Liliana Saraiva
Boston,MA
Summary
Experienced global marketing and communications leader with 14+ years of experience specializing in in stakeholder management and strategic planning to drive business objectives, brand management, and content creation. Demonstrated track record of successfully executing campaigns that significantly boost visibility and engagement. Passionate about fostering team collaboration and adapting to ever-changing market demands. Proficient in digital marketing, new product launches, and cross-functional team leadership with proven success in driving brand growth and spearheading impactful campaigns that resonate with target audiences.
Overview
14
14
years of professional experience
1
1
Certification
Work History
Global Head of Marketing Communications
Company of Animals
01.2024 - Current
- Developed and executed comprehensive digital marketing strategies, implementing innovative processes and structures that enhanced the efficiency and effectiveness of the digital and communications department.
- Spearheaded high-impact digital initiatives, including website optimization, SEO strategies, and data-driven social media and email marketing campaigns, resulting in a 80% increase in organic traffic
- Launched and integrated a new e-commerce platform as part of a cross-functional team, driving a 20% increase in online sales within the first six months.
- Recruited, built, and mentored a high-performing marketing team of 5, fostering a collaborative culture that encouraged creativity and professional growth.
- Led the creation of impactful, data-driven creative content, aligning with business objectives to enhance customer engagement and drive acquisition, achieving a 30% growth in social media followers and 55% growth in reach.
- Monitored and analyzed data analytics to optimize marketing investments, reducing costs by 15% while overseeing and efficiently allocating a over $1M annual marketing budget.
- Built strong partnerships with retailers, press, influencers, and key opinion leaders, enhancing brand visibility and driving collaborations.
- Redesigned and implemented an email marketing strategy, increasing the subscriber base by 70% and reducing bounce rates by 45%.
Global Head of Brands
Company of Animals
08.2021 - 01.2024
- Established a global brand strategy department from the ground up, onboarding top talent, designing new processes, and implementing a structured framework to elevate brand management and performance.
- Oversaw, mentored, and developed a high-performing team of 5 brand managers and 2 assistant brand managers, fostering professional growth and collaboration to achieve a 30% improvement in new product launches delivery timelines.
- Designed and executed a comprehensive 5-year brand strategy plan, outlining a clear brand vision, market expansion roadmap, go-to-market strategies, and an innovation pipeline, resulting in 20% growth in market share across key territories.
- Collaborated with global stakeholders to execute the strategy, driving category leadership and penetration in priority markets while leading the review and optimization of the global product portfolio, streamlining SKUs by 30%.
- Partnered with the Digital team to develop impactful consumer digital plans, cross-channel trade initiatives, and creative assets, resulting in a 35% increase in consumer engagement.
- Directed the team to deliver brand strategies and manage over 50 NPD (new product development) projects globally, ensuring alignment with business goals and efficiently managing a $2M annual marketing budget.
Global Senior Brand Manager - Beauty Pet Products
Company of Animals
06.2019 - 08.2021
- Spearheaded a global rebrand, achieving a $2M sales increase within the first year, opening 2,500 new retail doors, and earning a prestigious design effectiveness award for excellence in execution and impact.
- Led the creation of compelling brand concepts, ingredient storytelling, and claims development, delivering differentiated and competitive messaging that aligned with the brand’s vision and market demands.
- Managed end-to-end project launches, overseeing every stage from consumer insights and formula direction to packaging design, artwork creation, and launch strategy. Directed product development processes, ensuring timely approvals for both new formulations and reformulations of existing products.
- Collaborated with the US-based factory to drive successful new product development and existing product development, ensuring feasibility and profitability while maintaining quality and efficiency.
- Developed a dedicated US channel strategy, working closely with the SVP to present actionable marketing plans, data insights, and strategic initiatives to both internal stakeholders and retail partners, resulting in expanded market share by 70% in the US market.
- Created and delivered annual global marketing plans, outlining key activities, budget allocation, and performance data to support strategic business objectives and drive brand growth.
- Coached and mentored 2 assistant brand managers, fostering their professional development and improving team performance.
Global Brand Manager - Beauty Pet Products
Company of Animals
07.2017 - 06.2019
- Developed and implemented a comprehensive medium-to-long-term global brand strategy, positioning the brand for sustained growth and market leadership in the beauty pet industry.
- Managed a £3M P&L, ensuring profitability while driving strategic investments to achieve a 35% revenue growth year-over-year.
