Lais Marin

Responsible for the end-to-end commercial plan in the On Trade and Events channel with a focus on the luxury market, covering strategy, planning, execution, monitoring of results and ROI management. Key deliverables and results: . Coordinate meetings with the sales team, ensuring capabilities and training focused on the luxury category for excellence in execution and delivery of results; .Manage the A&P and Trade Spend budget, ensuring efficient allocation for training, activations, experiences, pricing and POS materials. .Apply market analysis to identify trends and behaviors in the luxury segment with a focus on category growth, in case of On Trade channel, this represents +33% in Sell-Out in 2025 through the creation of performance dashboards , accelerating the identification of gaps and decision-making. . Development of POS materials and actions focused on increasing sales in categories such as Tequila, Super Premium Gin, and Ultra Premium Scotch, increasing the national attractiveness of the category in the on-premise channel. . Developed business plans for strategic clients aimed at increasing category share within the business partner's revenue. . Leading multi-market teams in the management of teams and external partners such as agencies, in addition to working in collaboration with regional leadership to align strategies focused on gaining market share and ensuring financial efficiency. . Working in partnership with the Brands, Innovation, and Revenue Growth Management (RGM) teams to develop and evolve the portfolio, as well as the pricing strategy. .Interpersonal skills to influence stakeholders and build strategic partnerships. In-depth knowledge of the luxury market, experience, brand building, and consumer trends and behavior.

Co-responsible for driving the growth of the commercial area served in a sustainable way, through the development of categories within the main service channels, seeking to increase sales and creating strong relationships with customers (distributors and retailers), in addition to helping to train the team commercial area in the region. As part of our routine responsibilities, the keys deliveries and results: . Lead monthly Regional Sales meetings, disseminating results and guidance to the team, monitoring the performance of sales channels for brands in key clients, in order to anticipate potential risks and opportunities for Sell-out, Sell-in and Market Share. . Develop and present Joint Business Plans (JBPs) for key clients, reversing critical scenarios and/or expanding revenue within the client's billing structure. . Implement new management routines, including budget governance for the area and alignment between Trade, Sales, and Marketing. . Formulate strategic and tactical plans for the main channels (Direct/Indirect/Events), ensuring increased productivity and strengthened execution. . Regional P&L Management, seeking profitability in the chosen development strategy for the region. . Leadership in the planning, development, and execution of the Annual Operating Plan (AOP) for each channel and brand of the Regional Sales team, monitoring performance through S&OP (Sales and Operations Planning).

Responsible for supporting and co-leading the strategic planning for launching innovations, as well as structuring and monitoring the implementation of launch plans, evolution of successful KPIs nationwide, ensuring their execution and brand building. As main deliverables and responsibilities: . Co-responsible for developing and monitoring ROI reports for activities, performance analysis, feasibility and P&L with a focus on revenue, price, margin and productivity, budget management by platform, purchase orders and payment. . End-to-end leadership in Brand Communication processes – ATL, BTL and PR, in addition to participation in monthly sales, S&OP, marketing and sales cycle meetings. . Responsible for developing distribution plans, category management, and execution of POS materials and updating the Execution Guide. . Leading sales/distributor incentive campaign processes, events and POS actions, and finally, Brand Equity Management of new projects (Positioning, Targeting, Cultural Opportunities and Consumers). . Leading the annual category planning, from growth drivers to Integrated Business Planning (IBP), ensuring compliance with financial commitments. . Collaborating with the Marketing, Sales, Supply and Market Insights teams to implement initiatives across all channels: On Trade, Off Trade, C&C and Events. . Continuously monitor category performance and generate collaborative plans with cross-functional teams, fostering strong interaction with the sales team to align strategies that maximize market opportunities. Results: Launch of 10 new Items, including Gin RTD, JW Blonde, Smirnoff Infusions, Tanqueray Royale and Buchanan's Master; Popai Award for creating material for Tanqueray Royale, RTD platform focused on gaining share for summer seasonality.

