Marina Rufino

Experience

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  Oakley

  May 2012 - Jul 2017

  • Briefing agencies and monitoring online/offline campaign activations using Inbound and Outbound Marketing practices; • Digital Marketing plans approval partnering with Media team, using SEO metrics to optimize the reach;• Global brand campaigns adaptation following the local strategy and building a stronger connection with the Brazilian market;• Monitoring the development of brand and product campaigns for other marketing areas and sales channels;• Build relationship with influencers and sponsored athletes, while working closely to PR agency;• Sell-in and sell-out tracking of the main clients B2B, campaign ROI and performance reports;• Sales incentive and activation shapes with Trade Marketing team;• Budgets, monthly analysis and forecasts reports; Show less • Concept and development spearhead of a Visual Merchandising Guide, maximizing the consumer journey in store, relieving the overstocked stores in 36%, that became an international reference and is still active at the company;• Stores openings command from design till assembly, coordinating 120+ pax and doubling the chain (from 7 to 15);• Run of special retail operation for the 2016 Olympic Games in Rio;• Lead of products/brand/commercial campaigns (windows and in-store) from concept to activation;• Frequently visits to the field and stores, bringing insights to the company; Show less

  • Marketing & Communication Analyst

    Nov 2016 - Jul 2017

  • Trade Marketing & Visual Merchandiser Analyst

    Jul 2013 - Nov 2016

  • Retail Intern

    May 2012 - Jul 2013
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  Pernod Ricard

  Jul 2017 - Jul 2019

  • Repositioning of Havana Club in Brazil, outlining the brand strategy focusing on street culture, fomenting the trend of rum consumption by millenials;• Relaunch of Social Media channels, defining the persona and using a new tone of voice relevant to the audience, added to monitoring and approval of content creation according to the persona;• Design of an unpaid influencers network, in which they endorsed the brand, while it supported their projects;• Partnership with Trade Marketing and Event teams to craft POS materials according to the new positioning;• On Trade clients portfolio, building relationship and closing commercial deals that boosted in 27% the expansion of the brand in the key spots and events in São Paulo and Rio de Janeiro;• Team indirect leadership (3 reports);• Brand advocacy throughout tastings and hospitality experiences with the bartender community and influencers; Show less • Author of 1st "Chivas Masters" Cocktail Competition with 72% adhesion (2nd country with more entries worldwide): a 3-month project fully integrated with other Marketing areas, resulting in 1,1K+ brand mentions and 9 closed deals;• Content production and approval for owned and partner channels;• Coproduction of “Whisky World” in Recife: a project at a premium mall, mentoring brand experiences and promotional sales during the previous week of Father’s Day 18, raising 6% sales LY; • Amplification of Brand experience in relevant venues, blending with On Trade and Event teams from the key markets;• Active partnership with Headquarter in London, ensuring global uniformity. Show less

  • Senior Brand and Communication Specialist (Havana Club)

    Jan 2019 - Jul 2019

  • Senior Brand and Communication Specialist (Chivas Regal)

    Jul 2017 - Jan 2019
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  Supernova Coffee Roasters

  Aug 2019 - Apr 2020

  Partner

  • Head and customer assistance at São Paulo store;• Team direct leadership (2 reports);• Defining content pillars, tone of voice and persona for Social Media aiming to raise awareness and to create authority among coffee lovers;• Slashing purchasing costs by 53% by implementing sale reports, negotiating with vendors and stock control, while ensuring the quality commitment; • Engineering and implementation of P&L and sales analysis that combined with sales system and bank reconciliation review allowed to get ahead of decision-making Show less

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  FutureBrand

  Oct 2020 - Jan 2025

  Direct leadership of a team of 17 people including strategists, copywriters and designers;Responsible for projects to create new brands, rebranding, brand architecture, mergers of companies, workshops and innovation pipeline, launch plans and brand activation, relationship programs, among others Working together with specialist teams of Insights, Organizational Culture , Consumer Experience (physical and digital)Current clients: Nestlé (Nescau, Nescafé, Nestlé Corporative and DPA - join venture), Sportv and Premiere (Globo Group), Lojas Renner S/A, Grupo Hypera (Neo Química, Biotônico Fontoura, Mantecorp), iFood, L'Oreal (Niely), Raízen (Payly), BRF (vertical Pets), Cinemax (Latin America), Epharma , Sicredi, Cogna, Ontex (Pom Pom), Outback, SP Invisível, among others. Show less • Elaboration of brand diagnostics based on customer studies (interviews with leaders, deep dive and desktop research, study of movements and trends in the sector in question)• Direct relationship with clients, through presentations and management of project schedules, activities and demands.• Conceptualization of the brand strategy and positioning and follow-up of its phases until the launch of the project• Development of brand architecture, presenting its pros and cons• Working together with a multidisciplinary team composed of designers, researchers and copywriters Show less

  • Team Leader and Brand Consultant

    Sept 2021 - Jan 2025

  • Senior brand strategy analyst

    Oct 2020 - Sept 2021
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  Buser Brasil

  Jan 2025 - now

  Brand Strategy and Planning Specialist