Experience

Rise and Raise Others (Uma Sobe e Puxa a Outra)

• Business Content
• 1 - 100 Employee

• Founding Member

  • Jan 2023 - Present

  Women leaders Global support and actions for impact and empowerment #riseandraiseothers #umasobeepuxaaoutra #clubsobeepuxa Sorority download organization. Women leaders Global support and actions for impact and empowerment #riseandraiseothers #umasobeepuxaaoutra #clubsobeepuxa Sorority download organization.



Bullla - De gente pra gente

• Brazil
• Financial Services
• 100 - 200 Employee

• Chief Marketing Officer (CMO)

  • 2022 - Present

  Bullla is a fintech democratizing credit for low-income individuals in Brazil, offering lower interest rates and customized products. It's the country's first P2P lending fintech, as a SEP, and providing credit through the Bullla Card, as a SCD. As part of the executive committee and reporting directly to the CEO, I lead a team of 30+ people directly, and 80+ when including body shops, tech partners, and agencies, in areas such as marketing, branding, trade, growth, CRM, BI, PR, and product management. We also handle Mastercard negotiations. We employ agile methods to enhance results and communication with B2B and B2C clients across platforms, applications, marketing, media, and social channels. I oversee product launches, events, brand repositioning - unique selling proposition, and cross-media campaigns and promotions. Additionally, I create sales materials, generate B2B leads, and attract investors. My mission has been successfully accomplished by elevating the entire Marketing department through the deployment of strategic concepts, business content, and digital and offline marketing tactics aimed at boosting demand generation and accelerating deals in the sales pipeline. Additionally, I have implemented the Business Intelligence area, providing insights and control for every team within the company. Furthermore, I have created and developed the most comprehensive flexible benefits card in the market for employees and companies – the BulllaEne Card. This card encompasses a meal program (PAT), salary advances, and personal loans. I also launched the brand and product successfully through a national campaign and regionally targeted guerrilla marketing strategies. As an expert in CX/UX/UI, Life Cycle, Consumer Journey, Channels, and Digital Transformation, I served 400,000 retail customers, 2 million P2P platform users, and 1,000 corporate clients. These efforts generated R$360M in credit and R$1.4Bn in annual transactions. Show less



BFerraz

• Brazil
• Advertising Services
• 100 - 200 Employee

• Chief Strategy Officer (CSO)

  • 2021 - 2022

  Reporting directly to the Founder&CEO and being a member of the company's executive committee, I had the opportunity to build an incredible, diverse, and multidisciplinary team that worked in areas such as planning, content and influence, entertainment, performance, media, BI, data analysis, live marketing, and more. Our daily focus was on connecting with culture, society, and people who value real stories and reasons to consume in a sustainable manner, through innovative brand experiences. In the post-pandemic era, I worked on "phygital" projects aimed at creating impactful experiences, activations, and entertainment for our clients. These projects covered a wide range of areas, including product launches, promotions, events, CRM and growth strategies, as well as retail marketing, including Metaverse projects. Every day, we developed new and engaging ways to entertain customers and achieve outstanding results for brands such as Ambev, Samsung, Mondelez, iFood, Brastemp, Consul, Santander, Piraquê, Suvinil, Mercado Livre, Diageo, XP, and many others. Our efforts yielded incredible brand and business results, leading to multiple awards in categories such as Best Idea and Branded Content for "Mestre de Originalidade" by Piraquê with Zeca Pagodinho, Best Product Launch for "Piraquê Maltadão," Best Promotion for "Camarão que Dorme a Onde Leva" by Piraquê and "Outdoor Cupons" by iFood, and Best Sponsorship Activation for the creation of the series "Na Flor da Idade" to launch Ketel One Botanicals in Brazil. Additionally, I delivered the largest sponsored event with an integrated campaign and content, with a historic record of registrations at Expert XP - over 1 million attendees. Furthermore, I played a role in applying the B Corp concept to promote an ESG mindset within our network. I also actively contributed to shaping the company's culture, including defining our mission, vision, skills, competencies, tools/products, and more. Show less



