SPECIALIZED PROFESSIONALS MAKE UP THE MARKETING TEAM AT THE LATAM HUB, STRENGTHENING THE SEGMENT ACROSS THE REGION.
The Marketing team at the STIHL Latam Hub works to accelerate the brand’s growth across the region. The team, made up of seven professionals (see photo), brings together specialists responsible for strategic areas:
• Regional Marketing Strategy, Annual Planning, and Controlling: overall coordination across countries and alignment of marketing priorities in the region, under the responsibility of Rafael Zanoni.
• E-commerce: regional expansion of online sales, support for local platforms, and development of an integrated omnichannel presence, led by Sven Laure.
• Marketing Systems: support for platforms such as CRM, marketing automation, and PIM, as well as the implementation of new solutions, training, and the sharing of best practices. The area is managed by Vivian Maltha (while she is on maternity leave, Marcela Duca is serving as interim lead).
• Business Intelligence: generating data, market research, and insights to support importers’ strategic and competitive decisions. This area is led by Mariane Loureiro.
• Content and Communications: adapting and coordinating global content and regional productions, ensuring brand consistency, supporting communications initiatives, and giving markets access to ready-to-use materials. Priscila Schwanke is responsible for this area.
• Trade & Retail Marketing: connecting global strategy with execution at points of sale, supporting campaigns, materials, stores, showrooms, and the implementation of ShopSystem. The area is coordinated by Natália Froner.
• Performance: supporting the definition of metrics and indicators, campaign analysis, dashboard creation, and the identification of opportunities in SEO, GEO, and paid media, under the responsibility of Mégui Moraes.
To support this work, the team uses a range of communication portals and channels, including APP LATAM, the Brand Portal, MediaCenter, and SharePoint. These platforms bring together news, guidelines, campaigns, photos, videos, and other materials needed for marketing activities.
In addition to these platforms, the team maintains regular update channels. The Monthly Newsletter, available in the app and sent by email, brings together the month’s main highlights. The NewService digital magazine, published quarterly, features product news, best practices, and relevant events.
