Katia Araujo

Management of the channel's annual budget to build the short- and medium-term strategy, closely monitoring the P&L and planning for the entire e-Commerce channel. Pure players, last-miles, and bricks & clicks for sales growth, connecting them to business strategies, shopper profiles, and consumption times for each channel, directing the Sales team through the seasonal and monthly calendar. Activation of the retail media strategy in marketplaces such as Mercado Livre and Amazon, and all apps (IFOOD, RAPPI, UBER, ZÉ D., DAKI) and DV360 monitoring with the media team. Results to improve performance across KPIs such as sell-in, sell-out, marketing share, innovation positivity, perfect store, NOPBT, service level, ROAs, CTR, impressions, clicks, and repurchase. Contributed to the construction and execution of JBP Omnichannel (Key Accounts, National Cash & Carry, and Top Regional Retail) and e-JBP. Perfect e-Commerce Store: management and monitoring of stockout control, DOH, search share, pricing, shelf share, creation of KVs, brand pages, and content. Alignment with the Global, Latam, and internal teams to exchange insights and benchmarks. Market and competitor research and analysis. Planning and execution of A/B tests and experiments to evaluate the effectiveness of different media approaches (eCommerce activation with first-party data), data/CRM projects with the Digital Transformation team. E2E campaign (from persona definition to in-app execution) with strategies considering the shopper journey and the entire sales funnel for the salty and food categories of 14 brands (Doritos, Cheetos, Ruffles, Lays, Toddynho, etc.). Skills: Lett, Neogrid, Global Shopper, Nielsen, Similarweb, Google analytics,AMC, DV360,Dunnhumby, Scanntech, Microsoft Office Avançado and Power BI.Analyst development and internal development in data performance, content, digital category trade, and payments.

Developing digital trade in the channel, responsible for governance, strategy, execution, and results (sell-out and media) of the Salty and Foods category calendar for all clusters (last mile, market places, pure players, and egroceries). Working on continuous improvement of initiatives to achieve the best performance for the category, conducting new e-commerce pilots, and sharing results and lessons learned for Brazil and LatAm. Deployed marketing strategies for the commercial area, aligning with the trade marketing and media teams to standardize e-commerce practices in brand campaigns and general communication. Regional Client Account Executive: Responsible for the omnichannel project for 12 top clients in all regions of Brazil, aiming to integrate sales team management with online strategy. Negotiated sales calendars, activation margins, governance, strategy, execution, and results (sell-out and media). Aligned with the marketing and media teams to standardize e-commerce practices in brand campaigns and general communication. Responsible for the omnichannel project for 12 KAR clients (all regions of Brazil), aiming to integrate sales team management with online strategy. Skills: Paid media strategies · Brand strategy · CRM databases · Communication · Problem-solving · Customer and shopper journey · Investment management · Competitive analysis · Digital media · Content creation · Google Analytics · E-commerce SEO · E-commerce · Global e-commerce · User experience (UX) · Sales funnel · Retail marketing

Selection process among 35,000 candidates for 30 positions. Roles performed: Holistic business vision through rotation in the areas of Operations, Marketing, IT, HR, Finance, and Sales. Area 1 – Sales Productivity (11 months): Managing the efficiency and effectiveness of sales projects in the P&L and mapping new effective opportunities that generate revenue for the company. Double-digit productivity improvement compared to the provisioned gap. Strong connection with the LatAm team and the Brazilian sales manager to discuss and implement best practices for General Productivity. Area 2 – Sales Strategy (7 months): Study in more than 10 cities in the state of Minas Gerais, focusing on increasing Marketing Share (>1 digit). Short-, medium-, and long-term plans based on regionality, shopper, portfolio, execution, price, and supply. Strong connection in day-to-day sales: promoters, lead promoters, salespeople, sales managers, and divisional managers to exchange knowledge and influence the execution of the regional plan. Projects: E-Commerce for Gatorade: Developing the product's sales strategy with our partners, developing media, SEO, and portfolio. Bars: Study for the development of the salty category in the bar segment. Defining the typology, portfolio, and direct and online GTM. E2E Stales: Diagnosis of the E2E process that leads to exchanges of expired products at the POS. Monitoring the zero-exchange culture governance pilot with the Sales team. Presentation to the VP team for process automation and approval in the AOP.

Responsible for monitoring transactions and investigating irregular and/or suspicious activities. Accounting control of external transfers and internal regularization for reconciliation of foreign accounts. Internal monitoring of employee development through control and encouragement of mandatory certifications according to the role performed in the financial market.

Responsible for indirect purchasing in the stationery, IT, and fleet service management categories through negotiations and prospecting with suppliers. Issuing purchase orders in the SAP system, analyzing cost center budgets, purchase requisitions, preparing Excel reports to improve the department's KPIs, and managing contracts. Participating in meetings to understand the purchasing needs of other departments and conducting price research in the domestic and international markets. Internship project to optimize operational activities, utilizing the Lean Philosophy to develop the scope for implementing Digital Signatures.

Monitoring of operations related to import and export transactions (DI, Borderô, exchange contract).