Resume Viviana Teran | Marketing Manager | Product Marketing Manager | Trade Marketing Manager | Communication Manager

1. Viviana Moreira Teran
Phones: (11) 97762-8560 (11) 3360-3892
vivianateran.cv@gmail.com / br.linkedin.com/in/vivianateran
Marketing Manager/ Product/ Communication/ Trade Marketing
Professional profile
 18 years experience in Marketing and Communication leading the planning and
execution of projects with excellent performance results in multinational and national
companies such as Coca-Cola, Kraft Foods and Boticário.
 Great experience in developing strategic marketing planning and product
management contributing to build strong brands and sustainable profitable business.
 Expertise in market understanding, competition and trends analysis, in order to
develop marketing and communication planning, enhancing consumer engagement
through ATL and BTL actions aligned with the business and brand strategies.
 Ability to understand point of sale dynamics through the management of Trade
marketing tools in order to increase brand visibility, accelerate product turnover and
control stocks, aiming to achieve profitability goal.
 Leadership, negotiator, results oriented profile with an analytic and strategic focus.
Languages
 English: fluent Spanish: advanced French: basic.
Education
 Post Graduation in Marketing - PUC RJ
 Degree in Economics - Candido Mendes University/ RJ
Professional History
Jasmine Alimentos 2013 / 2014
Food industry with sales of R$200 million/year and about 350 employees.
Marketing and Trade Marketing Manager
Reporting to: Director of Marketing and Sales Direct staff: 08 people
 Launch of 20 new skus of the organic segments (family and children portfolio), gourmet
line and functional foods. Leadership and adjust in the new product development process
in the company (Stage Gate methodology), development of new products (formulation,
packaging) and integrated communication plan focusing on Media and POS.
 Diagnosis of Functional Foods line based on competitive, sales, profitability and
recommendation for line repositioning through packaging new visual identity, price
positioning and new concepts of products to be launched.
 Implementation of Annual Incentive Program for sales promoters that increased brand
visibility at the POS in 200% representing US$113.000 on market values and thus enabling
the return on investment, because the visibility increased was twice the value of the
investment planned for the annual campaign.
Vapza Alimentos 2012 / 2013
Food industry with sales of R$50 milllion/year.
Strategic Marketing Manager (Consultancy for a certain period)
Reporting: Owner Direct staff: 04 people
 Marketing strategic planning design for Vapza brand focused on the retail and food service
channels setting annual targets of sales growth and profitability rates for the company.
Marketing plan focused on innovation, new product concepts for the coming years, two
pipeline products (concept, price positioning, formulation, packaging), portfolio profitability
increase through less profitable products delisting.
 Trade Plan implemented in the supermarket channel, with excellent results, increasing
brand visibility with excellence in merchandising standards execution and significant sales

2. increase (50% vs. previous year). Plan included: i) increased visibility of points (islands and
extra points) linked to the sell-in increase; ii) promotional inserts; iii) tasting of new
products with high conversion into sales.
O Boticário 2008 / 2011
International Sales & Marketing Manager
Reporting to: New Business Director and International Director Direct staff: up to 12 people
 Responsible for developing marketing and trade plan for Boticário brand in order to
add brand value and conquer new customers to help in turning around financial results
achieving positive operational margin in 4 years. Recommendation proposed current
portfolio redefinition, new promotional strategies, consumer communication engage-
ment plan, visual merchandising material, sales force training, offering higher customer
service and implementing new concept store model. Plan has already showed positive
results in Year 1 with 20% higher retail sales due to higher brand value perceived by
consumer reviews that recognized the brand as up to date and modern.
 Marketing plan design in order to leverage makeup category growth, including portfolio
segmentation, new product line launch and communication plan: PR, social media,
women's magazines and consumer events in malls. Plan succeeded in conquering new
consumers to the brand, pushing sales up to a higher level increasing makeup share
within category portfolio (4.5% to 13%).
 Diagnosis of retail operation and marketing and trade plan implementation which
brought sales growth by 80%, improvement of customer service leveraged by
technique training for sales consultants, 60% increase of the offered product mix and
brand image improvement by opening new stores in more modern concept.
KraftFoods 2004/2008
Senior Brand Manager - Powder Desserts (Royal Brand)
Brand Manager - Chocolate (Lacta brand, Sonho de Valsa and White Gold)
Reporting to: Group Product Manager Staff: up to 3 people
 Plan to launch innovative product for Royal brand, that caused the increase in product
visibility at the POS through cross merchandising and innovative communication. New
product reached 15% market share as the second in the puddings category, without
causing cannibalization in the rest of the Royal line.
 Elaboration of the product Sonho de Valsa’s marketing plan, aimed at increasing market
share, launching line extensions and brand consolidation. Plan included new
communication campaign and tasting actions which consolidated brand leadership in the
confectionery market reaching record share of 60% (up 7pp) and strengthening the brand
among consumers. (Brand linkage increase of 7pp/ Ipsos research)
 Product repositioning of Lacta Chocolates box aiming at leveraging the increase of product
margin, improving the perception of the product coupled with a plan to reduce costs.
Implementation of a more efficient mix of products, generating R$ 800M, i.e., 1-point
increase in product margin. The box new visual identity leveraged product image, gaining
market leadership by increasing market share by 10 percentage points higher than the
previous year.
Coca-Cola 1995/2003
Junior Brand Manager– Schweppes & Coca-Cola
Promotion and Events Junior Manager
Media Coordinator
 Recommendation for Schweppes brand new positioning, new packaging, ideal price,
adequacy of sales channels and merchandising material to strategic channel.
 Consumer promotion which contributed with 8% increase in sales, a historical record for
the enterprise, with high consumers´ involvement rate (60%). Definition of participation
mechanics, projection and prizes redemption, communication material for consumers and
sales force and pre and post-sales research.
42 years old – married– brazilian