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As Head of Trade Marketing at EMS, the leader of the Brazilian pharmaceutical market for 19 consecutive years and part of Grupo NC, one of the largest Brazilian conglomerates, I am responsible for developing and leading the Trade Marketing strategy for the EMS, Brace Pharma, Ofta Health Vision, and USK business units. I lead a team of 24 people with the purpose of consolidating Trade Marketing as an even more strategic area, with high impact on the group’s and clients’ results, delivering a seamless, relevant, and consistent shopping experience for the shopper. To achieve this, I define and execute the commercial policy with a focus on profitable revenue growth across the entire distribution chain, always guided by sustainable, long-term relationships. In this context, I deepen relationships with key clients through the development of robust JBPs, connecting strategic objectives with real business needs. Additionally, I continuously work to elevate execution standards at the point of sale, translating shopper behavior insights into practical in-store decisions while considering all stakeholders.

Over the course of one year, I served as Senior Sales Manager at Reckitt, a British multinational and global leader in consumer goods focused on health, hygiene, and nutrition. I led P&L management and commercial objectives for strategic clients such as GPA, Carrefour, Sam’s Club, Oxxo, and Dia%. I structured and executed Joint Business Plans (JBPs), integrating Trade Marketing, Finance, and Customer Service to achieve sustainable results. Additionally, I led a high-performance team, optimized margins and sell-out results, and reinforced Reckitt’s relationship with key retail partners.

At Reckitt, I led the sales analytics transformation by creating an integrated commercial platform that optimized sales planning and target setting. I designed Power BI dashboards that enhanced S&OP and Go-to-Market (GTM) accuracy. Under my leadership, the team expanded from 5 to 21 members, strengthening a data-driven decision culture and establishing strong Revenue Growth Management governance across the entire operation while engaging all key stakeholders.

As National Trade Marketing Manager at Bombril, a leading Brazilian household cleaning company, I restructured the Trade Marketing and Market Intelligence areas. I implemented the “Perfect Store Program” and the annual promotional calendar, optimizing assortment, pricing, and in-store execution to boost visibility and profitability. I also developed ROI processes and budget management platforms, increasing efficiency and strengthening the company’s Revenue Growth Management and commercial planning models.

At Bonduelle, a French company specializing in vegetable-based products and present in over 100 countries, I designed and implemented the company’s Go-to-Market (GTM) and Route-to-Market (RTM) strategies in Brazil based on shopper insights and consumption behavior. I developed commercial policies, in-store execution programs, and strategic partnerships that expanded distribution and profitability. I consolidated Revenue Growth Management practices, balancing product mix, pricing, and channel profitability.

At Bauducco, one of Latin America's largest food companies, I led Trade Marketing and Merchandising initiatives, optimizing budget usage and the promotional calendar to maximize performance on key seasonal dates. I developed incentive campaigns and training programs to boost team engagement and ensure excellence in in-store execution, enhancing brand positioning and the return on investment for commercial actions.

While at Pernod Ricard, the world-leading French premium spirits group, I managed direct channel development, overseeing Joint Business Plans (JBPs) and category management projects with major clients. I implemented the “Perfect Store Program” and performance indicators, improving execution and visibility at the point of sale. My role consolidated alignment between sales, Trade Marketing, and planning, boosting Go-to-Market (GTM) efficiency and sustainable growth.

As Category Management Manager at Mondelez International, a leading American snacking company, I spearheaded category management and shopper marketing strategies. During the Kraft/Cadbury merger phase, I led the Accelerator Project with Walmart, redesigning category adjacencies and layouts and implementing the Store in Store concept at checkouts (Front-End Project). These efforts generated double- and triple-digit growth for impulse products, increasing sales and profitability for manufacturers and retailers alike.

At Danone, a global leader in healthy foods and beverages, I was responsible for the Go-to-Market (GTM) plan and Bonafont’s launch strategy in Brazil. I defined commercial policies, prioritized sales channels, and developed the “Building Results” program to strengthen the water category. I also led sales and merchandising teams, achieving a 20% value market share in the first year and absolute leadership in São Paulo state.

At Danone, I integrated Trade Marketing and Category Management areas, designing quarterly investment and execution plans for in-store operations. I reinforced the Perfect Store Program and led major promotional campaigns, such as Activia's “Money Back Guarantee.” My contribution strengthened the brand’s Go-to-Market strategy, securing leadership in value share and margin across the entire distribution network.

As Category Management Supervisor at Danone, I coordinated category management projects based on shopper research and Nielsen analyses. I improved the “Building Results” program and optimized assortment, planograms, and in-store execution, boosting brand presence and performance in key national and regional accounts.

As Trade Marketing Analyst at Danone, I contributed to the Go-to-Market strategy and launched the Perfect Store Program for Activia. I organized the promotional calendar, point-of-sale materials, and training for sales and merchandising teams. The project transformed the retail relationship and positioned Activia as the leader in value and profitability, establishing a culture of execution excellence.

At Unilever, one of the world's largest consumer goods companies, I supported sales teams in results analysis, order tracking, and promotional campaign execution. I managed investments and P&L for strategic accounts, developing analytical skills and a deep understanding of business and operational dynamics in a major FMCG company.