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Clarity

Lincoln Tassi

Rio de Janeiro

Professional with a career developed in corporate strategy, marketing and project management in large multinational companies. Comprehensive experience in conducting strategic planning, trade marketing, portfolio and project management, and brand activation in multicultural and cross-functional contexts in Latin America and Africa.
Performance marked by analytical capacity and integrated business vision, transforming data insights into executive decisions and strategic direction. Strong ability to lead teams and global stakeholders, design and implement governance models, agile frameworks (Scrum, Kanban) and processes that increase operational efficiency and decision-making agility.
Experience in conducting LATAM strategic planning, aligning Strategy, Marketing, Finance and Commercial areas to prioritize initiatives and accelerate results.
Leadership skills of 360° campaigns (ATL/BTL, OOH, Digital, TV and influencers) in multiple international markets, with a focus on performance and brand consistency.
Background in implementing governance and portfolio management models, reducing the operational workload by up to 60% and increasing the productivity of the teams. Fluent in English and Spanish, with multicultural experience in Australia, combining global vision, collaborative profile and solid strategic execution skills.

$2.00/min

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Project Management

Senior Strategy Manager – 06/2024 | Current.
Strategic planning of Latin America, integrating areas of Strategy, Marketing, Finance and Commercial to boost the performance of the categories and identify growth opportunities.
Highlights |Achievement:
 Leadership of the regional planning and governance process, transforming data into executive recommendations and prioritizing high-impact initiatives.
 Conducting quantitative and qualitative research and data analysis (NielsenIQ, Scantech and internal sources) to support strategic decisions and portfolio plans.
 Design and management of strategic agendas with stakeholders, consolidating priorities, OKRs and execution frameworks, with a focus on governance and decision-making agility.
 Facilitation of executive forums and corporate events, structuring content, storytelling and dynamics of cross-functional collaboration between Marketing, Sales, Finance and Operations.
 Coordination of the resource prioritization process, directing investments to core initiatives and future growth platforms.

Cross-functional Project Manager - 11/2021 |12/2023.
Leadership of cross-functional strategic initiatives in Latin America, improving product and project management from planning to execution and scaling.
Highlights |Achievement:
 Structuring leadership governance, optimizing forums, cadences, KPIs and templates, resulting in a 60% reduction in the workload of the teams and greater decision-making agility.
 Implementation of agile frameworks and new work models, optimizing time-to-market and increasing the sense of ownership in commercial and marketing projects.
 Management of roadmap, prioritization, risks and budgets of LATAM strategic initiatives, with a focus on executive visibility and integration between areas.
 Conducting A/B tests, UX improvements and performance analysis, achieving 50% growth in the user base in three months.

Trade Marketing

Senior Trade Marketing Manager - 12/2023 | 05/2024.
Regionalization and execution of 360° campaigns (ATL/BTL, OOH, Digital, TV, Radio and Influencers) for Mozambique and Botswana, ensuring brand consistency, local adaptation and investment efficiency.
Highlights |Achievement:
 Leadership of the planning and execution of the 1st and 2nd quarters of 2024, including price reduction initiatives and integrated multichannel campaigns (media, store and brand experience).
 Strategic alignment with bottlers and agencies, delivering integrated store, media, experience and product launch plans, with more than 500 on- and off-premise activations.
 Budget management (DME), leading financial reviews and recovery plans in the face of goal deviations.
 Implementation of integrated operational governance, optimizing processes and reducing weekly meetings by 50%, with a proven increase in consistency in regional execution.
Events and Brand Activation Manager - 02/2023 |09/2023.
Planning and execution of national and regional brand activations (Lollapalooza, The Town, Carnival and others), focusing on consumer experience, influencers and brand content.
Highlights |Achievement:
 Strategic and operational direction of 360° events, leading agencies and suppliers from concept to execution, ensuring excellence in delivery and alignment with the brand identity.
 Leadership of campaigns and activations for Schweppes, with immersive experiences and partnerships with influencers, expanding organic reach on social networks.
 Coordination of mixology workshops with bottlers, strengthening the brand's presence in events and on-premise channels.
 Development of segmented activation toolkit, standardizing best practices and scaling execution by market.

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Member since November 2025