Bruno Lino

Consumer Insights Manager/ Cultural Insight Manager Coca-Cola

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  • LocationBrazil

Skills

 

  • Advertising
  • Corporation
  • Creative Agency
  • Project Management
  • Strategic Planning
  • Client Management
  • Consumer Behavior
  • Creative Thinking
  • Powerpoint

Work history

Currently

Consumer Insights Manager & Cultural Insight Manager Coca-cola

The Coca-cola Company

May 2013
  • ? 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.

2016

Consumer Insights Manager Knowledge & Insights Manager

The Coca-cola Company Brazil

Apr 2013 - Mar 2016
  • ? 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.

2016

Insights & Analytics Coordinator

Mccann-ericsson

May 2005 - Mar 2016
  • ? Working together with the Communication Planning Department as to improve the strategic content of media plans ? Studies on the new emerging media and their impacts on the communication structure of clients – mainly considering content sharing, streaming and mobility. ? Studies on the Return on Investment of various contact points, which led to the creation and development of the tool named Valuator together with the Media and Contact Points Vice- presidency. ? Developing innovative media formats in partnership with media suppliers, in order to add innovation value to brands and ensure the best spaces and costs. Structured National wide campaigns for leading category brands.

2012

Independent Consultant

Differents Co-creation Partners

May 2012 - Sep 2012
  • deation sessions, qualitative research planning and analysis, market opportunity development for: ? The distribution of nutrition beverages for emerging middle class families in favelas through shared value models. ? EnergydrinkconsumersinRJ,SPandCuritiba

2012

Scholarship Vocational Diplomacy

Brazilian Ministry of Foreign Affairs

Mar 2007 - Mar 2012
  • Advanced studies on Brazilian social, economic and political reality, on contemporary international politics and the image Brazil intends to frame internationally. ? In 2011, I was the first placed in the Pre-selection Test of the exams to enter the Brazilian diplomatic career, among 8000 candidates (DOU 85, de 05/05/2011, seção 3/115). The 32nd in the final qualifying. (DOU 163, de 24/08/2011, seção 3/131).

Education

2004

Marketing

The Coppead Graduate School of Business

Feb 2003 - Dec 2004
  • Consumer Behavior, Tribal Marketing, Linking Values of products and services

2001

Social Communication Advertising

The School of Communication Federal University of Rio de Janeiro

Mar 1998 - Dec 2001