Marina Araújo

I was responsible for the execution strategy of the Perineal Care platform (Neve, Mimmo and Max Pure), as well as for leading the Perfect Store Program. Key initiatives included: - Shopper research leadership (purchase journey), translating category insights into execution and decision-making; - Development of POS materials (POSM) to educate shoppers on toilet paper roll lengths and value tiers; - Integrated Retail Communication Plan (ON & OFF); - Category development initiatives, focused on market trade-up, in close collaboration with Channel Trade Marketing and sales teams; - Training programs for corporate teams, sales, and merchandising on Suzano’s brand execution strategy; - Leadership of the customer relationship program; -Launch and leadership of the Perfect Store Program, including: >>Definition of planograms for all categories and brands based on shopper insights; >>Design of the new priority assortment following the acquisition of Kimberly-Clark’s Family Care business (brands: Neve, Scott and Kleenex); >>Structuring of execution KPIs and targets across all regions and channels; >>Development of the Execution Playbook, consolidating all program guidelines and standards.

In my first months in Trade Marketing, I led the following key initiatives: - Development of the new must-stock assortment across the Perineal Care, Household Care, and Baby Care categories; - Review of commercial capabilities (methodology and targets), covering distribution, shelf presence, space, and secondary displays across all regions and channels; -Mimmo Greenpack launch plan, including: >>Definition of focus customers with a premium profile in São Paulo, Espírito Santo, and Rio de Janeiro; >>Development of the selling story and sales kit; >>Creation of point-of-sale (POS) materials; - Volume pipeline build and action plan for the innovations Mimmo® 3-Ply, Mimmo® Wet Wipes, and Scala® Plus; - In-store POS implementation for Scala® Plus, leveraging cross-category synergies and delivering +20% sell-out uplift; - Implementation of Mimmo® 3-Ply and Wet Wipes in the Cash & Carry channel, including sales force training, SKU listing follow-up, and market performance tracking.

From the second half of 2021 onwards, I was responsible for the Communication Plan of our hygiene masterbrand, Mimmo®, with a strong focus on brand awareness and attribute building. Key initiatives included: - Launch of the brand’s second TV and digital film; - Integrated ON & OFF media planning for Mimmo®, including: >>Investment allocation across regions and channels; >>Performance tracking of key media KPIs across TV, radio, and digital (social, SEO, and programmatic); >>Influencer strategy, combining big-name creators and a curated influencer pool; >>Brand Health Tracking, leading three waves of nationwide brand tracking studies. Results: - +10pp increase in overall brand awareness, with growth across all regions; - +20pp increase in communication recall; - After two additional years of sustained brand investment, Mimmo became the #2 top-of-mind brand in the category in November 2023.

During 2020 and 2021, as the owner of the Mimmo® and Scala® brands, I led and contributed to key initiatives focused on long-term business growth and new product launches, including: - Launch of the Scala® Plus line in the Southeast region, including technical specification studies in partnership with the R&D team, market positioning design, and packaging development; - Launch of Mimmo® 3-Ply, a toilet paper product featuring differentiated technology to add value to the category; - Development of the Innovation pipeline for Suzano’s Perineal Care, Household Care, and Baby Care platforms; - Strategic roadmap development, leveraging market intelligence sources such as Euromonitor, Mintel, Nielsen, and other industry studies; - Revenue Management plan for the toilet paper, paper towel, and napkin categories.

During my two-year internship, I actively participated in the go-live and build-up of Suzano’s Consumer Goods BU. My main responsibilities included: - Launch of Max Pure® (Mar/2018) and Mimmo® (Apr/2018) toilet paper brands, providing support on communication materials and customer onboarding, including product registration, catalogs, and broadsides; - Design and implementation of Suzano Consumer Goods’ Customer Service (SAC), including business case development, vendor selection, call flow (tabulation tree) design, and training of customer service agents; - Quality process design across categories, from defect notification through action plan implementation and monitoring of key quality KPIs, such as PPM; - Private Label (DOB) development, including volume planning, packaging development, product launch, and post-launch performance tracking; - FACEPA portfolio integration: following Suzano’s acquisition of FACEPA in 2018 — a leading tissue company in Brazil’s North and Northeast regions — I worked for six months on integration initiatives, including catalog consolidation, EAN and DUN transition, brand registration, and portfolio restructuring; - Relaunch of La Vie Blanc®, a benchmark premium toilet paper brand in the North and Northeast regions.