Letícia Farkatt

Lidero o desenvolvimento comercial e a expansão de mercado da marca no Rio de Janeiro e região, acompanhando diretamente as negociações comerciais e gerenciando uma carteira com mais de 150 clientes estratégicos e parceiros comerciais. Administro a alocação de verbas promocionais, definição de metas regionais e indicadores de desempenho (KPIs) individuais e coletivos, assegurando o crescimento sustentável do volume de vendas e o aumento da produtividade do território. Atuo na interface contínua com as equipes internas do escritório, integrando as demandas de campo com os setores Financeiro, Administrativo e de Logística para otimizar fluxos de faturamento, entregas e atendimento. Responsável por acompanhar a evolução técnica e o relacionamento comercial da equipe, identificando novas oportunidades de expansão da marca e posicionamento regional.

- Responsible for the development and operation of regional chain brands, driving user acquisition and scale growth for assigned brands, leading the team to execute the company's sales strategies, and achieving performance targets; - Promote deep collaboration between regional chain brands and the platform in areas such as brand marketing, promotional activities, and user operations, enhancing the partnership and stickiness between the brands and Keeta; - Based on the characteristics of the food and beverage industry, develop a deep understanding of categories and brand operation models, identify business development opportunities, and formulate tactical plans covering (but not limited to) growth, marketing, user experience, and membership programs to strengthen Keeta’s influence within the industry; - Establish strong communication with the delivery department, acting as a bridge between brands and the platform’s delivery operations, and work collaboratively to continuously optimize the brand delivery service experience; - Fully leverage personal work potential, gather frontline marketing information, user feedback, and local market dynamics to provide valuable insights and references for the company's decision-making.

Currently, I am focused on planning, directing and coordinating restaurant prospecting to achieve established KPIs. I play an active role in educating our customers about the company's new products, services, pricing and innovations, helping them to explore the full potential we offer. My role also includes fostering and strengthening relationships with current and potential customers, as well as collaborating closely with different areas, such as trade, marketing, customer service and sales operations, to ensure an integrated and efficient experience. In addition, I lead a team of 8 direct employees, helping them solve complex problems and driving team development. I am responsible for building short and medium-term goal estimates, based on identified market opportunities. Finally, I make decisions related to hiring, performance management and disciplinary actions for my direct sales executives, always focusing on enhancing results and strengthening our team.

Coordenei as operações comerciais e a estratégia de vendas regionais, gerenciando e desenvolvendo uma equipe de alta performance composta por 8 executivos de vendas e consultores comerciais. Supervisionei o atingimento diário e mensal de metas comerciais, distribuição de verbas regionais e acompanhamento individualizado da performance de cada membro da equipe, garantindo a evolução contínua da qualidade de atendimento e relacionamento com clientes regionais. Estruturei planos de produtividade baseados no entendimento profundo da realidade do canal regional, ajustando estratégias comerciais para momentos de mudança de mercado com grande flexibilidade e agilidade. Garanti a ponte operacional entre o time comercial de campo e os bastidores corporativos de logística e finanças, resultando em superação consistente de metas de receita e expansão do market share regional.

Responsible for creating, executing and monitoring commercial calendars, Trade Marketing and Sellout actions, covering the areas of National Sales and Marketing (KA), C&C and regional sales in the states of Ceará, Maranhão and Piauí, in the OFF Premise channel. I also worked on the construction, negotiation and implementation of Joint Business Plans (JBP) with regional clients, in addition to structuring, negotiating and applying category management strategies directly at points of sale (POS). I led the direct coordination of Trade and Execution supervisors, in addition to indirect coordination of promoters, always focusing on training and continuous development of the team. My work included the management and monitoring of indicators, using tools such as Nielsen, Scantrack, Abras and Neogrid to optimize results and decision-making. In addition, I was responsible for managing and applying Below the Line (BTL) funds in the region, directing resources to actions at the POS, settings, visibility contracts and purchase of gifts, always with the aim of maximizing the impact of Trade Marketing initiatives.

Lidero e coordenei a execução comercial e o plano de vendas regional em mais de 500 contas estratégicas e pontos de venda parceiros, gerenciando indiretamente e desenvolvendo mais de 300 profissionais da força de vendas direta e indireta. Administrei verbas de trade marketing, metas de sell-in e sell-through, monitorando rigidamente a performance e o relacionamento de mercado do time com clientes regionais. Construí e executei Planos Conjuntos de Negócios (JBPs) ao lado de grandes clientes e distribuidores, ajustando as interfaces com suprimentos, logística e financeiro para garantir a entrega perfeita e o crescimento da marca. Promovi treinamentos focados em técnicas de negociação comercial, capacitação de equipe e produtividade regional, revertendo territórios desafiadores em unidades de destaque nacional.

