Keila Tomiyoshi Passeira

Led growth strategy and investment efficiency initiatives for the CHC portfolio, operating at the intersection of marketing, business, and strategic partnerships, with a strong focus on sustainable performance, governance, and revenue impact. • Drove recurring executive alignment with senior stakeholders to define strategic priorities, KPIs, and growth direction • Influenced investment decisions and budget allocation strategies focused on operational efficiency and ROI maximization, delivering +70% YoY media efficiency gains • Managed relationships and negotiations with media and technology partners, ensuring governance, compliance, and cost optimization • Led digital transformation initiatives that positioned the Brazilian operation as the #1 global market in digital maturity, achieving 84% first-party data adoption • Collaborated with cross-functional squads across marketing, sales, agencies, and external partners to ensure strategic alignment and integrated execution • Built and optimized performance tracking, forecasting, and data-driven decision-making processes

Managed the Allegra brand by connecting revenue growth, consumer experience, and strategic partnerships across digital and omnichannel ecosystems. • Delivered +65% growth in digital sales through the structured expansion of partnerships with iFood, Rappi, and Uber Eats • Served as the primary point of contact between internal teams, commercial partners, and digital platforms, leading executive alignments and growth initiatives • Developed and monitored strategic KPIs related to performance, retention, and business expansion, supporting data-driven decision-making • Led executive QBRs and Joint Business Plans (JBPs) with strategic partners, focused on revenue expansion and long-term relationship strengthening • Coordinated cross-functional squads across trade, sales, marketing, agencies, and internal stakeholders to accelerate execution and integration of initiatives • Designed omnichannel strategies integrating branding, performance marketing, and retail media

Led the strategic management of an enterprise portfolio, acting as a trusted advisor to major advertisers and driving initiatives focused on revenue growth, investment expansion, and long-term relationship development. • Managed a portfolio of 60+ enterprise advertisers, including Samsung, Mercado Livre, McDonald’s, Carrefour, Dell, Vivo, Whirlpool, and other Tier 1 and Tier 2 accounts • Partnered strategically with marketing, product, and sales leadership teams to drive growth plans, revenue expansion, and business development initiatives • Defined KPIs and led continuous campaign optimization strategies to accelerate business performance and results • Led executive-level discussions with senior stakeholders, supporting investment decisions, KPI definition, and strategic account direction within Google • Built data-driven growth strategies focused on forecasting, performance optimization, and continuous business growth. • Led the first AI-driven Performance Max case in the Tech segment for Samsung during Black Friday 2022, globally recognized for delivering +150% revenue growth and +88% ROAS • Collaborated closely with cross-functional teams to accelerate business outcomes and strengthen long-term relationships with strategic clients Tools: Google Ads, Performance Max (PMax), DV360, YouTube Ads, Google Analytics, Looker Studio, Meta Ads

Led digital growth and e-commerce performance strategy, connecting consumer experience, channel optimization, and revenue growth. • Managed the e-commerce operation (VTEX) and strategic performance metrics, monitoring KPIs related to growth and consumer behavior • Developed digital and commercial initiatives focused on revenue generation and the evolution of the omnichannel customer journey • Collaborated across digital marketing, physical retail, and commercial partners to strengthen brand presence and expand business results • Supported strategic decision-making related to campaigns, investment allocation, and brand experience optimization

Coordinated marketing, communication, and commercial actions for a portfolio of over 200 stores nationwide. Worked across digital campaigns, visual merchandising, suppliers, and internal teams to strengthen brand presence and drive sales. Highlights: Coordination of seasonal campaigns and B2C promotional materials. • Relationship management with malls, suppliers, and strategic partners. • Managed the creative team across digital and offline channels. • Supported commercial decisions through performance indicators. • Led visual merchandising and promotional actions. • Managed social projects (Teleton, AACD, Creche Paraisópolis).

Worked across digital marketing, customer relationships, and performance, contributing with media analysis, communication, and promotional efforts. Focused on strengthening digital presence, generating leads, and supporting loyalty initiatives. Highlights: • Media analysis, competitor benchmarking, and market trends. • Lead generation and digital activation. • Customer relationship management and reputation monitoring (Reclame Aqui, TripAdvisor, social media). • Production of reports, branded materials, and supplier partnerships. • Campaign creation and activation (Facebook Ads, Instagram Ads, Google Ads). • Website updates and maintenance via SquareSpace.

Worked in Business Intelligence supporting media, digital strategy, and performance through dashboards, metrics, and analytical reporting. This experience solidified the data-driven foundation that shaped my entire career. Highlights: • Creation and maintenance of dashboards and strategic KPIs. • Market, competitor, and consumer behavior analyses. • Reports supporting performance insights and recommendations. • Media measurement and channel evaluation for decision-making.