Experience

• 

  UOL

  • Sports Columnist and Commentator

    • Nov 2020 - Present

    Columnist at UOL Esporte, producing written, video, and audio content about sport, gender, race, politics, and other thorny issues. Analyst at UOL News Esporte and UOL podcasts.

• 

  Me Too Brasil

  • Brand Ambassador

    • Feb 2024 - Present

    Me Too Brasil Ambassador for gender equality in sports.

• 

  _uhmana

  • Founder & CEO

    • Oct 2022 - Present

    We help humans develop their personal brand and leadership skills with integrity, authority, and a little bit of humor. At _uhmana we believe that looking inward is the first step to building a powerful and honest brand. Are your skills serving your purpose? Do you know where you want to get? What story are you telling the world? Are you boring?We also offer leadership programs for women, considering the obstacles we face in this profoundly unequal society.Message us to find out more about our lectures, courses, workshops, mentorship, and memes.Our clients include Netflix, Enap, Secretaria do Tesouro Nacional, Cade, Fundação Lemann, and Escola Superior do Ministério Público da União (ESMPU).

• 

  Enap

  • Brasília, Federal District, Brazil

  • Personal Branding and Leadership Professor

    • Aug 2022 - Present
    • Brasília, Federal District, Brazil

    I help people to get to know themselves better in order to build, protect, and promote their personal brand authentically and responsibly. Modern leadership can and should be brave, empathic, creative, and inclusive. The world needs better leaders who are not afraid to have tough conversations and bring their full selves and humanity into the workplace.

• 

  Globo

  • Sports Commentator

    • Dec 2021 - Present

    Guest commentator at SporTV, talking about football, Olympic sports, social issues, and more.

• 

  Gema Consultoria em Equidade

  • Gender Equity Consultant

    • Aug 2021 - Present

    Consultant with a focus on equity issues in sports. Fighting against misogyny, racism, homophobia, transphobia, and every kind of prejudice on and off the field.

• 

  Ibmec

  • MBA Professor, Sport in the Entertainment Context: the American Model

    • Jul 2018 - Present

    MBA in Sports Marketing ManagementSport in the Entertainment Context: the American Model

• 

  The Sports Technology Awards Group: Championing Tech-Led Innovation in Sports

  • London

  • Sports Technology Awards Judge

    • Jan 2018 - Feb 2018
    • London

• 

  World Athletics

  • Monaco, London, Zurich

  • Director of Platforms & Distribution

    • Oct 2015 - Oct 2017
    • Monaco, London, Zurich

    As a consultant, Alicia helped with the International Federation's restructuring and the design of a new medium-term strategy. She is a Marketing Official and was part of its first Ethical Compliance Group. In her latest role, as a director, Alicia was charged with maximising revenue and the promotion of the brand through the distribution of high level content using traditional and new media platforms, including Broadcast, Digital, OTT and New Technologies. She managed the relationship with commercial partners and stakeholders from 214 countries. To ensure the Federation remained relevant and in tune with market trends, her team conducted two major tenders: an RFI towards establishing a JV for Broadcasting and Media Production, and an RFP for the Europe and Africa Media Rights of the World Athletics Series. The Joint Venture was established with ITN Productions and the Media Rights deal was done with EBU and ESPN. Alicia's team oversaw the negotiation of the respective agreements.

• 

  CSM Sport & Entertainment

  • London, United Kingdom

  • Head of Business Development and Business Director Sponsorship Management

    • Oct 2012 - Jul 2015
    • London, United Kingdom

    Identifying and leading on the development/delivery of major new business across the CSM Group internationally.As Business Director Sponsorship Management at CSM Brasil, Alicia was responsible for accounts such as Visa, Coca-Cola, Unilever, Hyundai, Bradesco, BRF, Embratel, amongst others. The projects lead by Alicia involved sponsorships to: the FIFA World Cup, Rio 2016 Olympic and Paralympic Games, the Brazilian Football Association (CBF), naming rights for Copa do Brasil, 24 athletes, the National Federations of Judo and Aquatic Sports. Whilst leading a team of 14 people Alicia increased her business unit revenue more than threefold within a year.

• 

  Georgetown University

  • Strategic Advisor

    • Mar 2012 - Mar 2013

    As a consultant, responsible for connecting Georgetown with relevant corporate and government partners in order to explore the creation of educational programming between the organizations, positioned around the FIFA World Cup and Rio 2016 Olympic and Paralympic Games hosted in Brazil. In charge of connecting leaders, facilitating conversations and meetings, as well as planning the next steps and designing the strategy for the School’s entering of the Brazilian market.

