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Lucas Bou Haya Ribeiro is an accomplished Sr Trade Marketing Analyst at BAT, specializing in the planning and execution of 360º activations for major commercial campaigns and digital product launches, while also optimizing digital KPIs for improved conversion rates. Previous roles include a Marketing Analyst position at Juntos Somos Mais, where Lucas contributed to Brazil's largest construction retail loyalty program, and another at UNISUAM, focusing on integrated marketing strategies and lead generation. Additional experience encompasses positions at Companhia das Letras, Ipiranga Produtos de Petróleo, and H.Stern, highlighting expertise in trade marketing, performance analysis, event planning, and stakeholder engagement. Educational credentials include a postgraduate degree in Visual Merchandising and Design Store from IADE and a Bachelor's degree in Administration, Marketing, and Entertainment from ESPM.