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Work Background
LALIGA StudiosHead of Strategy
May. 2023Madrid, Community of Madrid, SpainAs the 5th person to join LALIGA Studios, I played a key role in building the company and its brand from the ground up. LALIGA Studios, a collaboration between Banijay and LALIGA, combines top content production with the football ecosystem’s global influence. My journey here is driven by innovation, cultural relevance, and strategic excellence. As Head of Strategy, I ensure our content captures attention, ignites passion, drives action, and fosters meaningful change. My work spans community mapping, cultural insights, content strategy, and ROI measurement, all focused on connecting with audiences and driving brand growth. CRACK THE CODE (Community Mapping)
I created “Crack the Code,” a methodology to deepen brand-audience connections by exploring community passion points and dynamics.
- Discover and Engage: I map conversations and influencers within communities to craft content that resonates deeply.
- Impact and Innovate: I turn insights into strategies that encourage engagement and co-creation. 1. Content Strategy
Defining the content vision and ensuring a cohesive approach across digital, social, and traditional media, laying the foundation for all strategic efforts. 2. Cultural Insights
Aligning content with cultural trends and adapting global narratives to resonate with community values, ensuring relevance and impact. 3. Audience Decoding
Analyzing audience behavior, segmenting key groups, and crafting strategies tailored to engage and resonate with specific segments. 4. Social Strategy
Tailoring content for each platform, engaging communities, building loyalty, and maximizing reach strategically. 5. Content Measurement and ROI
Tracking performance with KPIs, assessing impact, and refining strategies based on analytics to provide actionable insights and guide future content investments. 6. Growth Business
Developing strategies aligned with business growth, leveraging innovation for expansion, and enhancing impact through strategic partnerships.
Gustavo OttoStrategist as a Service
Sep. 2022WorldWideOffering on-demand strategy consulting services tailored to the unique needs of clients, from long-term engagements to short-term projects. Bringing a wealth of experience to guide organizations in navigating complex business challenges and driving sustainable growth. Clients: Mahou, Iberia, Santander, Mitsubishi, Kia, WOW Store, Sanofi, Signify, MRM, You,inc, Tech&Soul, Human Rise. Key Deliverables: 1. Business Strategy
Developing robust, data-driven strategies that align with organizational goals, market opportunities, and long-term vision. 2. Brand Strategy
Crafting compelling brand identities and positioning that differentiate and resonate with target audiences, forming the core of all marketing efforts. 3. Platform Vision
Creating visionary platform strategies that drive innovation, scalability, and competitive advantage across the business ecosystem. 4. Product Management
Leading product development from ideation to market launch, ensuring alignment with customer needs and business objectives. 5. Competitive Analysis & Benchmarking
Conducting thorough market analysis and benchmarking to identify strengths, weaknesses, opportunities, and threats, informing strategic decisions. 6. Content Strategy
Creating impactful content strategies that enhance brand storytelling and connect with consumers across digital channels. 7. Go to Market
Developing and implementing strategies that accelerate product adoption, market penetration, and revenue growth. 8. Digital Marketing
Designing and executing comprehensive digital marketing strategies that drive engagement, conversion, and brand loyalty. 9. Consumer & Experience Journey
Mapping and optimizing both the consumer and experience journeys to improve satisfaction, retention, and brand loyalty. 10. Community Mapping
Identifying and analyzing key communities and influencers to foster brand engagement and build strong, connected customer bases.
