Luísa Sáfady Uchôa

Expanded role with full ownership of E-commerce, D2C and New Business, building upon established leadership across omnichannel e-commerce, retail media, JBPs and digital trade marketing for the Nutrition Business Unit in Brazil. ✓ Leads the end-to-end e-commerce strategy across marketplaces, B2C and D2C channels, driving sell-out growth, market share, profitability, and digital shelf excellence. ✓ Owns the D2C growth strategy, overseeing sales, assortment, pricing, CRM, paid media, retention and loyalty to maximize revenue and customer lifetime value. ✓ Manages and optimizes the e-commerce platform (Magento), ensuring strong UX, CRO, funnel performance, and operational stability. ✓ Holds full P&L ownership, including commercial targets, budget governance, profitability, and expansion roadmap. ✓ Leads omnichannel activation and performance marketing, integrating content, promotions, retail media, paid media, and media agencies. ✓ Spearheads retail media strategy, managing investments, ROAS, and performance across key platforms and partners. ✓ Drives digital trade marketing and brand activations, including visibility, content, digital shelf, promotional calendars, and always-on plans. ✓ Leads JBP negotiations and execution with strategic digital partners, delivering incremental revenue and long-term growth. ✓ Identifies and scales new digital channels and business models, including D2C expansion, B2B partnerships, marketplaces and technology initiatives. ✓ Leads and develops a high-performing, cross-functional team, collaborating across Marketing, Sales, Trade, Media, Tech, Operations and Finance.

Leading e-commerce strategy and execution for the Nutrition Business Unit in Brazil, covering flagship brands such as Ninho, Molico, Supreme, Comfor, Nestonutri, Mucilon, Ascenda, Materna, and Nancare. ✓ Developed and implemented digital commerce plans to drive sell-out, market share, profitability, and digital shelf excellence across key retailers and platforms. ✓ Led omnichannel performance management, ensuring visibility, execution, and revenue targets were met in alignment with strategic goals. ✓ Managed commercial and media budgets with focus on ROAs, rentability, coordinating investments across campaigns and platforms. ✓ Spearheaded retail media strategy, working with clients, platforms, and media agencies to execute high-impact campaigns and promotions. ✓ Planned and activated promotional and brand campaigns (visibility, digital shelf, content, tabloids, and media), acting as the digital trade marketing lead for the business unit. ✓ Drove JBP (Joint Business Plan) negotiations and execution with key digital clients, enhancing partnerships and delivering revenue growth. ✓ Identified, tested, and scaled new digital sales channels, leading cross-functional e-commerce projects focused on shopper experience, omnichannel activation, and innovation. ✓ Collaborated closely with Sales, Trade Marketing, Finance, Marketing and Media to ensure integrated and results-driven execution.

Consultant focused on digital transformation and loyalty strategy at Motz — the logistics tech company of Votorantim Group. Led the development of the Partnerships & Loyalty area to drive sustainable growth, retention, and monetization through customer-centric initiatives. ✓ Designed and implemented CRM-based retention models to improve customer lifecycle management and loyalty. ✓ Developed scalable partnership frameworks to support digital growth, increase user engagement, and enhance service value. ✓ Built monetization strategies aligned with customer behavior insights, recurring usage, and long-term value generation. ✓ Collaborated with cross-functional teams to integrate loyalty mechanisms and CRM intelligence into key business processes. ✓ Positioned the loyalty strategy as a core pillar of Motz’s digital evolution and customer experience roadmap.

Part of the Media & Ads team at Rappi, focused on connecting brands and industries with Rappi’s customer base through data-driven advertising strategies and high-impact partnerships. ✓ Led commercial initiatives for food and pet industry clients, boosting both sell-in and sell-out via key retail partners and Rappi Turbo (Rappi as a retailer). ✓ Developed and executed targeted media campaigns — both in-app and off-platform — to support product launches, drive awareness, and increase market penetration. ✓ Built and managed Joint Business Plans (JBPs) with major brands to align growth objectives, strengthen partnerships, and expand category performance. ✓ Launched customer engagement strategies such as sampling, user research, and campaign optimization to generate trial and long-term loyalty. ✓ Positioned Rappi as a strategic digital media and retail partner for FMCG brands through customized, insight-led marketing solutions.

