Julio Lacerda
Verified Expert in Marketing
Marketing Expert
Amsterdam, Netherlands
Toptal member since November 4, 2022
Julio is a well-rounded marketer with ten years of experience designing brand identities across multiple markets, crafting transformative strategies, and empowering multifunctional teams to deliver outstanding results. He has launched over 50 SKUs while creating irresistible content, events, consumer promotions, and influencer campaigns that led to 120% and 140% revenue growth on globally known brands such as Oral-B, Gillette, Ariel, and Lenor.
Project Highlights
Expertise
- Brand Building
- Consumer Packaged Goods (CPG)
- Digital Marketing
- Digital Marketing Strategy
- Negotiation
- Social Media
- Stakeholder Management
- Team Leadership
Work Experience
Fabric Care Senior Category Manager
Procter & Gamble
- Led the multi-functional team accountable for the second-largest category in P&G Brazil ($210 million). Delivered accelerated business growth by significantly improving top-of-mind awareness and penetration.
- Managed 12 multi-functional team members accountable for top, bottom, and marketing objectives.
- Developed an omnichannel media strategy to boost awareness, improving by 14+ points from a year ago.
- Tailored new influencers and talents marketing plan increasing sales conversion by over 20%.
- Oversaw the largest offline and online consumer promotion in P&G with superb execution on 6,000 stores.
- Synthetized a new product portfolio strategy using Agile methodology to launch a new lineup in three months.
- Doubled eCommerce sales by reinventing the consumer journey by leveraging the agency's sprint teams and KPI optimization.
Gillette Venus Senior Category Manager
Procter & Gamble
- Directed Gillette Female & Shaving Preps branding operations in Brazil. In partnership with sales, I led the portfolio strategic review while communicating product launches, new purpose campaigns and expanding the brand’s footprint in Brazilian stores.
- Leveraged consumer insights to revitalize social media, making Venus Brazil the largest Venus Instagram globally.
- Guided summer seasonality execution throughout massive consumer promotion, growing sales over25% from the past year.
- Repositioned brand purpose by adding diversity to key campaigns boosting social engagement by 30%.
- Designed an exclusive Brazilian line-up fixing the portfolio gap driving trade-up, improving GM by five points.
- Supported a Venus B2B distribution program tailored to reach 12,000 incremental stores in one year.
- Led three marketers and three multi-functional team members toward the top and bottom-line growth.
Oral Healthcare Senior Marketing Manager
Procter & Gamble
- Led the Oral Care portfolio by designing, developing, and implementing 50+ initiatives. Created new communication and media strategy leading to record high market share, accelerated growth YoY, and record household penetration.
- Designed, developed, and launched more than 50 products with regional and global presence. New launches were accountable for 60% of the total brand’s growth.
- Created a new brand book and implementation guidelines for a new consumer-centric brushes portfolio.
- Tailored electric brushes media campaigns quadrupling eCommerce sales in two years.
- Deployed a new consumer funnel driving 2x the view through rate (VTR) on Meta vehicles (Instagram and Facebook) and 3x on YouTube while reducing the viewable cost per view (vCPV).
- Guided regional leadership in developing full vertical pricing and portfolio strategy, improving brand profitability.
- Directed several brand initiatives from regional product ideation to launch and monitoring across several markets.
- Led two interns and partnered with a key, multi-functional team.
Commercial Manager
Procter & Gamble
- Mediated several commercial deals developing relationship management skills, stakeholder influence, project management, and negotiation strategies. Recognized as CEO award (dedicated to top talent) for two years.
- Streamlined the digital media agency ecosystem by reducing seven-to-one suppliers resulting in an agile and effective structure.
- Innovated by launching the first programmatic media platform in Latin America. Achieved a cost reduction of 30% in the first year.
- Owned the relationship of 40+ suppliers over five years, becoming an expert in relationship management.
- Negotiated global media JBP's, leading to significant cost reduction, and certified as a negotiation trainer.
Project History
Massive Communication Strategy
Led the largest media and store communication plan for fabric care in P&Gs history, leading to record market share and brand awareness.
Fabric enhancer was still an underdeveloped category with significant opportunities for household penetration. With senior leaders (vice presidents and the general manager), a new marketing campaign was presented in more than 8,000 stores with superb communication and support. The project was briefed, developed, implemented, and tracked with multiple agency partners, above the line, below the line, and public relations (ATL, BTL, PR, among others) and was recognized globally as a benchmark for fabric care execution. Lenor (Downy) brand reached record high market share, awareness, and household penetration.
Complete Portfolio Reinvention
Designed and implemented a new portfolio based on consumer insights. New principles led to new brand architecture, packaging, benefits, and line-ups.
Shopping for a toothbrush was usually a painful, hard, and exhausting process for Brazilian consumers. Oral-B used to be a category leader and was struggling in the market. Consumer research identified critical root causes, consumer pain points, and unaddressed jobs. In partnership with regional and global teams, a new brand architecture, design, benefits, and products were launched. Within months, the new shelf indicated faster decision-making, superior benefit understanding, and more than 30% of incremental sales, getting the brand back to market share leadership.
Consumer Funnel Communication
Led the implementation of a new digital marketing strategy plan focused on the digital consumer journey.
To disrupt brand communication, a new digital strategy was designed and briefed to multiple digital and PR agencies. In partnership with them, a disruptive communication model was implemented with clear marketing objectives at each stage: Awareness, consideration, and conversion. More than 100 assets were developed to cover main digital channels differently, including Facebook, Instagram, YouTube, programmatic buying, and new platforms such as TikTok. The revised strategy reduced vCPM by half, doubling VTR on Meta and tripling on YouTube.
Education
Master's Degree in Digital Marketing
Digital Marketing Institute - Dublin, Ireland
Bachelor's Degree in Business Administration
Universidade Presbiteriana Mackenzie - São Paulo, Brazil
Skills
Core
Digital Marketing, Social Media, Digital Marketing Strategy, Social Media Management, Organic Social Media, Social Media Marketing (SMM), Social Media Content, Marketing, Marketing Strategy, Ad Campaigns, Public Relations (PR), Bids, Influencer Marketing, Brand Strategy, Social Media Strategy, Funnel Marketing, Funnel Optimization
Other
Team Leadership, Brand Building, Consumer Packaged Goods (CPG), Negotiation, Microsoft Office, Loyalty Programs, Digital Media, eCommerce, Paid Search, Leadership, Business Management, Business Strategy, Commercial Strategy, Brand Management, Stakeholder Management, Digital Strategy, Consumer Insights, Consumer Products, Team Management, Portfolio Management, Pricing Strategy, Customer Relationship Management (CRM), Programmatic Marketing, Agency, SAP Supply Chain Management (SCM), Promotion, Brand Architecture, Design, Market Insights, Product Launch, Product Design, Product Strategy, Product Roadmaps, Paid Media, Key Performance Indicators (KPIs), Strategic Initiatives
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