SignifyGlobal Content Strategy & Perfomance MGMT
Sep. 2021 - Aug. 2022Madrid, Community of Madrid, SpainAt Signify/Philips Lighting, the world leader in lighting, I played a crucial role in shaping the global content strategy, ensuring our communication was as impactful and sustainable as our products. My work spanned B2B, B2C, and D2D markets, focusing on content that connects deeply with diverse audiences while driving business growth. I was instrumental in establishing the Content House, collaborating with various departments to align content strategies across the organization. A key achievement was developing the Content Strategy Index (CSI)—a proprietary tool to measure content efficiency based on neutrality and relevance, ensuring impactful messaging aligned with brand values. Additionally, I contributed to the development of the LumiXpert app, serving as the Product Manager for content, where I ensured the app delivered valuable, engaging content tailored to user needs, enhancing the overall experience. Key Focus Areas: 1. Content Strategy
Developed and implemented strategies aligned with business goals across B2B, B2C, and D2D markets, guiding all content efforts. 2. Content Authority
Positioned Signify as an industry leader through authoritative content, reinforcing brand credibility. 3. Segmentation
Tailored strategies to specific market segments for maximum relevance and impact. 4. Brand and Segment Benchmarking
Maintained competitiveness by benchmarking content against industry standards. 5. Content Performance
Monitored performance and refined strategies based on data insights to optimize effectiveness. 6. Digital Positioning
Enhanced digital presence by strategically positioning content across platforms and channels. 7. Consumer Journey
Aligned content with key touchpoints to optimize the consumer journey from awareness to conversion. 8. Consumer Experience
Created content that deepened consumer interactions and strengthened brand loyalty.
SAMY AllianceGlobal Director of Concept and Creativity
Jan. 2021 - Sep. 2021Madrid, Community of Madrid, Spain
SAMY AllianceGlobal Director Of Special Projects @ SamyRoad
Mar. 2020 - Jan. 2021Madrid, Community of Madrid, SpainMixing strategy thinking and creative development, my attribution is to lead a new area, in Samy, a holding that connects DogmaMedia (brand content and innovation), Chinese Laundry (PR and brand advocacy), and SamyRoad (influencers marketing). My responsibility is to drive creative concepts and generate accountable ideas for all facets of creative thinking, strategy development, and brand identity, working with innovation, data, Martech, and brand content to solve the brand's problems with impactful creative work.
HavasPlusChief Strategy Officer (CSO)
Jun. 2019 - Feb. 2020São Paulo e Região, BrasilAs CSO - General Director of Brand Strategy, Brand Content and Brand Growth - from a start-up agency, my role was to help crafting the agency positioning, philosophy, methodologies and, way of working/process. I'm also responsible to strategize, coordinate, and execute dynamic brand development initiatives for high-profile, international and local clientele, emphasizing data usage and innovation deliver, having martech and creative technology as an asset to help our clients achieve their goals and results. Clients: TIM, Hyundai, Adidas, Essity (Tena and Libresse), Emirates, AMBEV, Michelin, Globo Internacional, Swarovski, Hermès, Tickets4Fun, MSC, Planeta D'Agostini, Cinemark, CAOA.
OgilvyHead Of Brand Content/ Head of Content Studios
Nov. 2017 - Jun. 2019São Paulo Area, BrazilDuring my time as Head of Content, I am tasked with strategizing, coordinating, and executing dynamic brand development initiatives for our high-profile, international clientele. This includes managing all aspects of branded content, assets, and structure, ensuring continuous alignment with consumer trends and individual business goals. I consistently strive to identify and harness opportunities to maximize efficiencies and improve campaign impact by maintaining up-to-date knowledge of emerging industry technology and innovation. Key Clients: ~ adidas, Schin (Heineken Brazil), Fanta, Schweppes, Hasbro, Nestle Brazil (36 brands), Nescau, BMW, Pfizer, Tiffany & Co, Telhanorte, Petz, Banco Safra, Jack Links, Kroton, Panvel Pharmacy, L’Oreal Professionnel, La Roche Posay, Tramontina
Dentsu Aegis NetworkEVP, Head of Strategy and Data Intelligence @NBS
Mar. 2016 - Nov. 2017Serving diverse brands, agencies, and clients, my key objective in this role was driving accelerated growth and digital transformation. I leveraged my advanced data learning and analytics techniques to create and implement evidence-based, end-to-end brand solutions across all marketing divisions. Key Clients: ~ Oi Telecom, Bob's (fast food), CCAA, GM, Petrobras, BR Petrobras (gas station), SabMiller/Miller Genuine Draft, Docol, Coca-Cola, Malwee, iFood, Iguatemi, Flamengo, Panasonic, Supercell Key Achievements: ~ Launched Innovation Forum and ROI project for Oi Telecom, decreasing negative brand perception and elevating brand equity by 1%. ~ Achieved 12% brand awareness increase for BR Gas Station despite crisis environment; mitigated impact of corruption scandal occurring with parent brand, Petrobras. ~ Designed and led intrapreneur initiative ‘nbs genius’ to cultivate strong culture of “Always Learning and Sharing Insights”; integrated brand strategy, data, and media into squad formats with resultant new incomes to agency. ~ Utilized industry leading MarTech and digital innovation to facilitate successful development and execution of GM DDP project; restructured retail and sales priorities to promote significant increase in lead generation and conversion rates.
