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• Ingrid Forino

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PORTFOLIO Marketing & PR

HI I’M INGRID Marketing Strategist Mission-oriented and creative marketer with background in Journalism and a Masters degree in Marketing Communications from the University of Westminster, London. Expertise in implementing integrated marketing strategies, developing campaigns and compelling content, coordinating events and managing multiple stakeholders. Looking for a position in Marketing where I can apply my collaborative approach and analytical skills developed in six years of job experience working in a fast-paced environment. Page 2

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Main Skills

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Spoken and written skills in Portuguese (native) English (fluent) Spanish (intermediate)

Influencer Marketing

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Project management Experience in developing, managing and prioritising simultaneous projects

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Campaign Management Experience in running integrated multichannel campaigns from print to social

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PR Experience in producing press releases, email newsletters and internal communication content

Experience in managing micro and macro influencer partnerships and activities

Data Analysis Expertise in analysis with SEO, Google Trends and Google Analytics

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Digital Expertise Experience in managing social media accounts and broad knowledge of digital tools (e.g. Social Bakers, SimilarWeb, SEMrush, Sprout)

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Proven ability in Photoshop, InDesign and Microsoft Office Page 3

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PERSONAL SKILLS

STRATEGIC THINKING

CREATIVE MINDSET

GOAL FOCUSED

TEAM WORKER

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WORK EXPE RIENCE

PORTAL PUC-RIO DIGITAL REPORTER & PRODUCER INTERN NOV 2012 – SEP 2013

GLOBOSAT MARKETING M A N A G E R JUN 2018 – JAN 2019 § MARKETING EXECUTIVE MAY 2017 – JUN 2018 § MARKETING ASSISTANT APR 2015 – MAY 2017 § MARKETING INTERN

DEC 2013 – APR 2015

PL ANTSY MARKETING ASSISTANT INTERN SEP 2019 – NOV 2019

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EDUC ATION FASHION BUSINESS SUMMER COURSE LONDON , UK AGO - 2015

MA MARKETING COMMUNICATIONS LONDON , UK JAN 2019 – JAN 2020

BA MEDIA REL ATIONS RIO DE JANEIRO, BRAZIL AGO 2012 – JUL 2016

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MA MARKETING COMMUNICATIONS

PROJECTS

Advertising Plan for Pimm’s

Direct Marketing and Social Media Strategy for Clinique

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IMC Plan for Lululemon

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WARM WISHES CAMPAIGN

PIMM’S

Pimm’s is failed to appeal in the winter market 48% liqueur consumers drink more in winter than in Summer and they are very sensitive to seasonal promotions. By promoting seasonal warm drink, Pimm’s can change their stereotype of British summer drink.

Hard Objectives Increase sales by 2% of 2018 annual sales (£460,000) by March 2020.

Intermediate Objectives 1

Intermediate Objectives 2

To increase awareness and normalise the consumption of warm alcohol.

To directly influence sales on winter making Pimm’s the Holiday drink

Consumer Insights:

1. Because people

prefer brands they are familiar with.

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Because millennials enjoy being social around the holidays.

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Because millennials want a high quality liqueur for holiday entertaining.

Strategy: The campaign will reintroduce Pimm’s as a warm and high quality beverage option for the winter by using the holiday season to establish it as the go-to option for entertaining all year round.

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WARM WISHES CAMPAIGN

PIMM’S

Brand Essence: Traditional British Drink Target Market: Men & women, 25-34, social grades ABC1, London USP: The traditional festive, fruity, liqueur. Media Outline: TV, Press, OOH, Digital Creative approach: Use of humour, nostalgia, holiday theme

Mulled wine recipes

Christmas recipes

Clinique is seen as a brand that does not understand Gen X and poorly advertises to this target market. Business Objectives

Direct and Digital Marketing Objectives

Marketing Communications Objectives

To increase Clinique online sales by 1.3% from £117M to £118.5M by March 2020 §

To acquire 15,000 new female customers ages 40-49 by March 2020

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To Increase ‘Smart Rewards’ subscriptions by 20% from 60,000 to 72,000 by March 2020

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To generate ageless skin care product consideration among 150,000 Gen X women by March 2020

Consumer Insights:

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Because Gen Xers are doing the majority of their shopping online, more than either Millennials or baby boomers

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Because 54% of Gen Xers are frustrated by the feeling that brands are ignoring them

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Because Gen X is the biggest earner and spender in the UK economy

Strategy: The campaign will use an inspiring and engaging message that offers benefits and resonates with Gen X.

