Rafael Rodrigo Leito

Av Dona Blandina Ignez Julio, 665 Osasco, So Paulo 06050-120 29 years old
Phone 55 (11) 97677-3969 / 95657-3988 / E-MAIL rafaelr.leitao@gmail.com
Website: www.rafaleitao.com

OBJECTIVE Digital Marketing Manager / E-business (E-commerce)

PROFILE & SPECIALIST

8 years experience in Marketing, with leading innovation projects, business and marketing
strategy, brand awareness, product launches, sports event organization, advertising
campaigns (brand awareness), management e-retail channels and e-commerce.
Solid knowledge and experience in managing digital projects, communication and marketing
planning, participation in the corporate strategies and responsible for evaluating digital
return, digital funnil routine, join the brand awareness with convertion sales.
Manage in the implementation of other digital marketing activities such as SEO/SEM, email
marketing, digital media campaigns, lead performance, digital influencers and social media.
Solid knowledge and experience with analytcs in digital projects and business inteligence,
domain the KPIs with Google Analytcs, Google Adwords, Facebook Ads, Programatic Media,
DoubleClick, Social Mantic and Scup.
Experience with social media planning: activation, promotion, communication, CRM, user
attendance, analytic behaviour (Scup).
Marketing strategy management with advertising and communication agency, Google,
Facebook and Scup.
Management of the marketing budget, P&L and Finance Cost.
Responsible for the implementation of E-commerce (e-business) and Market Place (e-retail),
from the initial stage of detailing services, P&L, KPIs, contract SLAs with partners (fullfilment,
backend, frontend, SAC, ERP). Responsible for supporting and supporting the planning and
development of strategic accounts in the online channel, with growth potential in the sales
rea.

EXPERIENCE
Head Digital Marketing and E-commerce Dec. 2015
Marketing Coordinator - Dec, 2012 to 2015
Marketing Analyst - Dec 2010 Dec 2012
SCA - Swedish multinational company in the Pulp & Paper and Personal Hygiene industries
Marketing Strategy for Brazil and LATAM for the TENA and Tork brands. Develop market strategy, off/
digital campaigns, product launches, sports event organization, media, communication, events,
activations, leading innovation projects, aligned with the global and LATAM strategy to ensure that it
reflects at the same time the market needs; Manage alignment with internal stakeholders (Trade,
Merchandising, PR, Trade, Omni Channels, Sales, Product) and facilitate execution of marketing
initiatives.

Osasco So Paulo CEL (11) 97677-3969 E-MAIL rafaelr.leitao@gmail.com / rafael@rafaleitao.com

 Digital Management e-retail channels and e-commerce, analytcs metrics, social media planning,
SEO and SEM, brand content, content production, application development coordination and
business intelligence. Brand-focused planning in highly competitive segments.
Management the implementation of the corporate digital strategies and projects in Brazil,
providing direction and assistance in all areas of digital marketing execution, analytc evaluating
digital return, digital funnil routine, join the brand awareness with convertion sales.
Manage in the implementation of other digital marketing activities such as SEO/SEM, email
marketing, digital media campaigns and social.
Manage the SCA web development Brazil, responsible for the localization and maintenance of
websites (TENA and Biofral), mobile sites and apps for TENA.
Organize and manage website related assets (copy decks, content translation, review, approvals,
image/video usage rights, etc).
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.
Advanced knowledge in e-business with e-commerce strategy and e-retail, P&L, forecast,
product mix, fullfilment, media investment performance, SLAs, SAC, Fullfilment, Backend and
Frontend.
Additional Info: Positioning of the TENA brand among the 3 best brands in the category, through the digital
marketing strategy. Growth of brand awareness and participation (Nielsen and IMS), ranking SCA as the 2nd
largest in share volume and category value. +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).

Design and Digital Marketing - Feb 2007 / Feb 2010

Editora Escala Brazilian company, Publishing Magazine Car and Driver / Maxim / Decora Baby and
Kids / Corpo a Corpo.
Design and Digital Marketing with content planning and development, first content portal of Car
and Driver. Magazine design, image editing, image processing, editorial collaboration, file
closing, ad development, and outreach strategy.
Manage analytic KPIs with brand content planning and marketing actions.
Additional Info: Positioning of the magazine and portal Car and Driver as the 3rd largest magazine in the
automotive category, through the strategy of content development and digital marketing.

Internship Digital Marketing - Mar 2007 Ago 2007

Atrativa Entretenimento / Real Networks
Brand awereness, web design, product campaign (banners) Email marketing strategy, hot site
development. Development of logos and visual identity, llash animations, wireframes for web
projects and UX knowledge.
Additional Info: Development of the first game portal focused on women, Jogo de Saia. Special projects of portals
of games like KZAM, for great portals like: TERRA, IG and MSN.

E-commerce Analyst B2B - Mar 2006 Mar 2007

Anfreixo - Grupo Votorantim
Development of digital marketing strategy for e-commerce, content update (photo and text),
prices, product mix and stock. Email marketing strategy, launch of new products within e-
commerce.
Osasco So Paulo CEL (11) 97677-3969 E-MAIL rafaelr.leitao@gmail.com / rafael@rafaleitao.com
Additional Info: I collaborated with the positioning and growth of the first B2B e-commerce for category of tools,
PPE and other materials used in the industry.

EDUCATION
MBA Digital Marketing, FGV Abril/2017 / Jul 2018
Master in Marketing and Communication (latusensu), Mackenzie - Feb 2011 / Jul 2012
Graduation in Digital Design, UNIFIEO - Jan 2005 / Dec 2009
Online & Digital Grocery Summit USA, Digital Shelf Nov 2016
Digital Marketing (English), EAD Circus Street (UK) Jan 2016 / Dec 2016
Brand Academy, SCA Mxico Nov 2014
Digital Marketing (SEO+ Google Adwords), Mestre SEO - Nov 2013
Google Expert Training Day 2014, Google - 26 Mar 2014
Philip Kotler - Digital Marketing, HSM - 1 Set 2014
Web Design, SAGA Jan 2004 - Dec 2004

LANGUAGES
Fluent English
Basic Spanish

SKILLS Google Adwords Facebook Ads Google Analytcs

SEO Advertising Online Social Media
Illustrator Photoshop Power Point
Excel

RECOGNITIONS & AWARDS

SCA Digital Marketing Best Practices in 2015.
CAIO Award - Best sporting event in 2015 with Team SCA - Volvo Ocean Race.
Product of the Year 2013 and 2014 with the brand TENA.
Best Hospital 2013 with the TENA brand.
Shortlist Young Lions Brasil 2015 - Digital Campaign Rol com os Avs.

INTERVIEWS AND ARTICLE

Mulheres, Esporte e Poder LanceNet
Idosos esbajam sade na primeira corrida para Terceira idade do Brasil Sportv

Osasco So Paulo CEL (11) 97677-3969 E-MAIL rafaelr.leitao@gmail.com / rafael@rafaleitao.com