Jefferson Mendes

Executive leadership in media planning and management for the VIVO account, managing an investment exceeding R$150 Million/year in channel mix strategies, focused on business results and the role of offline media in the performance funnel. Defining the coexistence and role of each channel (TV, OOH, Digital, Radio, Print), generating quantifiable inputs for attribution models. Management of plans that generated direct conversion impact, such as an increase in the average prepaid recharge ticket by +13% and +27% growth in Vivo Travel subscriptions/year. Consolidation of VIVO as the 2nd most associated brand with The Town and 3rd at Lollapalooza, translating investment into brand equity and awareness. Coordination of campaigns across all capitals and approximately 150 non-capital cities (Fibre Expansion Campaign), adapting the mix and budget allocation for distinct objectives (conversion vs. repositioning) in each market. Success in adjusting investment (up/down grade) according to budget and performance. Leading high-volume annual negotiations (GPP) with major players (TV: Globo, SBT, Band; OOH: Eletromidia, JCDecaux). Pioneering the implementation of Programmatic DOOH for the World Cup (26), utilizing the Google DV360 platform to optimize audience reach and ensure rapid test-and-learn cycles.

Continuity of VIVO account management, ensuring the transition and stability of media operations following internal client and agency movement. This performance demonstrated a high capacity for adaptation and trust from the advertiser. I ensured the uninterrupted maintenance of the OOH campaign strategy and execution, guaranteeing full alignment with the performance guidelines and business KPIs defined by VIVO. Responsible for the execution and control of OOH campaigns across the entire national territory, coordinating partners and ensuring operational excellence in multiple markets simultaneously. I acted with direct and constant communication with the client and partners, ensuring the governance and accuracy of performance and budget reports throughout the transition period.

Consultative leadership in Out-of-Home (OOH) media strategy, working at the intersection of proprietary data, multiregional planning, and sales. Focus on maximizing the intelligence and ROI of OOH media for major advertisers and agencies. Data-Driven Leadership and Strategy: Leading the OOH planning team based on data, KPIs, and funnel analysis, utilizing the proprietary platform to generate insights and optimize budget allocation, serving as a foundation for attribution models. Market Intelligence and Scale: Organization and updating of the national exhibitor catalog, consolidating essential strategic information for the development of local, multiregional, and high-scale media plans. Focus on Performance and Acquisition: Planning OOH campaigns centered on metrics like Reach, CPM, Target, and Average Frequency, ensuring total alignment with client performance objectives (conversion, awareness, or traffic). Strategic Vision and Negotiation: Direct involvement in competitions (pitches), developing and defending high-value strategic and tactical proposals to advertisers and agencies. Governance and Control: Management of documentation and complete governance of media processes (approval, authorization, checking, and billing), ensuring financial accuracy and compliance.

Management of one of the country's largest media budgets, with an annual investment exceeding R$100 Million. I was directly nominated by VIVO to lead the account, a testament to the trust and strategic value delivered. Budget Management and ROI: Management of an annual investment exceeding R$100 Million, leading strategic negotiation at a national level with exhibitors and partners. Responsible for financial reports and the governance of the relationship with VIVO's media controller. Multi-Market and Investment Efficiency: Planning and execution of OOH campaigns in over 120 cities, focused on investment efficiency (ROI), regionalization, and strategic coverage. Mix Complexity and Audience Management: Servicing a complex portfolio of campaigns (Product, Retail, Co-Branded, and Regional), ensuring strategic consistency among different audiences and market maturities. Innovation and Partnership: Development of strategic partnerships with over 200 monthly players to ensure coverage, access to innovative formats, and media opportunities. Leadership and Data Interface: Coordination of a multidisciplinary team and strategic interface with creation, account service, media, and research, ensuring that planning was data-driven and aligned with VIVO's attribution models.

Management of investment in OOH Media by VIVO and all its products belonging to the agency. Presentation and formatting of the strategy with the client and delivery of all processes to execute.

Management of the dedicated OOH team composed by 8 people to assist the WPP Group agencies: Y&R, VML, Gray and Red Fuse. Main Accounts: VIVO, Grupo Petrópolis, 99 Food, Via Varejo, P&G, Volvo, Heineken Group, Universal, Viacom, Nestlé.

Managed OOH media investments for major international advertisers, overseeing a total budget of approximately US$5 million Applied market variables such as demographic profiles, geographic coverage, segmentation, and impressions to optimize media allocation Built strong relationships with national and regional media vendors to deliver tailored solutions aligned with client needs Presented strategic plans to client marketing teams and streamlined internal coordination to minimize execution failures Managed key accounts including Fox Channel / Disney, PUIG, ABB, national governments (Argentina, Chile, Mexico, Peru), BNP Paribas, and AMC

TBD

I was responsible for developing OOH media plans in the national market, considering KPIs such as OTS, CPM, Audience, and ROI. During my work, I maintained an excellent relationship with the media department at ABC Group agencies (Africa, DM9, and TUDO) and negotiated with exhibitors and media vehicles from different markets and media formats. Additionally, I formatted prices and made special projects feasible, as well as monitored contracts and processes, PI, and AP. Throughout my experience, I handled important accounts such as Itaú, Whirlpool (Consul), Brahma, J&J, P&G, C&A, VIVO, Grendene, Wall Mart, Budweiser, and Kroton Group.

Led market research and feasibility studies for new products and business expansion in the OOH media sector Coordinated project teams, annual departmental planning, and the definition of commercial targets Delivered internal product and process training to improve team performance and operational consistency Built political and institutional relationships with municipalities across key locations such as Campos do Jordão, Angra dos Reis, Barretos, Ilhabela, Lauro de Freitas, Santo Antônio do Pinhal, Gramado, and Estrada Real (MG) Led ROI optimization and pricing strategy initiatives across multiple product lines Gained solid experience in administrative, legislative, and financial processes, including the use of the TOTVS/Protheus ERP system

Article: "Cars that entice consumers: Hyundai HB20", 2013. Strategic Planning: "NISSAN Leaf - Launch of EV segment in Brazil," 2013.

Final Paper: Biscuits Piraquê, 2006.