Ana Romano

Marketing - Lançamento de Produto: Gestão de toda a estratégia de Vendas e Marketing para o lançamento de empreendimentos no mercado imobiliário, garantindo posicionamento competitivo e alta performance nas vendas; - Posicionamento e Branding: Definição e execução de estratégias de posicionamento para consolidar a presença da marca e aumentar a relevância da empresa no mercado; - Inovação em Modelos de Negócios: Desenvolvimento de novas iniciativas para redefinir a experiência do cliente e criar valor contínuo para o portfólio de produtos e serviços. Comercial: - Desenvolvimento de Parcerias Comerciais: Supervisão do Canal de Parcerias (Corretores e Imobiliárias) e desenvolvimento de alianças estratégicas com investidores e marcas parceiras para fortalecer a presença no mercado; - Planejamento de Expansão e Crescimento: Elaboração de planos de crescimento com foco em novas oportunidades de mercado, explorando tanto expansão comercial quanto inovação em produtos e serviços. - Customer Experience: Gestão das áreas de Relacionamento com Clientes e Hospitalidade: Desenvolvimento de estratégias de experiência do cliente para garantir satisfação e fidelização, promovendo uma experiência diferenciada e alinhada aos valores da marca. Estratégia e Planejamento - Liderança Estratégica Integrada: Responsável por alinhar as áreas de Marketing, Vendas, Customer Experience, Comercial e Parcerias Estratégicas ao planejamento da empresa para impulsionar o crescimento e alcançar alta performance. - Alinhamento e Gestão de Equipes: Liderança de equipes multifuncionais sempre com otimização de processos, com foco em inovação e crescimento, promovendo um ambiente colaborativo e voltado a resultados.

Leadership in Marketing, Client Experience, and Strategic Planning across the Real Estate, Watchmaking, and Fine Jewelry industries, serving brands that range from mass-market to ultra-luxury segments. Focused on building brand equity, developing short and long-term strategic plans, and driving competitive differentiation and sustainable growth. Led integrated on and offline campaigns, product and real estate launches, and retail implementations, ensuring operational efficiency and brand consistency. Streamlined processes and communication flows, aligning marketing, sales, and corporate objectives. Championed a culture of creativity, innovation, and collaboration, fostering strategic solutions and new business opportunities. Richemont Group (Cartier, IWC Schaffhausen, Panerai) Managed the launch and establishment of the IWC Schaffhausen and Panerai boutiques at São Paulo’s Iguatemi Mall, focusing on market entry and share growth in Brazil. Coordinated Cartier events, strengthening brand positioning and relationships with high-net-worth clients. Frattina Restructured the marketing department, managing strategic partnerships and joint planning with brands such as Rolex, Hublot, Cartier, IWC Schaffhausen, Panerai, and Tag Heuer. Implemented a full rebranding process and developed new retail environments to enhance brand perception and customer experience. Real Estate and Construction Sector Worked with multiple developers and builders, including Porte Engenharia, ForCasa, and other major industry players. Redesigned marketing departments, integrating sales, marketing, and client relations, and leading go-to-market campaigns for new developments. Delivered brand creation and repositioning initiatives and managed partnerships and events designed to drive performance and market visibility.

- Led the Marketing and Corporate Communications department for all companies under the GRUPO MÉTODO umbrella, including Método Engenharia, Método Fast, Método Estruturas, and Potencial Engenharia. - Managed the marketing committee, focusing on branding strategies, defining the GRUPO’s positioning, and developing a new visual identity. - Standardized marketing and corporate communication materials, covering logos, website, brochures, corporate presentations, and printed materials. - Developed and executed the marketing Business Plan, monitoring market performance and adjusting strategies based on competition and growth opportunities. - Planned and executed B2B marketing campaigns targeting corporate clients and strategic partners, leveraging in-person events, industry trade shows, and direct relationship-building initiatives. - Created relevant B2B content, such as white papers, case studies, technical articles, and newsletters, combining both offline and digital strategies. - Coordinated relationships with the press and industry-specific media, ensuring GRUPO's presence in B2B publications and sector events. - Managed communication crises during major mergers and corporate restructuring, ensuring effective communication with both internal and external stakeholders. - Organized corporate and industry events, including trade shows, seminars, and business meetings, to strengthen relationships with clients and partners. - Coordinated customer satisfaction and feedback surveys within the B2B sector, using insights to enhance brand positioning. - Analyzed marketing and sales metrics, including lead generation, conversion rates, and campaign ROI, to adjust strategies as needed. - Developed and monitored the area’s strategic and budgetary planning, ensuring efficient resource management and budget control.

