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Raquel Kishimoto Passarelli

Marketing Analyst at Nestlé/Nespresso

Work experience

Dec 2012Present

Marketing Analyst

Nestlé Nespresso
  • Brand Awareness and Visibility

- Ensure brand positioning in line with global strategy and local tactics
- Coordination of production of all non-durable POS/sales materials
- Development of best in class visibility material for Nespresso in B2B/HORECA
-Development of the local emailing plan
-Agency Coordination
-Product/Services launches & sales push

  • Lead Generation

- B2B Lead generation activities 

  • Customer focus & Internal activities 

- Implementation of the activities together with commercial and international B2B teams
- Develop or support clients/agents on the development of visibility materials,
- Planning and execution of customer´s direct marketing activities
- Local campaigns implemented

  • Budget Management

- Support the tracking and control of the B2B marketing budget
- Post-evaluation and efficiency analysis of the different marketing activities

Jun 2011Nov 2012

Marketing Analyst

  • Assisted on the communication efforts with media journalists and PR strategies.
  • Helped on the communicationwith social network fans and managed relationship with final consumers.
  • Assisted on the coordination of the PR agency, research institute and advertising agency.
  • Ad hoc marketing projects like TV shooting, print, digital.
  • Responsible for writing all external marketing material and communication, including website content, marketing emails and all localization efforts.
  • Write, manage and own casestudies for the Brazilian market of successful couples.
  • Assisted on the management and production of adcampaigns(print, TV-local shooting and digital). 2 recommendations available upon request
Sep 2008Oct 2009


LKM Tecnologia
Sales at (1 ano 2 meses) Responsible for sales of SAP and Mastersaf consulting services, as well as management and project implementation.



Bachelor of Languages

Pontifícia Universidade Católica de São Paulo

Business Marketing Associate's Degree

Universidade Anhembi Morumbi


Brand Development
Digital Marketing
Fluent English
Fluent Portuguese


Ohana Pupo Surf School

Former surf teacher at Miguel Pupo's family surf school

Additional Honors and Awards

Nov 2013Nov 2013

1st place on the Nespresso Project Case Competition

Nespresso Brazil

Internal contest of innovation projects.

Nov 2008Nov 2008

Cultural Experience – PMSP 

Mayor's office of São Paulo

Selected by the Mayor´s Office of São Paulo for the cultural project carried out at the Tomie Ohtake Institute, through a competition covering all state, with thousands of contestants.