REGINA  BLESSA



Regina Blessa is a doctoral researcher at the University of Aveiro, Portugal. She has a master’s in Communication from the University of São Paulo, and she majored in Advertising and in Fine Arts. She has postgraduate degrees in Marketing from Columbia University, in Communication from New York University, and in Administration from Fundação Getúlio Vargas in São Paulo, Brazil.

A pioneer in merchandising in Brazil, Regina Blessa is a passionate consultant, speaker, and trainer who has helped countless businesses discover new opportunities at the point of purchase and achieve better brand returns.
After a consumer goods career spanning 23 years, Regina redirected his energy and enthusiasm toward founding IEV,
a retail studies institute that leverages the power of merchandising, shopper marketing and customer management to clients and students. As the institute’s CEO, Regina has worked with the world’s leading companies, such as Pfizer, Bayer, Sanofi, Coca Cola, Johnson and Johnson, Walmart, Carrefour, Nestlé, Siemens, Kellogg’s, Takeda, Abbott, Merck, Colgate, Novartis, Boehringer and Cencosud.

Blessa participated in the foundation of the Brazilian chapter of POPAI as vice president of training and is professor
at Fundação Getúlio Vargas, Senac and other universities.
Blessa has published two marketing bestsellers in Brazil, Merchandising no PDV (2001) and Merchandising Farma (2007),
and she is a regular columnist for retail industry magazines.


Contact Regina Blessa: reginablessa@gmail.com





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