Amanda Santos

About Me: Acquired a challenging career in renowned industries where I have worked, utilizing my interpersonal and professional skills in marketing.  I am an enthusiastic individual with great experience in new product projects and a strong knowledge seeker, holding a Bachelor's degree in Industrial Engineering. 

Career and Objectives:  To work in a professional, dynamic, and vibrant environment, continually contributing to the organization I represent, while enhancing my skills, knowledge, and competencies.

INNOVATION ANALYST HEINEKEN, Brazil 
2022.Jul - 2023.Sep 
✓ Responsible for leading low and medium complexity innovation projects and implementing the Global Innovation process through Gates; 
✓ Identifying trends and managing projects until launch, assessing new product line extensions, new packaging formats, as well as new ways to deliver brand experience; 
✓ Assisting in the development of the Innovation pipeline for different Heineken brands in Brazil, prioritizing volume and profitability while disrupting the beer market dynamics, creating a competitive advantage; 
✓ Leading cross-functional project teams, including Finance, Sales, Trade, Legal, and primarily the technical team, acting as a Project Leader, capable of delegating tasks, ensuring the timely and quality delivery of projects;  
✓ Monitoring trends, popular culture, competition actions, customer conversations, other markets, consumers, always with the mindset of generating new opportunities for our business, in line with the company's strategies.

MARKETING ANALYST ONTEX, Brazil 
2018.Dec - 2022.Jun
✓ Conducted monthly performance diagnostics of the brand and presented them to forums with the board and senior management – IQVIA, NEOGRID, NIELSEN, KANTAR; 
✓ Led innovation and renovation projects: created business cases, managed project gates, held weekly meetings with cross-functional teams, identified risks, and developed action plans;
✓ Managed P&L – analyzed margins of innovations and core products, delisted items, determined the product mix by channel/product, and supported the Revenue Management team in pricing strategies. ✓ Collaborated with the digital team in implementing tools for e-commerce, aligned content and social media posts, and approved creative materials within the brand house and brand territory. 
✓ Supported the trade team in the GTM (Go-To-Market) strategy – developed product selling stories, released SKUs, and assisted in setting commercial priorities; 
✓ Worked closely with the agency to develop product launch plans, taking a 360-degree approach integrated with the product's RTB (Reason to Believe): created briefings, held weekly alignments, and obtained legal/P&D approvals for communication claims; 
✓ Led brand promotion efforts: collaborated with the agency to develop a hotsite, media plans, approvals for offline and online creatives, supported the development of merchandising incentive campaigns, and conducted weekly cross-functional forums to identify gaps and opportunities; 
✓ Led brand communication plans, including influencer marketing, press kits, and branded content; Education 
✓ Hosted an online event with a focus on branded content; 
✓ Managed the budget for the department.

Beer Sommelier Instituto da Cerveja, Brazil
2022.Nov - 2023.Apr 
Industrial Engineering, Bachelor IFSP - Instituto Federal de Educação, Ciência e Tecnologia de São Paulo, Brazil
2013.Jul - 2018.Jul