Mayana Borzani
Head of Journalism at Helena Augusta Comunicação- Claim this Profile
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Português Native or bilingual proficiency
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Inglês Native or bilingual proficiency
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Espanhol Elementary proficiency
Topline Score
Bio
Credentials
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An Introduction to Marketing
Coursera Verified CertificatesJul, 2014- Sep, 2024
Experience
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Helena Augusta Comunicação
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Brazil
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Public Relations and Communications
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Head of Journalism
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Jan 2008 - Present
• São Paulo Fashion Week (largest and most prestigious fashion event in Brazil): worked as PR head for Huis Clos, Uma, Mario Queiroz, Stylesight. Drove the PR strategy, including sitting for the show and associated events.• Volvo Ocean Race (World's premier offshore race): Responsible for Puma’s PR strategy during the Brazilian stop-over, including the presence of Puma’s CEO, for the first time in the country. • Farfetch (Top 5 worldwide fashion ecommerce for luxury brands): Relaunched the site in Brazil. Pioneered the introduction of the ecommerce brand in off-line media editorial, specially leading fashion magazines, in order to increase brand awareness and sales. Planned and executed PR and communications strategy for the Superstore Brasil Project.• Stylesight: WGSN’s competitor, approached the agency to plan the PR strategy after seeing the great results delivered. Stylesight is now top of mind in the segment in Brazil. Show less
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Senior Journalist
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Feb 2006 - Dec 2007
• Launched famous tricot brand Cecilia Prado in the Brazilian market. Free press generated: Vogue, Elle, Marrie Claire, Veja, Globo, L’officiel, Estado de São Paulo, Valor Econômico.• Launched the new worldwide fashion trend of printed wellington boots in Brazil with the boutique brand Madrid. Achieved free press notes in major fashion and lifestyle publications as well as free-to-air TV on top rating shows such as Ana Maria Braga, Jornal da Globo and Jornal Hoje. Campaign was so successful stock sold out in 24 hours and waiting list with 300 people. • WGSN leading fashion & consumer behaviour trend forecasting and analysis platform. Developed full PR strategy and execution for the Brazilian Market, positioning WGSN as the major trend-spotting platform amongst the Brazilian press. Brazil was the first country where WGSN hired a PR company; due to outstanding results in the Brazilian Market, the strategy implemented was replicated in all other countries. Show less
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Journalist - Jan 2005 to Dec 2006
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Jan 2005 - Dec 2006
• Participated in the development of PR strategies and managed 6 client accounts.• Delivered PR campaign to reposition the unknown Guelt brand as top of mind within high fashion circuit. The activity was done in conjunction with the famous art museum of São Paulo Pinacoteca. Campaign generated a free press note on the home of the largest media portal of Brazil at the time (UOL) increasing traffic to the client’s ecommerce website by 10 fold.
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Internship
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Jan 2004 - Dec 2004
• Executed press releases, follow up with jornalists, clippings, general event assistance and account management.• Biggest achievement: job offer before graduation.
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Education
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2002 - 2005
PUC-SP
BACHELOR OF COMMUNICATIONS, Major in Journalism
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