NOTE TO SELF CAMPAIGN

Opportunity to connect with Gen Xers

CLINIQUE

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Media Outline: Direct Mail, SMS, Display, PPC, SEO, Social Media Creative approach: Inspirational and functional, show that Clinique makes their life simple and showing that they matter too.

CLINIQUE

Target Market: Busy women, 40-49, social grades ABC1, London

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NOTE TO SELF CAMPAIGN

Brand Essence: High quality trusted skin care

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CLIMB THE WALL CAMPAIGN

LULULEMON

Lululemon targeting men as its next big market opportunity With just over 20% penetration today, Lululemon can grow men’s business to be as big as their women’s and go up against strong competition (E.g. Nike, Adidas). By using a focused approach, the yoga brand can change the brand’s perception and increase sales.

Business Objectives Increase annual sales by 8% or £1,531,333 by 2021. Marketing Objective To increase total male shopper’s penetration from 20% to 30% or the total of 10,847 new male shoppers from 22-37 years old in the UK

IMC Objective To enhance brand awareness by increasing exposure in 70%

Consumer Insights:

1. Because 68% of men

don’t feel that they’re represented by any brand

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Because research shows that 84% of men repress their emotions

Because men would like to see more campaigns that reflect Mental Health

4. Every 2 hours1 men

commits suicide in the UK

Strategy: The campaign focused on acquisition will introduce Lululemon as the brand that understands and provides support for men by using an existing association of wellbeing and empowerment to help chip away at the social stigma around Mental Health and as a consequence enhance its connection with the male audience.

CLIMB THE WALL CAMPAIGN

LULULEMON

Brand essence: Stylish high performance apparel Target market: Male millennials, ages 22-37 year’s old, ABC1 from England Media Outline: OOH, TV, Print, PPC, SEO, Social Media, Sponsorship or Tough Mudder, PR Creative approach: Focus on emotional benefits. Use the climbing wall as an analogy to encourage men to open up about their Mental Health issues. Showing how the brand is involved with a cause can help to change perceptions of their brand values.

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PROFESSIONAL EXPERIENCE

PROJECTS

Partnerships

Integrated Campaigns

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Digital Content & Influencer Marketing

Event Management

#HeForShe run

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I participated in the launch of #HeForShe (ElesPorElas) campaign in Brazil (2015), an UN Women initiative in partnership with GNT. The main goal was to grow the number of signatures supporting the cause in Brazil. We created original content and developed campaigns and events to spread the message and increase awareness.

Famous actors at #HeForShe lunch event

#HeForShe Campaign video

PARTNERSHIP #HEFORSHE

I managed events for different audiences such as opinion leaders, advertising agencies, private sector companies and TV viewers. Main achievement: Produced the ‘Teia’ project which was GNT’s biggest event where the main goal was to make the public experience the brand. The event offered talks, activities, food hall, concerts. The campaign to promote the event had as results: § 8.5 million views § More than 150 hours of content watched § 25 million in reach

Content creation in partnership with digital influencers

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INTEGRATED CAMPAIGNS I developed and managed campaigns across multiple platforms in order to promote the release of a diverse product portfolio of TV shows as well as to promote the brands’ values.

DIGITAL CONTENT Led the webserie “Além da Conta” with famous digital influencers to promote a new TV show. On GNT’s YouTube the videos had 1.6 million views and more 170 million people engaged.

Social media content creation for Plantsy, a new UK vegan drink.

Led the IGTV webserie hosted by famous influencer Thaynara OG to talk about female entrepreneurs - a partnership with UN women.

Live streaming

Monthly newsletters

Brand activations

Thank you. Please feel free to contact me if you have any further questions. Mobile: 07388065656 E-mail: [email protected]