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Julia Costa

@juliacosta1

Marketing Manager at BRF building food brands through campaigns, partnerships, and a Perdigão AI chatbot with 45,000 conversations.

Italy

Message

At BRF, I lead brand strategy and integrated activation for the Perdigão portfolio across CRM, retail media, sponsorships and shopper channels. For a Christmas food-donation campaign with Mesa Brasil Sesc, I negotiated the partnership, managed the contract and planned the campaign, which drew 80,000+ organic comments.

I also led Sing with Perdigão, a generative-AI WhatsApp chatbot connected to a prime-time music reality show. It generated 45,000 conversations, 5x interactions, 9x the benchmark click-through rate and a 28% increase in digital engagement.

Previously at BRF, I led Sadia's repositioning, from consumer research through its new identity and packaging across ~400 SKUs; the brand moved from #16 to #7 in Brand Finance's 2024 ranking. At PepsiCo, I adapted global campaigns for Brazil and helped launch Ocean Spray in the market, expanding distribution across 100+ key accounts.

Experience

Work history, roles, and key accomplishments

Current

Marketing Manager, Perdigão Brand Portfolio

Current

BRF S.A.

Jul 2024 - Present (2 years 4 months)

Led brand strategy and integrated activation for Perdigão, one of Brazil's leading food brands, across CRM, retail media, sponsorships and shopper channels. Ran the Christmas food-donation campaign with Mesa Brasil Sesc, which drew 80,000+ organic comments, and delivered the Christmas campaign using full-funnel KPIs and brand diagnostics.

Brand Strategy Integrated Campaigns CRM Retail Media Sponsorship Shopper Marketing Agency Management Full Funnel KPIs Branding Diagnostics Generative AI WhatsApp Business Chatbots Cross functional Leadership

Marketing Manager, Sadia Brand Portfolio

BRF S.A.

Sep 2022 - Jun 2024 (1 year 9 months)

Led the repositioning of Sadia, one of Brazil's largest food brands, from ~1,300 consumer inputs, moving the brand from #16 to #7 in Brand Finance's 2024 ranking. Launched the new platform through a 360° campaign and managed Lollapalooza and NBA Brazil partnerships.

Brand Repositioning 360° Brand Campaigns TV OOH Digital Social Streaming Retail Partnership Management Influencer Strategy Social Architecture Media Optimization

Marketing Coordinator

BRF S.A.

Apr 2020 - Sep 2022 (2 years 5 months)

Created BRF's first branded-content series on Globoplay (5 episodes), managing concept, talent, media amplification and rollout; Effie Awards Brazil 2023 finalist. Coordinated integrated campaigns across digital, retail, influencer, shopper and experiential channels, and led the website relaunch and SEO improvements.

Branded Content Content Strategy Integrated Campaigns Digital Retail Influencer Marketing Shopper Marketing Experiential Marketing Website Launch SEO

Marketing Analyst III

BRF S.A.

Mar 2018 - Apr 2020 (2 years 1 month)

Built KPI dashboards and performance reports for senior leadership, supporting data-informed brand, category and campaign decisions. Delivered a Christmas campaign and packaging launch for the seasonal portfolio, achieving +3pp value share.

KPI Dashboards performance reporting Data Analysis Brand Strategy Retail Execution Packaging

Marketing Analyst II

PepsiCo

Oct 2016 - Apr 2018 (1 year 6 months)

Delivered activations at Rock in Rio, CCXP and UEFA Champions League in Brazil, with POPAI 2018 recognition. Adapted global snack, beverage and food campaigns into locally relevant plans across digital, retail, shopper and experiential channels.

Event Marketing Activation Creative Campaign Adaptation Digital Retail Shopper Marketing Experiential Marketing Consumer Insights

Marketing Analyst

PepsiCo

Apr 2015 - Sep 2016 (1 year 5 months)

Launched Ocean Spray in Brazil by adapting global communication, shaping go-to-market execution and expanding distribution across 100+ key accounts. Created trade marketing ROI dashboards with Finance, improving budget allocation and P&L support.

Product Launch Go To Market Trade Marketing ROI Reporting Budget allocation P&L Support Key Account Management