ESPM Escola Superior de Propaganda e Marketing

USP - Universidade de São Paulo

Consumer and Shopper Insights   -  Market and Business Intelligence  -  Analytics  -  Customer Experience

Responsible for Marketing of snack and healthy categories, being responsible for the brands: Jasmine, Fit Food, Frontera and Smart. Report to the CMO. Team of 10 people.

M. Dias Branco

Head of Marketing - Snacks and Health Categories

Responsible for CMI for all categories and segments of the company, considering shopper and consumer behavior, analytics and SAC/CRM. Team of 11 people (various levels). Report to the CMO.

Head of Analytics, CRM, Consumer and Shopper Insights

Head of Consumer and Shopper Insights

- Responsible for the implementation of the area of ​​execution of online and offline surveys of Innovation and Understanding of market since its approval until its final delivery.
- Execution of efficient execution with respect to processes and focused team and points of contact with areas of operations, processing and management of the team from the beginning in its various functions.
- Team management with 12 people.

Ipsos Brasil

Excellence & Insights Director

• Responsible for the shopper area and customer experience in the purchase process with the objective of expanding the area in Brazil - growth of 5% per year, in order to support clients' tactical and business decisions, understanding consumer purchase behavior through online purchase, at the POS, as well as Omnichannel looking for the journey and the contact points for communication activities.
• Understanding of trade marketing / shopper tools such as decision tree, planogram, POS material, promotions, commercial actions in POS through consumer understanding, transforming information into action plans.
• Responsible for studies of trends, habits and consumer behavior, understanding of innovation opportunities as well as brand image and strategy with a focus on business solutions, strategy, generation of insights and brand positioning.

Senior Manager - Market Strategy & Understanding, Shopper Insights

• Responsible for the Communication, CX, Brand and Shopper Insights Business Unit in Brazil. In charge of planning and executing the area's P&L, reaching the target set for the year 8MM of sales.
• Acting with methodologies and insights from digital solutions for clients' current business solutions such as reaching digital campaigns, liking and generating leads.
• Analysis of shopper behavior and shopping experience: decision tree, planogram, online / offline shopping journey, promotional attractiveness, price monitoring with a focus on customer decision making for POS actions and search and purchase behavior online.
• Responsible for the customer experience area, such as focus and services and retail, directing the insights and actions for process improvement and greater satisfaction and NPS.
• Communication insights (TV ads, digital, pre and posttest) and brand positioning with actionable action plan for the marketing areas.
• Performance in several business areas: consumer goods, technology, durable goods, financial sector, laboratories / healthcare, retail and others. Partnership with the retail panel area for business analysis.

Director - Shopper, Communication, Branding and Customer Experience

• Responsible for the shopper / shopping experience area in Brazil: decision tree, planogram, online / offline shopping journey, promotional attractiveness, point of sale material, price monitoring with focus on customer decision making for POS actions and online search and purchase behavior with sales growth in the area of 10% per year. Responsible for launching innovative shopper approach in Brazil.
• Development of an innovation plan with a research plan ranging from trends and opportunities to the development of concepts and products, providing the best insights through the consumer.
• Management and service of qualitative and quantitative ad hoc surveys with emphasis on marketing, bringing positive financial results (profits) to projects, with P&L management.

Senior Research Manager - Innovation, Market Opportunities and Shopper 

• Responsible for a P&L of BRL 9 million/year, serving large clients of the company as: Souza Cruz, AmBev, KCC, Bimbo, Avon, Arcor, achieving the goal for 2 years.
• Service focused on the Souza Cruz customer, focused on point of sale actions: packaging changes, communication, promotional actions and price changes and launch of new products.
• Development of an innovation plan with and for customers through trends, development of concepts and products, price positioning, volumetric projection in order to direct the best strategies for conducting qualitative and quantitative research.
• Participation in the brand and product planning process with the client through strategic brand positioning.

Ipsos

Senior Account Manager - Innovation, Marketing and Shopper insights

Account Manager - Marketing research and insights

• Responsible for developing a value creation plan with distribution customers (B2B) and building a CRM project on these clients along with FDC as a strategy to go to market achieving 5% of growth in 6 months.
• Responsible for conducting qualitative and quantitative research, events participation, price strategy and positioning, sales and market share audit/panel and analysis.
• Development of a market panel to understand company positioning, product and service gaps, competition and price analysis to support CRM, product and communication areas for innovations and launches, and helping creating strategies and action plan in order to increase sales and market share.

FMC Corporation

Market Intelligence Manager

• Responsible for the market intelligence area of the agency's largest client - Casas Bahia (biggest retailer in Brazil for durable goods) where he participated with analysis and information for the repositioning of the brand that translated into media investments and differentiated events such as communication in closed channels with the objective of building image in classes AB.
• Retail market monitoring (target audience analysis, competition and brands, international trends) providing insights relevant to the strategic planning area as well as the customer.
• Validation of the customer experience strategy through studies in a mystery shopper and satisfaction store (NPS).

Young & Rubicam

Insights and Market Intelligence Manager

• H2Oh launch! and Guaraná Antarctica Seleção, where he was responsible for the entire research process, exceeding sales by 15% in 6 months.
• Responsible for all the researches and insights evaluation, analysis and co-approval of communication campaigns. 
• Co-responsible for the repositioning of the Guaraná Antarctica brand with a focus on responsibility in the area of insights with 1pp growth in brand preference.
• Co-responsible for providing the correct insights and market information with AC Nielsen panel for drafting the strategic plan for soft drinks and non-alcoholic beverages (3Y and 5Y plan).

Ana Laura Guitti