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Work Background
ZapperSenior Brand Marketing Manager
May. 2022 - Jan. 2023- Developed and executed a comprehensive brand repositioning strategy, from a portfolio tracker to an Ethereum/web3 explorer.
- Implemented targeted marketing and communication strategies across multiple channels, including PR, partnerships, influencers, users, investors, and community members.
- Established efficient marketing processes for community engagement and content strategy.
INSTITUTO POVO DO MAR- IPOMBoard Advisor
Mar. 2022 - Jan. 2023
Vo.larCo-founder
Mar. 2019 - Mar. 2020Lisboa e Região, PortugalStart-up focused on the Future of Work, helping senior professionals to explore new career paths. - Define Brand Strategy and Storytelling.
- Articulate brand narrative and value for investors. - Articulate the brand value proposition for getting partnerships, investors, and audience.
- Direct content marketing strategy.
- Build product and user experience
Nathalia MontenegroFounder and Brand Strategist
Jun. 2017Consultancy on Brand Strategy and Leadership for small-mid size companies looking to refresh, repurpose and re-align. Worked with business owners and founders from all over the world including Middle East, Europe, North and South America. - Lead and manage brand strategy projects
- Lead meetings and discovery sessions with clients
- Assess and Develop brand and positioning strategy
- Develop brand and product narrative - storytelling
- Recommending and defining strategies and priorities to help achieve brand goals
- Capture and bring to life the insights and business opportunities.
- Align brand goals with business goals and strategy
- Create guidelines (based on the brand strategy) for business operations including: marketing, sales, product development and culture
- Develop a deep understanding of consumer personas, mindsets, attitudes, values and behaviors across clients audiences, products and verticals, and customer journey.
- Guide brand architecture and messaging
- Articulate complex ideas in a concise yet compelling way.
- Mentor business' leaders in the implementation phase after the strategy is defined.
Bikiny SocietyBrand Manager
Jun. 2017 - May. 2018Bikiny Society is a luxury swimwear brand, present in Europe, Brazil, and the United States. - Lead brand alignment and adjusting brand positioning alongside the CEO and creative director.
- Brand's image management, guaranteeing coherence of the main message between the brand's channels and touch points.
- Collaborate across departments to determine effective launch strategy, including rollout plan, and communication goals to best drive awareness and engagement.
- Conception and development of the new website and launch of e-commerce.
- Manage brand partnerships and collaborations
- Train teams according to the brand guidelines - Coordinate Digital marketing
- Develop concepts for brand campaigns
INSTITUTO POVO DO MAR - IPOMBrand Manager
Aug. 2016 - Mar. 2018Fortaleza, BrasilThe Institute People from the Sea is a Non-profit Educational Institute offering complementary education through sport, art and technology to children and teenagers from 7 to 17 years in the poor coastal neighborhoods of Serviluz and Praia do Futuro in the city of Fortaleza. The institute offers new paths to these youths track to a sustainable future, different from before it when the kids used to stay in the streets surrounded by violence and drugs and inclined to follow criminal choices. - Lead brand repositioning and rebranding
- Develop Brand Strategy
- Align institutional communication and marketing tactics for the private sector and public sector - Develop brand messaging
- Support in guiding institutional events planning
- Support the marketing and fund-raising staff with tools and strategic communication for raising more financial, material and human resources.
Raise Value DesignStrategist and Brand Designer
Aug. 2015 - May. 2017A design office focused on brand identity development through humanistic design, supported by research on how people feel and interact with the brand in all dimensions. My main reason to found this office was the will to develop brands and business that wish to deliver more than a product or service. Our target clients are companies that care about people and that are willing to make a difference in people’s lives. - Brand identity conception and positioning - Developing visual identity, feel and touch of the brands.
- Developing emotional personality of the brands based on archetypes studies.
- Conduct research and analyze data to shape the brand narrative, identify and replace the negative associations or reinforce positive perceptions about the brands.
Leli CorreiaMarketing and Product Development
Jun. 2014 - Aug. 2015Fortaleza, BrazilFashion Brand casual women's wear in Brazil with national reach - Development of brand persona and target market.
- Implementing brand systems to guide product development and collections concept.
- Defining brand universe and improving brand experience on the brand's touch points
- Implementation of Visual Merchandising
Iracema Indústria e Comércio de Castanhas de Caju LtdaIntern Marketing
Apr. 2012 - Mar. 2013
University of Fortaleza - UNIFORScholarship Student on Marketing Research - PROBIC
Aug. 2011 - Dec. 2012Focus of study and research: Brand Equity, Brand perceived value, Brand perceived quality, brand loyalty. Published article: The perceived quality of food producer brands compared to Carrefour private label. XVIII Encounter of initiation to scientific research, University of Fortaleza, 2012.
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