• 

  Fuse Sport + Entertainment

  • Rio de Janeiro Area, Brazil

  • Head of Fuse Brasil

    • Apr 2012 - Sep 2012
    • Rio de Janeiro Area, Brazil

    In charge of the Brazilian office, offering clients consultancy, experiential, activation and evaluation services. Leading Nissan Rio 2016 sponsorship account as well as prospecting new clients and supporting Omnicom on the ground. Key responsibilities include: liaise with Organising Committees, manage governance, support documentation, stakeholder management, asset integration, business unit and product integration, develop local marketing plan, manage rights holder relationship, develop merchandise range, identify and create athlete programmes, provide communications support and lead other agencies (advertisement, BTL, POS, PR) according to strategic plan.

• 

  Comitê Olímpico do Brasil

  • Rio de Janeiro

  • Strategic Development and Legacy Manager

    • 2011 - 2012
    • Rio de Janeiro

    Responsible for identifying and developing fund raising opportunities, guaranteeing the resources to fund and maintain projects outlined in the COB’s Strategic Plan. Point of contact between the COB and the Organising Committee for the Rio 2016 Olympic and Paralympic Games in all the matters concerning sponsors and partners. Managing deliverables, creating new properties, and developing commercial plans as well as the Time Brasil concept. In charge of the relationships with the Worldwide Olympic Partners (Coca-Cola, Atos, Dow, GE, Visa, Omega, P&G, Samsung, Panasonic, McDonald’s), and local sponsors and supporters (Bradesco, Bradesco Seguros, Claro, Embratel, Nissan, Ernst & Young).

• 

  Wynn Las Vegas

  • Manager - Brazilian Representation

    • Jan 2009 - Jan 2010

    Responsible for the communications and public relations efforts to help build, maintain and enhance awareness and profile for the office that represents Wynn Las Vegas and Encore Las Vegas in Brazil. Also representing and protecting the image of the hotels in all media outlets. Liaison between the players and the Wynn, negotiating credit lines, benefits, and coordinating the mutual interests.

• 

  Washington Football Team

  • Ashburn, Virginia

  • Graduate internship

    • 2010 - 2010
    • Ashburn, Virginia

    Responsible for Hispanic market initiatives for the NFL franchise, including marketing programs, as well as writing and producing reports for Redskins en Español at the Redskin Broadcast Network.

• 

  A MÁQUINA - Michael Schumacher, o melhor de todos os tempos

  • Book author

    • Mar 2008 - Aug 2009

    "A Máquina" is the first book that has ever been published in Brazil about the seven time Formula One World Champion Michael Schumacher. Currently the book is in its second edition, the first one was sold out within two months; The book is the product of a two year effort spent with extensive research and several interviews with experts, former Formula One drivers and journalists across the World; As a result of the success of the book, the author has been invited to participate in a variety of sport related TV and radio shows and has also been featured in interviews with important Brazilian newspapers and magazines.

• 

  REVISTA SUPERPEDIDO

  • Editor and Writer

    • Jun 2006 - Jun 2009

    Wrote a variety of feature and cover stories plus two weekly columns; Developed story ideas, wrote and edited articles about a variety of topics; Met strict deadlines while in daily contact with press, publicists and sources.

• 

  PUBLISHERS: Grupo Summus Editorial, Ática, Editora Contexto e Mercuryo

  • Editor and writer

    • Aug 2005 - Dec 2008

    Edited and revised dozens of books for several of the most important Brazilian publishers, such as Grupo Summus Editorial, Ática, Editora Contexto e Mercuryo. Reviewed books covering a wide variety of subjects and styles, such as literature, medicine, psychology, philosophy, sports, marketing, advertising, education etcetera.

• 

  FREE LANCER

  • Journalist

    • 1999 - 2007

    Worked in several engagements as a free lancer throughout my career; Wrote articles to magazines, such as Vogue Magazine and Revista VIP, and also to websites; Served as event coordinator in many occasions exhibiting excellent customer service.

• 

  PublishNews

  • Editor and Writer

    • Apr 2005 - Aug 2006

    Editor in charge of the website's content and also responsible for the daily newsletter, showcasing and organizing articles, photographs and graphics in effective ways throughout the website. Developed multimedia features and interactive tools for the site. Worked closely with business owners to align communication content with business objectives. MAK STRATEGY AND PLANNING

• 

  SAO PAULO APPLICANT CITY 2012 OLYMPICS

  • Communication staff

    • 2004 - 2004

    Part of the communication office for the São Paulo's Applicant City Committee, organizing fund raisers,lectures and PR events.

• 

  IBCPF - Instituto Brasileiro de Certificação de Profissionais Financeiros

  • Marketing and Communication Coordinator

    • 2002 - 2002

    Brazilian Institute for Certification of Financial Professionals - CFP, affiliate of the FPSB - Financial Planning Standards Board; Was responsible for the institute's internal and external communication efforts; Managed and reviewed the content of IBCPF's website on a daily basis. Worked closely with stakeholders to drive membership growth.