Raphael Capitani

Raphael Capitani

Brand Manager - Cadbury at Mondelēz International
Southall, United Kingdom, United Kingdom

Обо мне

Marketing professional with +7 years of experience in FMCG companies: Procter & Gamble and Mondelez (ex-Kraft Foods) working with global brands.
Currently looking after Cadbury impulse portfolio for UK&I (Twirl, Wispa, Double Decker, Crunchie and Boost brands), focusing on Equity & Comms.

Previously responsible for Cadbury Dairy Milk impulse portfolio; Club Social brand equity in LA countries, as well as its activation in Brazil; Oreo development, launch and implementation in Brazil; and activation plans for Oral-B, Pantene, Head&Shoulders, Gillette, and for P&G multi brand promotion.

Brand communication development and activation with key agencies in Brazil: FCB, Africa, B/Ferraz, LOV, Dentsu Group: and in the UK: VCCP.

Премии

Моя работа

SEE ALL WORK
3447 Intense Moments

Intense Moments

БРЕНД:
Philadelphia
АГЕНТСТВО:
Ogilvy UK
5503 Beach Huts

Beach Huts

БРЕНД:
Cadbury
АГЕНТСТВО:
VCCP
5382 Coast

Coast

БРЕНД:
Cadbury
АГЕНТСТВО:
VCCP

Должности

Brand Manager - Cadbury
Mondelēz International
United Kingdom
January 2012 - В настоящее время здесь (12 лет 2 месяца)
Brand Manager - Cadbury
Since Nov 2016
Cadbury Singles Brand Manager (local Activation role)
- Responsible for core chocolate singles brands: Twirl, Wispa, Crunchie, Double Decker and Boost
- Previously responsible for Cadbury Dairy Milk Singles portfolio
- Equity and Comms role; Innovation Strategy; Activation; Support to Strategic Planning.
- Report to a Sr Brand Manager

- Leading the develop of a Community Programme with primary schools around Nutrition, leveraging on Premier League partnership.


Jr Brand Manager LATAM - Club Social
Sep 2015 – Nov 2016
São Paulo e Região, Brasil
Equity Savory Brands (Club Social and Ritz), LATAM
- Report to LATAM Director and direct report of an MKT Analyst
- Responsible for equity and communication of Club Social brand Latin America
- Responsible for PPA strategy design, deployment and implementation
- Lead communication and media strategy through toolkit development for main countries See less

Senior Marketing Analyst - Club Social
Jan 2015 – Aug 2015
- Club Social Assistant Brand Manager – Sr. Activation Analyst.
- Report to a Sr. Brand Manager and direct report of a MKT Intern
- Implementation and tracking of NPIs (new platforms)
- Portfolio architecture review and delists recommendation
- Digital platform strategy development and implementation
- Support for Global demands and full interface with Regional team
- Focal point on demand meetings and Integrated Business Planning process
- Biscuits Category analysis, being seniorest analyst
- P&L management See less

Marketing Analyst - Oreo
Jul 2013 – Dec 2014
São Paulo- Brazil
Oreo Assistant Brand Manager
- Marketing analyst reporting to a Sr. Brand Manager, both responsible for successful Oreo Launch in Brazil.
- Support for communication bundle: ATL, BTL, Digital and PR: developed two Oreo Brand Plans and responsible for all brand activations since its launch, especially on digital landscape.
- Oreo marketing analysis: Nielsen, Kantar WorldPanel, Millward-Brown.
- Focal marketing point in Project Meetings.
- Responsible for architecture of Innovation Pipeline & Partnerships/Licensing, including launch of McFlurry Oreo joint to McDonald's (received a Manager's Award for the project)
- Owner of Artwork development, Pack Architecture, POP material design and implementation, and endomarketing activation.
- Budget Control.

Marketing Trainee - Oreo
Jan 2012 – Jun 2013
São Paulo- Brazil
- Marketing Trainee - Oreo Innovation Assistant Brand Manager
- Support for global brand launch in Brazil:
- NPD Forecasting, Volume Estimation, Bases studies, Brand Plan and Integrated Marketing Communication, Packaging Architecture, Pricing.
- Responsible for Artwork packaging, POP materials, Sampling Plans development and implementation
- Focal point in Project Team Meetings.
- Nielsen (Retail Index/Answers), Kantar World Panel, and Millward Brown analysis
- Budget control.

- Job Rotation: R&D, Manufacturing and Trade Marketing
- Training Modules: Project Management, Negotiation, Cooperation, Learning Agility, Creative Problem Solving, Communication, Leadership Pipeline, Strategic Thinking, Global Business Overview, Execution, Innovation
Marketing Intern
Procter & Gamble
United Kingdom
December 2010 - December 2011 (1 год)
- Marketing at Trial&Promotions Department:
- Promotion/MBCI (Multi Brand Commerce Innovation): Co-responsible for initiatives and promotion (Avião do Faustão) to develop and increase awareness for P&G institutional brand
- Responsible for POP materials development, alignments with Channel Sales Teams and logistics coordination.
- Responsible for endomarketing activation
- Support on website development and alignment with all Brand Managers.
- Leader of a Regional Funding Innovation Project: briefing for Regional Team and local partners, responsible for critical path schedule, alignments with Marketing, Procurement, Trade and Sales teams, development with agency, execution and close out report with learnings.

- Trial: Responsible for Sampling Plans development and execution for Oral and Hair Care brands (Recommendation, Briefing to agency, Execution and Close Out reports):
- Oral-B: Responsible for on demand sampling via facebook - Increase number of fans from 100k to 300k on one month, and to 500k on three months.
- Head&Shoulders: Responsible for sampling plan via door-to-door, digital platform, magazines, fashion stores and partnerships with drugstore clients.
- Pantene: Responsible for 2012 Summer Sampling Plan design.
- Bodytech sponsorship: Responsible for Annual Visibility Plan development for several P&G brands at gym chain in SP and RJ; briefing to agency, alignments and reports for all Brand Managers.
- Budget Control
- Nielsen and Kantar World Panel analysis

Образование

Master of Business Administration (MBA) in Business Management and Planning

2014 - 2016 (2 года)

Pharmacy and Biochemestry

2007 - 2011 (4 года)
Athletic Association, Academic Center, Student Representative, Undergraduate Research, Swimming and Handball Team

Other professional activities

Associação Atlética Acadêmica XX de Janeiro

President
October 2009 - October 2010 (1 год)
Leadership of a group with more than 20 people within the Academical Institution devoted to the sports, focusing on the marketing and communication development to strengthen relationships with students and professors. Representativeness front to the Academical Students and to the Board of Directors and Professors. Organization of sports events with Academical Institutions from other cities and states. Development and co-creation of the Academical Award for Best Athlets of the Year

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