) in Brazil. Leadership of 6 people and report to the Marketing Director.
• Delivered Sales and Profit above plan in a very challenging year, despite all the negative PR around Ibuprofen / Advil across the year.
• Put together a COVID-19 new TVC on air in last than 10 days from agency briefing to on-air.
• Crisis management with consumption full-recovery in 6 months after dropping -50% volume on March due to negative PR around Ibuprofen and COVID-19.
• Advil Promo Blister (Buy 6 Get 8 capsules) recognized as launch of the year in pain category at RaiaDrogasil, largest retailer in Brazil.
Senior Brand Manager
Nov/2019 - Feb/2020
Responsible for managing the 4th largest brand (Advil) within GSK’s consumer healthcare business in Brazil. Leadership of 4 people and report to the Executive Marketing Manager.
• Successfully transitioned Advil brand into the new GSK Consumer Healthcare business after the JV with Pfizer.
Pfizer
Aug/2017 - Oct/2019
Senior Brand Manager
Aug/2017 - Oct/2019
Responsible for managing the 2nd largest brand (Advil) within Pfizer’s consumer healthcare business in Brazil. Leadership of 4 people and report to the Executive Marketing Manager.
• Reverted a negative brand performance trend into consistent double-digit growth (+17% vs. previous year), outpacing the market and reaching highest demand level of past 19 months in-a-row.
• Developed and launched a new TVC, which scored 78% in uniqueness, outstanding persuasion index and ranked amongst top 30% best campaigns in Brazil on Kantar MillwardBrown’s evaluation.
• Filled Advil Brazil innovation pipeline by developing, validating and approving 6 new product launches for the next 4 years, after +10 years without new launches.
• LATAM winner of Pfizer’s Global Margin Enhancement contest, bringing more than $800K of cost savings to Advil in Brazil.
Sanofi
Jan/2017 - May/2017
Brand Manager
Jan/2017 - May/2017
Responsible for managing Anador brand part of Sanofi’s consumer healthcare business in Brazil.
Boehringer Ingelheim
Mar/2010 - Dec/2016
Brand Manager
Feb/2016 - Dec/2016
Responsible for managing the 2nd largest brand (Anador) within Boehringer’s consumer healthcare business in Brazil.
Brand Manager
Nov/2014 - Jan/2016
Responsible for local management of 4 global brands within Cough & Cold (Mucosolvan and Bisolvon brands) and Laxatives (Dulcolax and Guttalax brands) categories in consumer healthcare division.
Education
Education in internationally recognized schools.
Fundação Dom Cabral
Rio de Janeiro, 2021
In-company Executive MBA
Hyper Island
São Paulo, 2019
Digital Transformation Masterclass
Fundação Getúlio Vargas
São Paulo, 2011
Bachelor's degree in Business Administration
Recommendations
Recommendations from renowned professionals in the market.
"I had the pleasure of work with Otávio for almost two years and can confirm that he is a very dedicated, mature manager. He is strategic and a forward thinking professional, with strong marketing background that always deliveries solid work. I am impressed to see how resilient he was in really pressure moments we had and how he led Advil turn around last year. He is also great and very respectful with the team he lead and with others stakeholders."
Eli Yamauchi
Head of PC, Office, Cameras, Musical Instruments Categories at Amazon
"It was a pleasure to work with Otávio for almost 3 years at Boehringer and Sanofi. He is a respectful internal client and presents a very consumer driven mindset. He was always concerned to take into account what consumers really thought about our communication or strategy, using market research and consumer insights in each strategic plan he conducts. Otávio is a great brand manager and a very nice partner to work with."
Ana Amaral
Owner at Humanas Pesquisa de Mercado e Insights
"One of the best professionals I have ever worked with: collaborative, engaged and very resilient. High level of individual and team delivery."
Carolina Costa
Trade Marketing Manager at Boehringer Ingelheim
"Otavio is the type of professional that you can always count on. Extremely dedicated with high level of commitment to the business and to the team. Can easily crack tough challenging situations using his strong analytical skills. I was proud to have a chance to work with such a good professional."
Leonardo Velloza
Managing Partner at Cacacol Brand Strategy Consultancy
"I have worked with Otavio for over 12 months and he has always brought a keen analytical skills to the table providing intelligent and innovative solution toward different problems. He is a ‘doer’ in any team situation and a great asset to the team."
Renato Camera
Senior Marketing Director at GSK
"Otávio is clearly an outstanding professional. I am proud of having worked with him in the last years, both as Trade Marketing partner and Anador Marketing analyst. He is very compromised with the company and colleagues and always look for the best results. Besides that, he is very organized and has great management skills."
Rodrigo Kurata
CEO & Partner at Inception
"Otávio is a very dedicated, rational and determined professional, always eager to find creative solutions and never afraid of tackling new problems. Very intelligent and quick to learn, it was a pleasure to work with him!"
Denise Shitara
Strategic Partnerships Manager at The Janssen Pharmaceutical a division of Johnson & Johnson
"Otávio is a very competent and compromised professional. He has great planning and organization skills, good sense of urgency, consciousness of business objectives and priorities. Besides that, he always self-evaluates and asks feedback on how to improve and innovate in his projects in order to bring more value to the business."
Thatiana Coelho
Marketing Professional
