Luciana Herrmann

Luciana Herrmann Luciana Herrmann es una persona influyente

Directora de Comunicación Regional Nissan LATAM | Reputación Corporativa | Women of Worth 2024 | TOP 10 Líderes de Comunicación LATAM | Autora de Best Seller | Juez Effie Awards | Diversity on Boards

Área metropolitana de Ciudad de México
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I am Brazilian expat and a Marketing / Communications Brand and Product strategist with 20 years’ experience as a creative professional building integrated campaigns for the auto industry, retail sector, and B2B services. I have assembled, developed, and led seamless multicultural teams in cross-border operations in Brazil, Japan, Venezuela, and Mexico.

As Communications Director at Nissan Latin America, I am responsible for our mission-driven Corporate Communications, Product Communications, CEO Positioning platform, Thought Leadership efforts, and Planning & Operations.

Globally-minded, strong work ethic skills, and empathetic. I believe in communications as a mean to create stronger bonds and build real connections among people, cultures, and nationalities.

As an additional role, I am heading the DEI Committee for the company, in the Women Development Pillar. Diversity for me is the key for a better future for everyone. As a result of the work done in this area, I have coordinated and written a book to inspire other women in their careers, which became a best-seller in Brazil. Additionally, it’s been a pleasure to be recognized as “Women of Worth 2024” by WWCoty international journalists organization.

Artículos de Luciana

Actividad

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Experiencia

  • Nissan Motor Corporation

    Nissan Motor Corporation

    9 años 11 meses

    • Gráfico Nissan Motor Corporation

      Diretora Regional de Comunicação Latam Nissan & INFINITI

      Nissan Motor Corporation

      - actualidad 2 años

      Cidade do México, México

    • Gráfico Nissan Motor Corporation

      Communications Director at Nissan in Mexico

      Nissan Motor Corporation

      - 4 años 9 meses

      México

    • Gráfico Nissan Motor Corporation

      Head of Global Marketing Datsun in Japan

      Nissan Motor Corporation

      - 1 año 5 meses

      Yokohama, Kanagawa, Japão

    • Gráfico Nissan Motor Corporation

      Deputy Director of Corporate and Product Communications for Latin-American and Caribbean in Mexico

      Nissan Motor Corporation

      - 3 años 9 meses

      Cidade do México e Região, México

  • General Motors

    General Motors

    13 años 1 mes

    • Gráfico General Motors

      South America Marketing Manager

      General Motors

      - 2 años 10 meses

      SP

      Responsible for the implementation of marketing department in the region, leading local and pan regional marketing teams. Direct involvement in Global Marketing activities, recruiting, definition of procedures and communications in the South America Region. Main responsibilities include:
      • Global Brand Strategy Implementation, Product Positioning and Launching Strategies.
      • Lead and Implementation of Marketing Campaigns
      • Implementation of Media Plans (Offline and…

      Responsible for the implementation of marketing department in the region, leading local and pan regional marketing teams. Direct involvement in Global Marketing activities, recruiting, definition of procedures and communications in the South America Region. Main responsibilities include:
      • Global Brand Strategy Implementation, Product Positioning and Launching Strategies.
      • Lead and Implementation of Marketing Campaigns
      • Implementation of Media Plans (Offline and Online)
      • Negotiation with Media Channels
      • Budget negotiation and definition

    • Gráfico General Motors

      Media & Budget Manager in the Marketing Area

      General Motors

      - 3 mes

      São Paulo e Região, Brasil

      Responsible for all Campaigns Media Planning, Approvals and Implementation, Negotiation with Media Companies both in Offline and Online Strategies.

