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    Claudia Dos Santos Fernandes-Marketing - EN

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    This document provides a summary of Claudia dos Santos Fernandes' qualifications and experience in marketing, branding, and communications. She has over 20 years of experience leading marketing strategies for chemical and construction materials companies. Her expertise includes digital marketing, social media, branding, and implementing 360-degree marketing approaches. She has a proven track record of successfully increasing performance metrics, market share, sales, and brand recognition through strategic marketing initiatives.

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    Claudia Dos Santos Fernandes-Marketing - EN

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    claudiacsf82
    8 views2 pages
    This document provides a summary of Claudia dos Santos Fernandes' qualifications and experience in marketing, branding, and communications. She has over 20 years of experience leading marketing strategies for chemical and construction materials companies. Her expertise includes digital marketing, social media, branding, and implementing 360-degree marketing approaches. She has a proven track record of successfully increasing performance metrics, market share, sales, and brand recognition through strategic marketing initiatives.

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    This document provides a summary of Claudia dos Santos Fernandes' qualifications and experience in marketing, branding, and communications. She has over 20 years of experience leading marketing strategies for chemical and construction materials companies. Her expertise includes digital marketing, social media, branding, and implementing 360-degree marketing approaches. She has a proven track record of successfully increasing performance metrics, market share, sales, and brand recognition through strategic marketing initiatives.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    8 views2 pages

    Claudia Dos Santos Fernandes-Marketing - EN

    Uploaded by

    claudiacsf82
    This document provides a summary of Claudia dos Santos Fernandes' qualifications and experience in marketing, branding, and communications. She has over 20 years of experience leading marketing strategies for chemical and construction materials companies. Her expertise includes digital marketing, social media, branding, and implementing 360-degree marketing approaches. She has a proven track record of successfully increasing performance metrics, market share, sales, and brand recognition through strategic marketing initiatives.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
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    Cláudia dos Santos Fernandes Brazilian, São Paulo - SP

    (11) 93219 3073 | [email protected] | www.linkedin.com/in/claudiafernandes-csf | Portfolio: Link to access.

    EXECUTIVE IN THE AREAS OF


    MARKETING | BRANDING | COMMUNICATION
    Summary of Qualifications
    Marketing & Communications Executive, Branding specialist, with experience in implementing 360° Marketing approaches.
    Expertise in integrating digital and offline channels, including SEO/SEM, content marketing, social media, email marketing,
    traditional advertising, events, public relations, direct sales and e-commerce, in leading companies in the chemical sector.
    ▪ Proven ability to lead organizational transformations with a strategic approach. In-depth knowledge of team management, ESG
    practices and execution of high-impact projects. Responsible for successful campaigns and product launches that significantly
    increased performance metrics and market share.
    ▪ Assertive and analytical, with a history of consistently overcoming challenging goals and strengthening brands in competitive
    markets. Critical vision combined with effective execution, ensuring competitive advantage and sustainable growth.
    ▪ Efficient in managing Market Research, Product, Internal Communication, and Employer Branding. Able to strategically align
    different areas and C-Level executive, forming matrix teams of high performance and innovation.
    ▪ Experience in budget management and resource allocation with a focus on optimizing ROI. Leadership aimed at increasing
    productivity, reducing costs and promoting team development.
    ▪ Ability in driving organizational changes during acquisitions and mergers, with strategic planning and portfolio management reviews.
    Committed to operational excellence and strengthening relationships with stakeholders to maximize business opportunities.
    ▪ Specialist in generating qualified leads, driving customer acquisition in B2B markets.
    ▪ Inspiring leadership that promotes the development of engaged, high-performance professionals.
    ▪ Skilled in data analysis and technological innovation capabilities, using data-driven insights to improve marketing strategies and
    adapt to new tools, platforms, and agile methods.

    Academic Education
    ▪ MBA in Business Intelligence| Universidade Anhembi Morumbi.
    ▪ Lato Sensu Postgraduate | Specialization in Socio-Psychology | Fundação Escola de Sociologia e Política de São Paulo (FESPSP).
    ▪ Training in Coaching with an Ontological and Neurobiological basis | Appana Territory and Learning.
    ▪ Specialization in Teaching for Higher Education | Fundação Escola de Sociologia e Política de São Paulo (FESPSP).
    ▪ Bachelor of Business Administration in Business and Marketing| Estácio de Sá University.

    Languages| International Experience


    ▪ Intermediate English
    ▪ United Kingdom - English Language Study Exchange| Chile - Meeting with LATAM Sika Marketing Team |Chile - Customer Group
    Monitoring| Colombia - Meeting with the LATAM Sika Marketing Team | Argentina - Meeting with the LATAM Sika Marketing Team.

