Aline Blanco | Resume
ALINE PARRINI LIMA BLANCO
------------ - Miami, FL - ------------
------------/in/alineblanco | website: ------------/ablanco
Head of Marketing | Branding | Product Manager | Merchandising | Innovation | B2C2B
Omni-channel brand management professional with extensive experience in product development and merchandising, advertising, PR, planning, and brand/customer excellence. Track record in leading successful launch of brands, identifying opportunities and developing trends, creating new products and ad campaigns. Committed with sales and margin growth applying 360° marketing plans. A strategic, hands-on executive with a dynamic approach to innovative marketing plans, design thinking, and innovation & renovation. A self-starter working in liaison with the Sales area while demonstrating people management sensitivity and customer-centric philosophy. Coolhunter: traveled abroad to identify trends and latest innovations.
- Committed to results - having the ability to increase sales and profitability through Market Intelligence and GTM strategies.
- Spearheaded, conceptualized, and initiated marketing projects and product launch with teams up to 30 professionals.
- Experienced in demand generation tactics and marketing pipeline management. Aligned marketing channels through digital, communications, and social media tools. Engaged in PR and media relations. Boosted digital presence due to copywriting, blog and website content, newsletters, and email marketing. Mac/PC user, Microsoft Office and Photoshop.
- Worked as Creative Director producing more than 20 annual campaigns, 200 catalogs, photo shoots and coordinating events.
- Launched products for fashion and CPG industries. Formulated prices, demands, merchandising plans, and negotiation.
- Skilled in advanced brand marketing initiatives according to approved timelines and respecting budget parameters.
- Passionate about fashion-related topics with in-depth knowledge of apparel and lingerie design, and textile industry.
- Developed successful Trade Marketing projects, sales incentives, affiliate marketing, VM contests, and POP material achieving brand awareness with 1,000 simultaneous store windows in the country (BR). Skilled in trade working with wholesale, retail, and luxury brands, as well as CRM and Customer Service.
- Grew margin up by 20% and increased sales 42 times in a year. Undertook a branding turnaround and repositioning project by creating, developing, and promoting a collection that changed the Brazilian lingerie market with a new category.
- Collaborated with companies’ migration from industry to retail/franchise, setting-up store projects. Trained in Retail math.
- Delivered multiple projects simultaneously, highly organized, and with a knack of communication and presentations. Skillfully works under pressure in a fast-paced environment, also independently. Easily adaptable and resilient.
- Enabled to influence stakeholders impacting significant business outcomes through strong interpersonal skills.
- Experienced working in a fintech (early stage), and knowledgeable in marketing measurement - ROI and KPI’s.
- BS in Architecture; natural ability to adapt to multicultural environments and navigate from human/social to analytical.
Recognized charisma for people management, talent retention, and solving problems with the capability to take concepts and turning them into results. Valuable consult skills with attention to details, identifying hidden opportunities.
EXPERIENCE AND ACHIEVEMENTS
SAFRAPAY US Aventura, FL, USA • Sept/2019 – Feb/2020
AVP MARKETING AND COMMUNICATIONS – Hired as the 1st marketing executive to build out the department as well as the strategies. Working in the brand launching in the US, offline/online marketing, internal communications, trade marketing, and events. Led the company’s attendance at MONEY 20/20 in Las Vegas, USA.
ROMMANEL USA Doral, FL, USA • Oct/2018 – May/2019
SALES MANAGER – Succeeded in resellers’ shopping experience and prospecting new ones. Created new business strategies, training, and promotions. Conducted PR actions such as partnerships and events with digital influencers. Rearranged the stock.
NEIMAN MARCUS / NORDSTROM Miami, FL, USA • Oct/2017 – Sept/2018
FT SALES ASSOCIATE – Performed sales and merchandising, opening/closing using POS system. Achieved top ten best store sellers four times in six months. Certified bra fit consultant.
LA ROUGE BELLE São Paulo, SP, Brazil • Oct/2016 – Mar/2017
DIRECTOR OF RETAIL – Prepared planning, pricing, logistics, and wholesale account service. Negotiated purchases and sales. Managed stores, operational processes, and merchandising. Set up sales goals, promotions, VM, CRM, recruitment, and stock transfers. Arranged portfolio, pricing, supply chain, and demands. Introduced new lines and e-commerce. Coordinated the co-branding project.
