Raphael Capitani

Brand Manager - Cadbury
Since Nov 2016
Cadbury Singles Brand Manager (local Activation role)
- Responsible for core chocolate singles brands: Twirl, Wispa, Crunchie, Double Decker and Boost
- Previously responsible for Cadbury Dairy Milk Singles portfolio
- Equity and Comms role; Innovation Strategy; Activation; Support to Strategic Planning.
- Report to a Sr Brand Manager

- Leading the develop of a Community Programme with primary schools around Nutrition, leveraging on Premier League partnership.


Jr Brand Manager LATAM - Club Social
Sep 2015 – Nov 2016
São Paulo e Região, Brasil
Equity Savory Brands (Club Social and Ritz), LATAM
- Report to LATAM Director and direct report of an MKT Analyst
- Responsible for equity and communication of Club Social brand Latin America
- Responsible for PPA strategy design, deployment and implementation
- Lead communication and media strategy through toolkit development for main countries See less

Senior Marketing Analyst - Club Social
Jan 2015 – Aug 2015
- Club Social Assistant Brand Manager – Sr. Activation Analyst.
- Report to a Sr. Brand Manager and direct report of a MKT Intern
- Implementation and tracking of NPIs (new platforms)
- Portfolio architecture review and delists recommendation
- Digital platform strategy development and implementation
- Support for Global demands and full interface with Regional team
- Focal point on demand meetings and Integrated Business Planning process
- Biscuits Category analysis, being seniorest analyst
- P&L management See less

Marketing Analyst - Oreo
Jul 2013 – Dec 2014
São Paulo- Brazil
Oreo Assistant Brand Manager
- Marketing analyst reporting to a Sr. Brand Manager, both responsible for successful Oreo Launch in Brazil.
- Support for communication bundle: ATL, BTL, Digital and PR: developed two Oreo Brand Plans and responsible for all brand activations since its launch, especially on digital landscape.
- Oreo marketing analysis: Nielsen, Kantar WorldPanel, Millward-Brown.
- Focal marketing point in Project Meetings.
- Responsible for architecture of Innovation Pipeline & Partnerships/Licensing, including launch of McFlurry Oreo joint to McDonald's (received a Manager's Award for the project)
- Owner of Artwork development, Pack Architecture, POP material design and implementation, and endomarketing activation.
- Budget Control.

Marketing Trainee - Oreo
Jan 2012 – Jun 2013
São Paulo- Brazil
- Marketing Trainee - Oreo Innovation Assistant Brand Manager
- Support for global brand launch in Brazil:
- NPD Forecasting, Volume Estimation, Bases studies, Brand Plan and Integrated Marketing Communication, Packaging Architecture, Pricing.
- Responsible for Artwork packaging, POP materials, Sampling Plans development and implementation
- Focal point in Project Team Meetings.
- Nielsen (Retail Index/Answers), Kantar World Panel, and Millward Brown analysis
- Budget control.

- Job Rotation: R&D, Manufacturing and Trade Marketing
- Training Modules: Project Management, Negotiation, Cooperation, Learning Agility, Creative Problem Solving, Communication, Leadership Pipeline, Strategic Thinking, Global Business Overview, Execution, Innovation

- Marketing at Trial&Promotions Department:
- Promotion/MBCI (Multi Brand Commerce Innovation): Co-responsible for initiatives and promotion (Avião do Faustão) to develop and increase awareness for P&G institutional brand
- Responsible for POP materials development, alignments with Channel Sales Teams and logistics coordination.
- Responsible for endomarketing activation
- Support on website development and alignment with all Brand Managers.
- Leader of a Regional Funding Innovation Project: briefing for Regional Team and local partners, responsible for critical path schedule, alignments with Marketing, Procurement, Trade and Sales teams, development with agency, execution and close out report with learnings.

- Trial: Responsible for Sampling Plans development and execution for Oral and Hair Care brands (Recommendation, Briefing to agency, Execution and Close Out reports):
- Oral-B: Responsible for on demand sampling via facebook - Increase number of fans from 100k to 300k on one month, and to 500k on three months.
- Head&Shoulders: Responsible for sampling plan via door-to-door, digital platform, magazines, fashion stores and partnerships with drugstore clients.
- Pantene: Responsible for 2012 Summer Sampling Plan design.
- Bodytech sponsorship: Responsible for Annual Visibility Plan development for several P&G brands at gym chain in SP and RJ; briefing to agency, alignments and reports for all Brand Managers.
- Budget Control
- Nielsen and Kantar World Panel analysis