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Work Background
BeAmbassadorBE AMBASSADOR | Head of Market Expansion and Development
Nov. 2024São Paulo, Brazil• At BeAmbassador, I am responsible for leading and executing the company’s market expansion strategy in Brazil. I work to promote the innovative SaaS solution developed in partnership with Microsoft, which transforms employees into brand ambassadors, enhancing organizations' communication, sales, and human resources strategies.
• My role involves identifying growth opportunities in the Brazilian market, establishing strategic partnerships. Additionally, I am responsible for educating the market on the benefits of the platform, managing engagement campaigns, and positioning BeAmbassador as a leader in internal communication and organizational culture development solutions.
EstímuloWomen Estimulo Ambassador
Sep. 2024Brazil
People TouchStrategic Planning Consultant
May. 2024São Paulo, BrazilConsultancy specializing in career transitions, recruitment, and selection.
• Demand Generation & Digital Strategy: Designed and executed a data-driven digital marketing strategy, increasing social media engagement and optimizing lead acquisition costs.
• Pipeline Growth: Launched an integrated content marketing strategy across multiple platforms, improving brand awareness and generating new business opportunities.
• Project Leadership: Led the Industry4Her 2024 project, training 150 women for Industry 4.0, and developed leadership workshops for major clients like Edenred (Accor Group).
• Marketing Automation & Performance Tracking: Introduced new tools to measure conversion rates and campaign performance, improving decision-making and ROI.
nanoFounding Partner
Jan. 2010 - May. 2024São Paulo, BrazilConsumer goods startup specializing in frozen desserts.
• Growth Marketing & Brand Positioning: Built the brand from the ground up, securing 150+ B2B clients, including St. Marché, Hirota, and Mambo.
• Paid & Organic Digital Campaigns: Developed and executed digital strategies, growing the brand’s audience organically and through paid traffic, leading to 10K+ engaged followers.
• Product Innovation & Market Leadership: Launched 80+ products, achieving market leadership among key retailers.
• Crisis Management: Successfully navigated the impact of the pandemic, adapting business strategies to mitigate revenue loss.
Casa azul Marketing and Communications Consultant
Jan. 2009 - Dec. 2010São Paulo, BrazilNonprofit organization responsible for the FLIP – Paraty International Literary Festival
• Sponsorships: Designed and executed the communication and sponsorship acquisition strategy for the FLIP, increasing event revenue from R$4 million to R$15 million. Secured 8 new sponsors, including Suzano Papel e Celulose, BNDES, Petrobras, and the Government of Rio de Janeiro. Revamped the brand positioning strategy for Itaú-Unibanco, resulting in an increase in sponsorship value from R$2 million to R$5 million through innovative sponsorship initiatives.
• Integrated Communication: Developed strategic content for press releases, websites, and social media. Organized press conferences and managed relationships with cultural and corporate journalists, both nationally and internationally.
• Stakeholder Engagement: Established and managed strategic partnerships with key stakeholders and sponsors, including Pedro Moreira Salles, Alfredo Setúbal, Daniel Feffer, José Roberto Marinho, Milú Vilela, and Eduardo Saron.
DEDICCorporate Communication Director
Jan. 2005 - Dec. 2009São Paulo Area, Brazil•Leadership Transition: Returned to DEDIC at the request of Portugal Telecom, following the appointment of a new CEO. Took on the role of Corporate Communications Director to manage the executive's reputation and support his integration within the Group. • Brand Strategy & Thought Leadership: Led corporate positioning efforts, aligning brand messaging with business goals. • Employee engagement and Internal Communications: Directed the DEDIC Corporate University Project, aimed at providing higher education opportunities for employees. The initiative, featuring 15 courses accredited by the Ministry of Education (MEC), earned the ABT Award in the Social Responsibility category and graduated approximately 2,500 individuals.
PORTUGAL TELECOM GROUP (HOLDING)Corporate Communication Director at Portugal Telecom Brasil
Jan. 2004 - Dec. 2005São Paulo Area, Brazil• Recognition and Leadership: In recognition of my work at Dedic, I was invited to take on the role of Corporate Communications Director for Portugal Telecom Brasil. My mission was to build the Group's image and reputation among its Brazilian subsidiaries, shareholders, C-level executives, employees, and opinion leaders, reporting directly to the CEO.
• Projects: Managed the Portugal Telecom Brazilian Literature Prize, winning both regional and national ABERJE awards in the Institutional Events category.
