Maira Mendonca

• Responsible for developing and structuring the Marketing Strategy for ‘iFood Groceries’, building an institutional and promotional calendar, based on data and metrics for better performance, making connections between iFood, partners, industries and other stakeholders; • Interface with strategic areas such as Commercial, PR, Branding, Product, Logistics, Media, CRM and Trade, developing the Marketing Plan based on business objectives, and connecting with the macro-strategy; • Built and lead the internal Industry Partners in Grocery area, prospecting and building relationships with the main market brands, with a promotional agenda focused on sellout increasing market share, boosting sales for the app, and helping brands to increase their e-commerce performance; • Full funnel communication approach: from awareness to performance, developing campaigns, with paid, owned and earned (PR); • Customer value management: adding value in the life cycle of customer acquisition, activation, retention and reactivation through a personalized approach via CRM, through campaigns in different channels online and offline, focusing in growth and performance. • Develop strategies, test and implement new business models, with a focus on improving the customer experience and the results of the grocery segment; • Responsible for prospecting growth opportunities, keeping up with market indicators, trends and competition reviews.

- Developing strategies and initiatives to increase sales, deliver high value costumer experiences and build long-term business, always in search of improving results for our stakeholders, including omnichannel projects: Black Coins - Black Friday campaign envolving Augmented Reality (AR) technology; launching the brMalls Marketplace in the new APPs (“e-Shopping”) and the Loyalty Program (“Viva”). - Establish, evolve and implement country’s consumer marketing strategy; - Communication Strategy, developing and executing insight-driven integrated marketing campaigns, with digital focus, including launching the 1º marketplace of brMalls, the Loyalty Program and cashback campaign with Ame. - Corporate Marketing Projects Development, including entertainment platforms and consumer experience, for more than 26 shopping malls, such as: Licensed Events (ex: Disney, Universal, Nickelodeon); Gaming and E-Sports events (new plataform); Gastronomic Projects; and Colabes and Cobranding. - National deployment leadership of promotional campaigns on Key Retail Calendar Dates of the year (Mother's Day, Black Friday and Christmas), Sales, POS activation and sales leverage fronts. - Monitoring, development and elaboration of KPI’s: key performance indicators, analyses deviations and managing actions, ensuring connection between marketing and sales, with the areas of Trade, Projects and Products. • Participation in the Commercial & Marketing Successors Program. • Participation on brMalls Partners & Endeavor Program Scale Up, as a Connector for ‘Pantys’ Brand. • Part of the Diversity discussion board Group at brMalls: "Aliades".

Shopping Malls of Portfolio SP.CO: Shopping VillaLobos, Tamboré, Mooca Plaza, Jardim Sul, Campo Grande, Metrô Santa Cruz, Goiânia, São Bernardo Plaza, Campinas, Piracicaba e Estação Cuiabá. • Strategic Planning for Regional and Shopping Malls, with strong project management and decision-making; • Marketing and Communication Strategy; • Cooperated Projects and negotiations, including Events and Campaigns; • Projects with consultancies, such as WGSN and institutes of research; • Interface with the Advertising, Digital and PR. • Creating of the “Multipliers Project”, to engage marketing teams, stimulating collaboration, sinergy and innovation. • Task Force - Shopping Estação Cuiabá Opening (Oct/2018).

Head of Marketing on the largest shopping mall NOI and one of the largest in the country. Participation in Comemercial Committess for strategic decisions of new stores/brands, focusing on long-term positioning, diferentiation and asset valuation • Planning, Execution and Measurement of campaigns, actions and events; Reports on results, ROI, among other performance indicators; • Management (cash flow, OBZ); • Digital Platforms; • Highlight: “Fake Store”, case registered in Cannes. • 1st place: PES Award (Shopping Center Excellence Program) 2015, in Marketing Category. • "INSPIRA brMalls" award, which recognizes the most Inspiring Leaders in the Company

Head of the biggest shopping mall of Minas Gerais and one of the five more importants of brMalls. I received the ‘BRMALLS PLAN’ Award for the Value “Execution with Consistency and Efifciency” – 1st position. Award “Valores em Ação” (“Values in Action”) for the Project “Risk Media” – 1st position. 2st place: PES Award (Shopping Center Excellence Program) 2015, in Marketing Category.

• Planning, execution and measurement of campaigns, actions and events that relate to the positioning of the mall and the customer experience in the mall. • Team management. Interface with the Advertising and Publicity Agency, Press Office / PR, suppliers, as well as interface and relationship with Tenants and Association of Tenants. Experience in Crisis Management. • Participation in the inauguration of the Shopping Campo Grande Expansion, with the execution and implementation of the campaign and event to launch the new area, in addition to the communication and maturation actions. Participation in the Task Force of this inauguration. • Responsible for the implementation of the Customer Service Service / Espaço Família at Shopping Campo Grande, as well as the Intranet for Tenants, among other joint actions with the other areas that placed the enterprise in 1st place in the ranking of the Brmalls NPS Survey in the period management. • Development of the Annual Marketing Planning. • Monthly presentation of results reports (management by indicators), with analysis of sales, flow, ROI, program of excellence, among other performance indicators. • Management of the Shopping Promotion and Advertising Fund. • Management of Shopping Digital Platforms. • Participation in the Commercial Committee, with contributions regarding the composition of the project's brand mix. • Commercial negotiations for prospecting sponsorships and partnerships for campaigns and actions of the enterprise. • Relationship with the main stakeholders, involving the press, digital influencers, public authorities / unions, local opinion makers, etc. - • Participation in the Task Forces to inaugurate Shopping São Bernardo (SP) and Center Shopping Uberlândia (MG) Expansions.

Creative and project management aspects, develop creative briefs and guide creative direction to meet objectives for a full stack advertising and communication, including all online and offline channels, understanding with the local market, local culture and marketing opportunities; Develop multi-channel campaigns; Work in partnership with Client and Agency team with feedback on a ”need-to-know” basis; Manage and follow guidelines and internal process; Budget forecast and ensure executions are fully updated; Experience with digital marketing and social media strategy; Present ideas and deliverables for internal, external teams and partners, direct contact with senior leadership on campagins, strategies and deployment.

Account Executive, performing Service and Planning for clients such as: Flamboyant Group (Flamboyant Shopping Center, Flamboyant Urbanismo and Instituto Flamboyant), Catral Automação e Refrigeração, Samedh Multisaúde, LG Sistemas and O2 Wellness. Developing Customer Service and Account Planning activities; Direct contact with customers; Preparation of briefings, presentations, schedules and internal flows; Presentation of campaigns; Monitoring, coordination and support for other areas internal agency.

Account and Planning of the largest account of the agency: EBM Incorporações (market leader in the real estate segment, in Goiás). Direct contact with the client; Preparation of briefings, presentations, schedules and internal job flows; Presentation of campaigns; Monitoring, coordination and support for other internal areas; development of reports and budget control.

Account Executive and Account Planning Intern at CAI (Coordination of International Students at UFG) and at the UFG Selection Center. Internship completed to begin academic exchange abroad.

Trainee, in the 1st year, and after elected as President of the agency. Advertising agency / Student consultancy; Prototype incubator in Federal University of Goias (UFG): Junior Enterprises are non-profit companies run entirely by university students. They provide services, in their fields of study, to other companies, entrepreneurs and society as a whole. The projects executed by JEs allow "Ponto & Virgula" to positively impact their clients while applying their knowledge on real problems of the market.

Meetings with the Councilwoman Cidinha Siqueira (Comission's President) and entities; Realization the 1º Inclusive Festival, event speccialy developed for people with disabilities; Initiatives and politics about diversity and inclusion.