Anna Luiza M.

Responsible for implementing and structuring the consumer insights area for Hormel Foods' international division. Implement tools to guide execution and methodologies for brand understanding and innovation launches (food service and retail).

Responsible for managing global research for the TRESemmé brand. Planning and executing research to generate insights supporting brand growth in the region. Tracking and reporting KPIs (brand, consumption, purchase), identifying gaps and opportunities to improve brand performance. Constant monitoring of market trends, using new methodologies and tools to support brand innovation launches, and delivering positive business impact by translating data into insights, always through the consumer perspective.

Responsible for implementing the Social & Business Analytics area, supporting the Foods & Refreshments category. Generating insights based on integrating social data, search data, business data, and market data (market share, penetration, traditional research). Identifying trends and opportunities for the category (white spaces, co-branding, M&A), digital campaign analysis, understanding habits and attitudes, crisis monitoring, and brand positioning.