Africa

• Brazil
• Advertising Services
• 500 - 600 Employee

• Group Strategy Director - Head of Africa Foods

  • 2020 - 2021

  Africa Foods is a business unit within the agency dedicated to clients in the food sector (BRF Foods - Sadia and Qualy, KHC - Heinz and Quero, Dr. Oetker). As a leader, I was responsible for driving the strategic vision and management, and for generating innovative thinking through processes, discussions, methodologies, analysis, and results. I contributed to the development and implementation of business intelligence through data-driven, behavior-focused integrated campaigns. I developed new ways to envision the corporate purpose and brand that included: A mindset shift that helped break away from traditional forms of advertising and using consumer insights. We developed brand content solutions that included more integrated actions, as well as multi-channel and multi-platform production. Understanding new perspectives in the food market and its verticals through products, platforms, and services. Focusing on communication planning, customer journey, and identifying external and cross-functional internal partners to design solutions for clients. Designing media and creation ecosystems to deliver a compelling narrative. Ensuring the post-sales process to help refine campaigns and maximize results with clear KPIs, all with controlled reporting and customer research, workflow, and team progress tracking. In addition, helping new business thru biddings in Brazilian market. Show less



Fbiz

• Brazil
• Advertising Services
• 700 & Above Employee

• Group Strategy Director

  • 2018 - 2020

  I had the opportunity to work in an innovative environment in advertising agencies: a strategy hub (Planning, Media, Insights, and BI). I was responsible for managing the unit, composed of 17 brands, in partnership with Business, Creative, and Media Directors. I led a strong team of planners, data analysts, and cultural insights analysts to develop strategic projects and communication planning for clients such as Unilever (Hellmann's, Dove, Seda, Tresemmé, Clear, Comfort, Cif, and UL Corporate), Honda Motorcycles, XP Investimentos (Rico, Clear, Xdex, and XP Inc.), DPSP (Drogarias São Paulo and Drogarias Pacheco), Claro Brasil (Claro and Net), and James Delivery. We created new business through bidding in the Brazilian market and worked with international teams from the WPP Group for global Unilever projects. I contributed to the development and implementation of business intelligence for digital and integrated campaigns driven by data and behavioral analysis. I led the integration of multi-channel and multi-platform initiatives. As one of the strategic leaders of the agency, I used to be the link for all team work of projects and new business approaches, including the use of new communication technologies such as DMP, data and analytics; adding media approach in the strategic rationale such as DSP, SEO, CRO, etc. I trained distinct problem-solving and analytical skills, and the ability to manage crises to maintain good internal and external relationships. Show less



Strategy Freelancer

• Miami/Fort Lauderdale e Região, Estados Unidos

• Consultant Strategy Director - US

  • 2016 - 2018

  Sabbatical period to study and enjoy family time. Completed the "Business and Leadership" course at the University of Miami. Worked as a consultant on projects for some brands in New Economy (fintechs and foodtechs universe). Services: Management consulting Business analysis Business and strategic planning Digital marketing Communication planning Sabbatical period to study and enjoy family time. Completed the "Business and Leadership" course at the University of Miami. Worked as a consultant on projects for some brands in New Economy (fintechs and foodtechs universe). Services: Management consulting Business analysis Business and strategic planning Digital marketing Communication planning



Ogilvy

• United States
• Advertising Services
• 700 & Above Employee

• Group Strategy Director

  • 2013 - 2016

  Working with an innovative business model in advertising agencies with a tripod leadership with the strategic planning director, customer service director and media director. Leading a team of 65 people focus on structuring and managing communication for our clients extremely aligned with the direction of business and sales - bringing growth. Leading a strong team of planners, developing strategic projects for clients as Claro, Net, Universidade Anhanguera, Tiffany & Co, Olympic Games - Rio 2016, among others. Our work focuses on understanding the ecosystem around brands, strategic projects within the marketing universe, and digital projects within the performance teams. Also, working with international teams from Ogilvy Worldwide and WPP Group , I developed research projects, local brand strategies, and digital strategies for brands including Coca-Cola, Mondelez, Kimberly & Clark. Team responsible for the main client of agency - Claro Communication Provider (America Móvil Company): - Repositioning Claro's Brand - including all brands Claro Mobile, Claro Music, Claro Video, Claro TV, Claro Empresas and Combo Multi - organizational culture, consumer needs, online and offline strategy, endomarketing, visual merchandising, store refit; - Digital strategies: Social media, performance - DSP, Data Intelligence. Contributed to the development and implementation of integrated campaigns, multi-channel, and multi-platform initiatives included branded content solutions - offline, online, special events, and online contest engagement for Claro. Worked together on client-specific & brainstorms: partnered with sales and network teams to formulate marketable and customized communication and sales strategies. Inquired, analyzed and interpreted research data to evaluate consumer habits and translate to marketable ideas. Insured the post-sale process to help address campaign refinements and maximize campaign delivery. Controlled client reports, workflow and report team progress. Show less



