Alessandra Koster S Aguiar

Experience

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  JPMorgan Chase & Co.

  Jun 1998 - Dec 2000

  Financial Analyst

  Started out as an Intern - Front-Office & Back-Office Experiences.

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  Natura

  Jan 2001 - Jun 2003

  Innovation & Product Coordinator

  Natura CosméticosProduct Coordinator (started out as an Innovation and Marketing Trainee)January 2001 – June 2003Main job attributions:Planning of marketing actions for all channels (product, pricing, media), product development projects, market and competitor analyses, financial analysis of products, control over marketing plans and budgets, support to branch offices in South America, support to the sales team.

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  DuPont

  Aug 2003 - Sept 2006

  Product Coordinator

  DuPont do Brasil - DCSE (DuPont Chemical Solutions Enterprise)Product Coordinator - Projects (South America) - From May 2006 to September 2006Main job attributions:Analysis and development of business plans for defining new markets/products, patent research, registration processes, market and competitor analyses. Focus on Six Sigma Projects.DuPont do Brasil – DPP (DuPont Personal Protection)Product Coordinator (South America) - From August 2003 to April 2006 Main job attributions:Strategic marketing / communication plan (budget control), new product development including performance tests (USA and Europe technical team), market and competitor analyses, product training (sales team, decision-makers and users), participation in meetings with companies and government bodies, regional events, administrative control. Show less

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  Philips

  Feb 2007 - Aug 2013

  Main job attributions:Channel responsibility to focus on developing new activation into Trade together with trademkt, sales and marcom; Partnership; Long-term Strategic Marketing Plan; Product development with focus on margin improvement; Competition Analyses; Campaign co-creation (budget management); Market Intelligence.Main achievements:• Business Trip to the International Electronics Fair (IFA) in Berlin to analyze global market trends and also define the 2013 product portfolio to satisfy local consumer needs: turnover growth +41%• Developed the 2013 Strategic Plan, with Distribution / Margin, seeking to grow profitability +38%.• New concept-products: DesignLine and Hotel TV for Y2013.• Qualitative Research made to analyze Ambilight technology awareness, confirm brand communication positioning besides searching for customers and consumers´s insights referred to better activation in Online and POS channels.• Established a partnership with the Economics Institute to prepare 5-year market forecast for TVs.• Created tools for monitoring the realization of prices (Gfk, Sieve, Zoom) and qualitative reports of global and local trade and markets (Euromonitor, DisplaySearch).• Reached #3 market share position in 2012 with Philips TVs, growing the business by ~10% (vol). Show less Philips do BrasilSenior Product Manager (Marketing – Beverage Appliances) - From October 2009 - October 2011 Main job attributions:360º Annual Marketing Plan: new products / pricing / channel mix / advertising and campaigns (ATL, BTL, OTL, mkt digital, PR-press); creation of single One Coffee platform: drip filter Walita, single-serve Senseo and espresso Saeco (based on global integration); Senseo Project - brand awareness and mkt penetration together with SaraLee Cafes; joint actions with trade and sales to grow drip filter category by 65% vs the market’s 50%.Philips do BrasilProduct Manager (Marketing – Garment Care & Floor Care) - From January 2009 – October 2009Main job attributions:360º Annual Marketing Plan (ATL-media / BTL-promotional material / PR-press / Online); new product development; planning of marketing actions in conjunction with the trade marketing and sales areas; analysis of new markets and new categories; budget control; financial analysis of products.Philips do BrasilProduct Manager for Latin America (Marketing – Domestic Appliances and Personal Care)From January 2008 – December 2008Main job attributions:Interface between the head office and Latin American countries; annual marketing strategic plan (countries) as product definition/prices/communication; financial analysis of business case (margins).Philips do BrasilProduct Manager (Marketing Philips Walita – Kitchen Appliances) - February 2007 – January 2008Main job attributions:Annual Marketing Plan (ATL-media / BTL-promotional material/ OTL-online / PR-press); planning of marketing actions together with the trade marketing and sales areas; planning of actions with corporate communications area; budget control; financial analysis of products – business cases. Show less

  • Marketing Manager TV [Product, Channel & Market Intelligence] - Philips/TPVision

    Oct 2011 - Aug 2013

  • Sr. Product Manager

    Feb 2007 - Oct 2011
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  Samsung Electronics

  Aug 2013 - May 2014

  Strategic Product & Communication Marketing Manager - LATAM TV

  Responsible for TV category in Latam Subsidiaries (product, price, communication and distribution) aligned with TV Global Headquarter directions.Business Operation (sell in, sell out, stock level, Marcom, Market, competition, clients, channels).Communication Strategy together with Latam Marketing and HeadQuarter.Alignment with Smart TV.Main Activities:• Lead Business Workshops with HQ and all Latam Subsidiaries.• Strategic Launching Guide of UHD TV for Latin America (4Ps).• Biz Trips to Korea: '14 portfolio evaluation, launches with main customers and trainings.• Development of Luxury Workshop (UHD LatAm) in partnership with MCF Consultoria.• Biz Trip to CES – Las Vegas (check tech trends and lead business workshop among main executives of Latin America and the President)• BizTrip to Cancun/ Mexico - Latin Forum (main launches to press and customers).• Soccer Campaigns for TV creation aligned with MKT Latam and HQ. Show less

