Felipe Cardoso

▸Lead Natulab’s Marketing organization, overseeing In-House Agency, Branding, Innovation, Trade Marketing, Media, Social, PR, and Corporate Reputation. ▸ Consolidated the In-House Agency as a strategic hub, enhancing efficiency and speed across projects. ▸ Managed the Innovation Pipeline and major product launches, driving portfolio strategy and GTM execution. ▸ Developed a unified communication ecosystem integrating Media, Social Media, and Influencer Marketing with PR and data intelligence.

▸Lead content and social insights strategy for an 14 brands ecosystem. ▸Restructuring of content and social insights success KPIs, leading data science and AI agencies, managing a proprietary and unique scorecard in the market. ▸Integration between the commercial and marketing teams, bringing a consumer-centered and active listening approach to campaigns. ▸Creation of a unique scorecard methodology for crisis management on social media, involving reputation, PR, legal, institutional teams and internal stakeholders.

▸Leadership in marketing strategy and integrated plans for 8 different brands (Spaten, Original, Corona, Stella Artois, Budweiser, Beck's, Michelob Ultra and Colorado). Leading communication, branding, trade marketing, PR, content creation and social media strategy. ▸Strategic direction for creating proprietary events and overseeing execution. ▸Management of a diverse team of brand ambassadors and analysts, maintaining strategic relationships with partners and stakeholders. ▸Management of a regional agency ecosystem across 9 states. ▸Leadership in influencer communication and community management. ▸Increased premium category brand power by 24% in 2023. ▸Contributed to a 17.8% growth in premium category sales volume in 2023.

▸Managed productive relationships with advertising, promotional and digital agencies for regional campaigns such as the 100th anniversary of Guaraná Antártica. ▸Managed key KPIs and category planogram strategy, resulting in a 12% increase in Guaraná Antarctica’s market share in 2020. ▸Led promotional actions, merchandising, events in networks and strategic B2B relationships. ▸Launched innovations such as Guaraná Antártica Natu, achieving a 12.3% increase in trial. ▸Managed the JBP program; market programs for small retail and category ambassadors in self-service networks, achieving a 4.3% expansion in market share. ▸Led a team of coordinators and analysts, developing a team member for the next step as a company manager. ▸Led CRM and DTC actions with key clients.

▸Directed commercial and trade marketing strategy for the craft beer category, managing a marketing and sales team and overseeing commercial KPIs. ▸Cultivated strong relationships with major self-service networks and coordinated sales incentives, improving the company's position in the retail channel. ▸Planned strategic actions for the Special Beers category, established key sales moments and orchestrated the launch strategy for new SKUs, resulting in a 155% increase in beer volume at resellers, a 167% expansion in active customer base and a 137% increase in category revenue compared to targets.

Responsible for the specialty beer area in Midwest.

Responsible for sales and trade marketing of Ambev's specialty beer category in the Federal District.

Trade marketing of innovation portfolio in the Midwest

Digital Strategy CAIXA, Embratur Advertising and Live Marketing PAR, LTM, Elo, FENAE, FUNCE, Brasil Telecom, Iguatemi, Harley e Jorlan.