I’m a strategist with 13+ years of experience in advertising agencies,
developing the strategic work needed to create marketing campaigns, brand initiatives and digital platforms.
My work is to study, analyze and define a path to solve clients challenges,
combining data analysis and creativity for effectiveness and better results.
~ Responsible for everything related to brand and comms strategy, from defining the product and institutional brand positioning to creating the tactical activation strategies for the campaigns.
~ Cultivate a deep understanding of customers’ wants, needs and behaviors, across the full customer journey.
~ Conduct consumer, industry and category research and identify insights to build strategic recommendations.
~ Lead strategic business planning process and methodologies to develop short and long term strategies
Wieden+Kennedy
Strategy Director
At Wieden+Kennedy, known as one of the world's most creative and award-winning agencies, I lead the strategy team responsible for Nike and Uber's communication strategy in Brazil. I work in concert with the Chief Strategy Officer while managing the overall strategic results and mentoring junior strategists.
DDB
Strategy Director
I was the strategy director at DDB (first as Tribal and then as SunsetDDB), one of the most important and awarded creative networks worldwide. There I led the strategic work for major brands such as: Banco BV, Natura, Ambev and MRV.
R/GA
Associate Strategy Director
R/GA is a mix between agency and consultancy, helping clients to grow their businesses through brand design, communication, digital products and innovation. There I was the group leader responsible for the strategy of Bradesco (Ágora Investments and Bradesco Previdência), Google (Waze, Youtube and B2B), Mastercard and Sem Parar.
Talent Marcel
Senior Planning Manager
Talent is a recognized brazilian agency founded on 1980 by Julio Ribeiro. Today it is part of the Publicis Groupe. I worked as a strategic planner manager for Santander and Heineken brands, developing the communication plans for different segments and business needs.
Leo Burnett
Planning Intern / Planning Assistant
I started my career in strategy at Leo Burnett, as a planning intern. My role was to support the team through research and analysis of the competitive scenario, trends and consumer in order to find the best paths to explore in communication.
During this period I worked with the brands Fiat, P&G, Rossi (Real Estate), Samsung and Phillip Morris.
FGV (Fundação Getúlio Vargas)
MBA Data Science
In order to improve in the understanding of the data and analytics area, I took a postgraduate course in Business Analytics and Big Data at FGV in 2021. In this experience I was able to better understand the use of data within the business environment.
Faculdade Cásper Líbero
Social Communication / Advertising
Miami Ad School
Teacher / Mentor
Since 2015 I'm part of the team of teachers at Miami Ad School São Paulo. In addition to several classes taught over the past years, i also work as a mentor for the students of the Strategy Bootcamp. During the 2020 pandemic, i helped in the development of a new 100% remote strategy course, the first of its kind created at the school.
Courses and classes taught:
Class: Building stories & Presenting Ideas
Class: Introduction to Strategic Planning
Class: Strategy Basics Toolbox
Course: Career in Strategy - Self Knowledge Workshop
Course: Strategy Camp (100% remote)
SelfStrategy
Co-Founder
We Strategists are always developing strategy for brands and campaigns, but we often forget to do the same for our own careers. We stop thinking about our weaknesses, strengths, challenges, and where we want to go.
To solve this problem and help young strategists, SelfStrategy was born. It is a methodology to help each strategist to be more aware of their career plan and be able to trace the best path. The project was created by me and Nathalia Andrijic.
SelfStrategy Workshops have taken place in cities such as São Paulo, Rio de Janeiro, Brasília, Curitiba, and Porto Alegre, and in events such as Hacktown. More than 200 strategists were trained throughout the project.
[Link] [Link]
Effie College
Jury
I had the opportunity to participate as a juror in the Effie College Award, which aims to recognize, inspire, educate and engage the marketing and communication professionals of the future.
Annual list created by the Papel&Caneta collective that celebrates and elects the young professionals who, even in the face of the harsh reality of the economy and the country, have fought to challenge and make a difference in our market.
[Link] [Link]
Winner of Startup Weekend AdTech with the development of Marta, a virtual assistant of digital marketing for small businesses.
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