Raphael Sampaio Fernandes

- Recorde de volume da categoria. - Ganho de 4p.p. de share valor na categoria de Salsichas. - Recorde de market share valor na categoria. - Marca com maior crescimento em volume e valor em 2024 segunda a Nielsen.

consultoria com foco em geração de demanda: Marketing, Trade Marketing e Planejamento estratégico.

- Responsible for the sugar and fish business, managing the iconic brands União and Coqueiro, with a R$2 billion year revenue. - Managed a R$15 million budget communication. - Led the development and implementation of the União brand campaign (110 years of the brand), with a 360 communication strategy: TV, social media, POS material and consumer promotion. - Gained +9% p.p. of market share in the sugar business. - Received for two consecutive years the top of mind prize of Folha de São Paulo in the sugar category in Brazil, and in the southwest region in all categories. - Relaunched the iconic União´s receipt book in a consumer promotion that achieved more than 100 thousand participants with a strong social media communication strategy. - Led the Doce Futuro Project, that offered an entrepreneurship bakery course for the consumers, and helping people to achieve a new income in the pandemic crisis. An ESG project for the brand União. - Led the development of the new brand positioning for the Coqueiro brand: More Possibilities in your meal. Trying to increase the consumption frequency of fish in the national market and turn the segment less seasonal. - Regained the leadership with the Coqueiro Brand in the Sardine fish segment.

• Responsible for the Chocolate (seasonal included - easter) and Candies marketing business - 60% of company revenue in Brazil. • Managing a team with 13 people, including 5 product managers. • Developed all the business 3 years strategy, looking for sustainable growth in both business, throw differentiation and innovation with a new added valuable portfolio. • Led the relaunch of the Arcor Gelatinas´s portfolio - 200% growth vs LY. • Increased the sales of BonOBon in 30% vs LY, delivering differentiation vs competition (unique concept/flavors). • Leveraged the volume of Tortuguita, chocolate brand, in more than 25% by repositioning it for the right prize/coin. • Led all the new business strategy area, creating the 5 year roadmap for the new business categories for Arcor in Brazil.

• Responsible for lead all Marketing Cookie Business in Brazil, including Panettones. • Managed a team with 6 members with 2 product managers. • Led the new brand architecture for all the cookies portfolio, based in added value proposition (Cereal Mix, Salpet & Passion). • Led the development of the "Uaimoré" campaign, for the brand Aymoré (marketing Leader in Minas Gerais), taking closer the brand with the consumers, making a tribute to the consumers. • We recovered the top of mind in all categories in the Minas Gerais State, and being elected one of the most loved brands in the region. • Launched the flowpack portfolio for the Tortuguita Brand in cookies, that duplicated the revenue of the brand in just one year. • Achieved the payback of the main company CAPEX in 2017/2018 in just 6 months with the flowpack strategy and portfolio • Led the new Panettone strategy to deliver a increase in 300bps 16vs15, by optmization of the price, portfolio and channel mix.

• Responsible for lead all the marketing plans and initiatives for the business turnaround of Nestlé Ice Cream in the Brazilian market (~US$100 mio revenue). Managing a US$6 mio marketing budget pear year, I developed the following key projects and accomplishments:  Restructured the entire marketing area, redefining all portfolio (added value and with a profitable proposition), creating the brand essence model for each ice cream brand and its respective brand plans.  Led the relaunch of all Take Home (tubs) portfolio in 1,5 liter new format, repositioning it in an every day premium segment, increasing profitability in 1.200 bps and achieving marketing leadership in the segment (55% S.O.M.) in one year (Kantar and Nilsen). Managed the all value chain project: consumer and shopper studies, reduction of the transportations costs (new pack size), reduction of CO2 emissions and reduction of packaging costs (in house production).  Led the Nestlé Gelato project, developed in partnership with the global R&D, making Nestlé enter in the super premium ice cream segment. Created the social media campaign for the new brand that in 6 months achieved 15% of S.O.M in metro SP and metro RJ, making the Brazilian market the role business case model for other global ice cream markets.  Relaunched the La Frutta brand, creating a new brand essence and positioning the brand as the Nutrition Healthy and Wellness platform for the ice cream business, leveraging the sales in 15% in 2015.  Launched the PegaPop Deskaska, the first peelable ice cream and a global concept, and the communication plan achieving market share leadership in the Popsicle kids segment in the focus areas.

Managed the trade marketing area of ice cream Nestlé, developing channel and category strategy. Created business plans for key account and major clients, shopper studies and applied the concept of city density and route to market strategy to leverage the business profitability.  Created the POS segmentation study (Max Mix): the right mix and communication in the right channel and POS.  Led the” low season” project: Increased the price per liter in 20% in winter times.  Increased the impulse (Popsicles) costumer base in 10% with the “costumer prospection project” using Nielsen data and MapInfo.

Managed the marketing for Popsicles Nestlé (impulse segment), defining the road map innovation pipeline, launch of new products and consumer promotions.  Increased sales volume in 25% and 15% in the price per liter through portfolio innovation and renovation.  Relaunched the Molico brand with a new formula (functional proposal: 0% fat, no added sugar and less than 50Kcal), and using a segmented communication plan increased the volume sales +350% in 2 years.  Led the consumer promotion (prized sticks) with a multifunctional team (sales, factory, trade and R&D), that guarantee the increase of 20% of volume sales in 2012.

Managed the bubble gum marketing area (25% of the company revenue in Brazil). Accountable of innovation pipeline, brand and trade activations and consumer communications.  Created the new Bubble Gum portfolio strategy (added value proposition), achieving marketing leadership in metro São Paulo with Poosh brand beating Bubbaloo in 2008 (+6% S.O.M.), and increasing Big Big brand sales volume in +27% in Northeast region (+3% S.O.M.), recovering the sales fall in previous years (-10%).

Managed the chocolate marketing area (Kids and Young). Accountable of innovation pipeline, brand and trade activations and consumer communications.  Increased in +94% the sales revenue of the main chocolate brand (Tortuguita), by stretching it in a new segment and supported by a media campaign.  Developed the partnership and launch of Tortuguita-Tamar. Tamar-Ibama project is responsible to protect the sea turtles in Brazil.

Created the trade marketing area in the startup business, managing the on premise and off premise channel and developing all trade activations for shoppers and consumers.  Created the “Trade Funnel” concept to maximize the PFME budget and ROI for all the trade action.

Managed a sales area in south of Brazil, leading a team of 20 people of direct sales.  Increased +10% sales volumes leveraging the numerical distribution in the area.

Interrompido por mudança de emprego