Silvia Falleiros

As part of the global marketing team, my mission at Mondelez Brazil was to lead all end-to-end digital marketing initiatives across all main brands (Oreo, Trident, Lacta, Bis, Halls, Tang & Club Social). In social media I was responsible for leading our in-house content hub (Snack Talk) - a team of over 20 professionals (creators, community managers, strategists, media) - defining the content strategy and delivering always on communication to build relevance and connect with communities around the brands. In brand campaigns development I was responsible for guaranteeing the digital thinking to deliver digital first assets, connecting with a learning agenda to step up into best in class creative for our brands. In Consumer 1st Party Data I was responsible for developing and implementing the Data Strategy for Mondelez brands in BR, data acquisition sources, activation use cases, leading cross functional teams from IT, agencies, local and global marketing. In the AI agenda led the development and launch of AIDA in Brazil, Mdlz Generative AI for marketing & digital commerce. Leader of 1 direct report, in house agency team of 23 professionals and interface with multifunctional team (Brand Managers, Global Digital team, Consumer Insights, Ecommerce & Media) and key partners (agencies, Meta, Google, Twitter, Tiktok).

Responsible for the management of Club Social (Mdlz salty biscuit brand) in Brazil: accountable for top line, share and consumption growth; brand strategy (brand foundations, target definition, demand spaces, purpose & positioning, right to win, etc); portfolio strategy (brand architecture, mix, pricing & revenue growth drivers); innovation pipeline definition & execution (concept elaboration & testing, formula, packaging, pricing, business case development & launch plan); brand equity building and E2E brand experience by delivering on & offline campaigns and activations; mkt leader for demand planning process; P&L management; lead continuous and ad-Hoc analysis (market, brand, competitors & consumer) by multiple sources (Nielsen, KWP, Ipsos, Ibope, Euromonitor etc.) to meet business opportunities and track brand performance. Leader of 2 direct reports and multifunctional team (Consumer Insights & Analytics, Trade Marketing, Finance, RGM, Sales, R&D, Media, Communications, ATL, BTL & PR agencies).

Responsible for the management of J&J’s Oral Care brands (Listerine, Johnson’s Toothbrushes and Floss) in Brazil from brand strategy, business management to brand plan building, considering innovation pipeline, communication plan (on & off line campaigns, integrated with brand activation plans, combining ATL, BTL and PR agencies) and execution plans in partnership with trade teams (by channel and costumer). Accountable for business targets (volume, revenue, gross profit, market share) and P&L management. Responsible for continuous and ad-Hoc analysis (brand & competition share, distribution, price, visibility, etc.) by multiple sources (Nielsen, KWP, Ibope etc.) to meet business opportunities. Responsible for portfolio management (mix, pricing & revenue growth drivers), leading the S&OP forecast and Ship & Share process. Local leader for the Innovation Process governance to local marketing teams (all J&J categories). Leader of 1 direct report and interfacing with Trade Category, Brand Experience, Comms, Finance, Insights and RGM.

Responsible for Feminine Care brands (Sempre Livre, Carefree, o.b.) partnering with marketing in brand plan development, ensuring the application of sales and shopper insights and translating brand strategy to channel plans. Category leader to trade & sales teams, giving the tools and acknowledgement to guarantee execution and maximize returns. Trade leader for Demand Planning process, responsible for market and brand performance analysis to track issues & opportunities and drive cross-functional action plans (eg. promotional campaigns, distribution plans, promopacks, etc.) always with the ability to maintain a good synergy between Sales and Marketing. Interface also with Merchandising, Shopper & Category Management, Sales, Supply, Finance, Sales Planning, BI e Insights.

Responsible for ACUVUE (Contact Lenses) communication & trade marketing initiatives through brand plan development based on market analysis, shopper studies, sales inputs and consumer insights. • Communications: strategy definition and development of on & offline campaigns, with consumer pre testing, media plan approval and control. Management of brand’s social media (FB, YT) and website with content management, monitoring and analytics. Lead PR annual planning, managing brand activations with agencies and press media channels. • Trade Marketing: Sales performance analysis and strategic costumer segmentation to develop customized key accounts activation plans; Planning and execution of promotional initiatives to boost sales (Eg. Promoters, Promo packs, Incentive Programs, etc.); POS materials, BTL agencies and logistics operators management; Development of merchandising guides and sales force training. Leader of 1 direct report and interface with Global Mkt, Sales Team, Insights, Finance, Supply, Procurement, IT, Professional Affairs, Legal & Compliance teams.

Manager of a 120 costumers portfolio (ophthalmology clinics) in Salvador/BA, leading technical (product) and commercial sales calls, planning and executing sales forecast, mapping business opportunities, setting commercial negotiation to achieve month, quarter and annual business targets.

Responsible for ACUVUE marketing initiatives (Communications, Product Management and Professional Marketing). • Development of on & offline campaigns; management, monitoring and measurement of brand’s digital platforms (social media and institutional website); planning and execution of brand activation plan for FIFA Confederations Cup 2013® sponsorship. • Setting of portfolio strategy, pipeline and product launches based on market researches and consumer insights; development of trainings and technical support materials to sales team; planning and execution of business & marketing plans focused on the major ophthalmologists clinics in Brazil (Key Clinics).

Responsible for the strategic planning and execution of the J&J Vision Care sponsorship on medical congresses and retail fairs in Brazil; development and support for technical and commercial trainings for costumers (optical stores staff and ophthalmologist`s assistants); execution of internal events and national sales conventions of J&J Vision Care Brazil.

CBA (Certificate in Business Administration) Executive Graduate School Program