Worktable with references and marketing planning

CV

Bruno Lanfranchi

Marketing and Branding Director | Global Brand Strategy, Retail and CRM

Frederiksberg, Copenhagen, Denmark.
Brazilian and Italian citizenship.

I am an advertising professional and marketing and branding strategist with more than 15 years of experience at international companies across beauty, fashion, retail, entertainment, and consumer goods. My career includes Disney, Sephora, Calvin Klein, Natura, and other marketing, communications, and business operations, with experience in brand strategy, CRM, retail, customer experience, and team leadership.

Over the course of my career, I have contributed to more than 1,250 product launches, over 20 film releases, more than 20 fashion collections, and the introduction of over 30 international beauty brands to the Brazilian market. These experiences have taken me across the marketing process, from planning to execution, connecting creative work, communications, data, processes, suppliers, teams, and commercial goals.

At Natura, I held four roles across marketing, CRM, communications, and branding, contributing to more than 700 product launches and 70 commercial cycles. Later, at Arizona, I led Communications and Client Services for Estúdio Natura, an international operation producing more than 20,000 assets each month for markets across Latin America, Europe, the United States, and Asia.

I also founded Palpitaria — Uncomplicated Marketing, a consultancy that brings together my experience in strategy, brand positioning, and marketing operations for businesses. Estúdio ALA — Shine and Carnival adds hands-on experience in creative direction, product development, e-commerce, and building an independent brand.

Education

2008–2012 · São Paulo, Brazil

Communications, specialising in Advertising and Marketing

Undergraduate degree covering advertising, communications, planning, strategy, creative work, consumer behaviour, and marketing.

2017 · Ohio, United States

Marketing Management and Business English

Programme in marketing management, branding, leadership, strategy, marketing research, and Business English.

Professional experience

March 2021 – present

Independent strategic marketing and branding consultancy for business owners and leaders.

Founder & Marketing and Branding Consultant

March 2021 – present | Location: Remote work, Brazil and Europe

Founder and development of a consultancy for brand strategy, planning, business diagnostics, and marketing operations.

I founded Palpitaria, a consultancy that has worked with more than 20 businesses and 40 brands on marketing launches, repositioning, and structuring.
I lead strategic diagnostics and planning, bringing together positioning, CRM, customer experience, e-commerce, SEO, sales, and internal processes.
I develop brand architecture, roadmaps, briefs, customer journeys, and governance routines to guide decisions and implementation.

Read more +Show less −

I organise communications and positioning strategies around operational capacity, budgets, and commercial goals.
I build plans and processes to coordinate clients, partners, and stages of delivery.
I use data and AI tools for research, documentation, customer service, and workflow organisation.

July 2024 – present

Brazilian independent brand of handcrafted Carnival accessories, with e-commerce and commercial operations currently on a creative pause.

Founder & Creative Director

July 2024 – present | Location: São Paulo, Brazil

End-to-end development of an independent brand, from making the pieces to photography, e-commerce, and customer experience.

I created ALA’s brand system, including positioning, identity, storytelling, product architecture, website, communications, and CRM.
I developed collections and made-to-order headpieces, turbans, bands, and accessories, bringing together research, prototyping, materials, and handcraft techniques.
I led styling, photography, campaigns, digital merchandising, suppliers, pricing, customer service, and commercial operations.

Read more +Show less −

I developed packaging, fulfilment, shipping, and direct relationships with customers.
Commercial operations are on pause following the move abroad; the website remains an archive.

September 2023 – October 2024

Communications and creative production company; work for Natura Studio, an integrated Natura &Co operation serving Natura and Avon.

Head of Communications and Client Services – Natura Studio

September 2023 – October 2024 | Location: São Paulo, Brazil

Leadership of client services, planning, and governance for a large-scale international creative operation with multichannel delivery.

I led a direct team of 18 professionals within an account of more than 150 people.
I established governance processes across more than 60 creative workstreams and over 45 client stakeholders.
I managed production of more than 20,000 assets per month, spanning campaigns, CRM, digital, print, photography, video, 3D, and motion.

Read more +Show less −

I supported work for Brazil, Latin America, Mexico, Europe, the United States, and Malaysia.
I contributed to more than 150 launches, over 20 commercial cycles, and more than ten major brand and portfolio initiatives.
I managed scope, capacity, schedules, dependencies, and contractual deliverables for Natura and Avon teams.
I introduced production and review workflows supported by artificial intelligence.
I helped bring previously separate teams and disciplines together under shared governance.

