Bertha Fernandes

- Define and lead short-, mid-, and long-term brand strategy for Brastemp and Consul, strengthening value proposition, competitive differentiation, and long-term brand equity. - Develop brand positioning and platforms (purpose, strategic territories, personality, tone of voice, and benefit architecture), ensuring clarity, consistency, and sustainable growth. - Lead fully integrated communication strategy across all consumer touchpoints (offline, digital, retail, experience, and PR), driving excellence in execution and brand coherence. - Orchestrate high-impact campaigns and brand activations with strong cultural relevance, market recognition, and measurable business impact. - Drive strategic creator and ambassador partnerships to enhance brand relevance, cultural connection, and audience engagement. - Partner cross-functionally with Innovation, D2C, Trade Marketing, Sales, and Customer Experience to ensure integrated strategy execution and business value creation. - Leverage consumer insights, brand tracking, and performance metrics to inform strategic decisions and optimize brand investment. - Build and develop high-performing, engaged teams across Marketing, Digital, Creative, and Events, fostering a culture of collaboration, accountability, and excellence. - Represent Brands & Communications in regional and global forums, influencing senior stakeholders and C-level leadership on strategic brand decisions.

- Led the Baby Care portfolio (Johnson’s Baby, Hipoglós, Desitin and Cotton Swabs), the company’s largest business unit. - Owned end-to-end marketing strategy and execution, with direct P&L responsibility (~20% of total company revenue), driving business recommendations and financial performance. - Defined brand and category growth strategies, strengthening brand equity, competitive positioning, and sustainable growth. - Partnered with ATL and BTL agencies to develop integrated campaigns, activations, and in-store materials to maximize brand impact and commercial performance. - Collaborated with regional teams to align mid- and long-term strategy and build the innovation pipeline. - Represented Baby Care in senior leadership forums, presenting strategic diagnostics, growth plans, and performance reviews to executive stakeholders.

- Led brand strategy across TV, Audio, Home Appliances, and Monitors, integrating business analysis, consumer insights, and strategic growth planning. - Orchestrated integrated product launch campaigns with significant media investment across offline, digital, PR, and activations, ensuring strong ROI and brand impact. - Directed digital strategy (website, social media, and performance marketing), driving demand generation and conversion. - Developed promotional calendars focused on accelerating sell-out, sustaining market share, and strengthening retail competitiveness. - Built and executed category PR strategies, expanding share of voice and brand visibility through media and influencer engagement. - Established marketing processes, governance frameworks, and strategic guidelines, increasing organizational efficiency and execution excellence. - Led senior team members and managed multiple communication agencies (offline, digital, and BTL), while partnering closely with Global and Regional stakeholders.

Responsible for Marketing activities for the TV and audio categories.

Responsible for Marketing activities for the TV category.