Franciane باربوسا

Implemented, from scratch, the function regionally embedded in the especific enterprise FIBI (not Agribiz). Defined, developing and executing an INTERNAL (Enterprise w/ 4k employees in 9 plants) & EXTERNAL Comms strategy for supporting biz growth and enhancing Brand & Reputation. Some achievements: (internal comms + more remarkables attached)
✔ BRAND PR - Developed collaboration model w/ CONSUMER Division and Cocoa & CHOCOLATE (CCC) Marketing teams to enhance and coordinate MEDIA/ PUBLIC RELATIONS and external comms that favorably positioned the businesses and the company in the marketplace
• Milestone: Led PR planning and delivery of great results for ELEFANTE (tomato PASTE) REBRAND - US$ 100K in ad value (STORIES)
✔ REPUTATION Management - LICENSE TO OPERATE: Led successfully cross function work group to mitigate/ eliminate reputational ISSUE related to misperception by local STAKEHOLDERS - especially Government, COMMUNITY and Media - on Goiânia TOMATO PRODUCTS' site. As an initial phase to ensure appropriate crisis and risk mitigation plans are in place
• Milestone: Assured that the PLANT / community assessment and integrated relations program were set up and ready to deploy
✔ Coordinated the CCC global GRI Sustainability Report comms launch campaign to multiple stakeholders, including Government, Press, INDUSTRY ASSOCIATIONS, Employees, Farmers Organizations, NGOs. ETC.

REPORTing direct to the MATRIX (MN - US). Dotted: Regional business MANAGING DIRECTOR (SA)

Exp. in int. corp. environment: Global HQ in Minneapolis for trainings, annual strategic planning, onboarding, team building, etc.

ToM consumer brands: POMAROLA, LIZA, etc.

Summary - Career:
• 15+ years career, working on team management for leading global companies, like Kirin (Beverage industry) and McDonald’s, as well as major PR player as Llorente y Cuenca/ FSB;
• Fluent English and Spanish. MBA in Marketing and Communications. Bachelor’s in Communications: Public Relations-Journalism;
• Consumer (Food & Beverage) - Corporate and Brands, Healthcare, Agribiz, Tech, Education, Retail, Foreign Trade and Government, etc.;
• Heavily experienced in crisis management. Managing of internal teams, third parties and in daily printed newspaper;
• Performing in companies with complete boards. Expertise in development, control and monitoring of corporate goals;
• Interpersonal skills and group management driven for training high performance teams to leverage results. Leadership, strategic/ systemic thinking and advanced storyteller.
• Experienced professional planner of PR 2.0/ Digital and heavy personal user of Social Media.

At Kirin:
• Corporate and brands. Team and activities management - five analysts: one senior, two experienced, one junior and an intern;
• Brand building, international press trips, crisis management, communication planning, team guidance on media and other stakeholders relations, like digital strategy, engagement of influencers and bloggers, handling of journalists enquires, press releases, etc. Working also on new biz and special projects for other companies, as collaborating and operating international strategies and multinational's PR campaigns in Brazil;
• Other companies - team management of one supervisor and four analysts: Rosetta Stone (B2B and Consumer) - global leader in Education based on technology, Arab-BR Chamber of Commerce, Optum - UnitedHealth Group, GAP, JHSF - Brazilian leading in its industry (3 BUs - Malls, Upscale Real State and an executive airport), Copag, Casagrande Resort, Vista Alegre (china), Cooper Gay Swett and Crawford, OdontoPrev and Dias Carneiro Law Office;
• Experience in international corporate environment: Rosetta Stone, Washington, D.C.; Press trips - Oman, NY, Morocco and Punta Del Este.

