Andrea Dos Santos: The Rising Star in Marketing and Brand Building

Introduction

Andrea Dos Santos is a seasoned marketing executive with a proven track record of success in building and growing brands. She has held senior roles at several leading companies, including Procter & Gamble, PepsiCo, and Mondelez International. In her current role as Chief Marketing Officer of Mars Wrigley, she is responsible for developing and executing marketing strategies for the company's global portfolio of iconic brands, including M&M's, Snickers, and Orbit.

Under Dos Santos' leadership, Mars Wrigley has experienced significant growth in both revenue and market share. In 2021, the company generated $18 billion in net sales, a 6% increase over the previous year. Dos Santos has also played a key role in developing and launching several successful new products, including M&M's Caramel and Snickers Peanut Butter Squared.

Key Accomplishments

Dos Santos has been recognized for her accomplishments throughout her career. In 2021, she was named one of the "50 Most Influential Women in Business" by Fortune magazine. She has also been recognized by the American Marketing Association as one of the "Top 50 Marketing Executives in the World."

Here are some of Dos Santos' key accomplishments:

• Led the development and launch of several successful new products, including M&M's Caramel and Snickers Peanut Butter Squared.
• Oversaw a 6% increase in net sales in 2021, to $18 billion.
• Increased market share for several of Mars Wrigley's iconic brands, including M&M's, Snickers, and Orbit.
• Named one of the "50 Most Influential Women in Business" by Fortune magazine in 2021.
• Recognized as one of the "Top 50 Marketing Executives in the World" by the American Marketing Association.

Marketing Strategies

Dos Santos is known for her innovative marketing strategies. She believes in using data and insights to understand consumers and develop campaigns that are relevant and engaging. She also emphasizes the importance of building strong relationships with customers and creating a positive brand experience.

Here are some of Dos Santos' key marketing strategies:

• Use data and insights to understand consumers. Dos Santos believes that it is essential to understand the needs and wants of consumers in order to develop effective marketing campaigns. She uses a variety of research methods to gather data and insights, including surveys, focus groups, and social media listening.
• Develop campaigns that are relevant and engaging. Dos Santos believes that marketing campaigns should be relevant to the interests of consumers and engage them on an emotional level. She uses a variety of creative techniques to develop campaigns that are both memorable and effective.
• Build strong relationships with customers. Dos Santos believes that building strong relationships with customers is essential for long-term success. She focuses on creating a positive brand experience for customers at every touchpoint, from advertising to customer service.

Case Studies

Here are some case studies that illustrate the success of Dos Santos' marketing strategies:

• M&M's Caramel: Dos Santos led the development and launch of M&M's Caramel in 2017. The product was a huge success, generating $100 million in sales in its first year. Dos Santos used a variety of marketing tactics to promote the product, including social media, television advertising, and in-store displays.
• Snickers Peanut Butter Squared: Dos Santos also led the development and launch of Snickers Peanut Butter Squared in 2019. The product was another huge success, generating $50 million in sales in its first year. Dos Santos used a similar marketing strategy to promote Snickers Peanut Butter Squared as she did with M&M's Caramel.
• Orbit: Dos Santos has also overseen a significant increase in market share for Orbit gum. Under her leadership, Orbit has become the number one gum brand in the United States. Dos Santos has used a variety of marketing tactics to promote Orbit, including television advertising, social media, and in-store displays.

Conclusion

Andrea Dos Santos is a highly successful marketing executive who has played a key role in the growth of several leading brands. She is known for her innovative marketing strategies, her focus on data and insights, and her commitment to building strong relationships with customers. Dos Santos is a role model for other marketers and she is sure to continue to make a significant impact on the industry in the years to come.

FAQs

What are some of Andrea Dos Santos' key accomplishments?

• Led the development and launch of several successful new products, including M&M's Caramel and Snickers Peanut Butter Squared.
• Oversaw a 6% increase in net sales in 2021, to $18 billion.
• Increased market share for several of Mars Wrigley's iconic brands, including M&M's, Snickers, and Orbit.
• Named one of the "50 Most Influential Women in Business" by Fortune magazine in 2021.
• Recognized as one of the "Top 50 Marketing Executives in the World" by the American Marketing Association.

What are some of Andrea Dos Santos' key marketing strategies?

• Use data and insights to understand consumers.
• Develop campaigns that are relevant and engaging.
• Build strong relationships with customers.

What are some case studies that illustrate the success of Andrea Dos Santos' marketing strategies?

• M&M's Caramel
• Snickers Peanut Butter Squared
• Orbit

Tables

Table 1: Andrea Dos Santos' Key Accomplishments

Table 2: Andrea Dos Santos' Key Marketing Strategies

Table 3: Case Studies Illustrating the Success of Andrea Dos Santos' Marketing Strategies