Rafael Nascimento
London,UK
Summary
- With over 16 years of experience across diverse industries like Durable Goods (Bikes and Consumer Electronics), FMCG, Toys, and Consulting, I bring a unique blend of strategic agility, creativity, and strong relationship-building skills.
- Highly motivated by people, innovation, and marketing, I have a proven track record of success (confirmed in my 2023 360° feedback) and enjoy fostering the development of others. My passion for these areas extends beyond traditional roles, as evidenced by launching my surf shop and brand.
- My MBA dissertation, "How Companies Are Leveraging Digital Transformation to Enhance Product Innovation Performance," further demonstrates my commitment to innovation.
- UK-settled EU citizen residing in SW London since 2018
- I'm eager to contribute my expertise and entrepreneurial spirit to a forward-thinking organization.
Overview
20
20
years of professional experience
10
10
years of post-secondary education
1
1
Certification
Work history
Group Product Manager
Brompton Bicycle
London
07.2022 - Current
- Leading a high-performing, customer-centric product management team that has grown to five members. The team manages a diverse product portfolio encompassing Electric & Non-Electric Bikes, Luggage, and Accessories.
- Our innovative T and P Lines (Titanium and Performance) coupled with strategic new partnerships fueled a remarkable 25% revenue increase, even during the bicycle industry's most challenging year. This achievement not only demonstrated our ability to deliver results in difficult market conditions but also secured external investment to help fund other innovation projects
- Led and implemented a structured Partnerships (collaborations) strategy, successfully expanding brand reach to new audiences in key markets like China and the USA
- We are spearheading the recreation of our electric bike line and defining the roadmap for its digital features
Global Senior Brand Manager
Kimberly-Clark
London
07.2018 - 05.2022
- Applied customer-centric innovation to develop KCC's Onvation, transforming it into the first global "smart restroom" brand.
- Through design thinking and customer immersion, I established a comprehensive innovation pipeline for Onvation Platform. This included the development of the Onvation Compass App (first mobile app for the platform), UX enhancements, cloud migration to Microsoft Azure, and connected hardware (dispensers). Partnering with design agencies and data scientists, this pipeline fueled Onvation's success.
- My leadership extended to driving the global expansion of Onvation. Successful pilot programs in Singapore, Germany, UK, Colombia, and Brazil paved the way for securing significant B2B accounts, generating a revenue stream of $400M annually for KC.
- Furthermore, I championed improvements in customer care, leading Onvation to achieve a dramatic shift in customer satisfaction, transitioning from "poor" to "great." This included implementing pre-installation assessments, 24/7 chatbot support, and a robust Tier 2 customer support system.
Senior Marketing & Innovation Manager
Kimberly Clark
Sao Paulo, Brazil
06.2015 - 04.2018
- Empowered a high-performing team of 8 product & category managers, driving $350M+ annual revenue across K-C's 22 burgeoning Latin American B2B segments. Faced with stagnant growth and rising competition, I championed a customer-centric innovation strategy. This collaborative effort, spearheaded by a newly implemented segment-driven digital innovation process (now the industry standard for K-C LatAm), yielded remarkable growth, exceeding past successes and securing my recognition as the region's most impactful leader.
Key Achievements: - Digital Innovation Framework: Established a segment-driven digital innovation process encompassing trend analysis, customer needs research, ideation, prototyping, market testing, and conversion (became the standard for K-C LatAm)
- Commercial Program Success: Launched 8 impactful commercial programs, including inbound/outbound marketing initiatives that achieved a 300% ROI in 2016
- Customer-Centric App Development: Developed a behavior change app based on customer insights, transforming K-C's approach to Food Processing customers. This app generated over $20M in new business and was later adopted in several countries
Promotion & Recognition: - Recognized for exceptional performance for 2 consecutive years, identified as a "top talent" within K-C, and praised for my "intrapreneurial" spirit
- My team and I fostered a strong team culture, resulting in promotions for half the team members, with one succeeding me as my replacement
- Awarded a promotion to lead one of K-C's three major innovation initiatives ("smart washrooms") with a relocation to the UK
Group Brand Manager
Mattel
Sao Paulo, Brazil
01.2014 - 05.2015
- Led a high-performing brand marketing team responsible for the strategic direction and execution of annual plans for the Boys' Brand Group (Hot Wheels, Max Steel, DC Comics & Warner, Uno, etc.). This multifaceted role encompassed classic 360° marketing activities, including category management, pricing, promotion, campaign development, and execution
- Delivered impactful results: Achieved 12% category growth (2013 vs 2014) through a strategic product launch (action figures, die-cast cars, new game category) and innovative marketing initiatives. Notably, implemented a new augmented reality app that became one of the most downloaded apps for kids in Brazil in 2014
- Championed digital transformation: Shifted 40% of the A&P budget (~$12M) from TV to digital marketing, maximizing reach by 80% and increasing brand awareness for new toys. Successfully leveraged social media, launching new Instagram accounts for 3 brands and acquiring over 1 million followers
- Developed a high-performing team: Provided effective coaching and mentorship, enabling all team members to articulate clear career objectives and develop focused action plans within 6 months
- Managed a significant budget: Oversaw a $180M annual revenue stream and a $15M advertising & promotion budget (YouTube, TV, PR, events, etc.)
