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Natalia Tosta

@nataliatosta

Brand manager at Newell Brands who transformed Invicta and developed an AI-powered portfolio tool that guides investment and assortment decisions.

Brazil

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At Newell Brands, I managed brand, portfolio, and business strategy for Coleman, Contigo, and Invicta in Brazil, with P&L responsibility. I developed a proprietary portfolio-analytics tool using AI that now guides investment and discontinuation decisions across the company's segments.

I led Invicta's strategic repositioning, visual identity reconstruction, and 360° rollout across its touchpoints. The work received a Brazilian Design Award (BDA), Bronze category.

I also structured the Coleman × Netflix partnership in Brazil and led an e-commerce platform migration from VNDA to VTEX. Earlier, I developed and launched Bule Viena, Invicta's flagship item, and created and launched the Plena brand from concept to market entry.

Experience

Work history, roles, and key accomplishments

Brand Manager | Outdoor & Recreation

Newell Brands

Jan 2023 - Sep 2026 (3 years 8 months)

Strategic brand, portfolio, and business ownership for Coleman, Contigo, and Invicta in Brazil, with P&L responsibility. Developed portfolio strategies, structured the 5-Year Brand Plan, and implemented a proprietary portfolio-analytics tool that lifted average margin by ~2.6 p.p.

Brand Strategy Portfolio Management P&L management Product Innovation Go To Market Strategy Consumer Insights Analytics AI Claude AI A&P Budget Management

Marketing, Product, eCommerce & Trade Marketing Manager

Newell Brands

May 2020 - Jan 2023 (2 years 8 months)

Integrated ownership of Marketing, Product, e-commerce, and Trade Marketing, connecting portfolio strategy, product development, commercialization, and digital expansion. Led a direct team and structured local and imported product development strategies.

Marketing Product Development Ecommerce Trade Marketing Team Leadership Go To Market Strategy Sourcing Commercialization

Marketing Product Coordinator

Kohler Co.

Sep 2018 - Apr 2020 (1 year 7 months)

Portfolio and product strategy for the Brazilian market, coordinating with global teams at a global premium kitchen-and-bath solutions company. Adapted global positioning while preserving brand consistency.

Portfolio Strategy Product Strategy Brand Consistency Global Coordination

Marketing & Product Coordinator

Newell Brands

Jun 2015 - Sep 2018 (3 years 3 months)

Marketing and Product role following Newell's acquisition of Jarden, with experience across eight-plus brands and multiple consumer categories. Developed and launched Bule Viena, Invicta's flagship item, and led pricing, portfolio, and launches.

Marketing Product Development Pricing Portfolio Management Launch Category Management

Senior Marketing Analyst

Jarden Consumer Solutions

Nov 2014 - Jun 2015 (7 months)

Marketing and Product role across multiple categories within a global consumer brands portfolio. Developed marketing strategy, market analysis, and product initiatives for Coleman, Contigo, Abu Garcia, Penn, and Invicta.

Marketing Strategy Market Analysis Product Initiatives Consumer Brands

Marketing Analyst

Tigre S/A

Jul 2008 - Nov 2014 (6 years 4 months)

Marketing role for businesses with annual revenues exceeding R$ 200 million, connecting product, brand, and commercial execution. Led product development and Trade Marketing, including the creation and launch of the Plena brand.

Product Development Trade Marketing Brand Launch Commercial Execution

Administrative Office Specialist

Blunsdon House Hotel

Feb 2004 - Jun 2007 (3 years 4 months)

Administrative operations role supporting guest service and hospitality processes in the United Kingdom.

Administrative Operations Guest Service Hospitality

Education

Degrees, certifications, and relevant coursework

G4 Educação

Executive Education, Executive Leadership, Storytelling & Executive Communication, Marketing Funnel Strategy

2022 - 2022

Completed the G4 Pass executive education program at G4 Educação in 2022.

ESPM

Course, New Product Launch and Development

2015 - 2015

Completed a course in New Product Launch and Development at ESPM in 2015.

FAI - Center for Higher Education in Management, Technology and Education

Postgraduate Degree, Strategic Marketing Management

2013 - 2014

Postgraduate degree in Strategic Marketing Management from FAI - Center for Higher Education in Management, Technology and Education, completed in 2014.