MARCYN LINGERIE São Paulo, SP, Brazil • May/2012 – Sept/2015
HEAD OF MARKETING AND PRODUCT – Performed Marketing, Trade Marketing, Product Development, and PR, spearheaded style and modeling of five lingerie lines, plus swimwear, sleepwear, and activewear collections. Redesigned the brand by renewing the portfolio, created new lines, and hired a new ambassador for the ad campaigns. Achieved the best brand visibility by Press and PR plans. Important achievement: significant market share growth and increase in rankings - from 22nd place in bestseller ranking to 11th place. Coordinated Customer Service.
- Conducted trade marketing, VM, and Store in Store projects. Special mention: a project with 1,000 clients store windows;
- Developed content to the catalogs, social media, newsletters and email marketing campaigns B2B and B2C;
- Editor-in-chief of Marcyn magazine. Directed photo shoots, created all graphic materials and managed events/sales calendar;
- Performed events - sales conventions, fashion, and trade shows in Brazil and abroad. Designed and promoted licensed products;
- Developed the franchise project setting up a flagship store opening. Engaged in 2 exclusive new franchise stores in 2015.
MUNDIAL S/A - EBERLE São Paulo, SP, Brazil • Mar/2011 – Dec/2011
HEAD OF MARKETING – Developed Marketing and Product strategies, B2B project management, and market scaling, also distribution channels, identifying new business opportunities, traveling abroad for research. Coordinated the Sales automation project - a virtual showcase for mobile/tablets. Managed the roadshow: presenting the collection preview to the major clients. "Fast fashion" collection – innovative strategy to ensure competitive price and agility delivery. Created a new and confidential B2C project, and prepared the new websites for all five group brands.
HOPE LINGERIE São Paulo, SP, Brazil • Nov/2006 – Mar/2011
HEAD OF COMMUNICATIONS AND PRODUCT – Spearheaded Marketing and Press/PR strategies, developed Products, Planning, and Style of lingerie and swimwear lines, also launched a new business: sleepwear line. Led the brand-repositioning project with portfolio update and launch of best-selling products, such as Gisele Bündchen Intimates collection. During my time, HOPE achieved a leadership position as a trendsetter/benchmark increasing sales and margin. Achieved great press results: TV, magazines, and newspapers. Conducted opinion-makers and digital influencers events. Coordinated Customer Service and CRM.
- Undertook the new institutional campaigns with Gisele Bündchen, and other celebrities with ad agencies like McCann.
- Developed the franchise project – set up stores, trained and mentored franchisees as well as the sales teams;
- Managed co-branding projects with famous Brazilian fashion designers. Conducted purchase of 3rd party products for the stores;
- Constructed a new wholesale clients classification and defined a special product mix for key accounts;
- Created exclusive products for AVON and others. Promoted sales abroad for Victoria's Secret and to other US clients;
- Editor-in-chief of Hope magazine. Directed photo shoots, launched the brand blog, created graphic materials, and copywriting;
- Led events – conventions, fashion, and trade shows (BR/USA). Mentored presentations with the sales team.
IMB TÊXTIL LTDA - PUKET São Paulo, SP, Brazil • Sept/2001 – Apr/2006
HEAD OF MARKETING AND PRODUCT – Performed Marketing, Press and Product of the lingerie and sleepwear lines, spearheaded institutional campaigns, and trade marketing actions. Created, managed and promoted PUKET POP collection, that upgraded the brand position in the market by launching a new product category. Achieved outstanding media return.
- Negotiated partnership development and special projects with TV broadcaster. Part of the Coca-Cola/ Invista project;
- Developed franchise since the flagship store conception and opening (2003). Devised marketing actions plans and sales training;
- Performed licensed collections - Barbie, Coca-Cola, Melissa. Also developed collections for C&A, Galeries Lafayette, and others.
EDUCATION
Bachelor of Science in Architecture • Feb/1986 – Dec/1991
Universidade Mackenzie, SP, Brazil
LANGUAGES
Portuguese: Native | English: Fluent | Spanish: Intermediate | French: Basic
VOLUNTEER EXPERIENCE
Volunteer weekly at Mind&Melody – singing at assisted living facilities to improve the quality of life for individuals with and without neurological impairments like dementia and Alzheimer's (since Jul /2018).
PRIZES
- Abril Publisher Journalism Award – 1st. place prize in 1999 and four mentions as a finalist
- MATTEL Award for collection development of BARBIE Line of children's underwear (2005).
