Rafael Rodrigo Leito 27 years old

Av Dona Blandina Ignez Julio, 665

06050-120 Jaguaribe - Osasco, SP Brazil
55 11 95657-3988 | 55 11 97677-3969
rafaelr.leitao@gmail.com
www.linkedin.com/rafaelleitao
OBJECTIVE AND EXPERIENCE
Marketing and Communication
Experience in the marketing and communication, 6 years of digital project management
experience and 6 years experience in marketing product.
Advanced knowledge in social media planning, content production, apps development
coordination, online customer services process, data analysis in web analytics tools and KPI's
definitions.
Planning and branding focused on highly competitive segments.
Leadership in innovation projects, product launches and advertising campaigns.
Extensive knowledge of current interactive technologies and industry's best practices.
Good understanding of all aspects of digital marketing, including: SEO/SEM strategies,
analytics, digital campaigns, email marketing, social media, e-retail strategies.
Experience in managing technical teams and agencies for the development, deployment and
maintenance of websites.
Efficient team management skills, good communication and interpersonal skills.
Well organized and detail oriented.
EXPERIENCE IN SPORTS:
- Organized Volvo Ocean Race 2015 - Team SCA in Brazil.
- First Elderly Run in Brazil 2014 - Copacabana.
- Sponsorship team ABC Football (RN) 2010 - Brand Biofral.
- Owner of the first social media with focus in sports 2015: Sportt.
- Sponsorship of the athlete Bia Figueiredo - Kart 2013.

EDUCATION
HSM Philip Kotler e Grandes Nomes- Digital Marketing
1 September 2014
Google Expert Training Day 2014
26 March 2014
Mestre SEO Digital Marketing (SEO+ Google Adwords)
November 2013
Marketing and Communication Master - Mackenzie
February 2011 - July 2012
Design Bachelor UNIFIEO Centro Universitrio FIEO.
January 2005 - December 2009
Graphic and Web Design SAGA and AIS .
January 2004 - December 2004
High School and Elementary School Colgio Espirito Santo Ayres, Osasco
1994 2004.
Languages Portuguese (native speaker) and English (advanced)

Others Project: New design TENA . Mexico City (granted by SCA on November 2012)

WORK EXPERIENCE

SCA - Swedish multinational company in the Pulp & Paper and Personal Hygiene industries
(Revenue: USD 13 billion / Employees: 37,000)
Marketing and Communication Coordinator - From Dec, 2012 to present date
- SCA arrived in Brazil on September 2011 through the acquisition of the second largest
national player in the incontinence diapers segment (a USD 500 million market in Brazil). In this
role I am responsible for structuring the Market Intelligence team in Brazil, reporting to the
Marketing Director of the Brazilian operations.
Main activities: Manage the SCA Web Development Brazil, responsible for the localization and
maintenance of websites (TENA and Biofral), mobile sites and apps for TENA.
Coordinate the implementation of the corporate digital strategies and projects in Brazil, providing
direction and assistance in all areas of digital marketing execution.
Organize and manage website related assets (copy decks, content translation, review,
approvals, image/video usage rights, etc).
Manage in the implementation of other digital marketing activities such as SEO/SEM, email
marketing, digital media campaigns and social.
Develop new channels, focusing on e-retail, developing structured business plan and strategies
que support the growth and profitability of the channel, based on the long-term vision of the
organization. Manage relationship with third party digital agencies abroad.
Additional Info: +200% growth rate on TENA Facebook fan base (100.000 fans), +50%
increase on website traffic (80% organic search), ExactTarget and Socialmetrix implementation.
Editoral Content project developed for Facebook. Started and increase the e-retail plain, with
more than 50 clients. Increase + 134% the page views in the TENA website. Increase the 90%
ROI in Google CPC and 20% Google organic (SEO).
SCA - Swedish multinational company in the Pulp & Paper and Personal Hygiene industries
(Revenue: USD 13 billion / Employees: 37,000)
Marketing Analyst- From Dec 2010 Dec 2012
Planning marketing and brand communication TENA and Biofral.
Manage in the implementation of other digital marketing activities such as SEO/SEM, email
marketing, digital media campaigns and social.
Planning, implementation and control of integrated campaigns Online and Offline Media, at
consumer and trade professionals. Development and product planning. Monitoring the
development of new packaging, tracking marketing.
Manage the actions in sports sponsorship (Marketing Sports) - Campaign with Bia Figueiredo
(Formula Indy) and event participation. Desafio das Estrelas 2013. Team SCA/Volvo Ocean
Race 2014/2015. Monitor and suggest actions on the movements of the competition; Interface
with the areas of Operations, Supply Chain, Market Intelligence, Trade Marketing and Sales.
Additional Info: Improved positioning including TENA brand among the top 10 brands in the
category. Growth in brand awareness (brand) and share (Nielsen and IMS), positioning SCA as
2 player brand volume and sales category.
Pro Descart Brazilian company, Personal Hygiene industries

