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Work Background
Bordô EstratégiaEstrategista Independente atuando diretamente para empresas, agências ou institutos de pesquisa
May. 2025São Paulo, Brazil- CMO as a service
- Conselheira para empresas consolidadas e startups
- Planejamento estratégico de comunicação
- "Traduzo" o desafio de negócios em estratégia de comunicação integrada para marcas e produtos
- Facilito comunicação entre Marketing e Trade
- Transformo dados de pesquisas em ações
- Orquestro diferentes agências em prol da construção de uma marca consistente
SafraGarden Leave
Jan. 2025 - Jun. 2025
SafraAssociate Director - Brand Marketing
Aug. 2023 - Dec. 2024São Paulo, BrasilLead the Creative House at Banco Safra for all its brands, segments and products, managing a team of 45, reporting to the CMO.
In charge of Branding and communication strategy and production, including Communication concept, Creatives, Social Media, Content, Costumer Insights and Brand Publishing. During this period:
- Implemented new brand positioning, id’s and guidelines for Safra, SafraPay and Safra Financeira, assuring full communication strategy for them. - Developed internal and external social influencers and creators initiatives.
- Assured integrated channel journeys for product launches as investments, credit cards, insurance and currency exchange. - Supported the incorporation of marketing actions of Guide Investimentos and Banco Alfa
- Led the first survey on high net worth individuals in Brazil, in partnership with IPSOS. Member of Effie Awards Jury and Febraban Marketing Committee.
ampfyChief Strategy Officer (CSO)
Jun. 2021 - Aug. 2023São Paulo, BrazilHead of Planning and Insights, reporting directly to the CEO.
Brand positioning, comms strategy, consumer research for several brands, including Risqué, Bozzano, Perdigão, Ruffles, Outback, Melitta, Piracanjuba and others, leading a team of 10. Key Responsibilities / Deliverables:
-To participate and have strategic involvement in new business pitches;
-To have in-house and client research advisor/consultancy role;
-To be a reliable source of information on market and consumer;
-To represent the “voice of the consumer” within the agency;
-To understand the consumer’s relationship with brands and share this understanding through creative briefs and strategies with the account director/manager and creative teams;
-To act as brand custodian and to ensure that the brand-customer experience, is first understood and then managed, effectively, at every stage of the communication process;
-To use research as guidance in the strategy development process of a communication plan and to interpret research findings, translate them into advertising judgement and incorporate them into the advertising process.
VMLY&RCommunication Strategy Director
Aug. 2020 - May. 2021Sao Paulo, Sao Paulo, BrazilLead strategic planning as part of VTeam, Y&R and F.biz joint venture to deliver ATL and digital communication solutions for VISA, in Brazil.
dr.consultaHead of Branding & Growth
Jan. 2020 - May. 2020São Paulo, São PauloIn charge of the communication strategy for dr.consulta’s brand, increasing branding perception and delivering business growth through new patients acquisition and fidelization.
• Leading digital media, PR strategy, trade marketing and the overall integration of these disciplines.
• Launching dr.consulta online, telemedicine platform that has given the first kick for the brand to reach national cover (2020).
WMcCannChief Strategy Officer (CSO)
May. 2018 - Jun. 2019São Paulo Area, BrazilLed a team of 20, in 3 offices: Sao Paulo, Rio de Janeiro and Brasilia in 2018/2019, period in which the agency became the highest-grossing media agency in Brazil.
Delivered integrated strategic solution for WMcCANN's 25 accounts, including Mastercard, Seara, TIM, Universidade Estacio de Sá, Nestlé, Banco do Brasil, Amazon, L'Oreal, Coca-Cola, General Mills, etc.
Won Banco do Brasil and Universidade Estacio de Sá pitches in 2018.
Effie LATAM Awards 2018: Mastercard and RiHappy.
WMcCannStrategic Planning Director - LATAM
May. 2017 - May. 2018São Paulo Area, Brazil• In charge of strategic planning for LATAM Airlines Group (Brazil, Chile, Peru, Colombia, Argentina and OR's) as a member of Graphene, a full service advertising agency created for the brand.
WMcCannStrategic Planning Director
Mar. 2014 - May. 2017São Paulo Area, Brazil•Responsible for Bradesco Bank and Seara brands' strategic planning. Bradesco Bank was the biggest account in LAC until 2016. with more than USD100M media investment annually. Seara was within the top 10 accounts in the agency portfolio.
•Delivered Bradesco’s brand strategy for the Olympic Games in Brazil (2014 – 2016).
•Led Brand Architecture and Segmentation Strategy for Bradesco portfolios, delivering positioning for Mass, Affluent and High Income segments in the Consumer, Corporate and Private Banking segments.
•Delivered Seara's rebranding and positioning strategy in 2014, resulting in Top of Mind campaign in Dec 2015 and consistent sales growth.
•Successfully prepared and presented the business case and won LATAM pitch in 2015.
•Responsible for International Researches in Brazil: The Truth About Global Brands, 2015. The Truth About Youth, 2016.
Banco OriginalPortfolio Manager
Sep. 2012 - Mar. 2014São Paulo Area, Brazil•Responsible for Customer Lifecycle and Engagement for all credit card portfolios •Designed activation lifecycle, cross-sell product criteria, customer retention strategy and on-going loyalty campaigns for all credit card products.
•Implemented around 100 processes for credit card Customer Services with internal and outsourced partners and issuers.
•Assured branding consistency for all products of the bank.
VisaMarketing Manager
Mar. 2011 - May. 2012São Paulo Area, Brazil•Led advertising and digital communication development for Visa as an Olympic Sponsor in Brazil.
•Implemented global and local sponsorships communication initiatives in Brazil, increasing brand value and bringing benefits to the cardholder.
•Launched Visa’s new positioning campaign, with ATL media investment of USD70M/year.
McCann EricksonStrategic Planning Manager
Aug. 2008 - Mar. 2011São Paulo Area, Brazil•Planned MasterCard’s Priceless and Surpreenda loyalty program campaigns, managing USD30M on media investment/year.
•Led a multi-talented team of 20 people including account management, strategic planning, creatives, media strategy, TVR, production and art buying. •Responsible for the Brand and Products Merge Strategy for Santander and ABN-Real Bank brands, the biggest account in media volume of the agency in this period (USD80M in 2008);
•On-going analysis of the financial sector in Brazil, producing a monthly newsletter with landscape overview, customer behavior trends and highlights of key players in the market.
•Won 2 Effie Awards, the most important award for communication efficiency, for Santander Free and Brasken.
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