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Work Background
LOUDCreative Strategist
Mar. 2025São Paulo
Hibou Pesquisa e InsightsConsumer insight
Apr. 2024 - Oct. 2024São Paulo, BrasilResponsibilities •Led the development and execution of in-depth research projects using exploratory quantitative and qualitative methodologies, providing actionable insights and strategies for clients.
•Created and presented detailed reports on market trends and consumer behavior, driving strategic decision-making for marketing campaigns.
•Managed relationships with key stakeholders, ensuring effective communication of insights and recommendations.
•Clients: Volvo, Seara, Dasa, Clinica da Cidade, Roomo
MRMStrategy and Content Director
May. 2022 - Dec. 2023São Paulo, BrasilResponsibilities:
•Development, implementation, and management of marketing, growth branding, and content strategies aligned with LATAM and LATAM Pass brand objectives, ensuring message consistency across all channels.
•Leadership of strategic planning and content teams in structuring, monitoring, and optimizing campaign strategies based on goals, KPIs, budget, market studies, and business opportunities.
•Management of partnerships with platforms, influencers, and content creators for the brand channel.
•Development of executive presentations with strategic plans and progress reports for senior management/C-levels.
•Conducting studies and research to develop service roadmaps for LATAM in both physical and digital environments, focusing on improving customer relations. Key Projects:
•Brand Repositioning: Led the repositioning of LATAM Airlines with the new "Sem fronteiras" slogan, enhancing user experience and increasing consumer connection.
•Instagram Local Launch: Developed strategy for launching LATAM Airlines' local Instagram, strengthening brand pillars and connecting Brazilian consumers with the brand's DNA.
•Mega Promo BBB 23: Coordinated LATAM Airlines' largest sales campaign during BBB 23, integrating branding and sales (brandformance), achieving significant reach and return, marking the brand's top sales moment since 2016.
•Farofa da GKAY: Created an organic strategy to leverage influencer transportation to the birthday party, increasing brand association and recall without direct event investment. Awards:
Latin Effie Awards 2024 - Latam airlines/sustained success: Case "Latam Airlines”
dentsu internationalDentsu Gaming Brazil Lead
Dec. 2021 - May. 2022São Paulo, BrasilResponsibilities:
•Developed and implemented digital and offline marketing strategies to promote gaming brands in Brazil and Latin America.
•Built and maintained relationships with marketing partners, platforms, influencers, and gaming communities.
•Defined and monitored KPIs to assess campaign success. Key Project:
•Intel and Twitch Partnership: Positioned Intel as the first major Twitch collaborator in Brazil, utilizing streamer Paula Nobre to create a direct channel with the gaming community, resulting in over 30k live viewers, 28 million impressions, and 22 million complete views on Twitch.
dentsu internationalStrategy Manager
Jul. 2018 - May. 2022São Paulo, BrasilResponsibilities:
•Developed medium and long-term strategic plans based on market data analysis and business opportunities.
•Collaborated with marketing, sales, and operations teams to align strategies and ensure effective plan execution.
•Conducted competitive analysis and benchmarking to identify best practices and improvement opportunities.
•Developed executive presentations with performance reports for senior management.
•Managed digital content creation and distribution, ensuring message consistency and relevance.
•Developed social media strategies to increase brand engagement and online presence.
•Clients: Intel, Microsoft Xbox, Subway, Nissin, Netflix, Canon, Ajinomoto, United Airlines Key Projects:
•Hack The City Project: Developed a series in collaboration with FOX and National Geographic highlighting the power of Intel® Core™ 8th Gen processors, resulting in over 33 million impacts and 42 million YouTube views. This project received an International Emmy Award in 2019 for Short Series.
•Nissin Rock In Noodles: Created an integrated campaign to position Cup Noodles at Rock in Rio, generating high visibility and engagement through a playful and spontaneous approach. Awards:
Gold Brazil Effie Awards 2022 - Nissin/long-term effectiveness: Case “Brazilian-style Miojo”
RAPPStrategy Supervisor
Apr. 2018 - Jul. 2018São Paulo e Região, Brasil•Coordinated CRM projects for clients like Vivo and Itaú, optimizing customer contact strategies.
•Ensured effective communication between BI, creative, and marketing teams.
•Maintained updated performance dashboards to track campaign progress.
Grupo RáiStrategy Supervisor
May. 2017 - Jan. 2018São Paulo e Região, Brasil•Developed and implemented marketing strategies based on data analysis and insights for clients such as Ofner, Óticas Diniz, Usaflex, and Acnase.
•Coordinated daily marketing activities and ensured effective communication between teams.
Dim&CanzianDigital Strategy Supervisor
Sep. 2016 - May. 2017São Paulo Area, Brazil> Managed and developed brand content.
> Designed relevant campaigns for clients such as Universidade Mauá, Zorba, CPFL, Brasilit, Unimed, and Nespresso, positioning these brands to foster relationships and engage with consumers.
RockerHeadsBrand Strategist
May. 2016 - Sep. 2016São Paulo Area, Brazil> Led brand and product campaign strategy for GetNet, developing the market in the financial systems segment.
> Developed product-related projects through relevant content for brand positioning, including tutorial videos, digital influencer content, CRM, and significant partnerships.
Momentum WorldwideEstrategista
Jan. 2015 - Oct. 2015São Paulo Area, Brazil> Strategically developed campaigns and brand activations for clients such as Bradesco, Microsoft, and Nestlé, in collaboration with creative and media teams.
> Developed communication and market plans for promotions, partnerships, events, BTL (Below The Line), and in-store events.
Ogilvy BrasilAccount Executive
Sep. 2013 - Oct. 2014São Paulo Area, Brazil> Managed client portfolios.
> Developed creative and strategic briefings.
> Monitored billing and the delivery of media and creative teams, meeting established objectives and KPIs with clients.
> Direct interface with Compliance and Legal departments for strategy alignment, content validation, visual communication, promotions, and legal texts.
> Key Clients: DASA (Delboni, Alta, Lavoisier), Abbott (Diabetes Care), Novartis (Alcon), Natera (Panorama), Merck (Floratil).
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