• Media Relations: Oversaw media relations with both Brazilian and Portuguese press, crafting and approving story angles, defining corporate messaging, and managing the release of key business data. Prepared presentations of results for the Group’s Advisory Board and meetings between the Brazilian and Portuguese CEOs.
• Brand Ambassador & Executive Committee: As a member of the Group’s Executive Communications Committee in Portugal, I served as a brand ambassador between the Brazilian subsidiaries and the corporate headquarters. Through the Projeto É! PT!, I communicated the Group’s values, mission, and identity to 20,000 employees, aligning marketing and communications strategies with the company’s strategic objectives. This strengthened the Group’s reputation and built a more authentic and meaningful connection with employees, opinion leaders, and stakeholders.
DEDICMarketing and Sales Director
Mar. 2002 - Dec. 2003São Paulo, BrazilFollowing the privatization of telecommunications, Portugal Telecom acquired Mobitel (pagers) and transformed it into the Group’s Contact Center company. • Start-up Leadership: Established the Marketing and Sales Department with a team of six members, defined roles, created sales processes and policies, and developed the marketing plan.
• Branding: Led the creation of the Dedic brand in collaboration with DPZ, overseeing everything from naming and visual identity to the press launch, targeting opinion leaders and 12,000 employees.
• Media Relations: Developed the company’s media relations policy, trained spokespersons, and defined strategic information (Q&A) for disclosure.
• Internal Communication: Created the Internal Communication Policy and launched the Fala Dedic platform, integrated with the Internal Communication Program.
• Revenue Generation: Secured clients such as Vivo, Unidas, Odontocompany, and Europ Assistance, generating R$ 50 million in revenue.
• Recognition: Coordinated the Dedic Escreve project, which won the National Excellence in Education Award in the Internal Communication category. The project aimed at enhancing writing and communication skills within the contact center operations.
• Leadership Achievement: Under the leadership of President Miguel Cui, Dedic was recognized with the Best Executive of the Year Award by the Brazilian Telemarketing Association (ABT), owing to significant financial results, consistent media presence, award recognitions, internal communication initiatives, and public relations activities.
Vivo (Telefônica Brasil)Trade Marketing Manager (Telesp Celular)
Jan. 1999 - Dec. 2000São Paulo Area, BrazilIn 1998, Telesp Celular was acquired by Portugal Telecom, becoming the largest telecommunications company in Brazil. In 2003, Telesp merged with Telefónica and Global Telecom to form Vivo Participações S/A. • Trade Marketing Leadership: Hired to structure the Trade Marketing department, managing three key areas: co-op advertising, store development & merchandising, and communication & training. Led a team of 10 employees.
• Strategic Planning: Developed effective strategies to boost sales through distribution channels. Designed and implemented co-op advertising and merchandising policies for owned stores and authorized resellers. Created an extranet communication platform to enhance communication with channels and ensure daily content dissemination, promoting greater engagement and strategic alignment.
• Sales Channel Management: Coordinated product and service launches, negotiated promotional space and activities at points of sale, ensured strategic product positioning through planograms, developed training manuals, and trained sales teams.
• Owned Stores: Participated in the conception and opening of the first 37 owned stores in São Paulo and the interior of the state.
• Events and Media Relations: Organized events and press conferences, including the launches of Baby, Peg&Fale, Formula 1, and Festa do Peão de Barretos, among others.
• Budget Management: Managed a budget of R$ 100 million, ensuring the effective execution of planned actions.
BAT GROUP - Souza CruzTrade Marketing Manager
Jan. 1997 - Dec. 1999São Paulo, BrazilSouza Cruz is the leading tobacco company in Brazil and a part of British American Tobacco (BAT), one of the world's largest tobacco companies. • Trade Marketing Leadership: Managed the sales and distribution of cigarettes in the northern region of São Paulo, overseeing R$ 72 million in revenue. Led a team of 15 salespeople and managed around 2,000 points of sale. Coordinated brand distribution at retail outlets and events, aligning activities with the company's merchandising policies.
• Strategic Oversight: Supervised strategic areas including delinquency control, inventory management to avoid product shortages, budget administration, and brand image preservation at points of sale. Managed both proprietary sales channels and large accounts, leading a team consisting of 15 salespeople, 15 delivery personnel, and 5 merchandising assistants.
Avery DennisonMarketing Coordinator
Jan. 1996 - Dec. 1997São Paulo, Brazil
Nissan Motor CorporationMarketing Assistant
Jan. 1995 - Dec. 1996São Paulo, Brazil
Avon CosmeticsCorporate Communication Trainee
Jan. 1993 - Dec. 1995São Paulo Area, Brazil
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