Jeni Lima
Professional Biography
Professional Biography
Jeni is a senior executive who played leading roles in the Consumer Insights area, with a strong combination of research and business experience which helped build her reputation as a trusted advisor driving consumer-based business decisions.
Relevant accomplishments
Since 2014 Jeni is working as an Independent Consultant to companies like: O Boticário, Laureate International, Mastercard, Nutrimental, Provokers/BTG Pactual.
Jeni also is a volunteer advising young adults starting in their professional life.
By the end of 2008, Jeni assumed as Consumer Insights & Strategy Director at Kraft Foods Brazil (Mondelez today) with the objective of leading a turnaround in the area, building a high performing organization to inspire and influence business decisions. In 2 years, Kraft Foods was recognized by the Brazilian Association of Market Research as a benchmark and as having the “dream team” in Consumer Insights. The development of a consumer-driven strategy for Tang help grow the business and build another 1 Billion-dollar brand and was a reference for other Kraft subsidiaries across the globe. Jeni lead the work to review/build the strategies for brands like Philadelphia, Bis, Sonho de Valsa, Lacta, Club Social, Belvita, Oreo, Trident and Halls. With the acquisition of Cadbury, Jeni became part of the Integration Team, responsible for defining the Marketing and Insights capabilities of the company, working in partnership with the global Marketing Team to develop and standardize capabilities through different categories. As the companies were integrated, Jeni lead the consolidation of knowledge about the key consumer targets addressed by the brands, with global recognition for the work done for Young Adults (18-24yo). She also led the construction of Strategic Analytics capabilities, building partnership with an expert supplier to run Marketing Mix Models in order to identify business growth drivers, improve Pricing and Promotion Elasticity models, evaluate Marketing Efforts Effectiveness and ROI, plus providing cross-category optimization analysis to identify Revenue and Profit growth opportunities.
As Business Development Director at Research International (2007-2008) she turned-around the business, rebuilt the team and boosted client relationships. After 18 months, 37 executives were hired and integrated, relationship with key-clients were revamped and at least 15 important clients were conquered (Vivo, Kimberly Clark, L’Oreal, Nestlé, just to mention some), boosting RI reputation, revenues and profitability, as a result of much better services delivered to clients.
Jeni started her career at Indicator in the late 80s, when the company acted as a consulting organization supporting companies that did not have market research departments. She worked with different types of research methods and sources to build market studies for different categories. In order to support Procter & Gamble entrance in the Brazilian Market, she worked in several Ad Hoc projects and then developed a new area at Indicator to monitor the new launches and ensure P&G’s strategy was being implemented at the POS. The services launched became a reference in the market by its agility to provide clients with POS data on a store by store basis and grew to be used by 65 companies (P&C, Coca-Cola, Unilever, Colgate, etc).
After the acquisition of Indicator by the German company GFK in 2000, Jeni assumed as Client Services Director for the whole business, which included the Ad Hoc Qualitative and Quantitative tools. She became part of GFK’s Excellence Team, responsible for building the multinational company an Integration Strategy to incorporate new companies around the world (GFK acquired 60 countries in more than 20 countries by then). Locally, she improved the commercial strategy for the Brazilian operation, conquering new and important clients and developing a new team to better understand clients and prospects business prior to recommending research plans and the new tools being launched in the country. This new mindset allowed the company to double its size and increase profitability significantly, while developing long-term relationships with clients.
Profile
Jeni is recognized by her peers not as a researcher, but as business woman with strong ethics that is passionate about consumers and turning Insights into Action. She believes in the power of developing people, leveraging their individual strengths and building strong and complementary teams that can truly act as Trusted Advisors to organizations.
BA degree (PUC-SP) and Knowledge Management specialization (FGV), plus several courses in Marketing, Category Management and Research locally and internationally.