Paula Gerosa

Paula navigates challenges across cultures, demographics, ever changing environments and channels. A professional who develops distinctive global and local insights driven brand strategies, vision, and new business opportunities, fueled by innovation, digital, multi-platform consumer connections and e-commerce. Passionate about people and diverse work environment, with experience in managing cross-functional teams. 13+ years' experience in industries such as food and beverage, consumer healthcare and communications.
 

I have been working with Marketing for the past 13 years in different industries, having previously worked with Communications and Journalism for 3 years in the biggest Brazilian news conglomerate. During my 13 years in marketing, I have led cross-cultural teams, brand strategy projects, product innovations from consumer insight to launch, full 360 campaign creations and activations, digital commerce management, digital marketing test and learn experiments, past years brand/portfolio strategy analysis and new opportunities strategy development, etc. All this working closely with high LT stakeholders, global and local agency partners and a range of cross functional teams.

Responsible for GSK first oral care device innovation to be launched in any part of the world for Haleon / GSK CH. I was the lead of a cross-functional team with more than 10 people which was launched in Japan. In this role and project, I was responsible for product design development, USP, UX and concept testing. Furthermore, I developed its full Marketing campaign with our partnering agencies  including business case, packaging development, TVC, science video, digital activation, website, e-commerce and expert assets to achieve £4 million in sales Y1. The objective was to expand a "old perceived brand" to a younger audience with a technological device the company had never done before. This is me in a nutshell as I am fearless of the new and unexplored innovation grounds, I am not afraid of failure and I like to design new business opportunities based in real consumer needs. All this with the touch of a multicultural and with professional diverse background team.