 Design and Marketing- From Feb 2010 Dec 2011

Manage the Brand Product TENA and Biofral.
Development and product planning. Coordination of developing new packaging, tracking
marketing.
Planning, implementation and control of integrated campaigns Online and Offline Media,
at consumer and trade professionals.
Creating materials for dissemination of company and for display.
Coordination of development of communication materials for Health Events.
Monitor and suggest actions on the movements of the competition; Interface with the areas of
Operations, Supply Chain, Market Intelligence, Trade Marketing and Sales.
Social media marketing management at TENA, developing the social media strategies,
execution and measurement since 2010.
Management of Digital agencies during TENA online campaigns in 2010.
Budget Management.
Planning and execution of regional events focusing on product experience to youth consumers.
Editora Escala Brazilian company, Publishing Magazine Car and Driver / Maxim / Decora
Baby and Kids / Corpo a Corpo.
(Revenue: BRL 250 million / Employees: 1500)
Design and Marketing- From Feb 2007 Feb 2010
Design and Marketing advertising. planning content site. Magazine layout, image editing, photo
monitoring, imaging, illustration, lock file, accompanying graphics.
Atrativa Entretenimento / Real Networks American multinational company
Internship Design- From Mar 2007 Aug 2007
Internship Brand development, web site design, Product campaign ( banners )
EmailMarketing, Hot sites. Internet layout creation and press media. Development of Logos,
Flash animations, Wireframes for web projects, beside UX knowledge.
Grupo Votorantim - Brazilian company in the Industrial, financial and business
(Revenue: BRL 29,5 billion / Employees: 41,000)
Design Catalog and site Anfreixo - From Mar 2006 Mar 2007
Design - online catalog, image processing, system update, register products, photo and data
storage.

RECOGNITIONS & AWARDS

-

Award for Marketing and Product Line TENA products, improved products for urinary
incontinence. Evaluation of the quality of the product and brand awareness, assessment
in 2013. http://www.produtodoano.com.br
The Best Hospital Award is awarded since 2003 to personalities, institutions and
companies operating in the Brazilian hospital sector and highlight the Ranking Best
Hospital of Excellence. The accolade is an initiative of ABMS - Brazilian Association of
Marketing in Health and conducted by Sade Best Magazine.
The Extra Point Trophy, the highest award Brazilian supermarket sector, is held by the
So Paulo Supermarket Association (APAS). Category: Best Trade Advertising.
Best design scketch in ed. 37 of Car and Driver Magazine Brazil.

INTERVIEWS

Mulheres, Esporte e Poder - LanceNet

http://www.lancenet.com.br/minuto/Mulheres-esporte_0_1343265766.html
Idosos esbajam sade na primeira corrida para Terceira idade do Brasil Sportv
http://globotv.globo.com/sportv/sportvnews/v/idosos-esbanjam-saude-e-participam-de-corridade-rua-voltada-para-a-terceira-idade/3754210/