Cristina Vasconcelos

Cristina is Marketing Director at Lactogal, with direct responsibility for one of the most relevant and distinctive brand portfolios in the country, including Mimosa, Matinal, Vigor, Agros, Primor, Gresso, and Pleno—consistently positioned as leaders or challengers in mature and highly competitive categories.

She has been part of the Lactogal project since its foundation, taking on cross-functional leadership roles across areas such as Category Management (dairy and non-dairy), Trade Marketing, and Innovation & Development. Her approach is based on managing the portfolio as an integrated system, where strategy and execution are closely aligned.

She operates from a clear principle: without strong brands, businesses drift toward commoditization. She advocates for a culture of high standards, autonomy, and accountability, believing that this is the foundation for building strong, enduring brands.