- Responsible for developing the strategic plan for the Customer Relationship area, aligned with the company’s overall Business Plan. - Create customer engagement and loyalty initiatives to ensure satisfaction throughout the entire buying journey. - Plan and execute multichannel marketing campaigns (email, SMS, social media, events, Customer Portal) to engage customers with a new brand: MaxHaus. - Implement CRM systems to enhance customer relationship management and personalize interactions. - Coordinate the development of relevant and tailored content for each phase of the Customer Relationship roadmap. - Ensure top-notch service at all stages, from credit analysis to handing over the keys (including contract review, billing, financial negotiations, receivables management, and bank financing). - Manage the customer portfolio, segmenting it by profile, purchase stage, and potential for new business, like unit combinations and customizations. - Plan and coordinate market research with customers to provide insights for product improvements and new business opportunities. - Analyze customer feedback to identify ways to improve service and products, connecting the Marketing, Sales, After-Sales, and Customer Relationship teams. - Monitor and analyze satisfaction, retention, engagement, and other relationship marketing KPIs. - Generate regular performance and ROI reports for marketing and relationship activities, providing insights for strategic adjustments. - Manage crises and conflicts between the company and customers, such as construction delays, offering effective solutions. - Oversee the Portfolio Management and Transfer team (bank financing), ensuring efficiency and results. - Plan and manage the department’s budget, ensuring resources are used efficiently.

- Led the Marketing Department, covering product launch campaigns, inventory promotions, and point-of-sale (POS) strategies to achieve the company’s sales targets. - Managed the Corporate Communications Department, including internal communication channels, employee engagement initiatives, corporate events, and all PR communications, focusing on brand visibility, relationship-building, and strengthening the company's reputation in the real estate market. - Developed strategic planning for product launches, including media plan analysis and implementation to maximize visibility of developments. - Created client acquisition strategies, integrating campaigns, performance marketing, and qualified lead generation, with a focus on guiding the client journey from purchase to key handover. - Implemented and managed communication channels, including the website, intranet, advertising campaigns, along with performance analytics to support decision-making. - Created institutional materials to support the company’s IPO process and effectively communicate its value proposition to the market and investors. - Coordinated market research to identify trends and new product opportunities, adjusting marketing strategies according to demand. - Led social impact initiatives aligned with Tenda’s value proposition. - Managed digital transformation projects to optimize marketing processes, integrating technologies such as CRM, marketing automation, and data intelligence. - Supervised strategic partnerships with advertising agencies, media vendors, and digital platforms to maximize campaign performance. - Planned and controlled the marketing and corporate budget, ensuring efficient resource allocation and achievement of financial targets.

- Defined and implemented internal communication strategies at the hospital, ensuring alignment with institutional objectives. - Supported the creation and implementation of communication workflows and processes, partnering with Accenture for consulting support. - Wrote and designed content for presentations, reports, and institutional materials to enhance strategic messaging. - Planned and produced medical and corporate events, both internal and external, strengthening relationships with key audiences. - Organized and executed internal marketing (endomarketing) initiatives to drive employee engagement, integration, and motivation. - Developed and maintained internal communication channels, including newsletters, intranet, digital boards, and official announcements. - Supported crisis communication management, working cross-functionally to ensure a rapid, transparent, and effective response. - Monitored and analyzed communication outcomes, using metrics to continually refine and enhance strategies. - Created awareness campaigns focused on institutional themes such as organizational culture, compliance, patient safety, and other key projects. - Facilitated communication across multidisciplinary teams, ensuring seamless information flow and collaboration.

Responsible for developing and implementing Corporate and Organizational Communication strategies aimed at enhancing the company's image, strengthening its market positioning, and promoting clear, consistent, and impactful engagement with diverse internal and external audiences. My key activities included: - Managing internal and external communication channels such as newsletters, intranet, press releases, events, and PR campaigns, ensuring brand messaging was consistent and aligned across departments. - Creating engaging content for employees, partners, and the public, highlighting innovations, product launches, achievements, and initiatives. - Coordinating crisis management and reputation strategies during major mergers, strategically protecting the company’s image. - Organizing corporate and institutional events, including presentations, workshops, press conferences, and training sessions for sales teams and medical staff. - Developing integrated marketing plans that supported institutional communications, overseeing press strategies and campaigns across Human Health, Animal Health, and Consumer Products divisions. - Providing media training for executives, equipping them with the skills to effectively communicate with the press and key stakeholders. - Implementing, organizing, and maintaining the company’s digital and physical content archives. - Analyzing communication metrics to evaluate campaign performance and adjust strategies as needed. - Building and nurturing relationships with the press, healthcare professionals, executives, and other stakeholders, while leveraging communication platforms and media management software. Additionally, I managed content creation and design for both internal and external audiences, with a solid understanding of the pharmaceutical market and specific corporate communication regulations within the healthcare sector.