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Franciele Kaufmann

Global Partnerships Manager (OPG Tier 1)

Summary

Tech professional focused on business strategy, client relationships and team management for sales/partnerships and services teams. Experience in online advertising on the publisher side (ad serving and programmatic) with past experiences in Advertising Agencies and Consumer Goods Industry - Account Management, Business Development, Merchandising and Channel Marketing.

Work History

Google

Jan 2016Present

Manager - Online Partnerships Group (Mountain View, CA)

- Manage one of the OPG's partnerships/sales teams, responding for the team's sales and OKRs results, giving guidance and leading a team of 4 account managers via 1:1 coaching and client's sponsorships. Managed low and high performers team members via PDPs, PEPs and PIPs;

- Lead the hiring for the T1 team, working with the recruiting team on defining levels and candidates profile, as well as selecting the resumes, interviewing all the candidates and defining the hirings with the rest of the hiring team;

- Define the strategy for the type of clients that will be managed and the portfolio size for each account manager. Negotiate the sales and OKR targets with sales finance and senior management. In 2017 redefined the entire scope of work and team structure, creating a new strategy of account management to my direct team, allowing them to manage accounts in a more effective and scalable way;

- Led strategic global OPG initiatives with the management team to reshape the business and make sure we are on the right track in a fast moving industry, working remotely and in person with stakeholders from all regions in the globe to strategize and implement the projects.

Google

Mar 2014Dec 2015

Team Lead - Online Partnerships Group (Mountain View, CA)

- Responded for the team's sales and OKRs results, giving guidance and leading a team of 4 account managers via 1:1 coaching and client's sponsorships. Defined the strategy for the type of clients that would be managed and the portfolio size for each account manager. Negotiated the sales and OKR targets with sales finance and senior management;

- Led the team meetings and set the team's priorities for each week/quarter. Created a collaboration spirit within the team, making it the best performing team in OPG North America;

- Actively managed a few accounts to keep on the top of business and industry changes and help the team on the execution, targets and industry insights;

- Responsible for strategic global projects, like our inventory growth strategy via DFP, leading the local teams in EMEA, APAC, LATAM and NA on the execution and managing the relationship with internal stakeholders like business intelligence, sales operations and senior managers and directors.

Google

Oct 2013Mar 2014

Strategic Partner Manager - Online Partnerships Group (Mountain View, CA)

- Managed strategic websites that are Google’s content partners in North America like FlightStats, Glassdoor, Salary.com and Woot. Responded for the revenue and relationship development in these partners to increase the earnings from advertising spaces that use AdSense, Ad Exchange and Admob, having success cases of business doubling their revenue;

- Created strategic plans and joint business plans to grow accounts using Google’s solutions like Double Click for Publishers and Ad Exchange and worked on new business opportunities to expand

Google

May 2012Sep 2013

Strategic Partner Manager - Online Partnerships Group (São Paulo, Brazil)

- Managed strategic accounts that are Google’s content partners in Brazil and Portugal like SBT (2nd biggest TV network in Brazil), NZN (one of the biggest online companies in Brazil) and Turner Brazil. Responded for the revenue and relationship development with publishers to increase the earnings coming their website's advertising spaces using Adsense, Ad Exchange and Admob;

- Created strategic plans and joint business plans to grow accounts using Google’s solutions like Double Click for Publishers and AdExchange and worked on new business opportunities to expand my partner's business to other media platforms like mobile sites, mobile apps and online videos;

- Developed tools and reports, like PubTargets that got expanded to the entire OPG Global team to control sales opportunities and have a more effective pipeline management; - Acted as a Google spokesperson in several sponsored events, giving lectures to people on how to make money on the web and showing market opportunities for the Brazilian internet audience.

Procter & Gamble

20102012

Business Development - Walmart Brazil Retail Team (São Paulo - Brazil)

- Responded for the soft discount banner Todo Dia in Brazil, being responsible for sales, product assortment and strategy development for all P&G brands in this banner. Planned and executed trade marketing activities, developed and implemented marketing projects based on category management and consumer behavior studies (Ex: Gillette Grooming Center);

- Managed the Walmart Supercenter format, responding for the sales volume and category strategies for this  banner, leading the introduction of big launches in Brazil like Downy and Head & Shoulders. Guided the merchandising team,  controlling their results and in-store execution. Worked close with the field supervisors and their teams of around 70 people. Participated on the development of marketing and category management projects like the Baby Care Center test in stores that unified all the baby related categories in the same space .

Procter & Gamble

20082010

Distribution Channel Supervisor (Rio de Janeiro, Brazil)

- Managed the biggest P&G distributor in Brazil, responding for the execution and revenue of its sales teams in the food and pharmacy channels. Trained and supervised the work of the sales and merchandising team (around 100 employees) and led the strategy for the distributor's sales managers and supervisors. Coached and trained new P&G’s sales supervisors, serving as a senior peer and mentor;

- Created, executed and monitored all the trade marketing activities in the distributor's territory like incentive campaigns and plans to increase coverage and distribution per store/channel type. Worked with the corporate trade marketing team to suggest and adapt their plans to the region;

- Coordinated local P&G’s trade marketing events for the channel, presenting  new products and projects to the main distributor's clients.

Procter & Gamble

20072008

Account and Operations Manager - Walmart South Retail Team (Porto Alegre, Brazil)

- Managed the Oral Care and Batteries categories, responding for sales volume and go-to-market strategy for each WM South banner, setting the right assortment, shelve space per product, and leading the merchandising and trade marketing activities;

- Responded for the stores operation, defining  the execution strategy and operation for the trade marketing agreements. Visited stores to check the execution and guided the merchandising team by doing in store coaching and monthly trainings. Worked with the channel marketing team on the definition of the best promotional materials to be used in the stores and developed projects to reduce out of stock to increase in store sales.

Mixmidia Comunicação

20062007

Media Executive (Porto Alegre, Brazil)

- Planned,  presented and executed media plans using market and audience researches, having full control of the budgets. Negotiated the buying of ad spaces and special media plans for local clients.

Vossa

20052006

Media Executive and Graphic/Electronic Producer (Porto Alegre, Brazil)

- Adapted marketing plans into media plans. Planned and executed traditional and alternative media plans like viral and public opinion campaigns. Negotiated media buying and worked with the agency's creative team to make sure the media and creative teams were aligned. 

­- Led the electronic and graphic production, working with  audio and video production studios, photographers and illustrators. Picked models and casting for the advertising campaigns and reviewed/negotiated contracts granting the use of image and voice in advertising materials.

Previous Experiences

20042005

In Propaganda (Advertising Agency )- Intern at Media and Creative Departments

The Walt Disney World Company - International College Program - Park Operations at Disney’s Hollywood Studios (Orlando, FL)

Education

Main Google Honors & Awards

  • Golden Awards for the Pub Targets Project (2013) - this tool allowed the LATAM team to have a better control of the managed targets, driving the team to better results and accurate forecast and ETC Project (2015-2016) that increased our access to inventory on more than 10% globally;
  • Several Spot Bonus for stepping in and leading the team during the manager's transition and for the implementation of out of the box ideas like client's website redesign (2014).

Languages

Portuguese (Native), English (Fluent) and Spanish (Advanced)