    Professional Experience
    SIKA (Chemical manufacturing) 2020 to 2023
    ▪ Marketing Manager | Reporting to the General Manager
    ▪ Development and execution of strategic plans, ensuring reliable forecasts and consistently achieving the business and revenue
    objectives established in the planning.
    ▪ Planning and implementing Co-Branding strategies for smooth brand identity transitions, including updating marketing materials to
    reflect the new corporate identity.
    ▪ Leadership in digital marketing initiatives, covering SEO, social media and content. Constant evaluation of the performance of online
    campaigns, adjusting strategies, as necessary.
    ▪ Continuous competitive analysis and adaptation of strategies, constant monitoring of consumer trends and proactive adoption of
    new approaches based on changes in consumer behavior.
    ▪ Effective structuring of the Marketing department, resulting in a highly efficient team aligned with the company’s strategic goals,
    promoting a significant increase in brand visibility and customer engagement.
    ▪ Proactive management of relations with the press, customers, strategic suppliers and other interested parties.
    ▪ Identification and establishment of strategic partnerships to expand the brand’s reach, collaborating with other organizations on
    joint marketing initiatives.
    ▪ Constant updating of technological trends, integration into marketing strategies and exploration of new platforms and technologies
    to improve effectiveness.
    ▪ Preparation and management of the marketing budget, ROI assessment.
    ▪ Establishing performance metrics and providing regular reports on the progress of marketing initiatives.
    ▪ Annual presentation of comprehensive strategies to create awareness of business activities, analyzing the impact of corporate
    marketing guidelines to align goals and visions.
    ▪ Integration of sustainable practices and RSC actions into marketing policies.
    ▪ Development of Marketing Plans and Product Launches with a 30% increase in sales in the last two years.
    ▪ Worldwide award for performance in 360° campaigns, resulting in a 50% increase in social media traffic and greater brand
    recognition.
    ▪ Digital strategies (SEO, paid advertising, social media and influencer marketing) that boosted website traffic by 45% and social media
    presence by 60%.
    ▪ Implementation of new sales tactics with the main client, strengthening the partnership and significantly increasing the product mix
    and revenue.
    ▪ Leadership in reviewing and optimizing packaging, aligning it with ESG principles, resulting in a 70% reduction in the use of plastic
    films and 12% annual savings in packaging costs.
    ▪ Implementation of automation systems and controls in the generation and maintenance of barcodes.
    ▪ Introduction of agile working methods, providing greater operational flexibility, efficiency in campaign execution and rapid
    adaptation to market changes.
    ▪ Implementation of management reports for data-based strategic analysis, allowing informed decision making, optimization of
    marketing investments and consistent achievement of KPIs aligned with the company’s objectives.
    ▪ Development of color studies in partnership with Pantone Brasil to make the discontinuation processes and product launches more
    professional and based on market trends.
    ▪ Active participation in the development of events and trade fairs, including Feicon, Expo Revestir and Concrete Show.

    PAREXGROUP (Materials manufacturing for construction in general) 2018 to 2020


    ▪ Marketing Manager| Reporting to the Sales and Marketing Director
    ▪ Management of the marketing team, applying the High Performance methodology, focusing on developing skills and establishing
    clear goals. This resulted in a remarkable 34% increase in team productivity during my time at the company.
    ▪ Active leadership in the development of online and offline content, covering blogs, social networks, augmented reality, email
    marketing and merchandising materials.
    ▪ Successfully establishing strategic partnerships through negotiating and cultivating relationships with influencers and
    complementary companies.
    ▪ In-depth analysis of Metrics and ROI, using advanced data analysis techniques to evaluate campaign performance and ensure a
    positive return on investment across all marketing initiatives.

    QUIMICRYL (Chemical manufacturing) 1998 to 2018


    ▪ Marketing Director| Reporting to the CEO
    ▪ Customer Experience Manager | Reporting to the CEO
    ▪ Development, leadership, and execution of senior-level strategic marketing plans, aligned with business objectives, ensuring
    sustainable growth and competitive advantage.
    ▪ Leadership the design and implementation of branding approaches that resulted in a significant increase in brand awareness, value
    proposition and customer loyalty.
    ▪ Conducting and creating innovative and effective marketing campaigns, increasing brand visibility and boosting sales by 40% in the
    last three years.
    ▪ Establishment of senior-level marketing guidelines and quality standards, which served as a reference for the entire team, ensuring
    coherent communication aligned with the brand.
    ▪ Contribution to the growth of the marketing and sales team through training, mentoring and skills development, resulting in greater
    efficiency and engagement.
    ▪ Responsible for managing key performance indicators, including Net Promoter Score (NPS) and GRI (Global Reporting Initiative)
    Sustainability Indicators, ensuring a data-driven approach for continuous improvement.

    Professional Development
    New Leaders Sika - Sika LATAM - Sika Academy| Core Competence Presentation and Hight Performance Executive - DHO Experts
    Netprofit Academy| Total Negotiation, Interpersonal Skills Training, Train the Trainers and High Performance in Sales - Dale Carnegie
    Training| Sustainability Report GRI Model - Uniethos. U Lab: Transforming Business, Society and the Individual - U-School & MIT.

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