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Work Background
FC DIEZ MEDIADigital Marketing Lead
Mar. 2024São Paulo, Brasil
ARARASr Operations Manager
Jul. 2021 - Jun. 2023São Paulo, BrasilStrategic and operational management of the company and content projects; implementation of flows and processes, definition and contracting of delivery management and control platforms; interaction with partners and suppliers; supervision of key accounts such as Kaká, CBF, Podpah, Gerando Falcões, Miniclip, Iguatemi, Gympass, and SumUp, among others; performance monitoring and coordination of periodic reports for clients; support in project formatting and commercial prospecting.
Jogo de CenaPartner
Sep. 2017BrasilI develop creative, disruptive and results-driven strategies for marketing and communications projects / bids in Sports, Arts and Entertainment. I work closely with my clients through every step, so that the implementation does not lose sight of planning and objectives, and the lessons of each process are learned for the next stages. My latest projects include clients such as Rogério Ceni, GiveBack Agency (Luiza Trajano) Grupo Bandeirantes, Cinegroup (Gabriel Chalita,FashionTeen), iNBOx Cultural and online arts.
São Paulo Futebol ClubeCommunications Manager
Nov. 2015 - Jul. 2017Sao Paulo, Brazil[See bellow] After a year away (used also to further my international education), I came back to SPFC. We made some readjustments that led to saopaulofc.net being the most visited club website of the Americas (European Club Footballing Landscape - UEFA 2016), we partnered with our sponsors and partners in branded content initiatives and built great cases, especially in the travel industry (Copa Airlines; Universal Orlando Resort). We also focused on live content, and I was personally operating most of Facebook Live transmissions. In the first semester of 2017, we had over 30.000.000 video views on Facebook Live alone, the most (by far!) by a Brazilian club. - Sports events / courses speaker:
@ 2016 Business FC (Game Day Media and Marketing Operations)
@ 2017 Women on Sports Management (Sports Communications)
Ceni Sports - Rogério CeniPublic Relations Consultant
Oct. 2013 - Dec. 2015São Paulo Area, Brazil- PR
- Stakeholder management (media, partners, licensees, charities, fans)
- Digital marketing (Facebook page, digital presence, bilingual video content)
Jogo de CenaSpeaker
Aug. 2011Ventura Academy 2019 | Talking To The Media During a Cyber Incident
Women in Sports Management 2017 | Sports Communications
Business FC 2016 | Game Day Media and Marketing Operations
Social Media FC 2016 | Guest Speaker
Business FC 2014 | Game Day Media and Marketing Operations
Sports Marketing Seminar - Comunique-se 2012 | Case: São Paulo FC’s Official Website
Brazil Sports Show 2011 | Online Sports Marketing
Team SpiritSports Marketing Lead Consultant
Aug. 2011 - Mar. 2013São Paulo Area, BrazilParallel to my role in heading SPFC's Communications department, I was also involved with consulting for projects focused on strategic planning in sports marketing. I was part of a team developing marketing/communications strategies for great market players like Nike (The Chance; Batalha das Quadras) and Editora Abril (Villa Placar in London 2012). We also produced sponsorship and licensing projects for companies looking to invest in FIFA World Cup 2014 (i.e: Apex Brasil)
São Paulo Futebol ClubeGerente de Comunicação (antes Diretora Adjunta)
Aug. 2008 - Aug. 2014São Paulo e Região, BrasilWhen I first started at SPFC I had one mission determined by the president: organize, plan and expand the club’s digital presence. On my 1st day, it became clear, though, that the first step was to strengthen the communications department presence, authority, and perception inside the organization. Together we built a motivated and engaged communications team always ready to assess, adjust and deliver.
I redesigned our PR initiatives and focused on premium media and institutional materials, game-day operations, branding, sponsorship/loyalty program activations, and managing and liaising with influencers + fan-operated content channels. We partnered with the marketing department in creating unforgettable events, such as Luis Fabiano’s homecoming, Rogério Ceni’s 1.000th match, Kaká's return, etc. I hired and assigned talented media relations staff exclusively for the youth teams, and in 2011 I specifically designed social media training for them. I strategized our content producing efforts, and in 2 years we increased by 340% the viewership of our website. In 2011 we launched a fully redesigned one, with not only a new interface and full coverage of day-to-day activities, but also a ton of historic and engaging content. The portal soon became the #1 club website in Brazil. Despite being the 3rd major fandom in Brazil, a study conducted by Biziil in July 2014 called São Paulo FC the “Social Media Brazilian Champion”. We partnered with an amazing digital production company (NWB - Desimpedidos) and expanded SPFCtv, the club’s video content hub. I negotiated content usage with rights managers (Globo, Premiere, ESPN, Fox Sports) and/or supervised feature films and DVDs celebrating the clubs championships and history (Soberano, Soberano II, ROGÉR100 Ceni, El Campeón Volvió, Onde A Moeda Cai Em Pé). During the 2014 FIFA World Cup, I was the official liaison to the United States Men National Team. (Tom King's letter of recommendation: http://bit.ly/1uTTd8X )
Rede GloboActress
Mar. 2007 - Mar. 2008Rio de JaneiroI used to discard this role from my CV, but I now believe my work as an actress allows me to understand different areas of content production. It also made me a more empathic leader and colleague. Sete Pecados (author Walcyr Carrasco, director Jorge Fernando)
Role: Janaína Telecurso 2000+10
Theater class
Self-employedPublic Relations
Mar. 2002 - Aug. 2008. Media and public relations for athletes, politicians and special events
. Corporate and celebrity digital strategy planning
. Branded content producer
. Events and seminars planning and operation
Grupo Tom BrasilAssistant Producer / Producer
Nov. 1999 - Feb. 2002São Paulo Area, BrazilJAM Music was a record label owned by the same group that managed Tom Brasil,
a music venue. I was as an assistant producer to the musical Cazas de Cazuza, which toured to Rio de Janeiro and Belo Horizonte. After that I started working as a producer for a weekly music project, A Casa Cai. I also produced music videos, one of them filmed in Rio de Janeiro (MTV's VMBrazil 2001 nominee) and the other in Vancouver, Canada.
- TOM BRASIL is one of São Paulo's most prestigious music venue. There I had the following responsibilities
• Production assistant for theatre plays (i.e. 5X Comédia, Crazy Horse e The Vagina Monologues), and music concerts (i.e. João Gilberto, Nightwish, Gilberto Gil, Lulu Santos)
• Corporate events production (i.e. Henkel, Metlife, Herbalife)
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