ANA CLAUDIA REIS

Experience

• 

  Unilever

  Jan 2005 - Oct 2008

  Launched innovation projects in Brazil for the highly competitive hair category. Launched very successfully "Sunsilk teens" with a complete 360º activation. Represented the brand team in media strategy meetings within Personal care, drafting media and channel plans. Led budget control process for all HPF Unilever brands in Brazil. Development of innovation projects for Surf Latam: trend analysis and scenarios evaluation, ideas & concepts generation, research briefs, stimuli preparation with agency design and final recommendation based on research results (qualitative and quantitative) and brand strategy. Co-responsible for Surf core re-launching project for all Latam countries, working in partnership with the global team, being the pilot region for global roll-out. Coordination of the innovation launching campaign. Leadership of innovations projects for Sunsilk in Latam. Directly responsible for Caribbean support and strategy alignment. Development and implementation of sampling product innovation projects. Budget control.

  • Brand building assistant brand manager - Sunsilk Brazil (Seda)

    Jan 2008 - Oct 2008

  • Brand development assistant brand manager – Surf LATAM

    Jan 2006 - Dec 2007

  • Brand development intern - Sunsilk & Dove LATAM

    Jan 2005 - Dec 2005
• 

  Ambev

  Oct 2008 - Oct 2014

  Brahma is the second biggest beer brand in Brazil with 20% of market share and third most valuable brand in the country (US$ 3.6mi), making this role a key position within ABI. Responsible for the development of projects to gain share of throat in beverages with the innovation team. Led insights research, needs & occasion studies and communication development, from concept development to final execution on air. Led from square one the very successful re-launching of the non-alcohol beer category with Brahma 0,0%, delivering outstanding 100% growth in volume.Completely redesigned Brahma’s digital platform for the World Cup (Brahma was a key sponsor), being recognized internally and externally as a best practice case, fixing, in a critical moment, a channel which was previously not working for the brand. Show less A one year stint in consumer research, leading directly research briefs, consumer research design and relationship with external research providers, qualitative and quantitative.During this period, developed Brahma’s new brand positioning and played a key role on the brand planning process. Developed also two new brand tracking formats, one for communication and one for specific platforms, such as the World Cup, for all ABI brands. All this work was the initial input for the development of the company’s annual plan. Show less Successfully positioned Stella as super premium beer while driving outstanding growth. Developed a new marketing strategy to use digital not only as a media tool but also as a brand builder. This project was internally recognized as best practice and was exported to the global team as “the content factory”.Also designed a PR strategy that brought amazing results globally, exploring the Cannes Film festival platform through the use of top rated celebrities and setting the news headline with the brand story: 6x ROI, considering only valid media.Turbo charged brand growth by working closely to the sales team on a trade activation plan, assuring 300% growth in volume, while growing strongly brand attributes. Show less Development of the innovation product funnel for ABI premium brands (Stella Artois, Bohemia, Budweiser). Developed trend analysis and brand strategy, ideas & concepts generation, consumer research, design development and final mix delivery based on qualitative and quantitative results and brand tracking analysis.Led the mix development and launching plan for ABI’s biggest white space, Budweiser launching in Brazil. This work included thorough market analysis, mix development, plant adaptation and business case development until sign-off. Co-responsible for the launching campaign, from agency pitch to final research. Show less

  • Senior Brand Manager for Brahma

    Jan 2014 - Oct 2014

  • Insights Manager - Brahma chopp

    Jan 2013 - Dec 2013

  • Brand Manager - Stella Artois

    Oct 2010 - Dec 2012

  • Innovation Manager - Premium portfolio & Budweiser

    Oct 2008 - Oct 2010
• 

  Brown-Forman

  Nov 2014 - May 2015

  Marketing Director for Jack Daniel´s

  Main responsibilities:• Responsible for the strategy and implementation plan for Jack Daniel´s family of brands in Brazil, which involves portfolio definition, channels and region prioritization, as well as market development exploring new consumption occasions.• Regarding communication, directly lead the landing and adaptation of global concepts into relevant local executions, creating and amplifying them through Digital, PR, events and trade.• Responsible for conducting brand merchandising strategy in Brazil.• Besides leading the brand, as an external hire with solid marketing background, I had the mission to develop the operational company capabilities and skills in marketing. Show less

• 

  Unilever

  Aug 2015 - Apr 2017

  Senior Marketing Manager - Tea Europe

  • Development of a recovery plan for PG Tips, Europe's second largest brand of teas, being the largest and most consumed tea brand in UK, with €140M TO.• Identification, analysis and alignment of innovation opportunities for the brand, as well as the coordination of launch plans;• Responsible for the entire communication plan.• Brand alignment to global guidelines.

• 

  CONTENT STRATEGY CONSULTANCY

  Jul 2018 - Feb 2021

  Freelance Planner

  • Content strategy development focused on earned media• Acting as client partner to guarantee brand message, co-creating with consumers and social entrepreneurs to deliver the right content and high engagement, leading qual and quant research for deeper understanting and results measurement.• Main client: Unilever Sunsilk. Brand Purpose launch.• Other clients: NGO “Girls´ Plan” and start-ups

• 

  LEGO

  Feb 2021 - Sept 2021

  Global Communication Partner
• 

  The LEGO Group

  Nov 2021 - now

  Senior Marketing Integration Manager.

  Responsible for leading the shift of marketing planning and execution efforts towards full integration across Owned, Earned, Shared and Paid media.