Marcela Figueiredo

Experience

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  Visa

  Feb 1995 - Dec 1999

  Marketing intern
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  American Express

  Dec 1999 - Oct 2005

  Promoted a 20% growth in annual revenues, versus 6% in previous years;• Optimized portfolio distribution and implemented consulting sales approach, through trainings and redefinition of account managers’ profile;• Market research at American Express Corporate, with a view to tapping middle market companies. The main objective was to develop the ideal Value Proposition and chart the potential of mid-sized companies in different regions of Brazil • Development of an innovative method of prospecting middle market companies with potential expense of T & E between US$500 thousand and US$ 2 million. Reduction in the sales cycle of approximately 40% • Responsible for hire, trained and manage the first third party sales team for Small/ Middle Channel on a 100% variable basis . Led the implementation of an in-house CRM tool, successfully launched in Brazil, to monitor sales cycles and daily clients’ spend. This solution improved information quality and saved US$ 2 MM that would be the cost of another 3rd party solution. Show less

  • Marketing and New Business Development Manager

    Dec 1999 - Oct 2005

  • New Product Development Specialist at American Express

    Dec 1999 - Feb 2001
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  BR Malls/ Daslu e Fashion Mall

  Jan 2007 - Jul 2009

  New Business and Sales Manager

  Responsible for all new business developments, partnership agreements , road shows and synergies with Daslu , Villa Lobos Shopping Mall and Fashion Shopping Mall• Responsibility for all trade agreements and partnerships of three projects launched by BR Malls Group ( Vila Daslu , Shopping Villa Lobos and São Conrado Fashion Mall ) , reducing the gross leasable area in 30 % , increasing traffic by 22% and total sales in 15 % ( Vila Daslu )

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  Groupon

  Jul 2009 - Oct 2011

  New Business e Marketing Director

  Responsible for hiring, training and managing more than 60 sales representatives, 4 sales managers – Sales, Marketing, Human Resources and Operations. Reporting directly to the business head of Brazil. Working on the growth strategy for the region. Reporting to the CEO and responsible for P&L.- Hiring, training and managing more than 60 Groupon sales representatives using the Sales Force Automation tool, reaching more than BRL 10 MM in profit in the São Paulo region alone (40% of the total), 6 months after the implementation of the start-up.- Establishment of several partnerships for Groupon, such as Vivo, Mastercard. Macdonald's, Livraria Cultura, Submarino Viagens, Sacs/Sephora, generating verticalization and focusing even more on travel, tripling the average number of actions.- Launch of two e-commerce start-up companies – Groupon – being responsible for defining and implementing the marketing and communication planning strategy, whose main project was to create the brand (Brand Building), lead all communication and marketing projects and customer relationship.I implemented the Groupon in China for 4 months Show less

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  Oracle

  Jul 2011 - Sept 2013

  Marketing Director for Key Accounts

  Responsibilities included corporate communication for B2B full service - Apps, Midleware and Hardware for different industry segments such as Financial Service ( Bradesco and Itau), Oil Gas ( Petrobras e Vale ),Telecom ( Vivo, Oi and Tim) and Public Sector. Strong performance by the Commercial area for Go to Market. The operation was supported by a team of 5 managers.• Development of in-depth studies of key accounts, using developed Account Based Marketing methodology, defining B2B Marketing plans customized to the needs of each client. Marketing actions encompassed the creation of specific communications, co-marketing, intranet, technical workshops and networking events• Full responsibility for the organization of the largest fairs of Information Technology for the Financial Sectors , Telecom ,Rio Oil and Gas Forum • Organization and design of all Oracle Open World events in Latin America. This event yields sponsorships and generates regularly 6 digite pipeline sales opportunities Show less

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  Young & Rubicam

  Sept 2013 - May 2016

  Colgate Account Director

  Responsible for all Colgate Personal Care communication strategy ( paid,owned and earned media) using Integrated Marketing Campaign methodology for Palmolive and Protex brandsIncreased the account revenues in 70% in 9 months, approving 5 new projects including the launch of a new segment for Protex Brand ( Protex Intimo) and Nutrimilk soapMonthly report for all ATL , BTL and Digital campaigns KPI'sRegional and local alignment with Colgate and Y&R headquarters for all the local and LATAM new product and campaigns launchDefinition and execution of the media plans and budget managementManagement of 4 direct resources Show less

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  Accenture Interactive

  May 2016 - Oct 2021

  Natura Brand Content Account Director

  Reporting to the General Manager and co-leading a team of 110, including client attendance, planning, creative production and studio. Single point of contact with client for demands, opportunities and compaints, resulting in new businesses (up sell cross sell) 6 digits result. Responsible for creating and producing, every 21 days, all new content for Natura’s retailers and consumers: catalogs, CRM, website/ blog/ social media (www.natura.com.br / @naturabroficial).• Online content for the sales force’s web site and CRM (email, app's cards and push notifications).• 156 pages cosmetic printed catalogue (Espaço Natura) for the final consumer.• 20 pages printed magazine for the sales force (Minha Natura).• Approximately 95 still images, 1 to 3 photo shootings, 5 short videos.• Idealized, prioritized and managed the core content creation for both targets - Consumers and Retailers - in several sales channels.• Financial leadership, process improvement, resulting in best efficiency and optimization of all assets produced in house to the different business areas of Natura. Show less

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  Brunch • Influência de Verdade

  Aug 2022 - May 2023

  Head Comercial e Novos Negócios - Brunch

  Marketing de Influência - Creator Economy