Strategic leader of the Hardlines vertical at Rappi Shopping — the e-commerce division of Latin America’s leading super app. Oversaw key growth initiatives, managing high-performing categories such as Home, Electronics, Sport and more. ✓ Managed and scaled top enterprise accounts. ✓ Drove category performance through GMV growth, assortment expansion, and operational improvements. ✓ Optimized core KPIs: cancellation rate, service level, coverage area, and integration success. ✓Collaborated with global growth teams to define and execute Brazil’s e-commerce growth strategy. ✓ Led commercial planning and campaign execution across all verticals to drive revenue and customer retention.

Led the regional digital sales strategy for the São Paulo Interior region, bridging online performance with physical store execution and promoting digital culture across all sales channels. ✓ Defined and executed the digital commercial strategy for partner stores, aligning product, pricing, and promotion efforts between physical locations and the e-commerce platform. ✓ Acted as the regional ambassador of digital transformation, training in-store teams on digital sales levers and omnichannel best practices. ✓ Developed and executed omnichannel marketing campaigns across e-commerce, physical stores, and telesales, including exclusive actions within the company’s loyalty program. ✓ Partnered with agencies to create and run regional digital media campaigns, including Google LIA (Local Inventory Ads), to drive both online conversions and in-store traffic. ✓ Created and managed integrated briefs for commercial and marketing campaigns across all channels to maximize performance and customer engagement. ✓ Monitored and analyzed key regional KPIs such as sales performance, conversion rate, ROI, store visits, margin, shipping cost, digital stockouts, EBITDA, and operational results. ✓ Focused on campaign ROI and local execution to generate measurable impact in both online and offline results.

Selected for Leroy Merlin’s competitive trainee program, with intensive training in retail operations, commercial strategy, and leadership development. ✓ Participated in a structured rotation across logistics, sales, customer service, and HR to gain a holistic understanding of retail operations. ✓ Received mentorship from store leadership and commercial managers, with quarterly performance evaluations focused on results and strategic thinking. ✓ Led a strategic project to rebuild an entire product line — from assortment planning to in-store merchandising and execution. ✓ Co-managed the Bath and Hydraulic departments as a Junior Commercial Manager, with a focus on sales performance, team leadership, and customer experience. ✓ Completed training in category management, micro and macro merchandising, retail strategy, and product lifecycle within the home improvement segment.

Supported the Direct-to-Consumer (D2C) strategy at Electrolux, driving online sales through owned channels and major Brazilian marketplaces. ✓ Managed product assortment, pricing, margin, and channel competitiveness across Electrolux's official e-commerce platforms: loja.electrolux.com.br and shopclub.com.br. ✓ Oversaw sales performance and profitability (EBITDA and margins), ensuring alignment between commercial strategy and digital execution. ✓ Acted as an account executive for top marketplace partners including B2W, Magazine Luiza, Mercado Livre, Fast Shop, Home to Go, Ricardo Eletro, and ShopFácil. ✓ Negotiated commercial terms, commission rates, and business actions to drive revenue, product visibility, and category growth. ✓ Contributed to assortment planning and performance tracking to meet sales targets and expand brand presence in key digital channels.

Intern in the Small Appliances commercial team at Cnova, managing operations across top retail brands including PontoFrio.com, Extra.com, CasasBahia.com, and Barateiro.com. ✓ Supported daily operations of the commercial team with a focus on product mix, margin, stock levels, and out-of-stock (rupture) control. ✓ Conducted competitive analysis and market benchmarking to support pricing and assortment decisions. ✓ Collaborated closely with internal teams (Marketing, Pricing, Sales) to align commercial planning and promotional actions. ✓ Maintained active communication and negotiation with suppliers to optimize category performance and product availability. ✓ Gained hands-on experience in e-commerce KPIs tracking, supplier relationship management, and sales strategy execution.

A junior enterprise is a non‐profit organization entirely executed by university students with teachers' technical support . I worked at Universidade Presbiteriana Mackenzie junior enterprise for 1 year and a half during my bachelor degree. I started as a trainee, then I became an assessor and finally, I applied for a director's position, all in the marketing area, working for six months in each one. Besides the work in the marketing area, I also carried out consultancy projects for small and large companies in São Paulo.