Cinthia Agnew Lira

Examiner
DISC Type : cs

Marketing Director at Sodexo

Rio de Janeiro, Rio de Janeiro, Brazil

Overview

Cinthia is the Marketing Director at Sodexo, bringing over 20 years of experience from multinational corporations like Souza Cruz (BAT) and AGCO. A Chemical Engineering graduate from UFRJ with an MBA, she specializes in strategic planning, consumer insights, and business transformation, having led teams across Europe, Asia, and the Americas.

She has extensive international experience, having lived in Brazil and England across five different cities. This global exposure has been a defining characteristic of her career, involving work with more than 10 different countries and diverse cultures, which has profoundly shaped her personal and professional outlook.

Unique fact: Cinthia successfully pivoted from a Chemical Engineering background to build a two-decade career as a global leader in marketing and strategy.

Personality Overview

Late Adopter

Status Quo Seeker

Tough To Convince

They do not like taking risks at all and go for proven options in the end.  They are thorough and always follow a systematic approach. They tend to have clarity about their needs and constraints, and are unlikely to over-promise.

Topics They Care About

Business Transformation
She has held director-level roles in strategy and transformation at major corporations, driving significant business turnarounds and cultural change programs.
Consumer Insights
A core focus of her marketing career is leveraging consumer and market insights to strengthen brand positioning and optimize product portfolios.
Workplace Innovation
Demonstrated through a recent project at Sodexo involving the launch of a new, innovative office space designed to enhance hospitality and collaboration.

Media Appearances

Cinthia has no verified media appearances

Work History

5-2024
Marketing Director at Sodexo
10-2020
Co-Founder at BOMMA Estratégia at BOMMA
11-2022 - 4-2024
Global Director Strategy & Transformation Massey Ferguson & South America at AGCO Corporation
10-2018 - 1-2020
Strategy & Planning Director - Brazil at Souza Cruz
2-2017 - 10-2018
Brand Portfolio Activation & Business Development Director at Souza Cruz

Education

2007 - 2009
Master of Business Administration - MBA from Fundação Dom Cabral
1995 - 2000
Chemical Engineering from Universidade Federal do Rio de Janeiro

More Information

Social Presence :

Prographics :

Exp : 15 Location : Rio de Janeiro, Rio de Janeiro, Brazil Job Level : Mid-senior Designation : Marketing Director at Sodexo
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Insights For Selling To Cinthia

During A Call Or A Meeting

DO's

  • Be firm in your communication and stay in control
  • Expect them to be slow and cautious, encourage them to ask more questions
  • First of all, focus on building their confidence by sharing examples, case studies etc.

DONT's

  • Don't be very accepting if that is your natural style, stay firm
  • Don't push them too hard to make fast decisions, give them time
  • Don't use phrases like 'do not worry', 'i promise' etc.

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Cinthia is

  • Adoption by others is very important to them, followed by confidence in ROI.
  • Will you ever get a clear answer from Cinthia

  • They don’t say no often, they push out the decisions or keep going around in circles.

Insights For Deal Planning

    How fast (or slow) will Cinthia move?

  • They don't like to hasten, so their speed of decision-making may be slow.
  • Can Cinthia take some risk or not?

  • They have little willingness to take risks, and prefer making calculated decisions.

You And Cinthia

Personality Compatibility


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