Michele Miranda

Reporting to the CEO | Team: 12 people • Responsible for the strategic definition of marketing for all the company's business models, B2B and B2C, (outsourcing and owning brands Cloy, Farnese and Gipsy) including brand positioning, portfolio development, P&L, innovation in new categories, digital communication plan. • Leading the Innovation Committee for the company's own brands and B2B clients, focusing on positioning, roadmap, pipeline, marketing strategy, P&L and sales channels. • Responsible for analyzing market intelligence, managing SKUs versus channels, suggesting changes to routes to achieve planning targets and suggesting innovations in new categories that have synergies with the core of the brands and channels in operation. • Responsible for market share growth in the food retail, pharma, perfumery, distributor and e-commerce channels. • Working closely with other areas, such as the sales team, customer relations and trade marketing. • Participation in international fairs to expand and prospect new business for the brands in other territories. Case Study: Rebranding of the Cloy and Farnese brand in the Personal Care category, bringing the 1st Deodorant Soap in Brazil under the Farnese brand, contributing to an increase in the brand's market share and innovation in the Cloy brand formula, bringing an exclusive formula to the soap category with 30% Moisturizing Cream, increasing the brand's penetration in new channels. Digital and offline campaign for the Farnese brand with brand ambassador Lucy Alves - increasing engagement and brand awareness on Tik Tok, Instagram, You Tube and the website.

Reporting to the CEO and Marketing Director | Team: 5 people • Responsible for developing the Skin Care, Hair Care and Lip Care categories with a focus on innovative products for the Ricca brand, applying best practices in project management, integrated communication, innovation funnel and execution plan in the pharma, perfumery and e-commerce channels. • Responsible for the strategic communication plan for the Ricca and Belliz brands - communication in PR, digital, construction of the brand's innovation road map at all points of contact. • Drawing up a communication plan with objectives (Upper Funnel) and channel and content tactics for the brand. • Design and execution of a successful CRM strategy. Examples: Belliz Box (VIP seeding with influencers with a wide reach). Success stories: Launch of the pioneering project of the first facial masks in Brazil after studying the Korean market (leader in skin care) and research, bringing trends to Brazilian consumers, increasing the brand's revenue by 40% in the year of launch. - Digital e-commerce campaign with influencer Boca Rosa for the Belliz brand in the Belliz brushes category in partnership with the Beleza na Web platform. Result: 1,856,000 views and 25% conversion of story sales to the platform.

Reporting to the CEO | Team: 20 people • Restructuring and managing the Marketing area, responsible for the area's budget, product management (strategic planning, P&L, costs and life cycle) and launching new brands/products. • Creation and strategic planning for the launch of the S.O.S Cacho and #Tô de Cachos brands in the hair care category. • Expansion in the hair dye category with the creation of a new brand: Light Color (hair dye), promoting a portfolio study and repositioning the existing Color Total and Color Express hair dye brands. • Information management in market research applied to the consumer, such as price research, competitor actions, consumer behavior, trends, among others. • Implementation and development of the Digital Marketing and Social Media departments, developing actions on social networks (Facebook, Twitter, Youtube, Tik Tok and specialized blogs). Success stories: Understanding the new market movement in 2012 and repositioning the Salon Line brand, which was renowned for transformation, into the hair care category with a focus on curly hair, with the creation of the S.O.S Cachos and Tô de Cachos brands, which resulted in an increase in revenue and a gain in share in the perfumery and pharma channel. Repositioning the Color Total brand in the market by improving the performance of products compared to competitors, including new colors in the catalog and modernizing the packaging layout. Inclusion of Light Color on the market in 2009, a new brand of gentle, ammonia-free hair color for black women, which in 2018 became the first brand in the perfumery toning category to speak to the curly-haired consumer.

Reporting to the Marketing Board | Team: 10 people • Responsible for developing new projects in the hair color category with the Biocolor brand, and nail polish with Risqué. Drawing up product forecasts and annual plans for external media, print, television and merchandising in specific programs. Planning, development and supervision of events, fairs and special actions for the Risqué (nail polish) and Biocolor (hair color) brands. • Development of market analysis and studies on the positioning of products and brands, as well as competition (through Nielsen). Success stories: Product development in a new market niche, through innovative launches of men's products, such as Biocolor Homem (men's hair color - 15% increase in brand sales in 1 year).

Reporting to the Product Manager | Team: 01 trainee • Development of national incentive campaigns and product training for sales teams, promoters and demonstrators, increasing sell-out and promotion of products and brands. • Preparation of communication materials for internal teams and trade marketing, such as cooperative media, manuals, planograms, sales pitches, etc.

Reporting to the Commercial Manager | Team: 20 promoters at the POS • Implementation and coordination of the Nivea Visage, Nivea Body and Nivea Sun lines at the POS (hypermarket chains, department stores and the pharma channel), developing marketing and merchandising actions. Success stories: Increased sales and improved product positioning in the perfumery and cosmetics sections of hypermarkets by negotiating extra points. Opening new channels for the sunscreen and skin care lines, especially in food retail, Lasa and the Pharma Channel.