Mariucha Castro

Business Unit Head for Urology and Gynecology - responsible for Marketing and Demand Teams

Responsible for Gastro Immuno Franchise and for Marketing and Sales Force teams. Gastroenterology / IBD / Biologics / Non-retail

Responsible for Gastro Immuno - Specialty Care product

Established Products (Rx) Business Unit - Pediatrics and Innovation • Responsible for Innovation and Life Cycle Management for key brands for hypothyroidism (levothyroxine) and non-steroidal anti-inflammatory drugs (Ketoprofen); market researches implementation, Advisory Boards with KOLs and prescribers focused on building medium and long term Pipeline for those brands. • Implementation of special project aimed at accelerating digital mindset within BU – ‘Sanofi BootCamp’ - resulting in 2 innitiatives to be implemented in 2018. • Head of Pediatrics Project in Brazil – Management of communication and all Sanofi activities and events aimed at KOLs and prescribers in Pediatrics. Strong transversal work with key brands to guarantee execution and brands results. • Direct report to Business Unit Director.

Established Products (Rx) Business Unit - Biomechanics franchise (ketoprofen, leflunomide, risedronate, Mobility/Gellicart®,Synvisc® ) • Brand and Portfolio management. • Planning and implementation of Action Plans focused on profitability and market share recovery. • Definition of new commercial strategy for Synvisc, including clusterization and new commercial policy. • Mobility/Gellicart Relaunch Plan elaboration, includding new communication and price positioning. • New product launches - No fasting risedronate and ketoprofen drops line extension in Q4/2015. • Direct report to Business Unit Director; management of three Product Managers and two Marketing Analysts.

Self-Medication, OTC products and Cosmetics - Brands: Cetaphil, Cetaphil Daylong, Aquaclin, Dermotivin, Loceryl, Nutraplus, Soapex and Proderm. • Responsible for OTC Brands and portfolio management (60 skus). • Loceryl nail lacquer new ‘go to market’ planning and execution (2014). Implementation of new 360 communication plan (offline/online) and strong POS activation. • Cetaphil Daylong sunscreen subrange launch (2014). • Strong interaction with Global Brand Teams, working to create new communication campaigns, packagings, brands repositionings and line extensions. • Direct report to Business Unit Director; management of three Product Managers and three Marketing Analysts

Responsible for OTC and Dermocosmetics brands: Dermotivin, Loceryl, Soapex and Aquaclin. • Innovation and New product launches – from the Business Plans elaboration to launching and tracking results: Aquaclin range to Acne tretament (2012), New subrange for Dermotivin facial cleaners - Dermotivin Scrub (2012). • Strong interaction with Global Brand Teams, working to create new communication campaigns, packagings, brands repositionings and line extensions. • Management of one Product Manager, one Marketing Coordinator and one Marketing Analyst.

OTC products and Cosmetics - Brands: Dermotivin, Loceryl and Soapex (Sep.10 to Jan.12) • Innovation and New product launches – from the Business Plans elaboration to launching and tracking results: New subranges for Dermotivin facial cleaners such as Dermotivin Control (2010), Dermotivin Salix (2011). • Loceryl nail lacquer relaunch to Dermatologists (2011) and prescription leadership recovery. • Strong interaction with Loceryl Global Brand Team, working to create new communication campaign, new packaging, and line extension. • Close relationship with Key Opinion Leaders. Prescription products - Brands: Tri-Luma, Avicis and Clob-X (March.10 to Sep.10) • Responsible for Rx portfolio management. • Marketing strategic planning development, including Tri-Luma relaunch. • Communication development aimed at Dermatologists and Sales Reps training. • Close relationship with Key Opinion Leaders. • Direct report to Marketing Director; management of one Marketing Analyst.

Perdigão Brand – ham, sausages, pastrami, in-natura meat. • Portfolio management: 120 skus representing over BRL 1,2 billion per year in sales. • Planning and Implementation of special project focused on in-natura business profitability increase. • New communication and Point of Sales Activation for Hot dog sausage relaunch. • Direct report to Marketing Director; management of one Marketing Analyst.

Natura Amor América. • Definition of Innovation strategy, including briefings to technical teams: R&D and Packaging. • Implementation of Marketing Researches in Brazil and other Latin American countries to validate portfolio and to get insights for communication campaign. Fragrancies Category. • Portfolio management: Águas de Natura, Biografia, Hoje, Kriska, Natura Homem and Sintonia – representing 30 skus and 20% of Natura total sales. • Innovation plan execution and launching of 13 skus. Key achievement: Market share increase of +4pp versus previous year.

Face care, Sunscreen and Kids Categories. • Leadership of Multifuncional teams to develop new products: Natura Tododia moisturizers, New kids range Natura Naturé, new packages for Natura Fotoequilio sunscreen range, new subranges for Natura Chronos (Elastionol+R), new skincare range Natura Faces.

Entered KFB as a trainee. Beverages Category: Maguary Concentrated & Ready to Drink, Clight and Fresh. • Support for Product Manager during Strategic Planning. • Marketing Strategies implementation: Below the Line actions for Clight brand, promotional materials for Maguary and Fresh range relaunch activities.

Exchange student at Turku Economics and Business School - Turku - Finland (1999)

Takeda Marketing Academy

Marketing Digital