Italo Castro

Experience

• 

  Grupo Cidade

  Sept 2008 - Feb 2009

  Production Intern

  During my internship period at D&E entertainment (company of Group Cidade) my main responsibilities were: contact with suppliers, monitoring orders for gifts and event materials, communication consultancy and support in the production of large national events, such as Ceará Music, and international attractions, such as the concert by singer Alanis Morissette in Fortaleza (Jan/2009).

• 

  Sinapse

  Aug 2009 - May 2010

  Planning Assistant

  In my first experience in a marketing/advertising agency, I was responsible for supporting the director in strategic planning for government institutions such as EMBRAPA, working on rebranding projects, scheduling promotional actions and organizing CRM rules.

• 

  Integra Agency

  Jun 2010 - Nov 2014

  For 2 years I was manager of the Integra Agency office in São Luís/MA - Nov8 Communication, coordinating the operation of the accounts executive, media and production sectors. During this period I was responsible for directly servicing the accounts of CEMAR (Maranhão Energy Company), CELPA (Pará Energy Company), Mota Machado Constructions and Difusora Channel Television, leading important jobs such as the Implementation of the Social Responsibility Platform of CEMAR and the Repositioning of CELPA's brand. Show less

  • Operations Manager

    Jan 2013 - Nov 2014

  • Account Executive

    Jun 2010 - Dec 2012
• 

  Advance Communication

  Nov 2014 - May 2015

  Account Executive

  In 2014, Advance was the largest advertising agency in the North/Northeast of Brazil and was facing the end of its contractual cycle with the healthcare provider Hapvida (at the time present in 11 Brazilian states). I was hired exclusively to make this transition, and during that period I worked for the high-end construction company Dias de Sousa. I led projects for institutional campaigns, trade, product launch and support, as well as group sub-brands such as HapOdonto, Hospital Ana Lima, among others. Advance was the first agency in Ceará to implement the squad model, and with that I had the opportunity to indirectly lead a multidisciplinary team of 6 dedicated people, from creatives to producers. Show less

• 

  Delantero Communication

  Jan 2016 - Feb 2017

  Account Executive

  Delantero is among the 50 most creative advertising agencies in Brazil, being the only one from Ceará on the list. At the agency I was responsible for developing briefings and managing follow-ups, planning offline and online communication, control of the marketing budget, market research and competitor analysis (investment, concepts and communication). Provided direct support to the accounts of Colégio Master, Grand Shopping, Fortaleza Esporte Clube and M. Dias Branco. My biggest challenge facing a highly awarded and creative agency was implementing processes since an advertising agency doesn't live on creativity alone. During the period I worked at Delantero, I implemented the Publi System, redesigning all internal processes and the agency's operations and led two award-winning campaigns at Rede Globo's Professionals of the Year. Show less

• 

  Register Advertising

  Jun 2017 - Mar 2020

  New Business Development Manager

  I worked at Register from 2017 to 2020, and I had the important mission of restructuring the agency's private client sector, not only bringing in new accounts, but also generating new business for the firm's former clients, through solid planning that involves research, creation and media. During my time at the agency, I coordinated the service of the agency's private core, whose main clients were: Super do Povo Supermarket, Simplifique Home Center and Óticas Visão. In less than three years, revenue from the private sector increased more than 5 times, much of this growth resulting from fundraising projects with trade to subsidize investments in marketing by clients in the area. Among the projects I led, it is worth highlighting the brand repositioning of Super do Povo and Faculdade Cisne de Quixadá. Show less

• 

  Ambev

  Mar 2020 - Nov 2024

  For the past two years, I was responsible for the national commercial strategy of the Chopp Brahma Express franchises, serving as a facilitator between the field team and senior leadership, the primary stakeholders of the business. I led a team of seven individuals, each managing a portfolio of active clients across the seven administrative regions of AB-Inbev in Brazil, totaling over 200 franchises. I closely monitored performance indicators such as draft beer volume, online revenue, and Net Promoter Score (NPS) for both customers and franchisees, along with key performance indicators (KPIs) that ensure network standardization and adherence to business model principles. I conducted commercial negotiations for events to boost sell-through and brand awareness, as well as manage innovation projects, including the launch of new SKUs and the integration with new players and delivery platforms. In 2022, my first year managing the Commercial team, draft beer volume increased by 32% compared to 2021, accounting for over 80% of the sell-in from the franchises. Additionally, online revenue grew by 52% year-over-year, rising from 28 million to 43 million, which now represents 23% of the total revenue for the stores. Show less From March 2020 to May 2022, I was responsible for the Chopp Brahma Express franchise portfolio in the North and Northeast of Brazil, valuing the company's commercial strategy, in addition to ensuring compliance with the operational standards of the business model, monitoring the main result kpis ( total volume, e-commerce revenue, franchisee NPS, end customer NPS, among others). Among my main achievements in the role, it is worth highlighting the 115% growth in the region's online revenue (2022x2021), changing local consumption behavior that was mostly offline, thereby increasing the region's share - which previously represented just 1.9% from Brazil to 3.6% in GMV BR; I carried out portfolio diversification work, increasing the percentage of stores purchasing a second beer liquid, jumping from 52% in 2019 to 79% in 2021. Show less

  • Growth Marketing Manager

    Aug 2024 - Nov 2024

  • Franchising Sales Operations Manager

    Jun 2022 - Jul 2024

  • North-Northest Franchise Cordinator

    Mar 2020 - May 2022
• 

  Empório Brownie

  Dec 2024 - now

  Marketing Manager

  Atualmente sou responsável pelos times de Marketing e CX da rede Empório Brownie. Lidero diretamente 5 pessoas e dentre minhas principais atribuições estão: criação de estratégias de branding e growth, planejamento de mídia online e off-line, definição e controle do orçamento de marketing, acompanhamento de indicadores comerciais como frequência, penetração e intensidade, gestão de agência de publicidade e assessoria de imprensa; além da condução de projetos específicos como a implementação do e-commerce, fluxo de automação de CRM, autoatendimento e expansão de mercado para os setores de eventos e varejo. Show less