Responsible for managing three business categories: beauty, men's and children's fashion, with a consumer-centric approach in a strategic city in Pernambuco. Focused on boosting sales performance, improving Visual Merchandising, ensuring an exceptional and delightful customer experience, and managing product inventory. Using a results-based daily management system, monitoring more than 40 performance indicators to optimize our efficiency and goal achievement. In addition, I lead a team of 37 direct employees, promoting a collaborative work environment focused on continuous development, through goal achievement and humanized leadership.

Gerenciei operações comerciais completas e estratégias de vendas para unidades de grande porte com faturamento anual de R$ 22 Milhões, incluindo a liderança direta e o desenvolvimento de uma equipe com mais de 50 colaboradores do varejo e setor de beleza e cosméticos. Responsável pelo acompanhamento rigoroso de indicadores de vendas, controle de custos, gestão de estoque e relacionamento com clientes. Acompanhei a performance individual dos líderes de setor e membros da equipe, promovendo um ambiente de alta produtividade e satisfação que posicionou a unidade nos primeiros lugares do ranking nacional de desempenho e encantamento do cliente.

I participated in a strategic Job Rotation program focused on the areas of Management, Sales and Operations, where I gained a comprehensive and practical understanding of the end-to-end (E2E) operating model. This process allowed me to develop a holistic view of how the various areas of the company work, connecting the dots between operations, sales strategies and team management. During the program, I deepened my knowledge of the beauty market, identifying both high and low impact opportunities. This detailed analysis enabled me to recognize emerging trends, assess competitive dynamics and propose innovative solutions to optimize performance and increase the company's competitive advantage. My practical and results-oriented approach was essential to explore new growth strategies and to contribute significantly to decision-making that directly impacts the business.

I worked on promoting Red Bull products through marketing strategies throughout the state of Rio Grande do Norte and, during event periods, also in Paraíba. My main goal was to increase the brand's market share by implementing actions that maximized visibility and engagement with consumers. Part of my work involved working directly with customers, offering support and answering questions about the products, as well as maintaining ongoing relationships with retailers to strengthen partnerships and optimize the brand's presence at points of sale. In addition, I was responsible for managing the brand's SKUs, ensuring a strategic and appropriate supply of products to meet market demands, always seeking a balance between availability and sales performance.

Atuei na prospecção, desenvolvimento e consolidação do relacionamento comercial com clientes e parceiros estratégicos regionais. Realizei treinamentos de produto, acompanhamento de equipe em campo e ativação de mercado para alavancar o volume de vendas e o fortalecimento da marca em territórios-chave.

During the 2014 FIFA World Cup, I worked as a temporary bilingual tour guide and host in Natal, one of the host cities of the event. My role involved welcoming and guiding international visitors, offering support in both Portuguese and English to ensure a positive and fluid experience for all participants and spectators. In addition to leading tours and providing detailed information about the city, I was responsible for creating a welcoming environment and assisting in resolving any questions or needs that arose. My role was focused on providing a high level of service, aligning local hospitality with the expectations of a global audience, contributing to a memorable experience during one of the world’s largest sporting events.

Advanced Leadership Program - London School of Business Administration A comprehensive course designed to develop essential leadership skills, including emotional intelligence, team management, conflict resolution, strategic decision-making, and effective communication. Perfect for professionals aiming to lead with impact in a dynamic corporate environment.

In today's business environment, it is essential that leaders have up-to-date skills and knowledge to face the challenges of digital transformation. The "Leadership for Digital Transformation" course explores the 4.0 revolution, offering an analysis of its impacts on companies and highlighting the importance of leadership in promoting change and building organizational culture. During the course, I developed the following skills: Critical analysis of paradigms and mental models in the era of complexity for effective leadership; Identification of the characteristics and skills needed to lead in the 4.0 revolution; Application of new management and leadership models for digital transformation scenarios; Understanding the role of leadership in creating a positive organizational culture and climate.

Scholarship for one year, to study Mandarin (today, I write, read and speak the language) and Chinese culture.

Imersão de 1 ano em negociações e inteligência cultural de mercado.

Foco em negociações comerciais, contratos e conformidade.