Marketing Director

• Jan 2023 - Present

Chief Marketing Officer

• Jul 2017 - Jan 2023

Development of market studies and consumer insights / Definition of ideal audience and acquisition channels / Structuring of user awareness levels / Development of content pillars / Structuring of sales funnels / Measurement and analysis of performance metrics. Highlights: Company representative in startup innovation and acceleration programs: BNDES Garagem, Inovativa Brasil, Lello Lab and Artemisia Negócios de Impacto. I also represented the startup at the SAP Innomarathon Brasil award, where we won as the best positive impact project in the country among more than 100 participants. The achievement accredited the startup for the world stage that took place at SAP Next-Gen in New York, where I also represented Cuko and Brazil, finalizing our participation among the 6 best impact projects on the planet. Show less

Branding Manager

• Oct 2015 - Jun 2017

Responsible for defining the new visual line, tone of voice and guides that had unified the brand's personality. Coordination and analysis of qualitative research in key markets in the country in order to generate insights and understand brand perception among different regions and audiences. Conducting channel studies and market opportunities in partnership with Google and Facebook Brazil teams to develop brand strengthening strategies that were part of the company's new repositioning. Management of the development team and creation of sales campaigns and analysis of results with the performance team. Highlights: Due to some past operational failures, we identified in qualitative research that the company was losing trust attributes and this was having a direct impact on sales performance and market share. We developed a strategic planning of internal actions together with key areas of the company with a focus on mitigating risks and possible errors in the provision of the service, as well as external communication actions with the aim of regaining the trust of users. The plan contemplated several multichannel platforms that presented everything from good travelers experiences to the great support structure that was behind the trips. After 8 months of implementation, we carried out new surveys in 3 cities in the Southeast, where the negative issues previously raised were no longer emphasized, and most of the interviewed had mentioned positive brand attributes in relation to other national competitors. Show less

Senior Marketing Strategist

• Feb 2014 - Sep 2015

Analysis of behavioral surveys with focus groups / Research of secondary data to define the characteristics of markets and audiences / Consumer insights / Definition of lines of communication for campaigns / Creation of social networks ecosystem and definition of content strategy. Highlights: I had the pleasure of joining the team for the development of Coca Cola's global campaign for the 2016 Olympics in Brazil. A project that involved research with the "teen" public in 5 continents with the aim of understanding the relationship between sport and fun in the daily lives of young people and how Coca Cola could integrate these moments around the Olympic Games. The result was the "That's Gold" campaign, which links the great moment when athletes receive their gold medals at the Olympics with the funniest and most daring moments of everyday young lives, which also deserve an award, a gold medal, a sip of Coca Cola. The campaign had deployments for TV, spot, print media, PR, digital channels and brand activations with a focus on relationship and experience with users in more than 90 countries. Brands served: Coca Cola and GSK brands. Show less

Marketing Strategy Manager

• Oct 2010 - Oct 2013

Coordination of the planning team / Development of communication strategies for multinational brands that sought to adapt their communication to the Northeast region / Planning and creation of digital campaigns and promotional actions / Coordination of research with secondary data and focus groups / Development of a strategic calendar of actions . Highlights: I was invited to manage the brand activation team with the aim of helping national and multinational brands to increase their presence with the Northeastern public, which has particular habits and characteristics. We carry out research with key groups and analyzes of strong local competitors and develop action plans at relevant touchpoints for each audience. Among the main results, we won Johnson & Johnson the title of the best stock plan of the brand in the world, in 2012, becoming a case presented by the company in several countries. Under my coordination, we also won two important accounts through project competition, Tang and Lacta. Brands served: Listerine, Lacta, Tang, Johnson & Johnson, Sempre Livre and Bic. Show less

Marketing Planning Teacher

• Jun 2012 - Dec 2012

Professor of the discipline of communication and marketing planning for the Publicity and Propaganda course. Professor of the discipline of communication and marketing planning for the Publicity and Propaganda course.

Brand Strategy Manager

• Jan 2008 - Sep 2010

Management of the planning department / Marketing study to identify opportunities for brands as brands for projects for projects of useful actions / Development of campaigns and global actions of communication campaigns / Definition of channels and means of communication used on a large scale regional / Creation of activations for consumer relationship events. Highlights: I took over the planning department with the objective of serving large national accounts that were regionalizing their communication, including Bombril, Sadia, Ambev, Toddy, Ruffles and Sony. Behavior models were created for each audience and established studies of brands as consumers who settled in important moments of the place. This work achieved important results, such as Sony's, which only had the Northeast region, the place with the highest volume of microsystems sales on the planet. Show less

Copywriter

• Sep 2006 - Dec 2007

Creation of concepts and brand positioning aimed at cultural projects / Structuring of texts and messages in advertising pieces for TV, radio, OOH and digital formats. Highlight: We developed Sesi's main cultural projects, such as Sesi Bonecos do Mundo and CineSesi, which filled theaters and squares in cities across Brazil. The projects publicity campaigns won important national publicity awards for several consecutive years. This combination of positive results made the project grow year after year, increasing the number of cities and people impacted by art and regional culture. Show less

Copywriter

• Jul 2005 - Aug 2006

Development of creative concepts for marketing campaigns / Writing of on and offline advertising pieces within outbound strategies / Presentation of communication campaigns with marketing teams. Highlight: We started an intense communication work with a local university, Uninassau, which today has become one of the largest education groups in Brazil, Ser Educacional. Development of creative concepts for marketing campaigns / Writing of on and offline advertising pieces within outbound strategies / Presentation of communication campaigns with marketing teams. Highlight: We started an intense communication work with a local university, Uninassau, which today has become one of the largest education groups in Brazil, Ser Educacional.

Copywriter

• Dec 2003 - Jun 2005

Creation of texts for parts of advertising campaigns / Brainstorm to define concepts and communication strategies / Study of communication channels for better application in the marketing strategy. Highlight: Through strategic communication work carried out with periodic studies and in-depth market and consumer research, we managed to transform the Raymundo da Fonte Group, leader in the cleaning products category in the region, into an important brand within the national scenario. Creation of texts for parts of advertising campaigns / Brainstorm to define concepts and communication strategies / Study of communication channels for better application in the marketing strategy. Highlight: Through strategic communication work carried out with periodic studies and in-depth market and consumer research, we managed to transform the Raymundo da Fonte Group, leader in the cleaning products category in the region, into an important brand within the national scenario.