Responsible for ensuring the execution of the national strategic Trade Marketing plan for Ice Cream, connecting corporate strategy to field reality and ensuring sustainable growth. Key deliverables and results: . Development and implementation of regional tactical actions (POS materials, activations and promotions) that contributed to double-digit growth in sell-out in 2019/2020. . Responsible for sending the promotional calendar for the KIBON and B&J product categories, monitoring their execution with the sales team, in addition to identifying opportunities through the study and analysis of shopper behavior and thereby co-leading the strategy for business growth. . Conducting sales, pricing, and campaign performance analyses, providing visibility for adjustments to regional and key client plans. . Size of line and product life cycle management, in order to maintain a healthy portfolio in #SKUs. . Leadership in the digital transformation project, aiming to increase revenue through cross channel actions, events and CRM marketing via apps and websites. . Focal point for projects in the areas of supply chain, Expansion, KA, Telesales, Merchandising, Commercial and Sales Information. . Intensive field work, capturing critical insights for adapting the strategic plan and ensuring greater accuracy in national execution. Results: Participation in the petit committee on innovative Digital solutions for KIBON; Internalization of operations in the coastal area of ​​SP for direct channel service; Optimization of cabinet shipping; Share gain for small retail.

Role in Supply Chain Planning, focusing on product portfolio governance, planning data quality, and integration between supply chain areas. Main deliverables and responsibilities: . Responsible for managing the Product Map, a strategic process that includes activations, planned launches, and discontinuations, ensuring alignment between portfolio, demand, and operational capacity. . Management and validation of ongoing planning data, forecasts, and business plans, focusing on improving accuracy and supporting decision-making. Strong interface with Demand Planning, Production, Materials and Supplies, Logistics, Marketing, and Distribution areas, promoting a single, integrated view of information for all stakeholders. . Monitor, validate, and consolidate planning, forecasting, and business plan data, working to improve the accuracy of planning and forecasting indicators. . Connecting key areas of the supply chain and commercial areas, promoting integrated communication. . Supporting decision-making through analysis and consolidation of strategic information. Results: Gain in accuracy in sales planning (S&OP); Reduction of product slobs by 70% with close shelf life; Optimization of sending product production reports (product map).

Sales and Operations Analyst, focusing on demand performance, integration between areas, and support for operational and strategic decision-making, with key deliverables including: . Responsible for implementing and managing S&OP process indicators, with an emphasis on demand forecast accuracy and continuous improvement of business results. . Active participation in the governance of planning processes, promoting alignment between demand, supply, and execution, as well as acting to mitigate operational and financial risks throughout the supply chain. . Analyze variations in the demand curve and generate insights to optimize decision-making in the areas involved. . Participate in MGPD (Demand Planning Management Model) meetings, monitoring product launches and discontinuations. . Connect areas such as Sales, Logistics, Planning, and Operations, ensuring an integrated view of business performance.

Responsibilities include analyzing clients' strategic needs by understanding specific demands and evaluating business processes. This role involves supporting the definition of project scope, conducting structured analyses, and contributing to the development of solutions aligned with the company's strategy. Main responsabilities: . Developing market research, trend analysis, and financial indicators, with the preparation of strategic reports aimed at identifying business opportunities. . Performance based on the Organizations & Processes (O&P) approach, using process methodology from diagnosing the current situation to identifying needs and aligning solutions with the client's context. . Performance with a strong interface between business analysis, strategy, and stakeholder relations, contributing to the delivery of viable and results-oriented solutions. . Identify business risks and opportunities for clients and the firm and prepare market reports and strategic analytical materials. . Develop relationship maps and support action plans and results maximization and contribute to the creation of commercial proposals and executive presentations.

Intern in the Inside Sales area, focusing on Microsoft solutions, supporting prospecting, lead qualification, and the development of commercial opportunities in the technology segment. Main responsibilities: . Map potential clients; prospecting new business opportunities; sales tracking and targeting; customer service; marketing and sales assistance; CRM updates and management and development of relationship marketing campaigns. .Responsibilities include supporting the sales team, monitoring the sales pipeline, preparing proposals, and interfacing with clients, contributing to the generation of new business and strengthening commercial relationships.

Market Intelligence Intern, working on data analysis, market monitoring, and the production of strategic content focused on technology trends. Main responsibilities: . Analyze international markets by studying its trends for the area of ICT; . Elaborate specifics reports about national ICT environment and support all departments in the organization of institutional events. .Responsible for developing analyses, reports, and articles on innovations, consumer behavior, and competitor activity, supporting the generation of insights for decision-making and the identification of business opportunities.

Apprentice in the Dispatch area at Danone Brazil, working in support of logistics operations and the product distribution flow. . Pick-up and delivery correspondence through the company; delivery express mail; control incoming and outgoing correspondence through excel spreadsheets e assistance in general services; . Responsible for supporting order tracking, organizing shipping information, interfacing with internal departments, and supporting the area's administrative routines, contributing to the efficiency of shipping and delivery processes.