Marta Pasetti Farias

Experience

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  L'Oréal

  Jan 2009 - Oct 2011

  • Assisted Biotherm's brand management: Launch Plan, Sales Forecast, Pricing strategy, Promotional materials, Sales and Market analysis and Competition Monitoring• Website and Social Media creation Assisted Brand Directors with marketing strategy for 14 countries in Latin America, Middle East and Africa: Marketing and Media plans, New Product Development and Certification, Promotional materials, Sell-in, Sell-out, Market Share and Share of Voice Analysis and Reports. Assisted Brand Management for 10 Perfume Brands (Giorgio Armani, Ralph Lauren, Cacharel and Diesel and others): Marketing and media plans for local market, sales forecast, budget management, market and sales analysis, product launches, certification, promotional materials, annual budget, support to the sales and education teams.

  • Marketing @Produits de Luxe: Biotherm

    Apr 2011 - Oct 2011

  • Marketing @Produits de Luxe Latin America, Middle East and Africa Zone

    Jul 2010 - Mar 2011

  • Marketing @ Produits de Luxe Parfums

    Jan 2009 - Jun 2010
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  KINOPLEX Severiano Ribeiro Group

  Nov 2011 - Nov 2013

  Marketing Coordinator

  • Led Marketing Strategy (Rebranding) and Activities, Media Plans, Campaigns, Promotions, Partnerships, Market, and Business Analysis for this Movie Theater Group (#2 in Brazil).• Implementation of Digital Marketing strategies and creation of new channels such as social media, website and mobile application

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  Day1 / Sony Music Entertainment

  Nov 2013 - Nov 2015

  New Business Manager

  • Managed and oversaw a wide variety of business deals and opportunities across the country and internationally.• Creating, pricing (P&L), pitching and executing Branded (Sponsored) Music Projects such as: FIFA 2014 WC Super Song, SXSW 2014, Video clip Product Placement, Music Licensing Curation and Customized Festivals.• Responsible for Digital Marketing implementation of each project. Social Media accounts and influencer management.

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  Spectrum Brands, Inc

  Mar 2016 - Jan 2021

  • Development and Implementation of Digital Marketing Strategy for all Spectrum Brands divisions in Latin America: Personal Care, Home Appliances, Global Pet Care, Home & Garden and Home Improvement• Channels, Content, Promotion and Performance management • SEO and 360o Media Strategy including brands’ owned channels and E-Retail• User Journey and Conversion Optimization: Website, Social Media, YouTube, E-mail, Google, and E-Retail.• Reporting & Analytics, Attribution tracking, ROAS, Content Health Score, Ratings & Reviews and other KPI’s. Show less

  • Digital & E-commerce Marketing Manager Latin America

    Jan 2017 - Jan 2021

  • Marketing Coordinator Latin America

    Mar 2016 - May 2017
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  Yum! Brands

  Jan 2021 - Sept 2022

  Digital Strategist @ KFC Latin America & Caribbean

  •• Responsible for deploying KFC’s global digital strategy across 40 markets in the Latin America and Caribbean region. (Access, Acquisition, User Experience and Retention).• Working cross-functionally, with vendors and developers to Launch and continuously optimize KFC’s E-commerce platforms and brand experience across the region (web, app, chat ordering).• Monitoring and optimization of growth KPIs for all pillars of strategy including Revenue, ROAS, CTR, CVR and CAC and CLTV.• UX optimization via A/B and Multivariant tests, Event tracking, Qualitative tests and Heat map analysis.• Implementation of CRM Strategy, RFM segmentation modeling, Automation, and Lifecycle Marketing tactics across the region driving frequency and growing customer lifetime value. E-mail, SMS, Push notifications (Geofencing). Show less

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  Diageo

  Sept 2022 - now

  Digital Deployment Manager (LAC)