Innovation Associate
Korn / Ferry
Sao Paulo, Brazil
09.2012 - 12.2013
- Managed a high-performing team of 3 researchers dedicated to securing top talent for Tech companies through executive search and talent strategy initiatives
- Successfully concluded over 40 recruitment projects, including strategic projects for building innovation teams and a board of directors after IPO
- Furthermore, I spearheaded a 20% improvement in proposal conversion rate by implementing weekly war room meetings, fostering team collaboration, and ensuring a unified client approach
Various Roles, from Trainee to Product Manager
Whirlpool
Buenos Aires and Sao Paulo (Latin America)
10.2004 - 08.2012
- Led LatAm Refrigeration Product Category (based in Brazil, Argentina, and also Florida, US for 5 months)
- Explosive Growth (2010-2012): Achieved 16% CAGR revenue growth, exceeding market and positioning Whirlpool as a leader.
Innovation Champion: Launched 25+ new SKUs, revitalized marketing, and grew "innovation revenue" by 5x - Digital Transformation: Pioneered new processes that skyrocketed DTC (eCommerce) by 15x to 30% of sales in key markets
- Global Innovation Hub: Established LatAm Innovation Team, partnered with global centers to develop cutting-edge products.
- First Connected Appliance Launch: Led the project behind the first connected Whirlpool appliance, paving the way for successful product lines
Education
MBA - Business Administration
Warwick Business School
London 01.2019 - 01.2022
EXECUTIVE SCHOLAR, INNOVATION - undefined
Kellogg School of Management
IL, USA 01.2012 - 04.2013
BACHELOR’S IN BUSINESS ADMINISTRATION - undefined
Pontifical Catholic University of São Paulo
01.2001 - 04.2006
Skills
- Visionary Strategy: Defining ambitious product visions, roadmap, and long-term goals that are not only aligned with market trends and business objectives but also push boundaries and create new possibilities
- Innovation Expertise: Passionate about the topic (MBA Dissertation Topic) Adept at identifying market opportunities, generating creative solutions, and championing user-centric innovation throughout the product lifecycle
- Collaborative Leadership: A people's person Inspiring cross-functional teams (engineering, design, marketing, etc) to foster a collaborative environment where everyone feels empowered to contribute
- Technological Curiosity: Possessing a genuine curiosity about emerging technologies and their potential to enhance the user experience and drive product success
- Data-Informed Decision Making: Rather than only data-driven; analyzing user data, market research, and key business metrics to support decision making, continuously iterate, and optimize product performance
- Effective Communication: Articulating complex product concepts and the value proposition to both technical and non-technical audiences, while also possessing strong negotiation and relationship-building skills with internal and external stakeholders
Accomplishments
- Master of Business Administration (with Merit)
- Created Surf & Sound surfwear brand
Languages
English
Fluent
Spanish
Native
Portuguese
Native
Certification
- Kellogg Executive Scholar
- Postgrad in Branding
- Green Belt Certification
Timeline
Group Product Manager
Brompton Bicycle
07.2022 - Current
MBA - Business Administration
Warwick Business School
01.2019 - 01.2022
Global Senior Brand Manager
Kimberly-Clark
07.2018 - 05.2022
Senior Marketing & Innovation Manager
Kimberly Clark
06.2015 - 04.2018
Group Brand Manager
Mattel
01.2014 - 05.2015
Innovation Associate
Korn / Ferry
09.2012 - 12.2013
EXECUTIVE SCHOLAR, INNOVATION - undefined
Kellogg School of Management
01.2012 - 04.2013
Various Roles, from Trainee to Product Manager
Whirlpool
10.2004 - 08.2012
BACHELOR’S IN BUSINESS ADMINISTRATION - undefined
Pontifical Catholic University of São Paulo
01.2001 - 04.2006
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