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Head of Trade, consumer and mobile marketing, with focus on Loyalty Marketing, CRM, Fidelity Program, Marketing Research, Web and Mobile marketing campaigns, cluster and RFM analysis, Roi and Kpi’s identification. Management of Mktg activities for the Brands of the Group (Brums, Bimbus, Mek, Fiat500, Havaianas) on different channels: Franchising, Wholesale, Corners, Outlets, Flagship Stores. Leading development of the Marketing Strategy to achieve defined business objectives across all product categories. Responsible for management and monitoring of Marketing Investments and initiatives execution. Contribute to the Company’s goals and objectives and improve market share, customer satisfaction and productivity performance. Establishing channel strategies and implementing the associated plans. Responsible for all CRM acrivities: cluster analysis, loyalty program and direct marketing strategy. Implementation a profitable Loyalty Program throughout the development of Direct Marketing activities. Development of a trade promotional plan with key customers and channels. Budgeting: budget structuring for the sales force, as sales targets, and the monitoring instruments. Responsible for the coadv and pos materials. Manage and evaluate trade promotion levels to achieve maximum returns.