February 2022 – January 2023

Brazilian pet holding company with Pet 2 Pet, Tudo de Bicho, and Bem-me-Pet across B2B, B2C, and e-commerce; backed by Alothon Group.

Marketing, Branding, Performance & D&I Manager

February 2022 – January 2023 | Location: São Paulo, Brazil

Building the marketing department, integrating performance, branding, communications, and sales.

I built a multidisciplinary department spanning strategy, branding, performance, CRM, SEO, PR, design, and special projects.
I managed agencies and specialists across creative, PR, CRM, data, digital publishing, and trademark registration.
I developed positioning, storytelling, campaigns, and channels for B2B, B2C, and e-commerce audiences.

Read more +Show less −

I implemented CRM integrated across Marketing and Sales, connecting lead generation, segmentation, trade marketing, and sales follow-up.
Documented results include 75% growth in e-commerce sales during the period.
I managed paid media, SEO, social media, and performance indicators.
I worked on crisis communications and matters related to mergers and acquisitions.
I created Tutora Plural and led Diversity, Equity, and Inclusion initiatives.

March 2018 – February 2022

Brazilian cosmetics and beauty company with international operations and a broad network of Beauty Consultants. Four roles, with more than 700 product launches, 70 commercial cycles, and over 20 brand and portfolio initiatives.

Branding and Communication Governance Coordinator

August 2021 – February 2022 | Location: São Paulo, Brazil

Governance of Natura Brazil’s communications portfolio, connecting global strategy with local execution.

I coordinated communications governance for more than 40 brands across 35 channels.
I translated brand and business priorities into plans, briefs, agency scopes, activations, and execution guidance.
I introduced segmentation and governance that helped reduce saturation and cut monthly communications delivery costs by more than 20%.

Read more +Show less −

I brought together agencies and teams across categories, corporate communications, media, CRM, content, publishing, and commercial activation.
I improved consistency between global direction, the Brazilian market, and the capabilities of channels and partners.

Communication Strategy and Branding Coordinator

March 2020 – August 2021 | Location: São Paulo, Brazil

Integrated communications strategy for beauty categories, brands, and corporate topics.

I planned more than 30 national and global campaigns for Natura Una, Faces, Lumina, Chronos, and corporate initiatives.
I developed briefs, media plans, and channel strategies with marketing, commercial, communications, agency, and global teams.
I coordinated sensitive communications related to the pandemic and the formation of Natura &Co.

Read more +Show less −

I helped establish Instagram as a strategic channel as the main account grew from approximately 2.0 to 3.2 million followers.
I contributed to campaigns with documented engagement growth of more than 20%.
I worked on launches and brand development for Natura Lumina, Tododia, Una, Essencial, and Kaiak.

CRM and Marketing Coordinator

January 2020 – March 2020 | Location: São Paulo, Brazil

Coordination of CRM, teams, and agencies for personalised journeys for Beauty Consultants.

I coordinated more than 150 communications, journeys, and segments every two weeks for over 1.5 million Beauty Consultants.
I managed the team, agencies, suppliers, budget, people development, and CRM metrics.
I integrated launches, benefits, and recognition programmes into segmented communications.

Read more +Show less −

I coordinated campaign storytelling and content across email, push notifications, apps, websites, and print materials.
I contributed to a programme that received more than ten ABEMD awards.
I produced and presented more than 40 official videos, which generated over 30 million views.

Senior Marketing and CRM Analyst

March 2018 – December 2019 | Location: São Paulo, Brazil

Development of digital CRM operations and personalised communications at scale.

I helped implement digital CRM for more than one million Beauty Consultants.
I designed segmented journeys across email, push notifications, apps, web, and print materials.
I coordinated agencies, technology, data, and around ten marketing teams to align launches with commercial priorities.

Read more +Show less −

I developed segmentation criteria based on profile, level, region, benefits, and behaviour, with cross-sell and upsell strategies.
I managed CRM tools and metrics using IBM technology.
I helped bring the programme in-house and establish it as an operation recognised by ABEMD awards.

August 2015 – March 2018

International fashion and lifestyle brand owned by PVH, with company-owned retail, franchises, and e-commerce.

Senior CRM and Retail Marketing Analyst

February 2017 – March 2018 | Location: São Paulo, Brazil

Omnichannel CRM, retail marketing, and brand cultural experiences.

