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Brand Manager with 8+ years of experience leading global FMCG brands, including Nestlé and KitKat. I excel in brand strategy, product launches and 360° marketing across competitive markets. I’m currently completing a Master of Artificial Intelligence to strengthen data-driven decision-making and consumer insights. I have a proven track record of growing brand equity and managing complex portfolios with cross-functional teams. I leverage AI and data analytics to inform strategy and drive value for premium brands across LATAM and beyond.…Brand Manager with 8+ years of experience leading global FMCG brands, including Nestlé and KitKat. I excel in brand strategy, product launches and 360° marketing across competitive markets. I’m currently completing a Master of Artificial Intelligence to strengthen data-driven decision-making and consumer insights. I have a proven track record of growing brand equity and managing complex portfolios with cross-functional teams. I leverage AI and data analytics to inform strategy and drive value for premium brands across LATAM and beyond.

Lígia Fontes

Brand Strategist, Brand Designer, Content Creator, +7

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Brand Manager with 8+ years of experience leading global FMCG brands, including Nestlé and KitKat. I excel in brand strategy, product launches and 360° marketing across competitive markets. I’m currently completing a Master of Artificial Intelligence to strengthen data-driven decision-making and consumer insights. I have a proven track record of growing brand equity and managing complex portfolios with cross-functional teams. I leverage AI and data analytics to inform strategy and drive value for premium brands across LATAM and beyond.…Brand Manager with 8+ years of experience leading global FMCG brands, including Nestlé and KitKat. I excel in brand strategy, product launches and 360° marketing across competitive markets. I’m currently completing a Master of Artificial Intelligence to strengthen data-driven decision-making and consumer insights. I have a proven track record of growing brand equity and managing complex portfolios with cross-functional teams. I leverage AI and data analytics to inform strategy and drive value for premium brands across LATAM and beyond.

Available to hire

Brand Manager with 8+ years of experience leading global FMCG brands, including Nestlé and KitKat. I excel in brand strategy, product launches and 360° marketing across competitive markets. I’m currently completing a Master of Artificial Intelligence to strengthen data-driven decision-making and consumer insights.

I have a proven track record of growing brand equity and managing complex portfolios with cross-functional teams. I leverage AI and data analytics to inform strategy and drive value for premium brands across LATAM and beyond.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Language

Portuguese

Fluent

English

Fluent

Spanish; Castilian

Fluent

Work Experience

Market Research at Occubuy

November 3, 2025 - March 1, 2026

Spearheading brand persona development and potential customer profiling for an AI-driven PropTech startup. Analyzing campaign performance to refine communication strategies for premium user segments.

Brand Manager (Ice Cream Division) at Nestlé

January 1, 2021 - January 1, 2025

Brand Manager for Nestlé Ice Cream, Fini Ice Creams, and Clube do Sorvete. Led brand plans, portfolio management and new product launches; managed 360° campaigns (online & offline), content management, and influencer collaborations; defined brand positioning and consumer experience initiatives. Led cross-functional teams across LATAM to launch innovations; direct contact with LATAM teams for projects and exports. Notable initiatives included KITKAT brand management for LATAM, portfolio expansion including imported products; rebranded LaFrutta to align with global standards (Outshine US) to increase brand equity; launched Milka in Argentina; brand experience events; Local Favorite Brand Award for four consecutive years; led Nestlé Ice Cream in Brazil in take-home category.

Brand Strategist at MUDA O PRESENTE

January 1, 2020 - January 1, 2021

Brand development and positioning, visual identity (logo development and brand guidelines) for the launch of the platform; web page and social networks; content development and social media management.

Marketing Coordinator at Centro Universitário Celso Lisboa

January 1, 2019 - January 1, 2021

Oversaw digital strategies including SEO, inbound marketing and social media increasing lead conversion through experience-driven initiatives. Marketing & Brand Experience with focus on students and leads. Strategic planning and management of campaigns — online & offline media, content development for social media, partnerships with digital influencers, inbound marketing and events. Brand strategy and internal communication; implemented agile frameworks (Scrum) to enhance team productivity.

R&D - Innovation Specialist at Centro Universitário Celso Lisboa

January 1, 2017 - January 1, 2017

Spearheaded the implementation of Design Thinking and Agile methodologies, fostering a culture of open innovation and cross-departmental collaboration. Orchestrated comprehensive User Journey (UX) mapping and student-persona research to identify pain points, directly influencing the institution's long-term strategic planning. Designed and facilitated high-impact workshops on Creative Problem Solving and Innovation for 100+ faculty members and corporate stakeholders. Digitised educational delivery by producing strategic audiovisual content, enhancing student engagement and modernising the digital learning experience. Championed Change Management initiatives to transition the organizational structure towards a horizontal management model, increasing operational agility.

Human Resources Coordinator at Centro Universitário Celso Lisboa

January 1, 2017 - January 1, 2019

Researched organizational trends and the future of work to implement innovative and horizontal management. Managed internal culture, employee engagement, and agile methodologies. Implemented intranet communication tools. Managed HR processes (admissions, promotions, layoffs). Led the project to define the company’s purpose and core values. Led the cultural transformation project that resulted in the Great Place to Work 2018 certification.

Market Consulting and Research at MARKKA

January 1, 2016 - January 1, 2016

Delivered strategic insights for high-profile clients including Nissan, Fluminense FC, and Darrow Actine.

Market Consulting Focused on Sustainability at HÉLICE CONSULTING & STARTUP DEVELOPER

January 1, 2015 - January 1, 2015

Main projects included Nissan and Sebrae — sustainability and business-focused market consulting.

Visual Merchandising Assistant at Poética Visual

January 1, 2014 - January 1, 2015

Ensured nationwide implementation of merchandising projects; managed stakeholders – suppliers and store managers; handled budgets, negotiations and payments; oversaw logistics for retail execution.

Marketing Intern at ESPM University

January 1, 2014 - January 1, 2015

Supported events and internal communication. Conducted market research and prepared strategic reports. Assisted in institutional media and communication planning.