Mariela Castro - Diretora, Mariela Castro Comunicação

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Work Background

TRACK&FIELDFranchise Partner

Jun. 2022 - Jun. 2025Itajaí, Santa Catarina, BrazilCombinando visão de negócio, estratégias de investimento e conhecimentos de marketing, relações públicas e organização de eventos, implantei e conduzi (como sócia) uma franquia da marca esportiva Track&Field, desbravando um mercado inédito e desconhecido na cidade de Itajaí, litoral de SC. Em apenas 5 meses, a loja já se tornara auto-sustentável. Ao longo de 3 anos, o negócio se consolidou com clientes fieis e atração contínua de novos clientes. Organizei e executei eventos esportivos nas modalidades de beach tennis, canoa havaiana, yoga, bike indoor, treinamento funcional e corrida de rua, ampliando a penetração e reconhecimento da marca T&F e da loja na cidade. Vendi o negócio com faturamento duas vezes maior do que no primeiro ano. ******* Combining business acumen, investment strategies, and knowledge of marketing, public relations, and event organization, I implemented and managed (as a partner) a Track&Field sports brand franchise, pioneering a new and unknown market in the city of Itajaí, on the coast of Santa Catarina. In just 5 months, the store had already become self-sustaining. Over 3 years, the business consolidated with loyal customers and a continuous influx of new clients. I organized and executed sporting events in the modalities of beach tennis, outrigger canoeing, yoga, indoor cycling, functional training, and road running, expanding the penetration and recognition of the T&F brand and the store in the city. I sold the business with twice the revenue of the first year.

Faculdade FAELSenior consultant on Product Quality

Oct. 2016 - Apr. 2021Curitiba, PR, BrasilResponsible for wrapping academic content in a more attractive, contemporary and dynamic format, combining educational purposes and communications demands for distance learning education (Educação a Distância – EaD) in undergraduation and graduation courses. FAEL is part of Vanta Education, a global education network (www.vantaeducation.com). The concept I implemented among faculty members is that FAEL doesn’t deliver merely classes -- it creates communication pieces with educational content, based on a tripod: knowledge, design and entertainment. * Project manager of teacher updating and improvement program, conceiving and coordinating the whole program (40h), on various competencies and with guest speakers recognized in their fields. * Responsible for training faculty members in writing scripts and performing videos for distance learning education. Focus on language, posture and communication skills. * Responsible for looking at academic content under a business & marketing point of view. * Responsible for researching new ideas and up-to-date themes in various industries, and enhancing academic products in order to attract and retain students, working closely to the Marketing department and Innovation department. * Expertise in editing and writing scripts for classes and workshops. * Conception of institutional videos, including writing scripts and acting.

Mariela Castro | Comunicação & ConteúdoDirector

Apr. 2016Curitiba, PR , BrasilClareza, precisão e criatividade em variadas necessidades de comunicação e copywriting, adaptando linguagens e criando discursos coesos, coerentes, atraentes e de fácil compreensão. Brand storytelling, storytelling para educação e linguagem audiovisual, sempre com foco em narrativas envolventes, autênticas e com significado. Roteiros de vídeos institucionais e educativos, inclusive no papel de apresentadora. Preparação de professores para gravação de videoaulas. Desenho de eventos esportivos e de bem-estar, com foco em criar experiências memoráveis para o cliente. Análise crítica, visão holística na abordagem de situações, amparadas por curiosidade intelectual e aprendizado contínuo. Atenção aos detalhes, foco na ação e no resultado, excelência na entrega.

Communication AdvisorsDirector / founder

Sep. 2008 - Jan. 2016Communication Advisors is a consultancy firm dedicated to communication projects, including social media strategies, business media relations and public relations. Based in São Paulo (Brazil) and with partners in Buenos Aires (Argentina), Communication Advisors is able to offer a complete range of services in Latin America, supporting companies to align their corporate key messages and strengthen their relationship with stakeholders and the media. The company has also a partnership with french communications agency Noir sur Blanc, that works worldwide.

MZ GroupDirector of Media Relations

Dec. 2005 - Aug. 2008I have been responsible for implementing and developing the Media Relations business unit at MZ, a global leading investor relations and financial communication firm. I was in charge of planning and executing financial and business media relations and public relations to companies of different areas, specially those which are publicly listed at Brazilian stock market. I have been also responsible for conquering international clients such as the New York Stock Exchange (NYSE) and Tuck School of Business, to act as their PR agency in Brazil.

Página 1 ComunicaçãoAccount executive/Press coordinator

Jan. 2003 - Dec. 2005Account executive. Media relations and PR for different industries. Some of the clients include Universidade Positivo (education), Sociedade de Pesquisa em Vida Selvagem e Educação Ambiental (SPVS)(environmental NGO), Flexiv (design & office furniture).

Secretaria de Estado da Educação do Paraná - SEEDCommunications Manager

Jan. 1999 - Dec. 2002For 4 years, I managed a team of six journalists dedicated to promote SEED's activities. A mix of PR, media relations, internal communications and whole support to SEED's staff in interviews and events.

Folha de LondrinaReporter and Editor

May. 1996 - Jan. 1999Curitiba, Paraná, BrazilDaily journalism.

Singular Agência de NotíciasAccount manager

May. 1994 - Apr. 1996Curitiba, Paraná, BrasilPR and press assistance to private companies.

Editora Abril | Veja magazineReporter

Feb. 1991 - Mar. 1994Curitiba Area, BrazilReporter at the most important weekly news magazine in Brazil. Then reporter at Veja Paraná, regional supplement.