1. Fernanda Perillo Faria
Contact: +55.11.9.5481.6647 | +55.11.3130 6975
Based: São Paulo/SP | Available: São Paulo - State
Age: 39 years | Nacionality: Brazilian | Marital Status: Married – Without Children
Marketing – Product, Innovation & Branding
Professional with over 15 years of a career in Marketing & Products in medium-large companies in the FMCG context, Retail and
Franchising segments. Catalyst management profile, results oriented and excellent strategic & tactical marketing management plans,
product innovation and portfolio management expertise.
 Small-medium sized team management and direct exposure to senior management and C-Levels;
 Relationship with professionals from different areas, levels and stakeholders;
 Know-how in portfolios renovation, product line extensions and re-engineering products, facing current and future business needs;
 Portfolio regionalization and channel distribution features;
 Brand innovation (NPD - New Product Development) and product roadmap.
Expertises: Marketing | Product Management and Portfolio | Innovation | Branding | Digital Marketing & Social Midia I
E-commerce | Merchandising | PDV | FMCG | Advertising Online/Offline | Princing | Positioning and Repositioning |
Market research | GTM | P&L | S&OP | Franchising |
GIRAFFAS – MARKETING MANAGER [Oct/2013 – Oct/2016]
 Marketing Product Innovation/Activation, Sales Channels, Merchandising, Advertising and Digital MKT;
 Responsible for structuring and implementing processes, MKT & Sales KPI's, such as: Total and Sales Channels - SSS (same
store sales), Average Ticket and ABC Curve;
 Price analysis and application adjustments combining inflation of input costs vs. price elasticity;
 Evaluation of promotional partnerships proposals, strategic licensing and relationship management with partners;
 Responsible for digital strategy in social networks, digital media and the sales strategy in e-commerce;
 Merchandising strategy for each campaign through the purpose analyses of each campaign and consumer journey;
 Trade Book development, material that gathers all the information that other departments need to run in a standardized manner;
 KPIs Management, Implementation of Digital Performance: Unique site visitors, bounce rate, length of stay, accessible areas,
accessible products, CPA, CPC media, e-commerce sales;
 Management of a team composed of 7 employees – 1 Coordinator, 5 Analysts and 1 Trainee - reporting to the MKT Director.
Main Results & Success Cases:
 Reduction of product cost by 14% - Menu revision and discontinuation of products with low participation in sales and high
cost;
 Recognition by Exame magazine which put Giraffas among the top 10 companies in MKT from 2015;
 Silver Lion-winning at Cannes in 2014 with Giragol application;
SANTHER – BRAND MANAGER [Mar/2008 – Dec/2010] | SR PRODUCT MANAGER [Jan/2011 – Sep/2012]
 Responsible for the strategies development for introduction, activation and / or reactivation of product lines in Key Accounts
through partnerships with Trade Marketing and Sales;
 Working with Advertising Agencies, Packaging, PR, Digital MKT, and research institutes - Development of advertising and
promotional campaigns for online platforms, offline and POS in order to build branding awareness and stimulate consumption;
 Conducting based sales forecasts and trends - ahead trading the S&OP Committee;
 Go-To-Market strategies considering the differences between consumers, channels and regions;
 Management of P&L adopting cost reduction actions, logistics, sales and MKT - maximizing profitability.
Main Results & Success Cases:
 Development and full implementation of Strategic Marketing Plan 2008/20012 and 2013/2016 - doubling turnover of SYM
brand - analysis and management of P&G brand, inicially with 7.9% and delivering 10.9%;
 Responsible for the management of the SYM brand - innovation pipeline in the absorbent first release with transparent tabs.
Results: In 1.5 years the product was 1.8% Market share and representativeness of 16% of importance in sales;
 External absorbent line reached 30% of marketshare in Minas Gerais - 4th place in the national sales ranking - an increase
of almost 70% in sales;
 Portfolio reset products for Northeast ensuring a 20% growth in sales;
 Development of "Promoção Miley Cyrus: Eu quero SYM" promotional campaign which first brought BR the Hannah Montana
star. Result: On Twitter, the total SYM followers reached 108%, more than 5.5 million views on Youtube - 6x more than the
launch of Wanton beer with Sandy (brazilian singer) in 2011.
Summary
Professional Experience

2. HYPERMARCAS – PRODUCT MANAGER [Apr/2006 – Jul/2007] | PRODUCT GROUP MANAGER [Aug/2007 – Mar/2008]
 Responsible for brands: “Assim” and “Assolan” (Homecare), “Mat Inset” (Insecticides) and Etti (Food) - lifecycle management of
categories, discontinuing products and introducing products with large market potential, managing roadmap and identifying
insights for the innovations development;
 Responsible for repositioning marketing mix for homecare line, Brand integration and national roll-out;
 Development of communication and sales campaigns to final consumers, shoppers and trade marketing team;
 Prices and disruptions monitoring in the Point of Sale, indicating opportunities and risks to the sales team;
 Team Management- 3 Product Managers JR, 1 Analyst MKT and 1 Trainee - reporting directly to the BU Director.
Main Results:
 Sales Exceeded 30% in 2008 compared to 2007;
 By the end of the first year homecare product sales increased by 76%.
ÁTOMO COMUNICATION – PLANNING COORDINATOR [Sep/2005 – Apr/2006]
PETRÓPOLIS GROUP – MARKETING ANALYST [Nov/2001 – Sep/2005]
ESAMC MBA in Marketing Management, 2005;
UNESP Graduate in Public Relations, 1999.
 Design Thinking, UC Berkeley – EUA, 2015
 High Performance Management, Stanford – EUA, 2013;
 Business English, Intrax – EUA, 2013;
 Career Development in a Cross Cultural Environment, Intrax – EUA, 2012;
 Marketing and Advertising, Intrax – EUA, 2012;
 Business English Intensive Immersion Program, Angloscene – EUA, 2011.
 Silver Lion in Cannes 2014 - Application “GiraGol” [click here and here to access published materials];
 Competing to Effie Efficiency Award in Communication 2015 - Mini Chefs and Giraffas Peace Day.
Fluent – English
Educational Background
Additional Courses
Awards and Recognition
Languages