كريستينا Borges de Carvalho

2013/2014 - Head of Marketing, Product Management and Sales Support
Create awareness for the company and re-brand FalconMedia product range securing coherence across all the deliverables: a new site that merged the two previous ones, fresh LinkedIn Page, innovative advertising and accomplishment new labeling and packaging for a totally integrated products and services portfolio.
Product Management synchronized with the rebranding process based on vertical products and segments.
Maximize effectiveness of marketing related spending. Manage triangle between sales orders, purchasing & planning and manufacturing. Manage stocks, shipments and 100% logistic process.
Promote public support revenue through corporate tailor made events with RAKIA, FTZ and government.
Create and maintain a close working relationship with business sales activities through:
New CRM program as well as adding prospects in several segments.
Produce e-newsletter Golden Opportunities sent monthly to promote products, initiatives and
Channel/OEMs interaction and support.
Deliver sales tools like samples, new promotional materials & merchandising. Fuel their activities on the field.
Lead and foster innovation within the partner’s strategy and marketing plans. Drive awareness and interactions, campaigns, value propositions and sales enablement programs into partner organizations.

Microsoft Corporation
2008/2013 - Integrated Marketing Communications & Events Manager,
Involve the consumers with the brand through “One Brand Voice - One Microsoft strategy” by using multiple tools such as campaigns, events, promotions, mail shots, landing pages, POS actions and internal marketing.
Manage with expertise all subsidiary events and corporate projects with top accuracy. Deliver on time events with the appropriate target, dimension and level of excellence, at the minimum cost sustained by partnerships and synergies from different areas across the sub, partners and vendors support. Measure results through well defined KPIs and scorecard. Highlights: Office 2010, Windows 7 and Windows Phone Launchings.
Work closely with advertising agency to develop and execute breakthrough advertising. Several retail campaigns (Back2School, Xmas, season promotions and “opportunity opportunist”, winning the WorldCup, …)
Drive B2B to partners, enterprise businesses, SMB, EPG premium clients (banking, telco, and Public Sector)
Web team management: sites and digital campaigns, programmatic marketing, SEO, SEM, Google analytics.
Advocates Program, Citizenship projects and HR Planning support: prepare creative Great Place to Work applications, All Hands organization, corporate and product videos, Summer and Christmas thematic events,
Stretch assignment as site manager, a strategic role to the Portuguese sub, related to the new headquarters.

Leroy Merlin (DIY - Do it Yourself sector)
2008 - Integrated Marketing Communications Expert
Definition of Marketing, Brand and Commercial communication from LM stores - POS Advertising, decoration and animation, openings, anniversaries, campaigns and launchings.
Conception of an Annual Plan based on major seasonal campaigns leveraged by leaflets, promotional fliers, Thematic campaigns with key magazines (Bath, Kitchen, HOME, DIY with tips, Garden) and PLVs.
Highlights: New media buying, amazing launches with low budget and thematic catalogs, Sponsorship activation, Leroy Merlin’s presence on the TY show “Honey I’ve changed our Home” \[http://sic.sapo.pt/online/entretenimento/querido/

Leverage Renault brand in Portugal through an integrated, transversal and audacious marketing plan crossed with RCI bank corporate and products/services/solutions.
Champion a competitive behavior and mindset throughout business, a true team work covering all the areas: Hospitality, call center, HR, PR, MKT, retail. I lectured the training sessions for internal, dealers and sellers. Highlights: The Brand Image score amazingly increased 0.8 pts (highest evolution in Europe) in only 5 years.
Managed the contents and production of the monthly internal TV channel, RENAULT TV (audience: 
internal and retail teams) as well as the product placement in a leading radio with the daily splash RENAULT NEWS, both very innovative and unique at the time (clients and consumers audience).
Ran the Monthly Client Magazine with new layout and content, totally adaptable to the car's new design and the new targets we wanted to achieve. Monitor and review effectiveness of innovation to feed future plans.
Accompany the press on all the new launches, in Portugal and worldwide.
Head for the racing project (Clio velocity, Clio rallies and F1 VIP program for press, special clients and fleets)
“Security for All “ international Program in partnership with government entities and the Portuguese Police
Organization of all Motor Show stands. Participation in Geneva and Frankfurt Motor shows.
Set up of the Alliance Renault-Nissan with the challenge of integrating all the employees and the services hub

centric and Brand maniac, championed consumer needs by shaping brand plans that build equity and business.
Exploit Social Media platforms to create brand awareness & user engagement.
Bridge with international partners on developing local market strategies including brand building exercises, new market entry, product/market portfolio, strategic positioning & growth strategies
Formulate coherent solid and innovative Marketing, PR & Promotional calendars & budgets
Lead process creation & improvement across various functions
Conduct research & analysis to report on Business KPI’s

Digital & Social Media:
Defining and implementing a Digital Retention and Email Marketing strategy, CRM and Insights program Execute social campaigns driving new customers and generating incremental sales.
Driving strategy, ideation and social product design (tailored strategy and tools tailored to the Social Media - posts, images, videos). Partner with Traffic and Analytic teams to evaluate and improve systems and methods of targeting, tracking, reporting, and evaluation of social media programs
Generate inbound traffic and encourage loyalty by creating and executing multi-channel Marketing campaigns to successfully promote new products, product features and feature improvements. Programmatic buying, Marketing Automation - Email Marketing strategies and quality execution retargeting, hot words, .. . E-commerce guidance.
Customer Acquisition - new sources of customer’s acquisition, focusing on Digital (Ad Words/GSP, sponsored articles, affiliated Marketing, hot words…).

