Tânia Sousa Jardim’s career exemplifies strategic foresight, resilient leadership, and a passion for purpose-driven marketing, continually elevating brands and inspiring teams in dynamic markets.
With over two decades of progressive experience spanning telecommunications, branded entertainment, and FMCG marketing, Jardim has consistently driven transformative strategies that blend innovation, consumer insight, and strategic partnerships to fuel brand growth and market dominance.
Pioneering Marketing Excellence at Refriango
As CMO, Jardim leads the development and execution of cutting-edge marketing strategies across Refriango’s diverse portfolio, encompassing both non-alcoholic and alcoholic beverages. She excels in market trend analysis, consumer behavior studies, and competitive intelligence, delivering data-driven insights that inform high-impact decisions. Her tenure has seen the forging of powerhouse partnerships with global giants like Diageo, Coca-Cola, Moët Hennessy, and Pascual, solidifying Refriango’s role as an official bottler.
Jardim meticulously oversees brand plans, tracking KPIs, market share, distribution, costs, and profitability to optimize efficiency and sustain long-term growth. Her consumer-centric approach builds authentic connections, spanning local favorites and international icons to ensure alignment with evolving trends.
Strategic Leadership in Alcohol and Non-Alcohol Units
In her executive board role and prior positions within Refriango, Jardim directed strategic and operational marketing for the Alcohol Business Unit, managing brands such as Diageo, Moët Chandon Hennessy, Tigra Beer, Jade RTD, and wines. She orchestrated operational marketing, digital initiatives, media, public relations, and social responsibility efforts across alcohol and non-alcohol divisions, fostering integrated campaigns that resonate deeply with diverse audiences.
Transforming Portfolios at Coca-Cola Bottling Angola
As National Marketing Director for Coca-Cola Bottling Luanda S.A.R.L (Groupe Castel Angola), Jardim spearheaded an 18-brand portfolio, including global powerhouses like Coca-Cola, Fanta, and Sprite, alongside cherished local labels such as CUCA, NOCAL, and EKA. She masterminded a pivotal strategic shift from distribution-focused to marketing-oriented operations, dramatically strengthening the company’s market positioning through innovative campaigns and consumer engagement.
Driving Rebranding and Telecom Evolution
Earlier, as Marketing Director at ITA – Internet Technologies Angola, Jardim orchestrated a complete repositioning from ISP to full telecom provider, collaborating closely with the CEO on rebranding, portfolio review, CRM, internal communications, PR, digital strategies, ATL initiatives, social responsibility, and events for cohesive channel presence.
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Building Foundations in Communications and Activation
At Movicel Telecommunications, Jardim managed end-to-end ATL, BTL, digital campaigns, PR, events, and internal communications, elevating brand visibility in Angola’s competitive telecom landscape. Her earlier roles in branded entertainment and account direction involved leading activations for major clients like Heineken, PepsiCo, Vodafone, and others, delivering award-winning events and campaigns that emphasized creative alignment with brand objectives.
MarketingWorld Magazine’s CMO of the Week is a global recognition celebrating marketing and communications leaders who demonstrate exceptional leadership, drive brand transformation, champion innovation, and make meaningful contribution to market growth and stakeholder enjoyment.
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