Carla Zanetti

Brand Especialist Brazil @ The Macallan

About

With over 15 years of experience in sales and commercial strategy, I’ve built a strong career in the premium alcoholic beverages industry, specializing in brand development and key account management. I played a key role in launching award-winning products like Vitória Régia Gin and currently serve as Brand Specialist for The Macallan in Brazil, focusing on market activations, key partnerships, and premium consumer engagement. Passionate about elevating premium brands, I blend strategic thinking with commercial execution to drive growth in both On Trade and Off Trade channels.

Country

Brazil

City

São Paulo

Industry

Wine & Spirits

Skill

Gestão de contas, Vendas diretas, Gestão de vendas, Desenvolvimento de negócios, Processo de venda, Trade Marketing, Media Relations, Sales, Public Relations, Fashion Design, Luxury Goods, Merchandising, Mídias sociais, Planejamento empresarial, Vendas, Gestão de marketing, Marketing Management, Planejamento de mercado, Publicidade, Relações públicas

Experience

Brand Especialist Brazil

The Macallan

2025-1 - Present · 1 yr 9 mos

Responsible for driving brand advocacy and visibility in the Brazilian market through tailored education, strategic partnerships, and market activations. I work closely with key On and Off Trade accounts, implement distribution strategies, and lead brand experiences to engage consumers and trade partners. Additionally, I collaborate with marketing and commercial teams to ensure alignment with The Macallan’s global vision and excellence.

Key Account Sales Manager

Carmosina Holdings

2021-4 - 2025-1 · 3 yrs 10 mos

São Paulo, Brasil

Managed key retail accounts, ensuring long-term partnerships and sustainable growth. Led negotiations, executed RTM strategies, and coordinated promotional campaigns to boost sales and brand visibility.

On Trade Sales & Brand Development

Carmosina Holdings

2014-2 - 2021-4 · 7 yrs 3 mos

São Paulo, Brasil

Expanded the On Trade channel in São Paulo, securing placements in five-star hotels, renowned bars, and award-winning restaurants to enhance brand visibility. Managed 80+ direct and indirect accounts, driving growth through strategic partnerships with high-volume clients. Led brand-building initiatives, from promotional activities and loyalty programs to technical training on spirits and classic cocktails. Oversaw merchandising at POS to ensure consistent brand communication and strong consumer engagement. Collaborated with marketing and sales teams to develop tailored commercial strategies, negotiated key sell-in agreements, and implemented incentive programs to optimize distributor performance and expand market presence.

Freelancer

Old Parr Whisky - Agencia Nossa!

2014-1 - 2014-1 · 1 mo

Fortaleza, Campinas e Ribeirão Preto

Selected and trained promotional teams, conducted relationship visits, and supported campaign execution in key markets.

Brand Ambassador

Destilaria de Cachaça Maison Leblon Ind. Com. Ltda.

2012-2 - 2013-12 · 1 yr 11 mos

I worked within the commercial structure, activating 100+ clients, including hotels, restaurants, specialty stores, and bars, by implementing tailored initiatives, staff training, and incentive programs. I maintained close management of key clients, developing customized plans and structuring strategic actions to strengthen the brand and drive business growth.

Sales

WX Logística

2007-1 - 2010-6 · 3 yrs 6 mos

São Paulo, Brasil

Provided personalized sales and consulting services to high-end clients, focusing on luxury retail experiences.

Marketing & Fashion Production

ZOOMP

2003-8 - 2006-11 · 3 yrs 4 mos

São Paulo

As a Marketing Assistant at Zoomp, I supported strategic marketing initiatives and fashion production, coordinating events like SPFW and securing editorial placements in top media outlets to strengthen brand visibilit