Mateus Lima

Led Shopper Insights for PepsiCo Brazil, integrating multiple data sources (Nielsen, Kantar, Scanntech, first-party retail data) and developing predictive models that translated shopper behavior into commercial recommendations with P&L accountability. Managed cross-functional alignment between marketing, trade, and sales bridging the gap between what the data said and what the business was willing to act on.

Brand and P&L management for under-resourced portfolio brands (Torcida, Fofura, Skiny) operating with constrained budgets while maintaining commercial presence and growth trajectory. → +17% revenue growth → +30% brand visibility through omnichannel campaign execution → +10% aided awareness in target segments

• Collaborating with various departments to understand customer needs through insights. • Developing studies, research, and reports for the operations board. • Creating ticketing campaign playbooks focused on revenue increase and budget control.

Built and led the market intelligence function across the full beverage portfolio combining geomarketing, competitive tracking, and consumer panel analysis to drive commercial decisions at scale. → +100% sales growth in the Rota Prata territory project (geomarketing-led GTM strategy) → ROI improvement of 16 percentage points in targeted initiatives → Trained 150+ commercial and field staff on data-driven decision frameworks