From home center to a finishings reference.

Over four years as Marketing Manager, I rebuilt Vilarejo from the ground up: new identity, new voice, new channels, and a retail engine that produced a 400× return on ad spend at its peak.

Peak campaign result: 400× ROAS

Client

Vilarejo Acabamentos

Role

Marketing Manager
Brazil title · Director-level scope in the U.S.

Focus

Brand, Retail & Digital

Duration

4 years

Market

Rio de Janeiro, Brazil

400×

Peak return on ad spend

Years rebuilding the brand

Retail campaigns delivered

B2B events produced

Points of sale, one brand system

The challenge

A store known for price, with no brand to stand on.

Vilarejo operated as a home center: a broad, price-led assortment across six stores, a loyal customer base, and no system to tell a coherent story in any of them.

The category was moving. Architects, builders and specifiers were choosing finishings on authority and trust, not price alone, and the retail audience was shifting online. The mandate was clear and hard: reposition Vilarejo from a generic home center into a reference in acabamentos (finishings), without losing the price-competitive base that already drove the business.

What I did

Three fronts, one operating system.

I structured the marketing function around three strategic fronts, each built to reinforce the others.

Rebuilt the brand

I led a full rebuild of the brand: visual identity, tone of voice, and language. Everything the customer saw, in store and online, was standardized into one system and rolled out consistently across all six points of sale.

Built the digital channels and retail engine

I launched and structured the brand’s presence on Facebook and Instagram, and ran a continuous calendar of retail campaigns, 40 over four years, tying seasonal offers, store openings and promotions into one always-on engine.

Opened the B2B and specifier front

I created relationship programs for the audiences that decide finishings: construction companies, architecture offices and other specifiers. Fifteen B2B events and three dedicated specifier projects turned Vilarejo into a name professionals recommended, not just a store customers bought from.

Underneath all of it: I led the marketing team, negotiated directly with suppliers and paint brands, owned a roughly R$1M annual budget (about US$190K), and presented results to ownership every cycle.

Selected proof

The work, in the field.

Vilarejo Acabamentos storefront in Cabo Frio

The rebuilt brand, live at retail. Standardized storefronts across the network signaled a finishings reference, not a generic home center.

Every winner became content. Real customers, named and photographed, turned the promotion into ongoing social proof.

Press and TV coverage at a Vilarejo store opening

Store openings became media moments. Press and TV coverage amplified each new-store launch across the region.

Vilarejo team at Expo Revestir trade show

At Expo Revestir, the largest finishings trade show in Latin America, positioning Vilarejo with the architecture and specifier audience.

Technical workshop with paint partner Suvinil

Technical workshops with paint partners like Suvinil built direct relationships with the painters and pros who specify what customers buy.

Brand and visual communication standardized across all six points of sale and in-store experience.

400×

Return on ad spend, peak campaign

The impact

One campaign proved the model. Four years built the brand.

The clearest single result came from one high-impact promotional campaign. Built on a prize-led mechanic and a tightly targeted media plan, it generated a 400× return on ad spend, turning a minimal budget into a landmark revenue result for the retailer.

Across four years, the work moved Vilarejo from a price tag into a brand: a consistent identity across six stores, a live digital audience, and a professional specifier network that kept the pipeline warm.

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