Marketing High School
Resume:
Guilherme Fernandes Miguel
Dual Citizenship: Portuguese (European Passport) and Brazilian
+55-11-997**-**** - email: **********@*****.*** / *.******@*******.***
Objective: Sr. Marketing Manager / Marketing Manager
Summary
Creative and dedicated marketing professional passionate by technology and the digital world. With more than 9
years of experience on companies like Samsung, Unilever and Ernst & Young, he proactively managed innovation
projects and created strategies for different brands and categories showing strong skills of leadership with multi-
functional teams. He has a global mindset and has led plans on local and regional scope in countries like Porto Rico,
Argentina, Mexico, Brazil, Korea, UK, India and others, being responsible for the creation of big marketing campaigns
and for introducing new products in different markets. Among his big achievements, it is possible to highlight the
development of Samsung GALAXY S5, GALAXY S4, Note 2 and Note 3 campaigns for LATAM, which helped on
achieving historical records of market share, and in Unilever, Lifebuoy Soap Brand introduction in Brazil, Knorr Quick
in Argentina and Knorr digital strategy, successful best practices for the company that became international cases.
Educational Background
Master Degree – Lato Sensus
Course: Integrated Digital Communication & Marketing - Graduation: 06/2014
Final Project: Silicon Valley Key Successful Conditioning Factors for Technology Clusters
University: Universidade de São Paulo – USP
Bachelor Degree
Course: Business Administration & Marketing- Graduation: 07/2008
Major Specialization: Marketing – Minor Specialization: Finances
Graduated with 9.5 average score in the final project.
University: Escola Superior de Propaganda e Marketing de S. Paulo - ESPM
High School
Course: Regular - Graduated in:12/2003
School: Colégio Santa Cruz
Languages Awards
English Samsung
Conversation: Fluent // Reading: Fluent // Writing: Fluent - World Best Practice Marketing Campaign: ChatON
Alumni English School: 13 years studying English; Working application campaign for Latin America, elected top 4 best
abroad Experience and Cultural Trips. cases of the year.
Unilever
Spanish
- Lifebuoy BIG Idea Concept development: Winner of the
Conversation: Fluent // Reading: Fluent // Writing: Fluent
global contest for concept development of new products
Lotus Idioma: 1 year studying Spanish; Course Abroad: 2
for Lifebuoy brand.
month in Chile ; Working Abroad: 7 months in Puerto Rico
- Lifebuoy Digital Campaign: Winner of the global contest
French of Unilever social media pages with highest growth in the
Conversation: Basic // Reading: Basic // Writing: Basic World during 2011.
High School: 4 years studying
CCSP Clube de Criação São Paulo
Portuguese - Best Content Marketing Case: Lifebuoy Kids Marketing
Native Language Plan, Brazil’s most viewed campaign in 2012 in youtube.
Other Courses, Passions & Achievements.
Official Speaker for Marketing Students at ESPM University in 2013 // Arts History Course – MUBE // Cinema History
– Academia Internacional de Cinema // Sports Marketing – ESPM // Unilever Marketing Certificate // Photography
Course– AIC // Volunteer Work at Asylum Sto Amaro and Entrepreneurship Program for Kids Public School.
Working Experience
Company: Samsung (Dec 2012 – Current work)
Marketing Manager for Latin America: Mobile Phones, Tablets and Wearable Devices
Leadership for Latin America of most important innovation projects for mobile phones and tablets during 2013, led the team
to achieve historical market share: e.g: Samsung GALAXY S5, S4, Galaxy Note II, Galaxy Note 3, Galaxy SIII Mini, Galaxy S4 Mini.
Management of innovation roadmap under marketing perspective, defining portfolio strategy through Consumer s eyes;
Development of communication campaigns in partnership with headquarter s tructure, considering concept creation and
adaptation for TV ads, including the biggest marketing campaign from Samsung in 2014: “Galaxy 11” .
Creation of 360º regional marketing strategies focused on Latin American market, including TV, digital, PR strateg y and BTL
recommendation for countries;
Company: Unilever (Mar 2011 – Dec 2012)
Marketing Brand Building Trainee-Coordinator / Brand: Lifebuoy
Responsible for Lifebuoy brand introduction in Brazil, managed 360º campaigns being the leader of different activities such
as: Public Relation Plan, Digital, Medical Plan, TV, Radio, Merchandising, Social Mission, Trade Marketing and other platforms.
Created the local Brazilian Strategy for Lifebuoy, one of the big bets of Unilever during 2012, the biggest launch of the year.
Responsible for the launch of big innovations of the brand: Lifebuoy Liquids Hand Wash, Lifebuoy Gel Sanitizers, Lifebuoy Oat
Variant, Lifebuoy Vitaprotect.
Development of micro-marketing plan on Northeast region which became internal reference;
AWARD WINNER: Big Idea for Lifebuoy Marketing Innovation 2012.
Company: Unilever (Feb 2010 – Mar 2011)
Marketing Brand Building Trainee-Coordinator / Brand: Knorr
After being approved on Unilever`s Trainee Program among 42.000 competitors, he had the opportunity to work on the
Brand Development department, being responsible for the introduction of a new range for Knorr Quick into the Argentinean
market, one of the most important for the Savoury category at Unilever regionally.
Development of Knorr's Digital Marketing Strategy for Latin America and deployment of “What`s for Dinner campaign”, one
of the biggest projects of the brand on the year.
Company: Ernst & Young (Jan 2009 – Jan 2010)
Business Administration and Marketing Consultant
As a consultant for Monsanto, carried out a project focused on creating a Customer Relationship program with clients on
different states from Brazil, having the opportunity to travel to far away regions and meeting different realities for business.
Developed a project of process revision to a specific part of Merck Pharmaceutical Group, which was acquired by the holding
company and needed to establish new processes.
Carried out a project for Avon, working as a PMO, conducting a project that implemented an outsourced partner into the
Supply Chain Structure. During this passage in Ernst & Young, he developed a strong strategic and analytic thinking.
Company: TV Globo (Jul 2006 – Jul 2008)
Marketing Analyst – Sports Division
Responsible for creating TV sponsorship media packages focused on sports, he carried out studies in order to prospect new
potential clients with the most appropriate media to develop marketing plans, which were commercialized on the publicity
market for potential clients.
Leadership of big sports projects like: “Verão Espetacular”, “Volei 2008”, “Mega Rampa” and “Futebol 2008”, the biggest
project from the company, equivalent to the Super Bowl worldwide.
Developed proactively a Marketing Intelligence project, which provided the necessary tools to help on commercial decisions,
planned the creation of a Marketing Intelligence Department and how it should work.
Working Abroad – AIESEC PORTO RICO
Company: Compañía de Comercio y Exportación de Puerto Rico
Government of Porto Rico – (Jul 2008-Jan 2009)
Commercial & Marketing Development Assistant
After being selected by the Puerto Rico Government, that was looking after a potential talent from LATAM to work in the
region and carry out studies of potential countries qualified to increase commerce with Puerto Rico. He developed Commer cial
Events and agreements to foment exportation, created studies of Puerto Ricans companies which were ready to start exporting;
Helping Small and medium organizations on establishing commerce with South America while developing entrepreneur
activities.
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