Patricia Nobre

I lead the strategy for established OTC brands (top-of-mind in ruminants) and the expansion of the equine portfolio, focusing on innovation in maturity, digital transformation, and multi-species growth. Key deliverables: • Strategic rebranding: Evolved the concept from "Farmácia da Fazenda" to "Farmácia da Pecuária", expanding reach from cattle to sheep and equine, preserving brand equity while accelerating consideration and trial • Brand architecture & design system: Developed brand architecture roadmap, brand guidelines, and design system applied across digital channels, point-of-sale, and packaging, ensuring consistency and scalability • Digital ecosystem & CRM: Created app, blog, personalized journeys, and integrated copy for education, demand generation, and ongoing relationship with producers • Emotional reinforcement campaign:Terramicina® rebranding, leading antibiotic brand in agribusiness, with manifesto film that strengthened emotional connection and premium positioning • Regulated product launch:Potenay® 50C (2022), expanding local portfolio relevance and generating incremental growth in strategic category • AI & automation: Implemented personalization and automation via Salesforce Marketing Cloud, Copilot/GenAI, and global governance (Equine SLT), elevating efficiency and targeting precision • Equine expansion: Exponential growth of the line, with global alignment (SLT), omnichannel strategy, and specialized content Impact: Preservation of brand equity in established brands, increased consideration and trial, multi-species reach expansion, and strengthened premium positioning.

I built from scratch the Trade Marketing operation for ruminant OTC brands, creating the "Farmácia da Fazenda" concept and the entire omnichannel execution infrastructure. Key deliverables: • Greenfield Trade Marketing creation: Complete structure from zero — processes, KPIs, rituals, Perfect Store, and omnichannel governance • Strategic concept: "Farmácia da Fazenda" as strategic umbrella for OTC brands, integrating point-of-sale, experiences, and channel storytelling • Launch excellence: 360° calendar, pricing/RGM, competitive intelligence, point-of-sale materials, and ROI-driven activations • Brazil-exclusive launch:Potenay® 50C (2022), locally developed product, expanding portfolio relevance and competitiveness • Tools & data: Implementation of Salesforce, Crownpeak, Pitcher, Power BI for content management, sales enablement, and performance dashboards Impact: Increased execution consistency in-channel, elevated ROI in trade activations, and strengthened visibility/sell-out of OTC brands.

Trade Marketing & Shopper Strategy leadership for consumer electronics (TVs, Audio, Home Appliances), connecting Marketing & Sales via JBPs, retail media, Perfect Store, and ROI-driven activations in a highly competitive market. Key deliverables: • Marketing & Sales integration: Built synergy between brand strategy and retail execution, ensuring competitiveness, visibility, and engagement in key categories • Joint Business Plans (JBPs): Co-development of commercial strategies with major retailers, including co-branded campaigns, pricing policies, and retail media investments • Shopper Marketing & Perfect Store: Creation of planograms, VM guides, and in-store compliance programs, improving shopper experience and conversion • 360° Campaigns & Launches: Management of omnichannel promotional calendar, generating awareness, sell-out, and market share • Voice of Customer (VoC) & Insights: Integration of customer and partner feedback into channel activations, expanding relevance and satisfaction • Training & Sales Enablement: Sales force training on products and solutions, elevating advocacy and point-of-sale performance • ROI & Budget Management: Optimization of trade marketing resources (MDF/Co-op), maximizing return on investment and efficiency Impact: Strengthened brand visibility, accelerated sell-out, and reinforced equity and competitiveness in the dynamic retail environment.

Commercial and strategic leadership with P&L management, multi-channel go-to-market, pricing/RGM, and category management, focused on sustainable growth, margin, and customer experience. Key deliverables: • Strategy & GTM by channel: Definition of OKRs and commercial plans for B2B, retail, distributors, and e-commerce/marketplaces, with performance cadence and governance (S&OP) • Portfolio & Innovation: Product lifecycle management (NPI → scale-up → rationalization), stage-gate, business cases, and value storytelling • Pricing & RGM: Price ladders, commercial policies, promotions, and elasticity analysis; margin expansion via mix and discount guidelines • Key Accounts & Channels: JBP negotiation (listings, funds, retail media), promotional calendar, and point-of-sale visibility execution • Launch Excellence 360°: Product · price · channel · communication; sales enablement and demand ramp-up • VoC/NPS & Market Intelligence: Voice of Customer integration, competitive analysis, market sizing, and white space identification • P&L & Budget: P&L management by category/channel, ROMI/ROI, and fund allocation with financial review rituals • Leadership & Culture: Team structuring, selection and development, with high performance oriented to data and customer Impact: Profitability recovery, consistent revenue and margin growth, NPS improvement, sell-through, and reduced stock-outs.