Relevant Results
• Experience in crisis management: Development of Crisis Manual - Brasil Kirin, daily basis critical situations and more severe crises - McDonald’s and São Paulo’s Underground, fall of a child - Ponta Negra Mall (Manaus, AM) - JHSF;
• Brand building, focused on press and other target audiences with clear results in sales: Rosetta Stone;
• “360°” Comms Plan - Complete Stakeholders Ecosystem: Optum/ United Health Group;
• Multicultural team management with great results - 12 comms agencies/ 19 countries of Latin America: McDonald's;
• 100% successful press trips - eg.: Woodbury Outlet + Teterboro Airport - NY, US (SBT and other media outlets), Brazilian South press to Las Piedras Fasano (Uruguay), Invest Morocco (Valor, Folha, O Globo and Zero Hora), SBT to Oman and Kirin Factory;
• Launching of new products with very relevant results: No Grau (beer) - Brasil Kirin;
• Management of high-performance teams: up to five comms analysts, Brasil Kirin and JHSF;
• Very relevant commercial results: R$ 1.2 million in advertising equivalence. New Kirin factory;
• Companies in local and global relevant media outlets - Financial Times, Fast Company, Daily Mirror, etc.;
• Collaborative attitude: Madonna’s "Giant Letter" (Renner Stores - leading Brazilian fashion retailer) with great repercussions in international press

Arab Chamber: represents the business interests for the Arab League, group that includes 21 Middle East and North African countries, such as UAE Kuwait, among others.

LONDON AND BARCELONA
INTERNATIONAL CULTURAL EXCHANGE

Guest relations & PR, working for leading Events and Hospitality recruting agencies in London - UK, as Berkeley Scott Group and Admiral.

• BERKELEY SCOTT GROUP - Set up of business conferences, awards and other kinds of events;
• Other agencies: ASAP CATERING | RENARD RESOURCES | FIRST CLASS | ADMIRAL CATERING
• PRET A MANGER - Thomas More Square (Tower Hill) shop

* Coordination of 12 Latin American communications agencies, which assisted 19 countries;
* Roles included approval and coordination of daily newsletter in Spanish, communication planning for launching of new products, handling
pan-regional press enquires, institutional and ad campaigns approvals, generate media coverage, PR actions, crisis management, media
training, press and media preparation for spokesmen, media evaluation reports and team management (one experienced and other junior analysts
+ country agencies), investors quarterly report, announcements of earnings, international weekly basis call confs., among others;
* Experience in international corporate environment: Latam HQ, Olivos, Buenos Aires, Argentina. Green Restaurant opening, among others.
Some cases of Success
ArteBA campaign: news stories in almost all leading newspapers and other Latam media outlets. Goal achieved;

• Companies: Makro - SHV Holdings, Bematech (IT, publicly traded), Método Engineering, São Paulo’s State Dep. of Metropolitan Transportation (mainly Underground); Crisis management, coordination of external partner agencies, setting of press conferences, media training, etc.
• Coordination of media training for Bematech; Launching of Makro Uberaba: attendance of nearly 60 local journalists;
• Coordination of the launching of Touristic Express; Cover headline on Folha de S.Paulo - Improvements in Paraíso tube station.

• Companies: Société Générale - Banco Cacique, Bradesco Vida e Previdência (2nd leading bank in Brazil), Gerdau, Pan-Americana S/A Indústria Química (chemicals), Multipark, Instituto da Criança (3rd sector/ charity), CCBB (culture and arts), Fashion Business (business fair) - Fashion Rio, Associação Brasileira da Indústria Têxtil (ABIT), Grupo Novo de Cinema, etc.

Alguns Cases:
• Corrida - evento proprietário de marketing esportivo - e Fórum da Longevidade - Bradesco
• Inauguração do Banco Cacique - Société Générale

"House of Commons"​ - Congress man: Media relations - most proactive - in subjetcs like annual approval of federal budget for the States and Ministries, law projects, etc.

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Beggining of career - Summary:

- State Department of Healthcare: Communications manager. Coordinating crisis prevention and management (surgeon​s'​ strike in 2005), public health campaigns (like elderly and children vaccination), briefing and approval of institutional pieces created by ad agencies (as SIDA over Carnival), etc.

- Tribune (local leading newspaper and one of those with more circulation in the country): Business/ Economy section - especial reporter/ deputy editor for boss breaks and holidays. Also worked in Culture.