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  Warner Bros. Entertainment Group of Companies

  May 2014 - Feb 2018

  Head of Marketing Communication in Home Entertainment - Games, Films and Series for digital and physical platforms. More than 150 titles/year.Responsible for: PR (public relationship), Media 360 (On and Off), Events (hands on, E3 International games, WB Games Summit, Rock in Rio & GXP - Omelete, BGS-Brasil Games Show, CCXP - Comic Con Experience, e-Sports | Liga Latina Tournament INJ2, regional events etc), all Social Media Channels - Facebook: /wbgamesbr /wbfilmes /wbseries /MortalKombatBRA /OHobbitFilme /batmanvssuperman /HarryPotterFilme / Instagram: @warnerhomebr / Twitter: @WBGamesBR/ YouTube: WB Games Brasil / Spotify: WB Games BrasilMain achievements:• Ensure that all communication plan respect the street dates of all titles (filmes, series and games) respectively, in digital and physical platforms, together with USA street date.• Outstanding growth of Youtube games channel : +300% subscribers, ~50% video retention (vs 20% mkt average), +11M videos views, partnership with main influencers, frequent workshops at YouTube.• Outstanding growth in spontaneous media: Games (+160% vs LY) and Video (+138% vs LY).• Leading Pan Regional media (TV and Online Digital - programmatic) together with headquarter.• Leading events such as: E3 (Los Angeles/USA), WBGames Summit, GXP-RiR, BGS, e-Sports - Global Tournament / Liga Latina INJ2, Comic Con Experience, in order to present main launches and increase spontaneous media/ correct audience and conversion (with retailers).• Lead BID of 360 Media Agencies, to organize internal processes and improve media results close to / align to social media and PR, to track better results vs KPIs.• Launch the new Portal (www.warnerbros.com.br) together with Theatrical Team, ensuring it to be fed monthly with titles information and retailers links.• Partnership with Spotify (Games profile / Series profile). Show less Main job attributions:Head of Games for casual, core and sports (physical and digital), managing all marketing team (6 people): Product Development, Marketing & Communication, PR, Digital & Social Media, Market Intelligence, Partnership, Business Plan close to key-Partners (Publishers: EA, Capcom).Main achievements:• Ensure street dates of all games launches: physical and digital, together with USA by 360 Marketing Plans, aligned with Marketing, Operations and Sales Teams.• Lead meetings with clients presenting main launches of Games : Roadshows.• Leading events such as: Retail Summit, E3 (Los Angeles/USA), WBGames Summit, BGS, Comic Com Experience, in order to present main launches and increase media value/ audience.• Introduction of Managing Local Marketing Plan for main games through casual, core and sports.• Introduction of PDCA – planning development, control and action, in order to manage the team with a list of priorities and executions.• Implementation of Online Price Management (Sieve).• Lead BID of Social Media Agencies, to boost results with better social tools that meet and integrate business objectives with mkt plans with expert agency under year cost reduction.• Implemented Brand & BTL Guide to have standard and better product communication along POS stores.• Brought the Media Training Proposal for Home Video and Games Managers Teams ministered by S2 PR Agency, with local HR Team support. Media Value Results: 2015 was+ 60% higher than 2014.------Women in Gaming at YouTube/Google - Women are becoming more present in the games universe. YouTube hosted a workshop day for 20 Gaming creators from across Brazil on Thursday (9/3). The meeting aimed to discuss the female presence in the world of games and how this is reflected into the production and consumption of YouTube content. A panel of discussion about women in the games industry and media with representatives who I was one of the industry representative (active participation). Show less

  • Sr Marketing Communication Manager - Home Entertainment (Films, Series & Games Categories)

    Mar 2017 - Feb 2018

  • Sr Marketing Manager - Games Category

    May 2014 - Mar 2017
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  Microsoft

