Renata Romanholi
Summary
Senior marketing executive experienced in driving the growth of large brands across all regions of the globe. Strategic thinker with a passion for consumer insights and actionable business solutions. Inspired leader of multicultural teams in fast-paced environments.
Overview
11
11
years of professional experience
Work History
Senior Global Marketing Manager
Bata Group
01.2023 - Current
- Driving the transformation of the Power Brand, navigating it from the present into the future through targeted marketing strategies and innovative pipelines across Latin America, Asia, Africa, and Europe
- Brand Identity: Leading the brand revamp by crafting a new verbal and visual identity aligned with consumer preferences and a robust strategy to achieve double-digit growth in target markets
- Innovation: Co-creating an innovative product pipeline process and implementing go-to-market best practices with the Global Product Team, resulting in a compelling brand unique value proposition
- Communication: Developing disruptive marketing campaigns in highly complex markets, collaborating with teams in India and Latin America to increase brand awareness (from 24% to 45%).
Head of Retail Marketing
Nike
01.2014 - 01.2020
- Led a diverse team of 21 people through the successful integration of direct and indirect channels, both physical and online
- This strategic initiative has been key in establishing Nike's influential market presence
- Market Expansion: Identified valuable opportunities with third-party retailers, with a focus on driving substantial growth for the Nike Women business, by curating experiences tailored to this demographic
- Omnichannel Excellence: Implemented best-in-class consumer engagement strategies, capitalizing on data-driven analytics, delivering a seamless shopping experience for Nike's members across various channels
- Digital Transformation: Fostered a culture of innovation and digital fluency within the marketing team, driving the modernization of the consumer direct marketing strategy (membership program).
Senior Brand Manager, Running and NikeLab
Nike
10.2024 - 04.2024
- Developed and implemented the complete marketing plan for the running and Nike Lab categories, strategically strengthening consumer engagement and establishing differentiation from competitors
- Brand Planning: Crafted and directed a comprehensive brand strategy with a clear vision and aligned cross-functional teams with consumer and business needs ensuring cohesive planning and execution
- Data-Driven Decision-Making: Expanded the adoption of analytics by collecting consumer behavior data, brand tracker performance, and market insights, enabling informed decision-making
- E-commerce Excellence: Delivered a seamless, convenient, and rewarding end-to-end shopping experience
- Through user journey mapping, maximized conversions and increased consumer engagement.
Global Brand Manager, Nike Women
Nike
09.2024 - 09.2024
- Delivered relevant, impactful and consumer inspired projects aligned with the Nike Women overarching strategies and long-term vision together with the Global Brand and Digital teams
- Global Project Leadership: Led cross-functional teams in the delivery of complex projects that resonated with the Nike Women target audience, resulted in enhanced brand loyalty and engagement
- Influence: Worked closely with the Global Brand and Digital teams, fostering seamless collaboration and knowledge sharing across regions, maximized the impact of Nike Women's brand initiatives
- Brand Strategy: Translated Nike Women's brand strategies into Regional and Local actionable plans, encompassing product launches, marketing campaigns, and brand activations.
Brand Manager, Running
Nike
03.2024 - 08.2024
- Successfully led groundbreaking activation plans for Nike Running in São Paulo and Rio de Janeiro, fostering authentic grassroots experiences and community-building among running enthusiasts
- Brand Plan: Elevated the consumer connection through Running on the Road to Olympics 2016, worked closely with Global and Regional Brand Teams and showcasing a self-motivated and results-oriented approach
- Entrepreneurial Mindset: Gained Global recognition for the roll out of the Nike Run Clubs due to great ability to operate a new business front, reaching 33K runners directly and 25 million indirectly via online channels
- Cross-Functional Leadership: Led a cross-functional team to drive and influence world-class storytelling across all dimensions of the brand: brand narrative, social media, brand experience, influencer, and sports marketing.
Regional Product Manager, Feminine Care Latam
Kimberly Clark
08.2024 - 03.2024
- Successfully planned and executed the Feminine Care strategy for Latin America, while overseeing business operations, optimizing product portfolio performance, and driving innovation initiatives across Brazil, Argentina, Chile, Bolivia, Colombia, Costa Rica, Ecuador, Peru and Uruguay
- Collaborated with agencies to revamp Kotex / Intimus packaging, delivering impactful creative assets and establishing a distinctive graphic style in the marketplace, resulting in double-digit growth in the region
- Led a cross-functional team in the development and testing of a new portfolio architecture for the Overnight and Ultrathin pads segment, ensuring optimal product validation and alignment with consumer needs
- Constantly engaged with global partners and local teams to maintain brand consistency and successful implementation of strategies.
Product Manager
Mondelez International
01.2024 - 02.2024
- Through a progressive career path from trainee to product manager, I have skillfully overseen and led diverse categories, including beverage, cream cheese (joint venture), and chocolate
- Delivered a comprehensive competitor analysis report, providing valuable insights to C-level executives to anticipate competitors' moves and identify strategic opportunities
- Collaborated in the repositioning of Brazil's largest chocolate brand ($200M annual revenue) by conducting in-depth consumer research, resulting in the successful implementation of a new brand statement
- Contributed significantly to the growth of the premium cheese market, achieving an impressive 46% increase in volume by launching new products within Philadelphia's portfolio and executing impactful trade promotions.
Education
Digital Marketing Strategies: Data, AI and Analytics -
Kellogg Executive Education
01.2022
International MBA -
IE Business School (Spain)
01.2013
Bachelor of Business Administration -
Fundação Getulio Vargas (Brazil)
01.2005
Skills
- Customer-centric mindset
- Strategic thinking
- Brand Strategy
- Product Management
- Data-driven decisions
- Cross-functional collaboration
- Leadership
- People management
- Entrepreneurial mindset
- Results oriented
- Business Acumen
- Innovation management
Languages
Native Portuguese
Fluent English
Fluent Spanish
Basic German (A2)
Hobbies and Interests
Sports (barre, cycling), gold medalist in college track and field competitions.
Timeline
Senior Brand Manager, Running and NikeLab
Nike
10.2024 - 04.2024
Global Brand Manager, Nike Women
Nike
09.2024 - 09.2024
Regional Product Manager, Feminine Care Latam
Kimberly Clark
08.2024 - 03.2024
Brand Manager, Running
Nike
03.2024 - 08.2024
Product Manager
Mondelez International
01.2024 - 02.2024
Senior Global Marketing Manager
Bata Group
01.2023 - Current
Head of Retail Marketing
Nike
01.2014 - 01.2020
Digital Marketing Strategies: Data, AI and Analytics -
Kellogg Executive Education
International MBA -
IE Business School (Spain)
Bachelor of Business Administration -
Fundação Getulio Vargas (Brazil)
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