Rita Tomé Duarte | rita@yoomen.pt

Accomplished and growth-focused brand, communications, and marketing professional with extensive experience in strategy, brand positioning, digital, public relations, media relations, innovation, and reputation management.
Proven track record of leading award-winning marketing initiatives, encompassing brand strategy and positioning, digital marketing, PR, media performance optimization, innovation, and creative communication planning and execution, while defining and reinforcing overarching strategies and objectives. Possess a solid history of success in identifying and capitalizing on new commercial opportunities, as well as spearheading business transformation and fostering innovation across marketing functions.

Recognized expert in driving double-digit growth in sales and EBITDA through the expansion of operations, capacities, and capabilities, in addition to promoting productivity improvements. Proficient in facilitating effective training and development sessions and managing cross-functional teams towards the realization of shared visions and goals.
Demonstrates the ability to forge and sustain productive work relationships with both internal and external stakeholders. A transformational leader with proven expertise in assembling and overseeing top-notch teams, elevating service levels while securing new business opportunities, and nurturing strategic alliances.

Areas of Expertise

Business Development
• Brand Creation & Positioning
• Innovation Strategy
• Sales & Revenue Expansion
• Product Enhancement & Profitability Optimization
• Marketing & Digital Strategies
• Client Acquisition & Retention
• Market Research & Analysis
• Market Share Expansion & Penetration Strategies
• Process Improvement & Optimization
• Change Management & Adaptability
• Comprehensive Marketing Strategy
• Team Leadership & Development
• Stakeholder Engagement & Collaboration
• Relationship Building & Management
• Strategic Business Planning
• Problem Resolution & Crisis Management
• Communication & Negotiation Skills

Career Experience

Delta Q – Delta Cafés | Nabeiro Group | 2011 – 2022

Business Unit Director
Direct overarching business operations, encompassing domains such as Marketing and Sales, which spans retail, eCommerce, partnerships, brick-and-mortar stores, and food services, customer care, procurement, quality assurance, and supply chain management for the brand Delta Q. Formulate long-term goals and visions for the designated category (coffee and appliances) and marketplace (Portugal).
Facilitate precise Omni-channel Business Unit forecasting. Coordinate, supervise, and lead a robust team of 74 individuals, fostering crossfunctional collaborations with other teams. Steer both quantitative and qualitative objectives of the BU, maintaining a focused and analytical approach to management.
• Expanded a business unit from €1M to a substantial €100M over a span of 10 years.
• Transitioned EBITDA from a negative stance (in the initial 4 years) to a positive and progressively enhancing position.
• Conceptualized and executed comprehensive 3-5 year business strategies.
• Ascended to market leadership within a remarkable period of 2 years.
• Devised and initiated several acclaimed 360 campaigns that bolstered brand awareness and brand equity.
• Launched 63 innovative and NPD projects, significantly enhancing market share and penetration, thus facilitating client acquisition and retention.
• Ensured operational efficiency, augmented productivity, and profitability, including net sales, margin analysis, contribution plans, and market share, coupled with meticulous analysis and evaluation of Business Unit performance.
• Upheld the Business Unit’s adherence to standard guidelines, fostering a compliant and standardized operation.
• Garnered numerous accolades over a ten-year period, showcasing a consistent performance of excellence.

Tetley Tea – Delta Cafés | Nabeiro Group | 2010 – 2011

Senior Brand Manager
Directed the comprehensive marketing strategy for the brand in Portugal, encompassing aspects from research and development to sales.
Administered the budget allocation for both ATL and BTL strategies. Spearheaded the advertisement initiatives for the product, orchestrated marketing research endeavors, and supervised distribution channels. Oversaw all multifaceted activities pertaining to the brand, ensuring a cohesive and synergized approach. Fostered collaborations with all internal departments and external suppliers actively involved in the sales and marketing of the product or service, facilitating seamless operations. Managed the financial  performance of the products,
maintaining a keen focus on profitability. Provided strategic direction and insights for the development of Channel, Customer, and Field Sales strategies, aligning them meticulously with business requisites. Undertook business decisions for the brand, grounded on a profound understanding of key issues and evolving trends. Championed the creation of competitive gaps through business efficiency enhancements at every juncture of the value chain. Devised and executed the Marketing and Communication Plan for the Tetley brand in Portugal, ensuring a robust presence and market penetration.
• Escalated market share by an impressive 15% within a year and improved the gross margin by 4.5%.
• Pioneered the initiation of the first multichannel campaign in Portugal, setting a trend in the industry.
• Secured partnerships with two significant new clients, expanding the brand’s reach.
• Was honored with the Tetley Special Award for outstanding performance in the year 2010.

Nielsen | 2006 – 2009

Retailer Consumer Specialist
Oversaw the complete engagement with retail customers, including Sonae, Pingo Doce, Dia Minipreço, Auchan, Intermarché, El Corte Inglés, and IKEA, encompassing a wide array of facets related to the consumer panel such as meticulous tracking, advanced analysis, customercentric surveys, and ad-hoc studies, including OTCs.
• Successfully managed a significant turnover of 1.1 million Euros, reflecting financial astuteness.
• Achieved a notable annual revenue growth of 11.5%, showcasing business acumen.
• Amplified customer satisfaction levels by a substantial 35%, indicating a heightened focus on customer service excellence.
• Was awarded with Two Achievement Awards for the exemplary work with Retailers Auchan (April 2008) & Intermarché (February 2008), underscoring a commitment to fostering productive retailer relationships.

Additional Experience
Associate Teacher at Escola Superior de Comunicação Social, where I specialize in imparting knowledge on New Technologies applied to Marketing; Sales & Distribution; and Marketing Atelier courses. 2016 – Present.
Associate Teacher at Escola Superior de Engenharia de Lisboa, focusing on Marketing and Communication modules. 2023 – Present.
Guest Speaker, at prestigious institutions including INSEAD, Nova SBE, and Católica University; additionally participated in several conferences encompassing a range of subjects such as marketing, strategy, media, public relations, communication, and branding, contributing to rich discussions and knowledge exchange in the industry.
Senior Client Service, Nielsen | Controller, Cetelem | Controller, Peugeot Portugal

Education
Executive Master in Marketing Management
ISCTE – INDEG Business School

Degree in Economics
ISEG – Lisbon School of Economics & Management

Executive Education
Católica Lisbon – Business and Economics | Commercial and Sales Management Program
Nova SBE Lisbon – Xba exponential business administration
University of Cambridge– Women leading change: shaping our future
INSEAD – Transforming your business with AI
StartSe – AI for Leaders
Flag – Social Media Marketing
Lisbon Digital School – Customer Journey & Design Thinking

Languages
Portuguese, English