Agência Fischer

• Brazil
• Advertising Services
• 1 - 100 Employee

• Strategic Planning Director

  • 2009 - 2013

  Leading a team of 14 planners, 16 researchers, 4 visual merchandising and sales specialists, I developed strategic, digital, and commercial projects for clients such as Caixa Econômica Federal Bank, Vivo, Ponto Frio, Honda, Heineken, Marisa Stores, Vigor, JBS, Flora, Ricardo Eletro, BR Malls, Algar Telecom, among others. Strategic Planning, Commercial Planning, and Communication Services Responsible for keeping the agency at a competitive advantage for our clients by combining commercial and business intelligence with communication BI Leader of the TotalCom group (5 agencies); "Squad" leadership (store specialists) - to ensure sales, results, motivation, and multiplication of brand concepts for clients. Responsible for a large portfolio of clients: . Strengthening relationships with clients . Brand essence and identity . Communication plan, channel and consumer journey, and promotional calendars . Consumer habits, clusters, and data analysis . Documentaries - consumer perception . Concept research and development . Product and service launch strategy . Creative dossiers . Digital strategies, digital marketing . Brand content . Digital channel planning. Show less



Agência FALA!

• Brazil
• Advertising Services
• 1 - 100 Employee

• Founder - General Strategic Planning Director

  • 2005 - 2009

  First advertising agency in Brazil focused on the retail market. At FALA!, we built a different concept of advertising agency focused on generating sales results for clients with own physical stores. I led, with partners, an agency with over 100 people, a team of 15 planners, strategists and various freelancers for the development of strategic, tactical and commercial projects for clients such as Ponto Frio, Kopenhagen, Track & Field, Etna, Vivara, GM (Carrera Dealer), Móveis Itatiaia, Banco Votorantim, Lojas Colombo, Camil, Lojas Elektra (Mexico), Banco Azteca (Mexico), among others. Leadership in agency strategic planning, developing integration between strategy, marketing, commercial planning and sales for clients; Development of the methodology "Agency as an extension of the client's marketing", integrating agency teams with the clients’ deep business problems to improve the assertiveness of the solution at any point of brand contact. Expertise in new business; Development of a new specialized group in merchandising, sales and "in-store" campaigns within an advertising agency. Show less



Young & Rubicam

• United States
• Advertising Services
• 700 & Above Employee

• Senior Manager Strategic Planning

  • 2003 - 2005

  I led a team of 6 planners in the development of a strategic project for Casas Bahia. Our work focused on deep understanding of brand ecosystems as well as on project leadership within the complex universe of retail. In addition to being an agency, we acted as the client's marketing team, which, despite having the largest advertising budget in the country, had only 3 professionals on staff.- Strategic and tactical planning- Development of the internal strategic planning department for the agency's primary client and the Brazilian advertising market- Annual strategic planning for corporate, institutional, and retail brands - for each product category, target audience, and different sales activations- Advertising, BTL, sales incentives, and endomarketing campaigns- Brand positioning, identity, strategy, and naming for real estate products - e.g. Móveis Bartira- Conceptualization of a TV channel - to improve accuracy and motivate the client's store team (over 500 stores nationwide - 20 states)- Creation of the first communication tracking + ongoing brand analysis for the Brazilian retail market- Creation and development of brand content for the network's digital and press publications- Brand concept, positioning, and content development for the world's largest pop-up store - Super Casas Bahia. Show less

• Senior Strategic Planning Coordinator

  • 2002 - 2003



The HEINEKEN Company

• Netherlands
• Food and Beverage Services
• 700 & Above Employee

• Marketing Specialist - Cervejaria Kaiser/HEINEKEN

  • 2000 - 2002

  Segmented beer marketing: Kaiser Summer, Kaiser Bock, Kaiser Gold, Xingu, Baviera, Baviera Premium. Mainstream marketing: Kaiser Pilsen. - Marketing strategies, product launch strategy, customer experience, and project management - Advertising, BTL, sales incentives, and creative solutions for the sales force - Development and analysis for ad-hoc research, brand tracking, Nielsen, CRM - Data analysis - Pushing relationships with different areas such as commercial marketing, commercial teams - self-service, route bars - Creation and development of own events - Budgeting and P&L control. Show less



Aché Laboratórios

• Brazil
• Pharmaceutical Manufacturing
• 700 & Above Employee

• Internship Marketing Department Aché Laboratórios

  • 2000 - 2000

  Well-established Brazilian company in the pharmaceutical segment, known for the quality and innovation of its products. It is positioned among the five largest companies in the sector. Well-established Brazilian company in the pharmaceutical segment, known for the quality and innovation of its products. It is positioned among the five largest companies in the sector.