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Work Background
KoruHead of Marketing
Jul. 2024Campinas, São Paulo, BrasilI am responsible for the strategy and management of the Marketing department at Koru, a leading company in corporate and leadership education in Brazil. My main activities include: Team management and strategic leadership: I lead an engaged and multidisciplinary marketing team (comprising 10 team members under my management), ensuring alignment with the company's strategic objectives. I focus on developing people and fostering a collaborative, results-oriented environment. Development and execution of multichannel strategies: I define the content calendar and lead the creation of materials for social media, email, blogs, websites, and videocasts. All initiatives are aligned with Koru's positioning, enhancing the brand’s value and authority in the B2B market. Campaign planning and monitoring: I oversee the development of institutional and commercial campaigns, working closely with partners and stakeholders to ensure measurable impact and results. Analysis and KPI tracking: I monitor performance metrics to evaluate and optimize strategies, ensuring that all actions are aligned with business objectives, such as generating qualified leads, increasing engagement, and strengthening the brand. Brand management: I consolidate the company’s brand identity in the market by aligning key messages, tone of voice, and communication strategies across different stakeholders. Design team management: I lead the team responsible for Koru's educational materials, ensuring consistency in how the company communicates across all touchpoints with clients, leads, and partners. Partnership management: I spearhead initiatives that showcase Koru’s expertise through collaborations with clients, the press, and other partners.
FalconiSenior Marketing and Communications Manager
Apr. 2022 - Jul. 2024São Paulo, BrasilI managed a team of 10 employees, operating in a fully remote environment, at Falconi - the largest Brazilian management consultancy firm. My work focused on strengthening the company’s reputation and memorability, engaging stakeholders, ensuring the correct perception of the company and its services, and driving business growth. I led the content, social media, branding, and design teams, responsible for developing multichannel campaigns and content, communication projects, internal communication, press relations, sustainability/ESG reports, and events. Maintained constant interaction with company leadership, collaborating with business units, interfacing with clients to build case studies, and engaging with journalists, in addition to negotiating and managing suppliers for specific projects. Key Achievements:
− Increased the LinkedIn follower base by 76%, surpassing 338,000 followers within a year and a half.
− Launched a new website, resulting in a 90% increase in traffic and a 155% improvement in organic ranking during the same period.
− Secured over 4,113 media mentions, including 638 reports in target outlets in 2023.
− Exceeded the goal for generating qualified opportunities by 138% and achieved 211% of the MQL target via organic search.
− Led the development of the Sustainability Report for two consecutive years.
NeomedHead of Marketing
Mar. 2021 - Apr. 2022São Paulo, BrasilReport: Partners Team Management:
Responsible for managing a team of 6 professionals, including internal members and freelancers, as well as coordinating vendors. My primary role was to structure the marketing department, aligning strategies with the company's objectives and driving its growth. Strategy and Leadership:
Strategic leadership in the marketing department, focusing on expanding and improving acquisition channels. I developed my master's dissertation at Neomed on "Market Segmentation for Healthtech." Multichannel Marketing and Communication:
Implemented a multichannel marketing approach, managing social media, website, blog, newsletters, and other platforms. I focused on solidifying Neomed's reputation in the hospital sector, optimizing the website, organizing events, and maintaining efficient communication with clients. Inbound Marketing and Visibility:
Implemented inbound marketing strategies to attract commercial opportunities and qualified leads, resulting in significant advancements in the company's visibility and recognition. Stakeholder Interaction:
Regularly interacted with clients and prospects, utilizing insights from my master's degree to improve key messages and the value proposition of the B2B SaaS platform, Kardia. I maintained interactions with key vendors, PR and digital marketing agencies, and a strategic partnership with Google for organic exposure. Daily Routines:
Supervised the implementation of strategies by the team, as well as content production and brand communication alignment, conducting data analysis on platforms like Google Analytics and RD Station to ensure measurable impact of marketing strategies. Key Achievements: Launch of Neomed's New Website.
Launch of Kardia: Managed the branding/marketing strategy for the launch of the Kardia solution.
Active participation in B Corp Certification.
Portal TelemedicinaMarketing and Communications Manager
Mar. 2018 - Mar. 2021São Paulo, São Paulo e FlorianópolisI helped Portal to become one of the most important websites about telemedicine and health tech-related content in Brazil ranking first in organic search on the most important keywords related to the business strategy. With a great content marketing strategy and a multi-channel distribution it was possible to achieve more than 50 thousand unique visitors monthly by organic search (+1150% Growth Rate in 4 years) - the main channel to attract business opportunities and leads. My main role was: - Manage the marketing team and suppliers to provide an effective digital marketing plan to achieve business OKRs, to drive traffic, engagement, leads and customer retention.
- Inbound Marketing Overall Strategy.
- Branding and partnerships.
- Digital marketing campaigns, including web, SEO/SEM, email, social media, and display/Adwords advertising.
- Institutional Content Producer/ Ghost Writer
- Maintaining our social media presence across all digital channels.
- Developing a media relations strategy, seeking high-level placements in print, broadcast and online media; Manage media inquiries and interview requests; Create content for press releases, byline articles and keynote presentations and Build relationships with stakeholders.
- Investor relations: ensure that information about the company is disclosed transparently, comparably, consistently and reliably.
Portal TelemedicinaContent Marketing Manager
Mar. 2017 - Mar. 2018Florianópolis- Orchestrating digital content strategies across all online platforms.
- Driving traffic and engagement that translates to sales and brand promotion.
- Measuring the results of marketing activity to inform future marketing campaigns.
- Managing our Inbound Marketing agency
Grupo RBSLifestyle and Branded Content Editor
Jan. 2016 - Mar. 2017Florianópolis Area, Brazil- Editor and content producer at Donna magazine and revistadonna.com
- Branded content for clients (multimedia content)
- Social media and website
- Food hunter at destemperados.com.br
Grupo RBSFood and Healthcare Editor
Nov. 2013 - Dec. 2015Florianópolis Area, Brazil- Food editor at diario.com.br and Diário Catarinense newspaper
- Food hunter at destemperados.com.br - Special food guides for Santa Catarina
- Branded contents
- Editor at Vida e Saúde
Samsung ElectronicsPublic Relations Supervisor
Feb. 2013 - Nov. 2013São Paulo Area, Brazil- Public Relations Strategy for all Consumer Electronics divisions for Samsung in Brazil (Telecom, Home Appliance, IT, among others) - Report to Senior PR Manager
- Coordinator of two PR agencies with a team of over 15 people
- Press conferences and products launches strategy
- Crisis management
- Budget management
TerraCorporate Comms Senior Analyst
Jan. 2010 - Dec. 2012São Paulo Area, Brazil- In-House Press Relations for Terra (Sonora e Terra TV) - Strategic planner for PR events, product launches, corporate PR in Latin American
- Manage key relationships with press and media partners across digital media, advertising, technology and business
- Development of local PR strategy and key messages
- Internal Comms
Vivo (Telefônica Brasil)Trainee
Aug. 2008 - Jan. 2010São Paulo Area, Brazil- Young Talent Program (Trainee) - Job rotation and more than 200 hours of courses, coaching and mentoring
- Manage corporate communications projects for 18 countries
- Corporate Communications for Planeta Terra Festival 2008 and 2009.
Banco do BrasilCommunications Intern
Feb. 2006 - Feb. 2008Florianópolis, Santa Catarina, BrazilInternal Communications Press Relations
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