Work history
Consumer Insights Manager & Cultural Insight Manager Coca-cola
? Established a consumer insights agenda to equip the brand and communication teams with strategically sound and transformational knowledge to increase brand love and trial. Made insights into clear identity platforms. Shaped the future of consumers and identified opportunities to maintain product relevance.
? Used design and human sciences to create iconic and innovative solutions based on consumer behaviour.
o Framed the intrinsic platform – Coke Thirst (recognized as a Global Marketing Strategy and Insight best practice) - that influenced the Company’s marketing strategy positively (improved KPI’s) and backed Coke Brand communication turnaround.
o Understood the barriers to build categories in Brazil and designed brand strategies based on organic brand values and icons to overcome those barriers, saving efforts in designing new marketing campaigns. Led the brand team to design a clear benefit to unite different products and occasions to increase category consumption.
o Developed concepts for Brand Coke to play in the premium arena, respecting and reinforcing consolidated brand values.
o Leads the group responsible for creating a brand storytelling ecosystem for brand Coke. (on going)
? Managed studies on target cohorts, Brazilian national and regional culture, product acceptance, behavioural and business trends, as well as on main social transformations of Brazil and Latin America.
? Supported the brand and communication teams in transforming the system's understanding and activation methods for the music platform, new beverages and small brands go-to-market approaches
? Part of the group responsible for the Company’s Strategic Audit to review and calibrate the business targets considering challenging market dynamics.
? Led the creation of the Book of Marketing Beliefs together with the Marketing Transformations Team – A set of 6 statements to guide all marketing activities in order to boost innovation and up-to-date activities.
? Co-led the creation of a real time intelligence routine
? Chose suppliers and modelled reports to avoid conflicting information issued from isolated information sources.
? Added new disciplines to context interpretation such as the political risk analysis of the FIFA World Cup communication during political turmoil in Brazil.
? FramedscenariosandactionstandardsfortheFifaWorldCupCampaigns.
? Developed the insight detection capabilities of associates and external suppliers:
? Developed a plan to educate associates on generating and valuating consumer insights and to diffuse the department knowledge to the company and external suppliers. Created a K&I Week and started to design an extended K&I team.
? Developed the content area of external supplier KOLAB (Cubo+W/ McCann) to increase the department productivity and improve consumer intelligence generation.
Consumer Insights Manager Knowledge & Insights Manager
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? Established a consumer insights agenda to equip the brand and communication teams with strategically sound and transformational knowledge to increase brand love and trial. Made insights into clear identity platforms. Shaped the future of consumers and identified opportunities to maintain product relevance.
? Used design and human sciences to create iconic and innovative solutions based on consumer behaviour.
o Framed the intrinsic platform – Coke Thirst (recognized as a Global Marketing Strategy and Insight best practice) - that influenced the Company’s marketing strategy positively (improved KPI’s) and backed Coke Brand communication turnaround.
o Understood the barriers to build categories in Brazil and designed brand strategies based on organic brand values and icons to overcome those barriers, saving efforts in designing new marketing campaigns. Led the brand team to design a clear benefit to unite different products and occasions to increase category consumption.
o Developed concepts for Brand Coke to play in the premium arena, respecting and reinforcing consolidated brand values.
o Leads the group responsible for creating a brand storytelling ecosystem for brand Coke. (on going)
? Managed studies on target cohorts, Brazilian national and regional culture, product acceptance, behavioural and business trends, as well as on main social transformations of Brazil and Latin America.
? Supported the brand and communication teams in transforming the system's understanding and activation methods for the music platform, new beverages and small brands go-to-market approaches
? Part of the group responsible for the Company’s Strategic Audit to review and calibrate the business targets considering challenging market dynamics.
? Led the creation of the Book of Marketing Beliefs together with the Marketing Transformations Team – A set of 6 statements to guide all marketing activities in order to boost innovation and up-to-date activities.
? Co-led the creation of a real time intelligence routine
? Chose suppliers and modelled reports to avoid conflicting information issued from isolated information sources.
? Added new disciplines to context interpretation such as the political risk analysis of the FIFA World Cup communication during political turmoil in Brazil.
? FramedscenariosandactionstandardsfortheFifaWorldCupCampaigns.
? Developed the insight detection capabilities of associates and external suppliers:
? Developed a plan to educate associates on generating and valuating consumer insights and to diffuse the department knowledge to the company and external suppliers. Created a K&I Week and started to design an extended K&I team.
? Developed the content area of external supplier KOLAB (Cubo+W/ McCann) to increase the department productivity and improve consumer intelligence generation.
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Skills
- Advertising
- Corporation
- Creative Agency
- Project Management
- Strategic Planning
- Client Management
- Consumer Behavior
- Creative Thinking
- Powerpoint
Education
Marketing
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Consumer Behavior, Tribal Marketing, Linking Values of products and services
Social Communication Advertising
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