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Work Background
CBA DesignVerbal Lead
Mar. 2022 - Aug. 2024São Paulo, BrasilAs the Verbal Identity Lead at CBA B+G, a global frontrunner in branding, my role encompasses a broad spectrum of verbal branding initiatives. Key responsibilities and achievements include: • Strategic Direction: Oversee a diverse array of verbal projects, including tone of voice, brand manifestos, naming conventions, copywriting, advertising campaigns, packaging, and claims. • Cross-Functional Collaboration: Engage with team members across various departments—ranging from creative and business to back office and executive levels—to ensure cohesive brand messaging. • Client Leadership: Directly lead presentations and workshops for high-profile clients such as Nestlé, Purina, Ajinomoto, Nissin, and Braskem, ensuring client satisfaction and brand alignment. • Global Management: Coordinate tasks across multiple timelines and geographies, demonstrating adaptability and global acumen. • AI Integration: Spearhead the agency's AI adoption process, conducting research and providing guidance across departments for prompt writing and the seamless integration of AI services.
Keenwork DesignConsultor Verbal
Aug. 2020 - Mar. 2022São Paulo, BrasilAs a freelance verbal identity consultant, I led and presented various projects in areas such as naming and tone of voice for clients in segments as varied as fintechs, healthtechs, streaming and education.
ViveAgoraFounder and Director of Branding and Content
Nov. 2019São PauloAs the Founder and Principal Consultant of VIVEAGORA, I leverage my 25 years of industry experience to lead a diverse range of client projects. Established in 2019, VIVEAGORA specializes in: • Branding: Craft bespoke branding strategies that resonate with target audiences and drive business objectives. • Social Impact: Develop initiatives aimed at creating meaningful change, leveraging brand influence for societal betterment. • Activations & Storytelling: Execute compelling brand activations and storytelling campaigns that captivate audiences and amplify brand messages. • Wellness: Design wellness programs that align with brand values, enhancing both employee well-being and brand perception. Project Highlights: • Captains of America: Orchestrated an HBO documentary series that delved into the lives and challenges of influential figures across various sectors. • Maria Flor: Spearheaded the branding strategy for Maria Flor, a burgeoning cannabis brand, positioning it as a market leader in a highly competitive landscape.
FutureBrandLead Creative
May. 2018 - Nov. 2019São Paulo e Região, BrasilAs a Creative Leader at Futurebrand, the world's premier branding agency, I was instrumental in conceptualizing and executing branding strategies for a diverse portfolio of high-profile clients. My key contributions included: • Strategic Innovation: Pioneered and directed multi-faceted branding projects for industry leaders such as Nespresso, Centauro, and GOL, driving brand evolution and market positioning. • Financial Sector Expertise: Spearheaded branding initiatives for major financial institutions like Santander and BTG Pactual, enhancing brand equity and customer engagement. • Consumer Goods Focus: Led creative campaigns for FMCG giants like Diageo, Nescau, and Itaipava, resulting in measurable growth in brand awareness and market share. • Cultural Impact: Orchestrated branding projects for cultural and educational organizations like Alice and Dom Bosco, amplifying their social impact and reach. • Media & Entertainment: Managed high-stakes branding campaigns for media conglomerates such as TNT, elevating brand visibility and consumer loyalty.
Dabba ComunicaçãoDirector of Content and Partner
Aug. 2015 - May. 2018São Paulo e Região, BrasilAs a Partner and Strategic Brand Director at Dabba (formerly known as Kultur/+Soma), my role was multifaceted, encompassing brand management, strategic planning, and creative direction across a diverse portfolio of clients, especially in the lifestyle segment. Key responsibilities and achievements include: • Strategic Leadership: Orchestrated cross-functional teams across various sectors like Brand Design, Running, Football/Soccer, Basketball, PR, and Events to execute high-impact campaigns. • Global Events: Played a pivotal role in the strategic planning and execution of campaigns for global sporting events, including the FIFA World Cup and the Olympic Games, from 2008 to 2018. • Brand Expansion: Successfully launched and managed key brands like Nike Sportswear and Nike Skateboarding in the Brazilian market, achieving key performance indicators and contributing to the company's growth. • Multi-Brand Management: Served as Executive and Content Director for a diverse portfolio of accounts, including Converse, Itaú Cultural, Mountain Dew, and Beats By Dr Dre. • Special Projects: Led innovative campaigns and special projects for high-profile brands such as Discovery Channel and Red Bull, elevating brand presence and engagement. • Awards and Recognition: Won a Cannes Lion for the Corinthians/Beats By Dre collaboration celebrating the team's 2012 World Club title.
