Cibele Castro Silva

• Management of a multifunctional team responsible for executing the commercial strategies and operation of the digital channels of the CRM Group. • Strategic planning of the digital operation for Kopenhagen and Brasil Cacau websites. • Leadership of the omnichannel operation with Vtex integrations for all network sellers, working closely with the IT and Logistics teams. • Management of marketplaces and partner delivery apps with specific commercial strategies for each channel. • Management of creatives for e-commerce, key visuals, artwork, and landing pages; category management. • Analytical and performance indicator management for the area.

• Category Management of category (Zissou startup) within Fast Shop. • Performance analysis of the category, reporting to the vice-president on all KPIs and 360-degree action plan. • Definition of promotional strategy (online and offline). • Creation of support materials and operational processes for stores, supporting assortment, planogram, and showroom strategies, ensuring execution at the point of sale. • Development of category-appropriate point-of-sale materials for retail. • Management of Zissou's communication within Fast Shop (CRM relationship program, communication strategy, social media, influencers, PR). • Web traffic analysis in Google Analytics.

• Definition of promotional strategy for campaigns with the Product team. • Monitoring and analysis of TY and LY sell-out results for better execution of the strategy. • Execution and monitoring of L’Occitane en Provence's national promotional calendar, from showcase development to merchandising materials and in-store promotional actions. • Interaction with the sales, marketing, planning, S&OP, and sales administration departments. • Development of point-of-sale materials and digital materials to support the sales team (virtual catalog, communication via WhatsApp). • Construction and monitoring of L’Occitane en Provence's Trade Marketing budget. • Planning and organization of commercial and institutional events (VIP events, product launches, Masterclasses, Sales Convention). • Development and execution of partnership and sponsorship strategies (Trancoso Music Festival, Terravista Golf). • Definition of planograms and store clustering.

• Planning and execution of sales campaigns for channels served by LATAM Airlines (Corporate Agencies, Consolidators, HVL, TTOO, and High-Value Companies), conducting result analysis for presentation to the board. • Development of segmentation-based customer strategies, aiming for budget optimization and more efficient actions, considering the characteristics of each channel. • Management of sponsorships and occasional support for customers. • Coordination of LATAM Airlines activations in travel agencies for training issuers and sell-out incentives. • Communication planning (online and offline) for customers with the communication agency. • Strategic analysis of competitive actions. • Responsible for the continuous improvement process to enrich CRM channels. • Management of customer performance versus the market and competition with the sales and Commercial Management team, aiming to achieve market share and industry growth.

• Conducting analyses of market activities, such as promotional and institutional events, as well as budget analysis (number of events, number of participants, budget vs. actual costs, etc.). • Planning and managing commercial and institutional events, including fairs and exhibitions, conferences, symposia, sales conventions, and specific actions for clients. • Performing strategic analyses of the marketing plan, measuring the effectiveness and results of marketing actions by cross-referencing data between these actions and market/sales information. • Managing Trade Marketing activities with clients and representatives, from strategy and materials development to implementation in stores, along with monitoring and training the sales team for proper maintenance. • Distributing marketing materials to the sales team through logistics operations management, in partnership with a specialized supplier, to ensure correct supply to customers and representatives. • Monitoring the communication actions of competing companies in the agricultural market, with evaluation and tracking.

• Support the sales team in developing channel/category strategies aligned with BU objectives. • Monitor competition actions within the channel/category. • Track promotional activities. • Contribute to the development and implementation of the commercial plan. • Foster alignment of goals between Marketing and Sales. • Coordinate the in-house and third-party promoters' team and Trade Marketing agency.

Projetos para o desenvolvimento do varejo na companhia com análise de informações de mercado - ferramentas Nielsen (Retail Index, Advisor, RDDS) - e internas; ações de relacionamento com o cliente e promocionais ao consumidor final; desenvolvimento de materiais de merchandising e ambientação de gôndola; interfaces com departamentos de Marketing e Comercial; relatórios elaborados utilizando os sistemas BI – SAP; edição e criação de house organ para comunicação interdepartamental. Gestão de eventos varejistas, como a feira Apas, divulgação de produtos e degustações em lojas.

Comunicação das marcas IAP, Manah, Ouro Verde e Serrana; desenvolvimento e acompanhamento de campanhas publicitárias e de relacionamento com o cliente; desenvolvimento e implementação de Trade Marketing no negócio Fertilizantes; realização de eventos para as marcas (feiras, dias de campo, congressos, palestras e encontros comerciais).

Capacita o profissional para propor as melhores ações e ferramentas de relacionamento com o cliente em mídias sociais, a partir da análise das estratégias de comunicação e redes sociais disponíveis, no intuito de alcançar os objetivos estratégicos de marketing de forma ética e sustentável.

Curso de Extensão - 09/2011 a 10/2011