FLAGCXCCO
Jul. 2015 - Mar. 2016Rio de Janeiro Area, BrazilDuring my time as a CCO, my primary drive was emphasizing new technology and innovation to enrich the relationships between consumers and brands. I was accountable for all facets creative thinking, strategy development, and brand identity, always ensuring creative strategy alignment with target audiences and regional market trends. In addition, I tracked, compiled, and analysed various performance metrics to inform data-driven process improvements and maximize sales. Key Clients: ~ Del Valle, Schweppes, Leao Fuze, Kuat, L'Oreal Paris/Professionel, Vichy, Kerastase, La Roche Posay, Skinceuticals GNT, Premiere F.C. Key Achievements: ~ Delivered innovative WhatsApp advertising initiative for Elvive to maximize brand recognition within the hair treatment category; elevated brand awareness by 5% and market share by 3%. ~ Drove market share increase for Casting Cream Gloss, reversing two years of steady market decrease.
AfricaDirector Strategic Planning
Jan. 2015 - Jul. 2015Rio de Janeiro Area, BrazilIn a 6 months consultancy period, I had the opportunity to restructure process and the strategy department, reshaping the deliver in the Rio's office. Clients: GNT, Le Biscuit, Cultura Inglesa, Unimed Rio, FIRJAN, LOTERJ
AMPFYMaster of Culture and Content
Jul. 2014 - Dec. 2014Rio de JaneiroAmpfy is a start-up agency, focused in create more enjoyable and richer context in the digital ambient to the brands. At this position, I was accountable for leading agency-wide strategy, culture, and content development operations. I defined and implemented targeted communications strategies for L’Oreal Brazil, developing brand-focused digital channels to facilitate consumer outreach and engagement. Key Clients: ~ L'Oreal Paris, Garnier, Maybelline, Colorama, Vichy, Skinceulticals, La Roche Posay, Kerastase Key Achievement:
~ Secured double-digit growth within active cosmetic division by conceptualizing and building content Hubs for key client brands; significantly grew Skinceuticals brand awareness and increase Maybelline market penetration in Brazil.
The Coca-Cola CompanyHead Of Advertising
Sep. 2011 - Jan. 2014San Jose, Costa RicaIn this role, I oversaw all content and advertising campaigns within our Latin Center Business Units across Colombia, Ecuador, Venezuela, Central America, and the Caribbean. I served as a project leader in LATAM to Sprite, Fuze Tea, Waters, Coca-Cola Meals, and Live Positively, along with leading global projects for Fuze Tea Launching, FIFA World Cup, Coca-Cola, Meals, and Sprite. I fostered strategic business partnerships to propel scalable organizational growth. In addition, I led multiple global product launches with record results, including Coca-Cola and Meals, FIFA Trophy Tour, FIFA World Cup, and more. Key Brands: ~ Coca-Cola (Zero, Light, Platforms [Meals, Teens, Music, FIFA World Cup, Olympics]), Sprite, Nestle/Fuze Tea, Fanta, Local Heritage Brands (Chinotto, Country Club, Fioravanti, Cannings, Tropical), Quatrro, Ginger Ale, Burn, Waters (Ceil, Dasani), Vitamin Water, Powerade, Minute Made/Dell Valle, Schweppes Key Achievements: ~ Attained volume growth in Latin Center after one year, launching 20+ integrated marketing campaigns with omni-channel customer experiences; achieved 5% brand equity increase within two years. ~ Expanded worldwide consumer experiences from activations to 100+, yielding savings in marketing scale. ~ Piloted Coca-Cola Experiential Package Innovation plan, targeting expanded social media presence with Christmas Bow Bottle and Ice Bottle product launches.
