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.
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01
Spoken and written skills in
Portuguese (native)
English (fluent)
Spanish (intermediate)
02
Main
Project management
Experience in developing,
managing and prioritising
simultaneous projects
03
Skills Campaign Management
Experience in running integrated
multichannel campaigns from
print to social
04
PR
Experience in producing press
releases, email newsletters and
internal communication content
05
Influencer Marketing
Experience in managing
micro and macro influencer
partnerships and activities
06
Data Analysis
Expertise in analysis with
SEO, Google Trends and
Google Analytics
07
Digital Expertise
Experience in managing social
media accounts and broad
knowledge of digital tools (e.g.
Social Bakers, SimilarWeb,
SEMrush, Sprout)
08
Proven ability in Photoshop,
InDesign and Microsoft Office
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PERSONAL
SKILLS

STRATEGIC CREATIVE GOAL TEAM

THINKING MINDSET FOCUSED 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 Page 5
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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 Page 6
COMMUNICATIONS
MA MARKETING
PROJECTS 7

Direct Marketing and Social IMC Plan

Advertising Plan for Pimm’s
Media Strategy for Clinique for Lululemon
 8

Pimm’s is failed to appeal in the winter market

PIMM’S
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.

Intermediate Intermediate
Hard Objectives Objectives 1 Objectives 2
WARM WISHES CAMPAIGN

Increase sales by 2% To increase awareness To directly influence

of 2018 annual sales and normalise the sales on winter making
(£460,000) by March consumption of warm Pimm’s the Holiday drink
2020. alcohol.

Consumer Insights:
1. Because people 2. Because millennials 3. Because millennials want
prefer brands they enjoy being social a high quality liqueur for
are familiar with. around the holidays. 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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Brand Essence:
Traditional British Drink
Target Market: Men &
PIMM’S
women, 25-34, social grades
ABC1, London
USP: The traditional festive,
fruity, liqueur.
Media Outline: TV, Press, OOH,
Digital
WARM WISHES CAMPAIGN

Creative approach: Use of

humour, nostalgia, holiday theme

Christmas recipes
Mulled wine recipes
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CLINIQUE
Opportunity to connect with Gen Xers
Clinique is seen as a brand that does not understand Gen X and poorly advertises to this target market.

Business To increase Clinique online sales by 1.3% from £117M to

Objectives £118.5M by March 2020

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

Direct and March 2020
Digital Marketing
Objectives § To Increase ‘Smart Rewards’ subscriptions by 20% from
60,000 to 72,000 by March 2020

NOTE TO SELF CAMPAIGN

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

Consumer Insights:

1. Because Gen Xers are doing 2. Because 54% of Gen 3. Because Gen X is the
the majority of their shopping Xers are frustrated by the biggest earner and
online, more than either feeling that brands are spender in the UK
Millennials or baby boomers ignoring them economy

Strategy:
The campaign will use an inspiring and engaging message that offers benefits and resonates with Gen X.
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Brand Essence: High quality trusted skin care

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

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.

NOTE TO SELF CAMPAIGN

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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
LULULEMON
can change the brand’s perception and increase sales.

Business Objectives
Consumer Insights:
Increase annual sales by 8%
or £1,531,333 by 2021. 1. Because 68% of men 3. Because research shows
don’t feel that they’re
that 84% of men repress
represented by any
Marketing their emotions
brand
Objective
CLIMB THE WALL CAMPAIGN

2. Because men would like 4. Every 2 hours1 men

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%
to see more campaigns commits suicide in the UK
that reflect Mental
Health
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.
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Brand essence: Stylish high performance apparel
Target market: Male millennials, ages 22-37
year’s old, ABC1 from England
LULULEMON
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.
CLIMB THE WALL CAMPAIGN
PROFESSIONAL
EXPERIENCE
PROJECTS 14

Digital Content &

Partnerships Integrated Campaigns Event Management
Influencer Marketing
 #HeForShe run
15

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 Page 16
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: ingridforino01@gmail.com