Ricardo Serain Sao Paulo

Amateur Runner, Amateur Musician, Professional and Passionated Marketing Manager

About Me

As a brand and marketing professional, my experience goes through the development and implementation of recognizednprocesses and projects for brands such as Ray-Ban and Oakley, in Luxottica. Amongst my tasks, are the repositioning, consolidation and increase of awareness and sales results of these brands with the retailer and the final consumer. As main projects, are the price repositioning (between 2010 and 2014) along with trade events (like the Oakley Golf Day) and final consumer events (as The Envision Tour Festival and The Order of Never Hide Festival, for Ray-Ban), which elevated these brands to new highs. The establishment of a Business Unit (Oakley Prescription Lenses) can also be mentioned, given the impact that it has in the perception of the brand as leader of technological development.

My Qualifications

College/University

Universidade São Judas Tadeu

Year(s)

Subject(s)

Bachelor in Communications, Majors in Marketing and Advertising

College/University

FIA – Fundação Instituto de Administração – São Paulo, Brazil

Year(s)

Subject(s)

Post Graduation, Marketing Engineering – conclusion by 2016

College/University

ESPM - Escola Superior de Propaganda e Marketing – São Paulo, Brazil

Year(s)

Subject(s)

MBA, Business Administration

My Experience

Company Name

Gibson Brands

Position Held

Consumer Marketing Manager

Dates

0000 - Present

Details

o Brand manager for GoGear Brand (earphone, headphones and Bluetooth Speakers) in Brazil. Concepts introduction, initialndistribution, communication, pricing / P&L and adaptation of the product for the local market.no Category Manager for Philips accessories, which includes Mobile Accessories, TV Accessories and batteries. Adaptationnand certification on Brazilian standards agencies, P&L and pricing management, communication and negotiation of thesencategories with the main players of the local market.

Company Name

Luxottica Ltd.

Position Held

Brand Manager

Dates

0000 - Present

Details

• Brand Manager Ray-Ban (August/13 – October/14)no Briefing of Research, Activation and Advertising Agencies, Creation and coordination of Trade and consumer activationsn(Festivals, Out-of-Home, Cooperated Initiatives and Co-Branding);no Commercial, marketing and communications initiatives, pricing and marging management, distribution and segmentationnestrategies;no Integrated release (PR, Trademarketing, R&D, Trade and Consumer Activations) of special lines and communicationncampaigns, such as Brazil Celebration for the World Cup, Ray-Ban Denin and the “What are you made of” campaign;nOUTSTANDING: Part of the team responsible for the double digit growth in 2013/2014, and also the initiatives that increased thenawareness to 86% in the category (research updated in 2014).
• Brand Manager Front Lines - Arnette, Pierre Cardin, Kipling and other 6 brands (September/12 – August/13)no Restructuing of the portfolio, optimizing the brands and SKUs and increasing the profitability of the category;no Segmentation of the “Entry Level” line, adjusting prices and positioning the brands within the global portfolio;no Public Relations and Trade activities, associating the Pierre Cardin brand to its ambassador, Grazi Massafera;no Workshops and trainings for Pierre Cardin and Arnette for sales reps.
• Brand Supervisor Oakley - for the optical products (Sun, Prescription and Prescription Lenses), in Brazil and Latin American(November/2008 – September/2012)no Considerable knowledge of other channels, as independent distributors, web and sports channel;no Financial Margins Control;no Restructuting of the distribution chain, raising from 800 to 2000 points of sales in the period, keeping quality level;no Participation in key visits, as negotiator and/or facilitator, to the largest and most important accounts in Brazil and LatAm;no Creation of the Ophthalmic Lenses business unit, which became strategic for the category;nOUTSTANDING: Product Development (along with the Headquarters Design Team) and release in Brazil and LatAm. Introduction ofnthe entry price segment for prescription (“Oakley 1.0”), currently responsible for 30% of the business in this category. Pricesnrepositioning in 2010, increasing the volume of sales in 30% between 2010/2011, in the ophthalmic category;