Experience

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  NEOOH

  • São Paulo, Brasil

  • Head of Marketing & Multichannel Strategy

    • Apr 2021 - Feb 2024
    • São Paulo, Brasil

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  Isobar

  • São Paulo, São Paulo

  • VP of Media & Data

    • Aug 2018 - Feb 2021
    • São Paulo, São Paulo

    Main Clients: Chevrolet (Brand and Dealers), Accor Hotels, Azul Airlines, Nivea, Philips, Samsung, Danone, StarzPlay Leading the Media and Data team, with 25 people. Direct responsible for the efficient control and profitability of the department and have the best professionals with technical and business skills, strong performance and innovation mind set.Responsible for the new consumer journey vision to the clients, implementing more efficient and profitable media plans, focus on reaching the best business and media results.Direct responsible for the high automatization level on the accounts working close to IT Dentsu Global teams. Successful Projects: GM: For Tier 3, Isobar created the Dynamic Search, a long tail campaign for new and used cars, that became a new product of Google Search. This tool was responsible for optimization in high scale (+340 accounts), with automatization and almost 100.000 new words comparing with the old way of working. The results was incredible: +32% Leads, -23% CPA and 500 team hours saved.

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  Grupo TV1

  • São Paulo, Brasil

  • Head of Media

    • Jun 2017 - Aug 2018
    • São Paulo, Brasil

    Main Clients: Grupo Localiza (Car Rental, Pre-Owned vehicles, Franchising, Fleet Management), Bayer – Agribusiness, VivaraJob Description: Management of the Media Department within Grupo TV1, leading a team of 7 people for on line performance, digital and off-line plans.Responsible for the hiring, processes, operational systems and survey software. Efficient control and profitability of the department.Direct channel to the board of all clients, with strategic media planning development and tactical control of objectives.

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  FCA Fiat Chrysler Automobiles

  • São Paulo e Região, Brasil

  • Gerente de Mídia

    • Feb 2011 - Feb 2017
    • São Paulo e Região, Brasil

    Strategic planning leadership of brand media, both domestic and international scope (Latin America), including all media off line and online, with a constant and direct report to the Communication Management and Commercial Vice-President. Management, coordination and integration of media teams from different agencies that managed our account, promoting strategic alliance and higher rate of information exchange. Strategic and tactical alignment between initiatives related to media and other areas of advertising, marketing and commercial. Annual negotiation with the main communication groups, with participation of the Purchase sector and profitability objectives, innovation and differentiation. Development of emerging opportunities and special projects with a wide repercussion and innovation. Launch and management of the Performance Room for FCA, aligned with internal teams (marketing, product, commercial, dealer developing, etc) and agencies teams (on & offline, CRM, activation and social), focus on reaching the best results for each campaign line. KPI setup and monitoring, and digital metrics control. Follow up and budget control with monthly updates to the internal Comptroller and agencies. Successful Projects: FIAT: Case “Vem pra Rua” (Come to the Streets) International Innovation Award 2012 given by Discovery – FIAT 500, Leads/Retail Project, Medium of the Year 2012 ABA, Live Store Project, among others.Jeep: Innovative launch of the Jeep Brand in Brazil with a number of differentiated projects in vehicles on and offline. Naming Rights from Discovery Theater 2015. Special Program “O Brasil segundo os brasileiros + Real Like” (Brazil according to Brazilians) – Band, Google e social networks. Quatro Rodas (car magazine) Special Edition, Jeep with specific content and specific directed distribution. First OEM to implemented Tier 3 project – Google, for alignment, profitability and increase of leads.

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  LODUCCA.MPM

  • São Paulo e Região, Brasil

  • Diretora de Mídia

    • Mar 2007 - Oct 2010
    • São Paulo e Região, Brasil

    Main Clients: Telemig Celular/Vivo (Carriers), GVT (landline and broadband), Mabel (food), Abril Coleções (publisher), Light (Power Company), Vale (mining), Secom – RJ (State Government), OSB (Symphonic Orchestra of Rio de Janeiro).Job description: Team leader with 5 members in São Paulo and at MPM in Curitiba and Rio de Janeiro.Strategic leadership in brand medium, market analysis, competition and research.Leadership in the implementation of special media efficiency evaluation metrics generating savings, with the definition and monitoring of KPIs. Negotiation with the large communication groups, focusing a higher profitability for the client, and paying attention to the opportunities.

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  WMcCann

  • Rio de Janeiro e Região, Brasil

  • Coordenadora de mídia

    • Nov 2004 - Feb 2007
    • Rio de Janeiro e Região, Brasil

    Main Clients: TIM (Carrier) and L’oréal (Cosmetics – Skin, hair, sun product lines), Vichy, Ibmec RJ e MG.Job Description: Annual media strategic planning development, with deep market analysis, including its diverse targets, competition and research. Creative alignment with headquarters and regionalized differentiation proposals. Weekly meetings with clients ‘advertising and marketing teams to analyses sales performance per product and country region, including product planning revisions. Structuring, negotiation and implementation of special projects with communication channels, always focused on the diversity of products. Follow up on budget control and monthly financial reports.

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  RC Comunicação

  • Belo Horizonte e Região, Brasil

  • Gerente de mídia

    • Apr 1999 - Oct 2004
    • Belo Horizonte e Região, Brasil

    Main Clients: TIM MG/ BA/ SE (Carrier), Volkswagen Dealership netword MG, Grupo Associados (communication), Vale MG (mining), Extra Hipermercados BH.Job Description: Management of a 4 people team. Direct contact with board of advertising agency and clients. Development of strategic media planning, market analysis, competition and research. Structuring, negotiation and implementation of special projects with communication channels. Special data research of all cities in Minas Gerais, Bahia and Sergipe for the launch of TIM (mobile carrier) in the cities and follow up of results with the client. Budget control and financial reports.

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  Libra Comunicação

  • Belo Horizonte

  • Executiva de Mídia

    • Oct 1996 - Feb 1999
    • Belo Horizonte

    Main Clients: Citroën MG (vehicles), Karita Calçados (retail), Bahia Shopping e Shopping Norte, Jornais Hoje em Dia e De Casa.Job description Participation in the development of media strategic planning and negotiation with communication channels. Checking, sending and pick up of serving material revenue control.

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  Espontânea Comunicação

  • Belo Horizonte e Região, Brasil

  • Estagiária de mídia

    • Mar 1996 - Jul 1996
    • Belo Horizonte e Região, Brasil

    Main Clients: Grupo 3 Corações (coffee), Supermercados Mineirão, Centro Ótico (retail).Job Description: Participation in purchasing and checking process of clients.