Rafael Martins

Experience

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  Marfrig Group

  Mar 2008 - Dec 2009

  Marketing Intern

  - Supported the trade marketing and product teams in routine data analysis (Nielsen), merchandising, purchasing, payments, and annual budget control.- Brands: Bassi, Montana, Palatare, Da Granja, and Mabella.

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  Max Brands

  Aug 2010 - Aug 2012

  Marketing Assistent

  - Supported the management of premium wine brands from Chile, France, and Argentina, reporting to the department manager and company president.- Engaged in research, analysis, and market mapping, generating insights for medium and long-term strategy construction to increase market share and revenue.- Planned events and fairs.

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  Interfood Importação

  Aug 2012 - Jul 2023

  - Oversaw marketing for categories including water, spirits, beers, and sparkling wines.- Product Owner in the innovation and proprietary brands squad.- Managed the marketing department and interdepartmental relations (18 people).- Developed “Go-to-Market” strategies and aligned with trade marketing for over 100 product launches.- Supervised online and offline agencies, digital PR, and influencer projects.- Developed strategies to expand portfolio in retail and food service clients, focusing on reducing brand cannibalization, maximizing ROI, and strengthening customer relationships.- Managed P&L, value chain, and brand budgets; analyzed KPIs and market trends using B.I. tools like Nielsen, Neogrid, and Dunnhumby.- Planned and managed major B2B and B2C events like Bartender Covent Berlin-SP and Interfood Road Show.- Developed strategic clients including five-star hotels, restaurants, and luxury brands.Key Achievements:- Positioned Taittinger champagne as the best-selling in Brazil in 2017.- Achieved a CAGR of 156% in sales volume for Cointreau from 2016 to 2022, with a 70% price increase.- Led Rémy Martin to dominate the cognac market in Brazil.- Positioned The Botanist as the leading ultra-premium gin in 2022 and 2023.- Generated an incremental R$ 10M in revenue in 2023 with new Interfood products. Show less - Responsible for the marketing planning of premium wine brands and monitoring pre-established KPIs.- Experience in analyzing the performance of brands, their products, and the market using Business Intelligence systems and importation data in Brazil.- Monitoring revenue indicators, CAC (Customer Acquisition Cost), LTV (Lifetime Value), net profit, EBITDA, and leads.- Liaison with suppliers for the production and implementation of merchandising materials, sampling operations, and marketing actions in retail and food service clients.- Alignment of product launch strategies and marketing mix, reporting to the Board and Presidency in Brazil, as well as senior management of the brands in their countries of origin (France, Italy, Uruguay, Spain, and Argentina).- Communication with communication agencies and public relations for the planning and implementation of campaigns.- Involvement in training and lectures for the sales team regarding the managed brands.- Managed Brands: Planeta Wines, Barbi, Russian Standard Vodka, Penfolds, and Evian. Show less

  • Sênior Marketing Manager

    May 2015 - Jul 2023

  • Sênior Marketing Analyst

    Aug 2013 - Apr 2015

  • Marketing Analyst

    Aug 2012 - Jul 2013
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  Brazil Journal

  Aug 2023 - Jan 2024

  Head of Marketing

  - Led marketing and growth strategies, including A/B testing.- Managed digital marketing, social media, and full communication funnel through owned and paid media campaigns.- Planned, organized, and analyzed company events.- Restructured the commercial delivery journey for site sponsors, podcasts, and social media.- Coordinated the creation hub for editorial, commercial, and marketing tasks.- Collaborated with the sales team to generate qualified leads and structure the sales funnel using RD Station.Key Achievements:- Increased revenue by 150% in the last 5 months of 2023.- Restructured the company’s events area, generating R$ 24M (9% of revenue) with a 39% profit margin and an NPS of 100% after executing four successful events. Show less

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  DocMap Saúde

  Jan 2024 - now

  Founder

  Founder and CMO

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  Sysplan

  Feb 2024 - now

  Marketing Director

  - Managed brand key visuals, target audience segmentation, and corporate messaging.- Created and launched marketing campaigns to drive demand for products and services, capture and nurture qualified leads in B2B.- Developed SaaS and IoT products and “Go-To-Market” strategies with the tech team.- Handled key accounts for special projects.- Controlled budget, investments, and ROI analysis.Key Achievements:- Increased sales pipeline from R$ 168K to R$ 4M in 4 months.- Structured value propositions and launch strategies for four SaaS products.- Repositioned Sysplan’s brand and updated the company’s visual identity. Show less