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I’m Adriana Gomes, a reliable and adaptable Brand Manager with over 6 years of experience in FMCG. I combine a strategic mindset, commercial acumen, creativity, and strong project management and analytical skills to drive brand growth in regional, global, and local contexts within matrixed international environments. I’m passionate about consumer insights and translating data into compelling campaigns. I enjoy leading cross-functional teams, shaping brand positioning, and delivering tangible results through innovative activations, packaging, distribution and visibility improvenment and right pack&price.…I’m Adriana Gomes, a reliable and adaptable Brand Manager with over 6 years of experience in FMCG. I combine a strategic mindset, commercial acumen, creativity, and strong project management and analytical skills to drive brand growth in regional, global, and local contexts within matrixed international environments. I’m passionate about consumer insights and translating data into compelling campaigns. I enjoy leading cross-functional teams, shaping brand positioning, and delivering tangible results through innovative activations, packaging, distribution and visibility improvenment and right pack&price.

Adriana Gomes

Brand Strategist, Marketer, Marketing Consultant, +6

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I’m Adriana Gomes, a reliable and adaptable Brand Manager with over 6 years of experience in FMCG. I combine a strategic mindset, commercial acumen, creativity, and strong project management and analytical skills to drive brand growth in regional, global, and local contexts within matrixed international environments. I’m passionate about consumer insights and translating data into compelling campaigns. I enjoy leading cross-functional teams, shaping brand positioning, and delivering tangible results through innovative activations, packaging, distribution and visibility improvenment and right pack&price.…I’m Adriana Gomes, a reliable and adaptable Brand Manager with over 6 years of experience in FMCG. I combine a strategic mindset, commercial acumen, creativity, and strong project management and analytical skills to drive brand growth in regional, global, and local contexts within matrixed international environments. I’m passionate about consumer insights and translating data into compelling campaigns. I enjoy leading cross-functional teams, shaping brand positioning, and delivering tangible results through innovative activations, packaging, distribution and visibility improvenment and right pack&price.

Available to hire

I’m Adriana Gomes, a reliable and adaptable Brand Manager with over 6 years of experience in FMCG. I combine a strategic mindset, commercial acumen, creativity, and strong project management and analytical skills to drive brand growth in regional, global, and local contexts within matrixed international environments.

I’m passionate about consumer insights and translating data into compelling campaigns. I enjoy leading cross-functional teams, shaping brand positioning, and delivering tangible results through innovative activations, packaging, distribution and visibility improvenment and right pack&price.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Intermediate

Beginner

Language

English

Fluent

Portuguese

Fluent

German

Beginner

Spanish; Castilian

Fluent

Work Experience

Brand Manager at Heineken

September 1, 2023 - Present

Manage local beer brand focusing on maintaining healthy brand power and over 40% market share. Led ABTL campaigns from ideas to TV, OOH and digital assets; media planning, channel activation, PR, social media and internal engagement. Led cross-functional teams with agencies. Launched innovations to promote rotation, brand positioning and GP enhancers. Achieved over 10,000 new users on the loyalty program platform within 6 months, boosting engagement and retention. Represented marketing team in structural change initiatives including RMG and Finance projects. Developed creative ideas that translated into impactful OOH advertising and new packaging designs. Revised brand positioning and brand role and created the annual plan for the brand.

Brand Manager at Reckitt

August 1, 2022 - September 30, 2023

Managed a portfolio of three brands, driving market share growth, sell-out and P&L optimization. Achieved 20% growth for Cillit Bang post relaunch and secured a top-three position in the segment. Launched Cillit Bang on social media, with targeted campaigns. Defined and approved a recovery plan for Lysol as a GM and MS growth driver. Led TV, digital campaigns, and new formulas/packaging for Cillit Bang; delivered NPDs and portfolio optimizations. Collaborated with Demand Planners, KAMs, TMK, and global counterparts to align business strategies.

Customer Marketing Executive at Reckitt

August 1, 2021 - August 31, 2022

Managed trade marketing and category strategy for retail and traditional channels; oversaw category management of four laundry brands. Established Finish as premium leader and co-created Shared Success on the Traditional channel. Responsible for sell-out, distribution, promotion, extra visibility management and tracking for 13 brands across 2 clients. Conducted category reviews, assortment optimization, planograms and promotion optimization proposals.

Sales Graduate at Reckitt

August 1, 2020 - July 31, 2021

Performed sell-out, sell-in, distribution and coverage analysis and presented opportunities across 13 brands. Supported commercial negotiations through detailed analysis of pricing, promotion and distribution opportunities. Field team support and analysis of team performance.

Sales Assistant at Kellogg

July 1, 2019 - July 31, 2020

Developed profit- and consumer-oriented plans for the Portuguese and Spanish market. Conducted market analysis and tracked category and brand KPIs. Developed pricing, promotions and P&L analysis. Presented master plans, category reviews and trade stories.

Controller at Parfois

June 1, 2018 - August 31, 2018

Developed a supplier evaluation methodology and created tools for controlling teams.