Built and scaled a new optical category/business ("GRAU") from scratch: brand identity, business model, shop-in-shop pilots, and franchise roll-out, elevating conversion, average ticket, and sell-through in premium retail. Key deliverables: • Greenfield optical creation: Development of brand identity/system and business model (unit economics per point-of-sale/franchise), converting embryonic idea into scalable revenue platform • Shop-in-Shop → Franchises: Pilot execution (VM/layout, assortment, service flow), metrics validation, and scaling via franchise network • Category design & portfolio: Frames/lenses assortment, price ladders, architecture and positioning; partnerships with labs/lens suppliers, SLAs, and quality/compliance • GTM & Retail execution: Launch plans, point-of-sale storytelling, planograms, merchandising kits, and Perfect Store guidelines • Playbooks & SOPs: Store operations, sales scripts, assembly/consultation flow; franchisee onboarding & enablement (training paths, rituals, performance cadence) Impact: Gains in conversion, average ticket, UPT, sell-in/sell-out, and NPS; strengthened brand presence and optical category profitability.

Co-built and scaled a2YOU (1st Apple Premium Reseller in Brazil) in partnership with Apple, from concept to omnichannel, reaching 35% of company sales. Led GTM, pricing/RGM, retail media, store/e-commerce expansion, and governance. Key deliverables: • P&L & scale-up: Robust and sustainable omnichannel operation, with accelerated growth and profitability • Growth & GTM: Launch roadmap, pricing/RGM, promotional calendar, sell-in/sell-out, NPS, and retention • Retail & digital: Physical store expansion, e-commerce, and omnichannel integrations (CX and VM); planogram execution • Partnerships & Marketing funds: Negotiation with Apple, Intel, and key vendors (commercial terms, retail media, marketing funds) • Performance management: KPIs, GMROI, S&OP, inventory health, and governance Impact: a2YOU became Brazil's Apple premium retail benchmark, representing over 1/3 of Fast Shop sales.

a2YOU build: Naming, brand system, store concept, VM, SOPs/playbooks, team hiring, enablement, and performance rituals. Multi-channel GTM (store + online), category management (assortment, pricing, margin).

• Incubation (ideation/pilot): business case, flagship benchmarks, merchandising and pilots. • Supplier relations & POS visibility; category mix & commercial policy.

• Buying, replenishment and support for seasonal launches.

Buyer & Product Development for Lighting & Appliances — P&L, category strategy, international sourcing and ODM/OEM/private label; gains in margin/GMROI and sell-through. • Category strategy: good–better–best mix, SKU lifecycle, and assortment rationalization. • Sourcing & vendors: end-to-end negotiations (price, MOQ, lead times, Incoterms, MDF), contracts and SLAs. • Product development (ODM/OEM/PL): specs, QA/compliance, and time-to-market. • Pricing & profitability: price ladders, channel contribution, margin/GMROI and elasticity. • GTM & trade: launch plans, POS materials and activations (stores + catalog/online); Canton Fair (China) for supplier scouting.

Rotational internship across Commercial, Supply Chain & Trade (White/Brown Goods & Tech), supporting forecast/S&OP, QA, planograms, CRM, and KPI tracking. • Supported forecast and S&OP with Logistics to reduce stock-outs and improve turns. • Assisted QA/compliance routines and spec standardization. • Built/updated planograms and POS execution to enhance exposure and conversion. • Produced KPI dashboards (sell-in/sell-out, stock-out, margin) and coordinated cross-functional routines.

Consultative selling, clienteling/CRM and visual merchandising; consistent over-achievement on conversion, AOV and UPT. • 1:1 consultative service & styling: needs discovery, look composition, cross/up-selling. • Clienteling/CRM: active client base, follow-ups, reactivation and long-term relationships. • VM & operations: windows, planograms, replenishment, rolling inventory.

QSR operations & CX: speed/accuracy, HACCP, drive-thru, and team training. • Food safety (HACCP) and internal hygiene audits. • Suggestive selling and issue resolution focused on NPS and cycle time.

Executive MBA focado em estratégia de marketing, liderança executiva e transformação digital, com ênfase em tomada de decisão baseada em dados, inovação e gestão de negócios complexos. Temas-chave: Brand Strategy · Marketing Analytics · Digital Transformation · Leadership · Business Strategy

MBA Executivo em Administração Estratégica e Gestão de Negócios, com foco em liderança, planejamento estratégico, gestão financeira e operações. Temas-chave: Strategic Planning · Business Management · Financial Management · Operations · Leadership

Graduação em Marketing e Publicidade, com formação sólida em estratégia de comunicação, comportamento do consumidor, branding e criação publicitária. Temas-chave: Marketing Strategy · Advertising · Consumer Behavior · Brand Development · Creative Strategy