- Led the rebranding and reformulation of 20 SKUs, adopting a global approach to enhance product appeal, align with market trends, and maintain brand consistency across all touchpoints.
- Implemented a dynamic social media strategy, collaborating with agencies and in-house teams to create and integrate a new brand visual identity, resulting in a 30% increase in social media engagement and 45% follower growth.
- Effectively managed the marketing budget, prioritizing high-impact initiatives and pitching several strategic projects to the senior leadership team such as the rebrand.
Global Brand Manager - Laundry & Water Innovation
Unilever
01.2017 - 07.2017
- Led the development of global sustainability initiatives, such as the "Less Water" project, with a strategic focus on key markets including the UK, France, India, and Indonesia, resulting in enhanced brand sustainability perception by 25%.
- Managed a £1M global marketing budget, ensuring efficient allocation to maximize ROI while supporting both global and local marketing initiatives.
- Developed comprehensive marketing plans, collaborating closely with global and local brand teams to ensure alignment with overarching business objectives and market-specific needs.
- Directed end-to-end NPD projects, overseeing the journey from concept development to successful implementation in strategic markets, contributing to 15% market share growth in key territories.
- Coached and mentored one direct report, fostering professional development.
Brand Manager - Breakfast Cereals
Nestlé
09.2014 - 11.2016
- Managed NESTUM (breakfast cereals) and NESQUIK (malted beverages) brands, driving brand growth and maintaining alignment with global strategies.
- Oversaw a $5M marketing budget and held P&L responsibility for brands generating over $100M in annual revenue, achieving 5% growth in profitability.
- Successfully launched 4 strategic NESTUM SKUs, working in close collaboration with the factory to ensure seamless production, timely delivery, and alignment with consumer needs, contributing to a 15% increase in market share.
- Developed and executed comprehensive marketing and commercial plans, incorporating insights-driven strategies and reviewing business performance KPIs monthly to optimize performance and adjust tactics as needed.
- Coached and developed 2 direct reports, fostering their professional growth and improving team efficiency.
Account Manager - Advertising Agency
Brandia Central
09.2013 - 09.2014
- Managed a diverse portfolio of high-profile clients across the Beauty, Food & Beverage, Banking, and Global Insurance industries, fostering strong relationships and delivering exceptional service to drive client satisfaction and retention.
- Oversaw a $2M budget, ensuring accurate forecasting, efficient allocation, and timely billing to maximize campaign ROI and maintain profitability.
- Developed and executed impactful communication campaigns, tailoring strategies to meet client objectives and achieve measurable results, such as a 20% increase in brand awareness or 35% increase in consideration.
Junior Brand Manager - Spirits
Bacardi-Martini
09.2012 - 09.2013
Marketing, Communications & Events Coordinator
Microsoft
09.2011 - 09.2012
Marketing Assistant
Capgemini
01.2011 - 07.2011
Education
Masters in Business - Marketing School For Business
IPAM – Marketing School For Business
Lisbon01-2012
Skills
- Strategic Media Planning
- Influencer marketing
- Campaign management
- Strategic planning
- Successful Product Launches
- E-commerce strategy
- Social Media Strategy
- Strategic Marketing Planning
- Digital Communication
- Team Management
- Marketing analytics
- Strong Communication Skills
Certification
DMI – Digital Marketing Institute
Certified Digital Marketing Professional
Harvard Division of Continuing Education
Managing Yourself & Leading Others
Timeline
Global Head of Marketing Communications
Company of Animals
01.2024 - Current
Global Head of Brands
Company of Animals
08.2021 - 01.2024
Global Senior Brand Manager - Beauty Pet Products
Company of Animals
06.2019 - 08.2021
Global Brand Manager - Beauty Pet Products
Company of Animals
07.2017 - 06.2019
Global Brand Manager - Laundry & Water Innovation
Unilever
01.2017 - 07.2017
Brand Manager - Breakfast Cereals
Nestlé
09.2014 - 11.2016
Account Manager - Advertising Agency
Brandia Central
09.2013 - 09.2014
Junior Brand Manager - Spirits
Bacardi-Martini
09.2012 - 09.2013
Marketing, Communications & Events Coordinator
Microsoft
09.2011 - 09.2012
Marketing Assistant
Capgemini
01.2011 - 07.2011
DMI – Digital Marketing Institute
Certified Digital Marketing Professional
Harvard Division of Continuing Education
Managing Yourself & Leading Others
Masters in Business - Marketing School For Business
IPAM – Marketing School For Business
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