Kultur StudioDirector of Content and Partner
May. 2013 - Aug. 2015São Paulo e Região, BrasilAs a Partner and Strategic Brand Director at Kultur, I played a pivotal role in establishing the agency as a leading authority in youth culture and content creation in Brazil. Over the course of seven years, we excelled in bridging the gap between culture, content, and brands in a manner unparalleled in the Brazilian market. Cultural Integration: Successfully integrated international youth-oriented brands into the Brazilian context, while also enhancing the connection between local brands and their target audiences, particularly the emerging new middle class. • Content Leadership: Pioneered innovative projects like Soma Magazine, an independent music and arts outlet, that served as cultural touchpoints and enhanced brand engagement. • Client Success: Executed high-impact campaigns for notable clients such as Nike through our 'Umbabarauma' project and Passport via 'Os Bambas,' among others. Our approach was rooted in cultural understanding, and we leveraged this to create authentic and impactful brand experiences. This strategy not only elevated our clients' brand presence but also fostered a deeper connection with their audiences.
+SomaEditor in Chief
Mar. 2009 - Mar. 2012São PauloAt Dabba/Kultur, I was also in charge of Soma Magazine, a cross-media content platform that included a premium print magazine with a 30,000-copy nationwide distribution, a website, social media channels, an art gallery, and a concert venue. I organized a variety of cultural debates and events as part of this initiative. The project played a pivotal role in spotlighting São Paulo's emerging hip-hop, funk, and street art scenes, while also facilitating brand-artist collaborations with notable figures like Emicida, Criolo, OSGEMEOS, Speto, Mr. Catra, and Racionais MCs, among others. Additionally, we conducted interviews with key international artists across various disciplines, including Michael Stipe, Robert Crumb, Shepard Fairey, Fugazi, Steve Albini, Joe Coleman, Dirty Projectors, Dinosaur Jr, Girls, Q-Tip, Tommy Guerrero, MF Doom, People Under The Stairs, Sharon Van Etten, Tara McPherson, Jun Matsui, Estevan Oriol, Tortoise, and Mudhoney.
Kultur StudioDirector of Content
Aug. 2008 - May. 2013São Paulo e Região, Brasil
g1Writer
Aug. 2007 - Jul. 2009Chicago, Illinois, Estados Unidos
Rolling StoneWriter and translator
Mar. 2006 - Feb. 2010Chicago, Illinois, Estados UnidosFrom 2006 to 2010, I embarked on a freelance career that included a year-and-a-half stint in Chicago. During this period, I collaborated with esteemed outlets and publishers, offering a versatile skill set: • Journalistic Coverage: Reported on major events like SXSW and Lollapalooza, delivering in-depth features and timely coverage for publications such as Rolling Stone Magazine. • Translation Services: Provided expert translation for books and articles, serving as a linguistic bridge for publishers like Globo. • Concert Reviews: Covered a wide array of concerts across Brazil and the USA, offering readers insightful critiques and highlights. • Geographic Flexibility: Leveraged my time in Chicago to gain international experience, broadening my journalistic scope and cultural understanding.
Conrad EditoraEditor-assistente
Jul. 2004 - Jul. 2007In the early 2000s, Conrad emerged as Brazil's leading publisher of alternative comic books, mangas, tech magazines, and youth activism literature. As an Assistant Editor, my responsibilities were multi-faceted and impactful: • Series Management: Oversaw iconic series such as Sandman, Calvin and Hobbes, Blade of the Immortal, and Vagabond, ensuring editorial excellence and market relevance. • Author Collaborations: Managed a portfolio of works by renowned authors like Osamu Tezuka, Joe Sacco, Robert Crumb, and Suehiro Maruo, maintaining the integrity of their artistic vision. • Content Curation: Played a key role in the selection and editing of titles, contributing to the publisher's reputation as a vanguard in alternative comics and youth culture. • Editorial Strategy: Collaborated closely with senior editors to develop and implement editorial strategies that aligned with the company's mission and audience interests.
Prefeitura Municipal De LondrinaCultural Programmer
Nov. 2000 - Feb. 2004Londrina, Paraná, BrasilUpon completing my Law degree, I pivoted into the realm of cultural production, securing a position with the City Hall. In this role, I was instrumental in conceptualizing and executing a range of impactful projects: • Circuito Gaviaba: Conceived and orchestrated a year-round music festival that served as a catalyst for the Brazilian independent music scene, fostering exchange and circulation among artists and audiences. • Editorial Initiatives: Developed and executed various editorial projects that enriched the city's cultural landscape, aligning with broader community engagement goals. • Interdisciplinary Approach: Leveraged my legal background to navigate regulatory frameworks, ensuring the seamless execution of public events and editorial projects. • Community Impact: Through these initiatives, contributed to the city's reputation as a hub for cultural exchange and artistic innovation.
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