- Globaly launched Fuze Tea, starting in Ecuador, maintaining the market share from Nestea - Participation in LATAM and Global Projects, leading full marketing strategies deliverables
O Costureiro LabManaging Director
Oct. 2010 - Dec. 2017WorldWideFacilitated global brand awareness for diverse client base through innovative, multi-platform networking strategies. Main clients: McCann, Agencia Africa, FLAGCX, NeuroFinding (start up in neuroscience), Tech&Soul, Coca-Cola, Panvel Pharmacy, Grendene, TIM, C6Bank, L'Oreal Group; BRMalls,
McCann EricksonRegional Strategic Planning Director
Jun. 2008 - Jul. 2011Rio de Janeiro Area, BrazilDuring this time, I was established as the Head of Strategy for several top clients in the Rio de Janeiro office. As a proactive contributor to the McCann Global Council, I was tasked with serving as a regional company representative during international business meetings. I consistently integrated regional best practices to facilitate productivity and performance enhancements, focusing on L’Oreal and Coca-Cola businesses. Key Clients: ~ Coca-Cola Brazil, Grupo L'Oreal Brazil (L'Oreal Paris, Colorama, Maybelline, L'Oreal Professionnel, Kerastase), TIM, Mobil, Colorama, BRMALLS, Rede Globo, Statoil Brazil, Supermercados Zona Sul, Revista Veja RJ, Grendene Kids Key Achievements:
~ Initiated digitalization of L’Oreal Paris and introduced integrated marketing communications process at L’Oreal Brazil.
~ Delivered higher profit increase for TIM’s account via focused competitor research and transformative digital marketing campaigns; drove double digit brand awareness growth reflecting over additional income.
mpmStrategic Director
Jan. 2008 - Dec. 2008Sao Paulo, BrasilConsultancy Freelancer to the agency, facilitating Strategic thinking, integrating among disciplines and leading some creative process to brands like Burger King, SulAmérica and CCR
SoHo SquarePlanning Director
Jan. 2006 - Dec. 2008Sao Paulo, BrasilStarted as a Planning Director in the RJ office to lead the Strategic Thinking to Souza Cruz/BAT and Michelin Was a specialization in retail, brand experience and integrated marketing Transfered to SP to lead the Avon Account in 141/Soho Square to LATAM and introduce the Hello Tomorrow positioning in all countries, integrating the communication and the brand through an ubique vision Also appointed as Head of Planning to the others accounts and divisiona of the agency: Unibanco (retail revamp project), DuPont, L&G, Santander, Alcatel, Wickbold, Roche Laboratórios, Lojas Marabraz, SECOM e Ministerio do Turismo.
Lew'Lara\TBWAPlanning Manager
Jan. 2005 - Dec. 2006rio de janeiro, rio de janeiroLead the Planning and Strategic thinking to TIM and Golden Cross account sin Rio de Janeiro Responsable to create the briefings with the Account Team and also lead the Creative Development Integration with another disciplines I was part of the group who crestes the Surf Platform Stateman to TIM's brand. this create a memorable communication to the brand Also worked in a BP of Grupo Schincariol with the SP office
Ogilvy & MatherPlanning Manager
Jan. 2002 - Dec. 2005rio de janeiro, rio de janeiroManaging the Strategic Thinking to brands like Coca-Cola Brasil (Coca-Cola, Sprite, Fanta), Souza Cruz/BAT (Free, Hilton, Plaza, Pall Mall, Vogue), GSK (Eno, Sonrisal, Sonridor, Emulsão de Scott), Grupo Michelin, Nacional Iguatemi Shopping Centers, JB Responsables to create the briefings with the Account Team and also lead the Creative Development Integration with another disciplines Lead of the POS project (transforming the POS experience in the retailers) to Michelin Group in Brasil and after roll out to LATAM
GlobalComm Inc.Planning Manager/Planning Director
Mar. 2000 - Jul. 2003Porto Alegre Area, BrazilChevrolet, Calçados Piccadilly, Grupo Mãe de Deus, Lojas Pompeia, Móveis DellAnno, CRT/Brasil Telecom, Jurerê Internacional, Supermercados Carrefour, Governo Do Estado Do RS, RGE Energia
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