  Feb 2018 - now

  Responsible for hardware, games and servicesGaming spoken person in BrazilLaunch new products to engage consumers/ customers/ partnersFocus on Win customers at key marketing & sales beatsIncrease Xbox Purchase Intent with considerers & attract new audiences (NTX)Win share with compelling partners offers & programsOptimize conversion with premium channel executionResponsible for driving positioning & guidelines of products & services for all areasConsulted and involved in all Xbox events Show less Head of marketing and key advocate for commercial device business, leading a team of people (employee and vendors), working close to category and sales teams, to achieve revenue & scorecard goals for Windows, Office, Server in SMB for commercial, consumer and education segments thru Partners: Distribution, Resellers, Local Device Partners, in order to drive growth performance and digital transformation (M365, Azure - CSP, Daas, Hybrid Server, Azure Stack HCI, Teams rooms...).-New Launches: Windows11, Windows Server 2022, M365 and Office 2021, based on Global Campaigns (Rise to Challenge, Reimagine way you work, Education Buying Season, Genuine).-Apply digital marketing plans with digital tools (Attach Widget for Office and Server, content syndication for Windows and Office through DCCN) thru partners to improve website and increase sales (became #1 Brazil in Latam).-Launching digital project : Chatbot to B2B channel to support partners with digital transformation, content and sales growth.-Responsible to organize global to local marketing calendar - campaigns, evangelism / training, digital.-Marketing plans on corp guidance, tools and processes to ensure Compliance, CELA, Privacy Policies.-Figure out a Compliance Committee and Training Days - to ensure knowledge and practice from all.-Responsible for Marketing Funds Mngt (Demand Gen, Readiness) thru partners aligned with Latam Finance Team, integrating all plans to ensure the highest efficiency in spending (Kpi x ROI).-Accessibility project to enhance D&I concept of MSFT thru partners besides support them to improve PC business ecosystem business with more accessible devices - MSFT Award conquered.W11 video : https://teams.microsoft.com/l/meetup-join/19%3ameeting_YWZmOWFiNjktN2VhMS00OTAzLTkzNDktZWIxNTkzN2EyZGRh%40thread.v2/0?context=%7b%22Tid%22%3a%2272f988bf-86f1-41af-91ab-2d7cd011db47%22%2c%22Oid%22%3a%2224e213ca-6f5d-46b7-9017-c89919703204%22%2c%22IsBroadcastMeeting%22%3atrue%7d&btype=a&role=a Show less Marketing & Partner Strategies [ OEM and Dists/Resellers ] - Windows, Devices and OfficeStrategic Planning: -Create Microsoft’s short (Q419) and long (FY20 planning) terms marketing strategies, aligned with internal stakeholders: Category and Device Sales, with the support of Marcom, Social Media and PR teams, in order to negotiate the maximum value for Microsoft commercial products while striving for high partner satisfaction all along the way-chain in order to drive sales increase.-Oversee the commercial marketing plans implementation of our Partners (OEMs, Dists/Resellers), coaching vendors team, to ensure the business growth, sales incremental and evidences of the campaigns, in order to extract the best 360 marketing alternatives (ON, OFF), including Programs and Incentives from headquarters / regional.-Create a strategic format to include a 360 over-view of all the investments per partner to manage close to them the activations as well as the business discussions with sales teams to identify opportunities and threats. Show less Marketing & Partner Strategies [ OEM, Dists/Resellers and Retail ] - Windows and DevicesStrategic Planning: -Create Microsoft’s short (Q418) and long (FY19 planning) terms marketing strategies, aligned with internal stakeholders: Category, Channel Sales and Device Sales, with support of Marcom, Social Media and PR teams, in order to negotiate the maximum value for Microsoft PCs while striving for high consumer satisfaction all along the way in order to drive sales increase.-Oversee the marketing plans implementation of our Partners (OEMs, Dists/Resellers and Retailers), coaching vendors team, to ensure participation, sales incremental and evidences of the campaigns, in order to extract the best 360 marketing alternatives (ATL BTL), including Programs and Incentives.-Deep dive into PC market to understand the situation of the market, and identify opportunities of improvements and growth.Tactical:-Ensure designed projects/ marketing campaigns according to the strategic plans.-Projects/ Marketing Campaigns with Intel: ensure alignment since the concept until execution. Main Results:-Responsible to lead consumer campaigns with partners (as Intel) along important high peak seasons: world cup and black friday/ X'mas, driving awareness of the campaigns : buy and win (give aways) and desire from consumers to promote the conversion of devices with Windows + Office attach, to keep the market and PCs penetration growing in a hostile year of severe crisis.-Lead category segmentation with main clients : Magalu and VV, close to Intel, according to each profile and tipology to promote better information and experience for consumer of the assortment of PCs causing more sales.-Create new assets for prosumers (B2B @retails) to help them to find PCs related to profile searched in easier thru online.-Work close by Marcom Team to strengthen sinergy communication along purchase funnel from awareness to convertion in order to trigger off fidelity of Windows with Office. Show less

  • Xbox Sr Category Manager - Games & Content, Latin America

    Feb 2024 - now

  • Xbox Sr Category Manager for Hardware and Games

    Jan 2022 - Feb 2024

  • Business Commercial Marketing Executive & Compliance Champ

    Jul 2020 - Jan 2022

  • Commercial Partner Service - Channel Marketing Executive

    Apr 2019 - Jul 2020

  • Retail Partner Service - Channel Marketing Executive

    Feb 2018 - Apr 2019