Objective
Executive Position in Marketing.
Summary
• Marketing & Trade Marketing professional with 16-years of experience in the Brazilian healthcare and consumer goods markets in leading multinational companies.
• Expertise in consumer & shopper behavior, market analysis, planning, execution and evaluation of marketing & trade marketing strategies and activities, channels and go-to-market strategy, forecasting and budget management.
• Experience in leadership and development of high-performance teams.
• Executive MBA and Bachelor’s degree in Business Administration. Bilingual proficiency in English. Professional working proficiency in Spanish. Native proficiency in Portuguese.
Work Experience
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
In-company Executive MBA - Fundação Dom Cabral
2021
Rio de Janeiro
Bachelor's degree in Business Administration - Fundação Getúlio Vargas
2011
São Paulo
Languages
English
Bilingual proficiency
Spanish
Professional working proficiency
Portuguese
Native proficiency