    • Gráfico General Motors

      Marketing Supervisor at GM Venezuela

      General Motors

      - 1 año 3 meses

      São Paulo

      Designated supervisor responsible for: (1) training and developing the Marketing team based in Venezuela to prepare and execute long-term plans with integrated marketing campaigns related to launching of new products; (2) launching two new vehicles; and (3) implementing a Brand Campaign. Successfully completed the assignment, with the recognition of GM Venezuela President. One of the cars we launched has significantly increased its brand awareness and market share, having achieved market…

      Designated supervisor responsible for: (1) training and developing the Marketing team based in Venezuela to prepare and execute long-term plans with integrated marketing campaigns related to launching of new products; (2) launching two new vehicles; and (3) implementing a Brand Campaign. Successfully completed the assignment, with the recognition of GM Venezuela President. One of the cars we launched has significantly increased its brand awareness and market share, having achieved market leadership two months after the launching. Today it is the most popular vehicle of GM Venezuela. The implemented Brand Campaign has helped Chevrolet Venezuela increasing its market share.

    • Gráfico General Motors

      Premium Channel Supervisor

      General Motors

      - 1 año 1 mes

      Brasil

      Responsible for implementing Sales Channel for Premium Products. Development of the operation structure, distribution model, sales training, Dealership preparation and support with marketing plan implementation.

    • Gráfico General Motors

      Marketing and Communications Coordinator and Previous Sales Operations

      General Motors

      - 8 años 10 meses

      São Paulo e Região, Brasil

      Responsible for the communication strategy of over 10 brands, including the Chevrolet Brand. Activities included: positioning discussion, planning, briefing, execution of communication plans and coordination of market researches, endomarketing plans and results report. In addition, was responsible for Budget control, promotions and development of Online campaigns and Media plans. Successfully implemented the first Online Campaign using virtual reality. Such campaign led the website to achieve…

      Responsible for the communication strategy of over 10 brands, including the Chevrolet Brand. Activities included: positioning discussion, planning, briefing, execution of communication plans and coordination of market researches, endomarketing plans and results report. In addition, was responsible for Budget control, promotions and development of Online campaigns and Media plans. Successfully implemented the first Online Campaign using virtual reality. Such campaign led the website to achieve record number of visitors.

  • Gráfico B2W Digital

    Business Manager/ Product Analyst

    B2W Digital

    - 1 año 4 meses

    São Paulo Area, Brazil

    When Brand Analyst, responsibilities involved positioning of the technology product lineup, pricing and margin definition, market analysis, negotiation with suppliers such as HP, Dell, Xerox, Canon and others, communications plan and team training. Promoted to Business Development Manager and the main activities included: development of supply contracts in São Paulo and Belo Horizonte, where I´ve developed some of the new contracts of the company.

  • Gráfico Fundação SOS Mata Atlântica

    Coordinator of the Marketing & Commercial Dept

    Fundação SOS Mata Atlântica

    - 1 año 8 meses

    São Paulo e Região, Brasil

    Responsible for planning and managing activities related to communications, promotions, events and recruiting. Developed the marketing and commercial departments structure. Coordinated the elaboration of campaigns together with advertising agencies and managed the relationship with such agencies.

  • Gráfico Amcham-Brasil

    Trainee and Senior Trainee - Commercial Area

    Amcham-Brasil

    - 1 año 8 meses

    São Paulo, Brasil

    Responsible for developing new members for AmCham and selling services and media adds. Promoted to Coordinator in June, 1997. In such role, trained and supervised groups of up to 20 trainees.

Educación

Licencias y certificaciones

Aptitudes

Cursos

  • Creative Problem Solving at Buffalo University, New York

    -

Proyectos

  • Livro Uma Sobe e Puxa a Outra

    “Uma Sobe e Puxa a Outra” é um livro de minha autoria, com outras 44 líderes que reune histórias de vida, lições e reflexões pensadas especialmente para impulsionar mais mulheres a ir cada vez mais longe!
    44 histórias, de mulheres resilientes, que desafiam o status quo e é só o começo!

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Idiomas

  • Inglês

    Competencia profesional completa

  • Alemão

    Competencia básica

  • Espanhol

    Competencia profesional completa

  • Japonês

    Competencia básica

  • Português

    Competencia bilingüe o nativa

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