Pauline Hyde Dapelo

- Lead key marketing strategies that support regional goals accomplishments, guaranteeing alignment and execution in the top countries, ensuring local execution of sustainable differential advantages, positioning and branding assets, driving business division growth in Latam to tripled its size in 2020 - Structured the Marketing Latam department by incorporating BI, Digital and HEOR. Responsible for NPI upstream and downstream interfaces, launching four COVID-19 rapid test solutions within a very short timeframe in 2020, and two more in 2021 - Lead Strategic Growth Plan Initiatives Innovation Axis responsible for 12 MVPs

Franchise acquired from Johnson & Johnson as part of Diabetes Care worldwide divestiture. Brazil full operation has transitioned to the buyer and Chile, Argentina, Colombia, Ecuador, Peru and Caribbean are still on transition evaluation process - Hyper care post transition business from Johnson & Johnson Brazil to a local distributor, supporting Finance, Planning and Marketing activities - Lead and support Argentina, Colombia, Chile, Ecuador, Peru and Caribbean markets pre-close date on Finance, Planning and Marketing

Responsible for business unit/franchise (Marketing, Sales and Trade Marketing) with full P&L responsibility in Brazil. Growth strategies definition and implementation for OneTouch glucose meters in Brazil, including Channel Strategy, Portfolio Management, Pricing and Communication strategies (focus on digital). Led high performing commercial, trade marketing and marketing teams, driving market share gain in pharma retail and presence expansion in public sector.

Responsible for OneTouch Brand Strategy definition and implementation in 15 countries in Latin America, Strategic Planning, ATL and BTL Communication, Business Analytics and Regional Call Center. Deep experience leading key marketing strategies in Latam. Guarantee alignment and execution in the top countries, ensuring local execution of sustainable differential advantages, positioning and branding assets. Experience leading media and digital campaign, seasonal campaigns, BTL initiatives, consumer insights, consumer and trade promotions. Active participation in Global forums, shaping the environment to address Latin America needs

Consulting role at Condere Estratégia e M&A and at AllSenses Comunicação Estratégica, providing strategic planning, new business development strategy, marketing strategy, and supporting the agency on strategic services offerings’ developments.

Responsible for Consumer Care and OTC brands acquired from Shering Plough. Franchises: UR (Claritin®, and Afrin®), Sun Care (Coppertone®) and Foot Care (Dr. Scholl’s®), accounting for a USD 44M business, driving 103% sales growth in 2011 and 86% in 2012. Launched two, successful brand-building advertising campaigns which combined with the development and implementation of media strategies resulted in improved efficiency and accelerated sales growth and profitability

Responsible for M&A in Latin America – Conduct assessments with a regional and local focus and provide recommendations of companies, brands and/or dossiers acquisitions in the pharmaceutical market in LatAm. Identify and prospect New Business Opportunities including pipeline definition and projections; new category identification, entry strategy assessment, and switches opportunities evaluation and implementation. Lead multi-functional teams for New Product Introduction, white space and opportunities mapping, and recommendation.

Responsible for the OTC brands acquired from Pfizer and J&J brands. Franchises: UR (Benalet®, Resprin®, and Sinutab®), DH (Mylanta® and Agarol®), SC (Nicorette®), Others (Caladryl®, Regaine® , and Masse®); and THC (Band-Aid®, First-Aid® and Perfex®) Responsible for sales of USD 73M (51% of sales of USD 53M OTC division and USD 20M for Band-Aid®), managing budget of USD 10M mainly for OTC brands. Responsible for the transition plan of the brand name Tylenol® from Janssen-Cilag to Johnson & Johnson

Responsible for the Company brand changing strategy from “AGF Seguros” to “Allianz” (local name company to a global name) Consulting and support for product departments in strategy definition on products and differentiation, production of promotional materials and relationship events with clients.

Management of the Flagship brands (Buscopan®, Dulcolax®, Guttalax® and other two brands under pre-launching phase. Responsible for 48% of the division media investments. Growth of 29% of Buscopan® brand sales in year 2004 and leadership consolidation through target expansion (brand switch into OTC). Member of the international group composed by seven countries which defined the worldwide long term strategy for Buscopan®, Mucosolvan®, Bisolvon® and Dulcolax® brands. New product development, communication campaign planning and execution.

Management of Mon Bijou® fabric softener, Limpol® and ODD® dishwashers and new products development.. Mon Bijou® fabric softener re-launch, surpassing the target by 30% and gaining 2 positions in market share between years 2000 e 2001. Limpol® brand revitalization trough new packaging and new communication approach maintaining leadership position.

Joined 3M Brazil as a Marketing Executive trainee on March’94. Exposure to a six month business training in both consumer and industrial markets, working in several business units. Product line management including profitability and expenses analysis. Frequent relationship with U.S.A. headquarters to align local actions with global strategies. Product line rationalization which included bilingual packages in the whole scrub sponges resulting in economy on stock of 20% and 3M Brazil starting to be source of supply for other Latin American countries.