I managed a CRM programme for stores and e-commerce using Salesforce and MarketData, with a documented six-month payback.
I led CK Experience sponsorships and cultural activations, including Popload, Se Rasgum, Coquetel Molotov, and the Julio Le Parc exhibition.
I developed and launched the first Calvin Klein Underwear vending machine in the Americas, linking in-person sales with CRM.

Read more +Show less −

I coordinated seasonal and capsule collection launches and global campaigns with the brand team in New York.
I developed promotions, gifts, and commercial initiatives for company-owned and franchised stores.
I managed budgets, suppliers, sponsorships, and CRM and event partners.

Marketing Analyst

August 2015 – February 2017 | Location: São Paulo, Brazil

Franchise and retail marketing for approximately 70 Calvin Klein stores in Brazil.

I implemented the initial CRM operation and trained store managers across different regions.
I managed relationships with shopping centres and franchisees, including store openings and commercial campaigns.
I adapted global campaigns, including #mycalvins, to the Brazilian retail calendar.

Read more +Show less −

I coordinated visual merchandising execution with the responsible specialists.
I managed marketing suppliers, agencies, promotions, and budgets.

September 2013 – August 2015

International beauty retailer owned by LVMH, expanding in Brazil. Across both roles, I supported more than 400 launches and the introduction of over 30 international brands.

Visual Merchandising and CRM Analyst

May 2015 – August 2015 | Location: São Paulo, Brazil

Visual merchandising and in-store experience during Sephora Brazil’s expansion.

I coordinated visual merchandising planning for 16 stores, including simultaneous window displays, materials, and installations.
I supported 14 store openings during my time at Sephora, coordinating architects, suppliers, and store teams.
I developed Sephora’s first pop-up store in Latin America and took part in three pop-up store projects in Brazil.

Read more +Show less −

I supported the in-store implementation of Sephora Beauty Club.
I worked on activations for Dior, Lancôme, YSL, Guerlain, Shiseido, Benefit, Laura Mercier, and other brands.
I developed print advertising and reviewed store designs to improve customer flow, cost, and experience.

Junior Visual Merchandising and Marketing Analyst

September 2013 – May 2015 | Location: São Paulo, Brazil

Marketing and visual merchandising during Sephora’s initial store expansion in Brazil.

I managed the marketing calendar, store openings, launches, promotions, masterclasses, and events such as Sephora Beauty Run.
I coordinated monthly development of window displays, materials, furniture, and visual merchandising execution.
I managed media partnerships, print advertising, and materials for shopping centres.

Read more +Show less −

I adapted international campaigns for Brazil, working with materials in English and Italian.
I managed financial and tax controls, systems, and Marketing and Visual Merchandising suppliers.

January 2011 – September 2012

Entertainment company with film, television, radio, licensing, and experiences; my role centred on Radio Disney Brazil.

Marketing Intern – Radio Disney Brazil

January 2011 – September 2012 | Location: São Paulo, Brazil

Part of the Radio Disney Brazil launch team, working on promotions, festivals, entertainment, and integration across business lines.

I joined the original Radio Disney Brazil team and supported more than 20 film releases and ten festivals, concerts, and live experiences.
I worked on film releases including Tangled, Cars 2, The Muppets, The Avengers, Brave, and Pirates of the Caribbean: On Stranger Tides.
I supported activations at SWU 2011, Brasil Game Show, Summer Soul Festival 2012, and Radio Disney studio productions.

Read more +Show less −

I managed suppliers, contracts, promotional materials, SAP payments, and approval workflows.
I coordinated media, record labels including Universal and EMI, and entertainment partners.
I produced radio spots and supported acoustic performances and content featuring Brazilian and international artists.

November 2009 – February 2010

Theme park and entertainment resort in Orlando, United States.

Merchandise Cast Member

November 2009 – February 2010 | Location: Orlando, Florida, Estados Unidos

International programme in Disney merchandise operations, guest service, and retail.

I supported guest service, checkout, replenishment, stock, product organisation, and stroller rental.
I followed Disney safety, service, quality, and presentation standards in a multicultural environment.
I completed Disney Merchanteinment training at Disney University.

Read more +Show less −

I worked mainly at the entrance to Magic Kingdom and also at Downtown Disney.
I developed practical experience in service, operations, and customer experience.