Patricia Pereira da Silva Marketing and Branding Manager

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MARKETING AND BRANDING MANAGER

2CX Technology

Jun 2021 - Jan 2024 (2 years 8 months)

Led a team of 9+ professionals, reporting directly to the CEO, including product marketing, branding, digital, media, events, content, inbound, and outbound marketing. Managed the merger and rebranding of the Callflex and VoxAge brands, consolidating the new identity of 2CX. Developed and executed the Go-To-Market (GTM) strategy for Trabbe and new SaaS products with artificial intelligence. Achieved over 400% increase in MQL leads and 77% increase in website awareness through inbound marketing optimization and digital campaigns. Produced over 20 high-level events (C-Level, lectures, and fairs with over 5,000 participants).

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MARKETING AND MARKET DEVELOPMENT MANAGER

Grupo Tintas MC

Jun 2020 - May 2021 (1 year)

Managed portfolio expansion and product launches in international markets, generating over 20% business growth. Defined pricing and monetization strategies by country, ensuring competitive margins and scalable growth. Developed national and international suppliers, including strategic partnerships in China. Led the private label project, coordinating branding, SEO, website, and communication plan. Created Sales Enablement materials, optimizing the sales process and conversion rates.

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SENIOR PRODUCT MARKETING EXECUTIVE

Tigre Tubos e Conexões

Nov 2017 - Jun 2019 (1 year 8 months)

Strategically managed the portfolio (~R$240M/year), defining segmentation, pricing, and positioning strategy. Led cross-functional teams (Product, Trade, Sales, Supply Chain, and R&D) for innovation and operational standardization. Developed and executed GTM strategies for over 10 new products, optimizing production costs and import plans. Conducted competitive analysis and market intelligence, defining product roadmap and strategic opportunities. Implemented pricing strategies, resulting in a 25x increase in revenue from strategic product lines.

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PROJECT AND INNOVATION ANALYST

BASF CHEMICAL COMPANY

Apr 2017 - Nov 2017 (8 months)

Strategic review of the Suvinil portfolio, relaunching 8 categories (~50 products) and introducing 3 new products, impacting R$400M+/year. Leadership in the rebranding of Suvinil, ensuring market fit and differentiation. Development and launch of innovative products, applying Phase-Gate methodology and robust Business Cases. Coordination of cross-functional squads (Product, Trade, Sales, Supply Chain, BI). Innovation and market intelligence workshops, identifying new strategic opportunities.

PRODUCT MARKETING ANALYST

BASF

Mar 2015 - Apr 2017 (2 years 2 months)

Management of a portfolio of R$400M+, leading strategic relaunches in B2B and B2C markets. Pricing and portfolio optimization, increasing gross margin by double digits (2015-2017) in a market contraction scenario. Coordination of strategic marketing meetings with management, aligning roadmap and investments. Member of the Employees Committee, reporting to the VP and defining KPIs for marketing and laboratories' bonuses. Awarded "Excellence in Execution Professional" for performance and delivery of high-impact projects.

PRODUCT MARKETING INTERN

BASF

Mar 2013 - Mar 2015 (2 years 1 month)

Support in portfolio management and pricing, including tables by channel and region. Experience with SAP and Bitrix, handling product registration and checking costs and inventories. Training of new employees, presenting portfolio and commercial strategy. Organization and presentation ofthe bimonthly marketing meeting with management.

Patricia Pereira da Silva

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