Rafael Minhoto is a marketing professional with over 10 years of experience in product marketing, marketing campaigns, event planning, and project management across various industries. He has a track record of developing CRM systems, increasing brand awareness through marketing activations, and using marketing intelligence for online efforts. At his most recent role at Diversey Brasil as Product Marketing Coordinator, he was responsible for marketing strategies and communications for key sectors and managed portfolios across product lifecycles.

1. Rafael C. Minhoto product marketing & innovation professional
Chácara Santo Antônio, Zona Sul - São Paulo/ SP - Brazil
Mobile: (55 -11) 9-7639-8337 e: minhoto.rafael@gmail.com
profile
Marketing professional with ten years working experience in marketing of product development,
awareness, marketing full campaigns, event planning and project management in different sectors
including: industry, marketing agency, construction, communications, chemical and services. Reports
regionally and globally. Self-oriented for profitability and engagement.
A given person for guidance and executional excellence results. Team building and business oriented.
Results include:
o Developed CRM and control performance indicators.
o Increase awareness throughout marketing activation.
o Usage of marketing intelligence for online marketing actions.
o Created advertising product concepts to enhance sales forecast.
“He is very proactive, result-minded, and has strong capabilities to solve problems.”
LinkedIn testimonial. See more at linkedin.com/in/rminhotoprodutos
skills
▪ Brand Building ▪ Social Media Marketing ▪ Team building Engagement
▪ Customer focus ▪ Project management ▪ Financial analysis
▪ Public speaking ▪ Budgeting & Planning ▪ Engagement spirit
▪ Event planning ▪ Adaptability ▪ Strategy alignment
professional experience
DIVERSEY BRASIL, São Paulo, SP [Chemical Company]
Product Marketing Coordinator Jul 2017 to Mar 2019
Product analyst Feb 2015 – Jul 2017
• Manage core portfolios such as infection prevention, personal care, floor care and fabric care.
• Owns and manages entire product life cycle to specify market needs and fit the market approach.
• Intimately understand market needs and trends, demand drivers, and guide sectors towards the sales
funnel and goals.
• Design the value selling strategy and implementing value proposition – cleaning excellence, wash
better, water treatment, get your patient health, get your guest happy and soap for hope.
• Training sales team from innovations to unique selling preposition. Emphasize the customer
experience along the Kas such as Amil healthcare, Accor hotels, ISS service and Carrefour supermarket.
• Implement a company-wide go-to-market plan and present potential partner relationships.
• Responsible for sector marketing; includes hospitality, healthcare and commercial laundries on
marketing strategy and communications means.
• Transform the way of intercompany communications – a new channel purpose named Oh Coisa Boa.
• Prepare the business plan for innovations and other products.
• Drive pricing policy and managing cost of goods sold. Knowledge of budget control, P&L, A&P and
performance indicators.
• Managing of 2 interns and 1 apprentice.

2. GIRAFFAS RESTAURANTS, São Paulo, SP [Food service company] Nov 2013 – Feb 2015
Trade marketing Consultant
• Responsible for executing the marketing strategy and product management.
• Control A&P budget for 23 units. Track sell in and sell-through of products in the markets.
• Understand pricing sensivity and create marketing intelligence datasheet.
• Participate on design of Trade Marketing Manual. Customer approach, how to make a purchase
conversion etc.
• Give training program for sales and operation team about 200 members every quarter about sales
promotion using the Manual.
• Implement the point of purchase material and promotional actions and visit POS stores to map
opportunities and track retail pricing.
• Brief advertising agency and PR agency and control their execution.
TRANSFORMER PROTECTOR, São Paulo/ Brazil (SERGI HOLDING/France)
Marketing and Sales Analyst - Head of department Nov 2010 – Feb 2013
• Implement a marketing department in Brazil and develop a marketing plan to achieve product goals.
• Co participate on new product development and its activation for LATAM and Brazil.
• Responsible for sales KPIs along of business proposals and total amount generated.
• Identify business trends and analyzes regional market potential.
• Promote our business by sales promotion activities and coordinate regional events.
• Together with our American marketing team, I was able to establish marketing strategy and approach
in Brazil to exploit opportunities for products.
• Translate marketing and sales materials from english to portuguese and spanish.
• Managing of 1 assistant.
Grooveria Marketing, São Paulo/ Brazil
Key account supervisor Jan 2009 – Ago 2010
Plano & Plano Construction, São Paulo/ Brazil
Junior Marketing and product analyst Aug 2007 – Jul 2008
education
Marketing Planning, Madia marketing school, São Paulo, 2009
Business Management – Marketing Emphasis, University of California, san diego, 2007
Bachelor’s Degree in Advertising and Publicity, Faculdade Cásper Líbero, São Paulo, 2005
Technical Summary:
▪ Proficient with PC, Mac and Microsoft Office (Word, Excel, Outlook, PowerPoint).
▪ Basic knowledge in Euromonitor intelligence.
▪ Basic knowledge in Adobe Creative Suite (Photoshop).
▪ Intermediate knowledge of Social media includes Facebook, Twitter, Pinterest, Snapchat, and LinkedIn.
▪ Basic knowledge of SAP and SALES FORCE CRM (sales operation).
▪ Experienced in Agile project management system (Oracle).
▪ Intermediate knowledge of Digital marketing planning (São Paulo Digital School)