ALINE PARRINI LIMA BLANCO
------------ - Miami, FL - ------------
------------/in/alineblanco | website: ------------/ablanco
Head of Marketing | Branding | Product Manager | Merchandising | Innovation | B2C2B
Omni-channel brand management professional with extensive experience in product development and merchandising, advertising, PR, planning, and brand/customer excellence. Track record in leading successful launch of brands, identifying opportunities and developing trends, creating new products and ad campaigns. Committed with sales and margin growth applying 360° marketing plans. A strategic, hands-on executive with a dynamic approach to innovative marketing plans, design thinking, and innovation & renovation. A self-starter working in liaison with the Sales area while demonstrating people management sensitivity and customer-centric philosophy. Coolhunter: traveled abroad to identify trends and latest innovations.
- Committed to results - having the ability to increase sales and profitability through Market Intelligence and GTM strategies.
- Spearheaded, conceptualized, and initiated marketing projects and product launch with teams up to 30 professionals.
- Experienced in demand generation tactics and marketing pipeline management. Aligned marketing channels through digital, communications, and social media tools. Engaged in PR and media relations. Boosted digital presence due to copywriting, blog and website content, newsletters, and email marketing. Mac/PC user, Microsoft Office and Photoshop.
- Worked as Creative Director producing more than 20 annual campaigns, 200 catalogs, photo shoots and coordinating events.
- Launched products for fashion and CPG industries. Formulated prices, demands, merchandising plans, and negotiation.
- Skilled in advanced brand marketing initiatives according to approved timelines and respecting budget parameters.
- Passionate about fashion-related topics with in-depth knowledge of apparel and lingerie design, and textile industry.
- Developed successful Trade Marketing projects, sales incentives, affiliate marketing, VM contests, and POP material achieving brand awareness with 1,000 simultaneous store windows in the country (BR). Skilled in trade working with wholesale, retail, and luxury brands, as well as CRM and Customer Service.
- Grew margin up by 20% and increased sales 42 times in a year. Undertook a branding turnaround and repositioning project by creating, developing, and promoting a collection that changed the Brazilian lingerie market with a new category.
- Collaborated with companies’ migration from industry to retail/franchise, setting-up store projects. Trained in Retail math.
- Delivered multiple projects simultaneously, highly organized, and with a knack of communication and presentations. Skillfully works under pressure in a fast-paced environment, also independently. Easily adaptable and resilient.
- Enabled to influence stakeholders impacting significant business outcomes through strong interpersonal skills.
- Experienced working in a fintech (early stage), and knowledgeable in marketing measurement - ROI and KPI’s.
- BS in Architecture; natural ability to adapt to multicultural environments and navigate from human/social to analytical.
Recognized charisma for people management, talent retention, and solving problems with the capability to take concepts and turning them into results. Valuable consult skills with attention to details, identifying hidden opportunities.
EXPERIENCE AND ACHIEVEMENTS
SAFRAPAY US Aventura, FL, USA • Sept/2019 – Feb/2020
AVP MARKETING AND COMMUNICATIONS – Hired as the 1st marketing executive to build out the department as well as the strategies. Working in the brand launching in the US, offline/online marketing, internal communications, trade marketing, and events. Led the company’s attendance at MONEY 20/20 in Las Vegas, USA.
ROMMANEL USA Doral, FL, USA • Oct/2018 – May/2019
SALES MANAGER – Succeeded in resellers’ shopping experience and prospecting new ones. Created new business strategies, training, and promotions. Conducted PR actions such as partnerships and events with digital influencers. Rearranged the stock.
NEIMAN MARCUS / NORDSTROM Miami, FL, USA • Oct/2017 – Sept/2018
FT SALES ASSOCIATE – Performed sales and merchandising, opening/closing using POS system. Achieved top ten best store sellers four times in six months. Certified bra fit consultant.
LA ROUGE BELLE São Paulo, SP, Brazil • Oct/2016 – Mar/2017
DIRECTOR OF RETAIL – Prepared planning, pricing, logistics, and wholesale account service. Negotiated purchases and sales. Managed stores, operational processes, and merchandising. Set up sales goals, promotions, VM, CRM, recruitment, and stock transfers. Arranged portfolio, pricing, supply chain, and demands. Introduced new lines and e-commerce. Coordinated the co-branding project.