Above the Line:
Manage advertising agencies on optimized & creative media plans for TV, print, radio, OOH, cinema and online advertising
Deliver tactical & strategic advertising concepts and adapt international artworks to local market needs. Innovate with new media.
Partnerships and alliances to “balance” costs

Below the Line:
Develop direct marketing campaigns including brand activation, brochures, email shots, or CRM initiatives and loyalty program launching and promotion (special offers, events, vouchers…)
Design and executed best-in-class in-store or in-mall activities

PR, Events & Sponsorships:
Provide internal guidance on collaterals to ensure content is consistent and follows company messaging and branding
Ensure all communication has a consistent tone and is aligned with the company’s messaging and brand
Lead press events, shootings, making offs, press releases content directly and/or through PR agencies
Conceptualize, organize and participate in all type of events (from 1 to 1, 1 to few, stands in trade shows, road shows, store openings, celebrity appearances, usually with sponsorships). Guarantee the presence of key media. Make all the invitation (VIP Customers, press, ) and acted as PR sur place.

Retail:
Shape applied and monitored standards of VM and marketing campaigns for seasons/promotions calendars. Establish goals and metrics to define campaign/plans’ success.
Collaborate with preferred suppliers for local manufacturing & printing of in store collaterals
Customer loyalty program management



Product Management:
Product conception, naming, labeling, positioning and forecast along with the rebranding process and creation of vertical products and segmentation.
Manage the triangle between sales orders, purchasing & planning and manufacturing.
Manage stocks, shipments and 100% logistic process.

Partners’ management:
Develop and manage channel partners to drive new business and grow the existing ones (Set overall strategic/tactical direction for mkt plans that generate revenue and share)
Manage/optimize/incentivize MDF. Make the buy through regarding MarCom initiatives (be it special projects, programs and solutions, or sponsorships, product launches, etc) to create demand and incremental revenue and to deliver differentiated customer experiences and technology. Track of fund’s utilization, monitor the leads and guarantee compliance of all the actions.
Develop regionally go-to-market strategy and guide all marketing effort to guarantee market penetration

Internal Communications:
Work closely with HR and the Board to create and drive a comprehensive internal communications program to ensure consistent delivery across the organisation in line with the Group’s internal communications plans and brand and reputation strategy.
Create a complete Q&A including sensitive issues. Keep crisis plan and core team updated (key people like Crisis Chairman; Layer & Communications Lead) with training and aligning key crisis support message; Run the communications cascade process (announcements, internal events, internal new stories, etc).
Renew CSR program. Promote company initiatives on the appropriate channels. Corporate gifts guidance.
Support development of new social media platforms. Oversee the internal social networking application (Yammer).
Support the development of internal communications programs for key initiatives (Social gathering with/without family accordingly with yearly holiday calendar, quarterly/yearly Kick off, Team buildings)

People Management:
Recruit talented professionals and coached/developed teams, both in Europe and in the Middle East.

2015/p. Group Marketing, Branding and

Enhance the marketing plan by directing a Senior Marketing Executive Team to
 collect competitive benchmark, trends, customer expectations, implement strategies & tactics, make profit &loss projections, as well as determining market share and hence set lead qualification criteria
Participate in pre sales activities. Ensure the sale and profitability of products, lines and services (Banking, Telco, Education, Oil&Gas, Energy, Government, Healthcare/Pharmaceutical) by using sales forecast support, set revenue target and creating a long-term competitive strategy for the product portfolio. Coaching liaison with other areas predominantly with sales units
Maintain coherence in product developing, assuring brand consistency by adopting the adequate MARCOM strategy (relevant events/sponsorships/alliances, campaign, ...) to each business strategy.
Develop and manage relations with business, technology and channel partners to drive new business and grow existing business (Set overall strategic and tactical direction for marketing plans that generate revenue and share). Make the buy through with partners regarding MarCom initiatives (be it special projects, programs and solutions, or sponsorships, product launches, etc) to create demand and incremental revenue for the brand’s offerings and to deliver differentiated customer experiences and technology. Manage/optimize MDF by tracking full use of funds, monitor the leads and guarantee compliance of all the actions. Develop regionally go-to-market strategy and guide all marketing effort to guarantee market penetration
Supporting team on managing supplier’s relationship/negotiation.

(Real estate, Hotel &Tourism

Hospitality Manager of Estoril F1 Circuit