Alessandra Miranda

Defined and deployed a three-year brand plan, establishing long-term growth strategies, brand positioning, and communication frameworks to ensure financial sustainability.

Drove the 3-year innovation pipeline for the Specialty Cookies category, encompassing core brands and private labels.

Partnered with local marketing teams across China, HK, USA, and UK, and sales export to implement annual brand plans.

Managed and coached a team of 2 marketing professionals, fostering their development and strategic alignment.

Developed and launched 3 years of collections, producing 1,500 new surprises and 5 billion pieces globally.

Led the development and launch of the first surprise collection made from recycled rPET plastic in 5 EU countries.

Implemented the Portfolio Value Generation and Decomplexity project, achieving 40% surprises reduction, €15 million in savings, increased consumer liking, and regained purchase frequency.

Managed and coached a team of 3 project managers, ensuring efficient execution and strategic alignment.

Increased Fisher-Price brand penetration among the core target segment of first-time mothers by 0.4 percentage points.

Reversed declining brand sales, achieving +7% growth by strategically reshaping the brand plan and A&P allocation.

Implemented a differentiated listing strategy for Brick & Mortar and E-commerce in Auchan, driving sales growth across both channels.

Developed and executed comprehensive marketing campaigns to enhance brand visibility and consumer engagement within the Dolls category.

Analyzed market trends and consumer insights to inform product positioning and promotional strategies.

Collaborated with sales teams to develop effective merchandising and retail activation plans.

Managed marketing budgets and resources to optimize campaign performance and achieve business objectives.

Orchestrated integrated marketing campaigns for Barbie, contributing to sustained brand relevance and market presence.

Monitored competitive landscape and consumer feedback to adapt brand messaging and product offerings.

Coordinated with product development and sales teams to ensure cohesive market strategies.

Managed promotional activities and partnerships to maximize brand exposure and sales performance.

Assisted in the development and execution of marketing plans and campaigns for various brand portfolios.

Conducted market research and competitive analysis to identify consumer trends and inform strategic decisions.

Supported the coordination of advertising, public relations, and promotional events.

Contributed to budget tracking and reporting, ensuring efficient allocation of marketing resources.