Skill set (19)
Sofia in a few words
I am
.a purpose-led brand builder with 8 years of Marketing experience in superbrands at Unilever, Kraft Heinz and P&G, and international experience in Madrid, London and Lisbon.
.highly motivated to bring value to consumers and sustainable growth in a culturally relevant way, winning 8 awards for the Dove brand including 2 Effie Awards in 2021 and the Marketeer Non-Food CPG in 2022.
.highly data- and results- driven, with a consumer centric mindset and passionate about developing people, being part of the mentoring programme of Catolica Porto Business School.
.a board member at the Branded Content Marketing Association (BCMA) Portugal, being engaged in contributing to the industry progress.
.currently working on my new business and taking interesting freelancer projects.
Experience
- Unilever - other countryMarketing LeadRETAIL (LARGE RETAILERS)March 2020 - October 2022 (2 years and 7 months)Lisbon, PortugalResponsible for the Skin Cleansing, Hygiene, and Skin Care categories, and for Dove, Baby Dove and Vaseline brands, with 3 direct reports. Main achievements:- Drove the business to grow top and bottom line in very challenging times with high pressure on pricing and costs inflation, with Dove brand that represents 80% of the business growing turnover +1.2%.- Won 7 awards for the implementation of the Dove Self Esteem Project in Portugal and its amplification through the Reverse Selfie campaign, including 2 Effie Awards and 1 Marketeer Magazine Award, with €10k investment equivalent to €700k earned media.- Achieved the turnaround in Skin Care after a 4 year decline through a new portfolio and pricing strategy, and the launch of the local campaign “From Body Shaming to Body Love” featuring celebrities from all ages and shapes in an exhibition, reaching +€1M AAV with a €50k investment.- Developed and launched an educational hand washing campaign even before the pandemic declaration with outstanding business results of +90% turnover growth despite the Supply Chain shortages due to the Covid 19.
- Unilever - other countryMarketing LeadRETAIL (LARGE RETAILERS)March 2019 - March 2020 (1 year)Lisbon, PortugalResponsible for the Skin Cleansing and Skin Care categories and for Dove, Baby Dove and Vaseline brands, with 2 direct reports. Main achievements:- Led Vaseline local jewel brand repositioning and achieved the Unilever Portugal best ever ad performance for its new communication.- Led the strategy and launch in Portugal of the Dove Self Esteem Project at schools helping >80 000 young boys and girls building self esteem.- Run the launch of several innovations incremental to the business leading to market share gains.
- Kraft Heinz UKEuropean Senior Brand ManagerRETAIL (LARGE RETAILERS)September 2017 - September 2018 (1 year and 1 month)London, United KingdomResponsible for the Mayonnaise category in Europe including the Heinz and Kraft brands with 1 direct report. Main achievements:- Drove the NPD of Heinz Mayonnaise from idea to development with potential to deliver +15% incremental top line growth.- Successfully led Kraft >$30M business handover in 4 main countries harmonizing the SC network.- Delivered the new harmonized Kraft Masterbrand visual identity for EU.
Recommendations
Education
- MASTERS IN MANAGEMENT, MAJOR IN MARKETINGNova School of Business and Economics2015- Final GPA: 8/10 - Final Work Project: “A Business Plan for a New Mobile Application for the Consumer Foodservice Industry” (Appraisal: 8.5/10) - Main Coursework: Brand Management, Marketing Planning, Financial Management, Marketing Research, Consumer Behaviour
- BACHELOR IN ECONOMICSNova School of Business and Economics2012- Final GPA: 7/10 - Main Coursework: Econometrics, Macroeconomics, Microeconomics, Global Economy, Calculus I, Calculos II, Financial Accounting, Linear Algebra, Economic History, Finance - Exchange International Program at Universidad Austral, in Buenos Aires, Argentina