MARCYN LINGERIE São Paulo, SP, Brazil • May/2012 – Sept/2015
HEAD OF MARKETING AND PRODUCT – Performed Marketing, Trade Marketing, Product Development, and PR, spearheaded style and modeling of five lingerie lines, plus swimwear, sleepwear, and activewear collections. Redesigned the brand by renewing the portfolio, created new lines, and hired a new ambassador for the ad campaigns. Achieved the best brand visibility by Press and PR plans. Important achievement: significant market share growth and increase in rankings - from 22nd place in bestseller ranking to 11th place. Coordinated Customer Service.
- Conducted trade marketing, VM, and Store in Store projects. Special mention: a project with 1,000 clients store windows;
- Developed content to the catalogs, social media, newsletters and email marketing campaigns B2B and B2C;
- Editor-in-chief of Marcyn magazine. Directed photo shoots, created all graphic materials and managed events/sales calendar;
- Performed events - sales conventions, fashion, and trade shows in Brazil and abroad. Designed and promoted licensed products;
- Developed the franchise project setting up a flagship store opening. Engaged in 2 exclusive new franchise stores in 2015.
MUNDIAL S/A - EBERLE São Paulo, SP, Brazil • Mar/2011 – Dec/2011
HEAD OF MARKETING – Developed Marketing and Product strategies, B2B project management, and market scaling, also distribution channels, identifying new business opportunities, traveling abroad for research. Coordinated the Sales automation project - a virtual showcase for mobile/tablets. Managed the roadshow: presenting the collection preview to the major clients. "Fast fashion" collection – innovative strategy to ensure competitive price and agility delivery. Created a new and confidential B2C project, and prepared the new websites for all five group brands.
HOPE LINGERIE São Paulo, SP, Brazil • Nov/2006 – Mar/2011
HEAD OF COMMUNICATIONS AND PRODUCT – Spearheaded Marketing and Press/PR strategies, developed Products, Planning, and Style of lingerie and swimwear lines, also launched a new business: sleepwear line. Led the brand-repositioning project with portfolio update and launch of best-selling products, such as Gisele Bündchen Intimates collection. During my time, HOPE achieved a leadership position as a trendsetter/benchmark increasing sales and margin. Achieved great press results: TV, magazines, and newspapers. Conducted opinion-makers and digital influencers events. Coordinated Customer Service and CRM.
- Undertook the new institutional campaigns with Gisele Bündchen, and other celebrities with ad agencies like McCann.
- Developed the franchise project – set up stores, trained and mentored franchisees as well as the sales teams;
- Managed co-branding projects with famous Brazilian fashion designers. Conducted purchase of 3rd party products for the stores;
- Constructed a new wholesale clients classification and defined a special product mix for key accounts;
- Created exclusive products for AVON and others. Promoted sales abroad for Victoria's Secret and to other US clients;
- Editor-in-chief of Hope magazine. Directed photo shoots, launched the brand blog, created graphic materials, and copywriting;
- Led events – conventions, fashion, and trade shows (BR/USA). Mentored presentations with the sales team.
IMB TÊXTIL LTDA - PUKET São Paulo, SP, Brazil • Sept/2001 – Apr/2006
HEAD OF MARKETING AND PRODUCT – Performed Marketing, Press and Product of the lingerie and sleepwear lines, spearheaded institutional campaigns, and trade marketing actions. Created, managed and promoted PUKET POP collection, that upgraded the brand position in the market by launching a new product category. Achieved outstanding media return.
- Negotiated partnership development and special projects with TV broadcaster. Part of the Coca-Cola/ Invista project;
- Developed franchise since the flagship store conception and opening (2003). Devised marketing actions plans and sales training;
- Performed licensed collections - Barbie, Coca-Cola, Melissa. Also developed collections for C&A, Galeries Lafayette, and others.
EDUCATION
Bachelor of Science in Architecture • Feb/1986 – Dec/1991
Universidade Mackenzie, SP, Brazil
LANGUAGES
Portuguese: Native | English: Fluent | Spanish: Intermediate | French: Basic
VOLUNTEER EXPERIENCE
Volunteer weekly at Mind&Melody – singing at assisted living facilities to improve the quality of life for individuals with and without neurological impairments like dementia and Alzheimer's (since Jul /2018).
PRIZES
- Abril Publisher Journalism Award – 1st. place prize in 1999 and four mentions as a finalist
- MATTEL Award for collection development of BARBIE Line of children's underwear (2005).