Raphael Capitani
Senior Brand Manager - Oreo & Seasonal Biscuits @Mondelēz International
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WORK HISTORY
Senior Brand Manager - Oreo & Seasonal Biscuits @Mondelēz International
London, GB
EDUCATION
FIA - Fundação Instituto de Administração
Master of Business Administration (MBA), Business Management and Planning
USP - Universidade de São Paulo
Pharmacy and Biochemestry
SKILLS
ABOUT RAPHAEL CAPITANI
Marketing professional with +12 years of experience in FMCG companies: Mondelez International & P&G working with global brands as well as local jewels.Currently looking after OREO, Seasonal, Milka and Barny in the UK (long term strategy & short term activation: comms, innovation and channel opportunities), building team\'s vision and x-functional culture.Previously responsible for- Philadelphia UK: brand equity and repositioning, long term strategy, innovation (Plant Based and Intense), activation (Eurovision)- Cadbury Easter UK: Creme Egg brand equity and repositioning + 50th anniversary activity; as well as Easter Eggs portfolio, innovation & long term strategy- Cadbury Singles UK (impulse brands, focus on Twirl, Wispa and Boost), Equity & Comms, repositioning Twirl:\"What makes it so twirly?\" and the biggest ever Cadbury on pack promotion \"Match & Win\"- Oreo launch in Brazil, from product development to campaign execution, one of the biggest launches in Mondelez Brazil ever- Club Social brand equity in LA countries, as well as its activation in Brazil, implementing the first ever regional brand toolkit- Activation plans for Oral-B, Pantene, Head & Shoulders, Gillette, and for P&G multi brand promotion.Establishing great partnerships for brand communication development and activation with key agency players: FCB, Ogilvy, VCCP, Elvis, Carat and Dentsu Group.
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