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Work Background
Fluency AcademyChief Marketing Officer
Aug. 2024Responsible for the marketing strategy of Fluency Academy, the largest language school in Brazil. Key Areas: Branding, Creators, Performance, Strategy, SEO, Public Relations, and Conversion Rate Optimization (CRO). Team Management : Led a diverse team of 70 professionals, including directors, managers, managers,
coordinators, and analysts.
Experian BrasilMarketing Director
Jun. 2022 - Dec. 2023Sao Paulo
Growth Leaders Academy
Jan. 2021 - Dec. 2021
Experian BRazilExecutive Marketing Manager
Aug. 2020 - Jun. 2022Sao PauloMarketing Leadership: Directed the marketing and communication strategy for Serasa Experian's B2C
sector, dedicated to developing digital services that support Brazilians in their financial journeys.
Core Responsibilities: Spearheaded strategic planning, digital and offline media performance, CRM, SEO and ASO, branding, content creation, press relations, research, event coordination, social media engagement, and budget management. Team Management: Led a diverse team of 70 professionals, including senior managers, managers,
coordinators, and analysts.
Experian BrazilMarketing and Product Cross Director
Jun. 2020 - Jun. 2024Sao Paulo- Audience: 107% growth audience, including web and app audience - App: Drove Serasa app downloads to over 4 million per month, boosting its ranking from 14th to top 3 most downloaded financial apps in Brazil - Leads base growth: Oversaw a 50% increase in enrolled users, expanding our user base from 59 million to 89 million - Press relationship: Press mentions grew from 8,667 per year to 59,560, an increase of 587%. - Brand healthy: Increased brand health from 50% to 94%. This metric is determined by calculating the total positive and neutral mentions on social media and subtracting the negative mentions. - Transactions: Growth of 647% in numbers of transactions coming from paid media. - CAC: Paid media cost per acquisition (CPA) was reduced by 80%. - Design system project: Implemented a design system that decreased time spent developing new user journeys by 60% and improved overall usability by implementing a design system
Smart FirMarketing Maganer
Dec. 2019 - Aug. 2020Sao PauloSmart Fit, the largest gym chain in Latin America, has over a thousand gyms, providing affordable fitness with high-quality equipment and flexible memberships, over a thousand locations. I was responsible for the strategic planning and management of digital and offline media, SEO, CRM, branding, content, PR, research, trade marketing, events, social media, customer service, and budget. Leading a team of 30 senior, mid, and junior managers, coordinators, and analysts. The COVID-19 pandemic forced Smart Fit to close all gyms and shift its strategy three months after I started working there. Despite the difficulties, this situation provided an invaluable opportunity to enhance my leadership skills. Like all leaders during the pandemic, I was tasked with developing innovative strategies to maintain team motivation and engagement. Additionally, I learned new communication strategies to keep the brand active and relevant for current and future members. This was achieved through online classes, Instagram live sessions, and, where possible, a reopening strategy that adhered to all health regulations and guidelines.
Experian BrazilMarketing Manager
May. 2019 - Dec. 2019Sao PauloMarketing Leadership: Developed and executed the marketing and communication strategy for Serasa
Experian's B2C segment, focusing on digital services that support Brazilians in their financial journeys. Core Responsibilities: Oversaw strategic planning and communication, with all campaigns crafted by the
internal creative team. Managed SEO, content, social media, research, press relations, and budget oversight. Team Management: Led a team of 23 members, including coordinators, specialists, senior and mid-level analysts, and interns.
Experian BrazilMarketing Coordinator
Aug. 2017 - May. 2019Sao PauloAs the coordinator leading the marketing planning and strategy unit, I oversee key areas including media, press relations, content production and SEO optimization, research, and budget management. My team includes six direct reports, comprising specialists, senior and mid-level managers, and interns. Marketing and Media Planning: Develop annual marketing action plans and media strategies.
Conduct research and gather insights to identify product or brand positioning, providing critical inputs to the creative team or advertising agencies.
Negotiate directly with online and offline media outlets and influencers, including YouTubers and bloggers.
Align marketing activities with Experian Global (UK), covering all aspects such as planning, communication style, media, and budgeting. Press Relations: Manage the press release calendar and oversee production and distribution.
Conduct follow-ups with media outlets and coordinate spokesperson interviews.
Provide crisis management and report to Experian Global (USA). Content and SEO: Lead the financial education content initiative “SerasaEnsina” for SerasaConsumidor, aiming to simplify financial matters for Brazilians.
Oversee content production for the blog www.serasaensina.com.br and coordinate the content production calendar.
Engage with influencers and manage the YouTube channel.
Optimize site content and pages for superior SEO performance.
Collaborate with the performance media team to ensure effective content distribution. Research: Conduct consumer research to generate insights for product development and communication strategies.
Manage brand recall studies, campaign testing, and media agenda generation research.
Oversee Net Promoter Score (NPS) surveys. Budget Management: Plan the annual marketing budget, manage daily investments, and track financial documentation.
Perform monthly reviews and create forecasts for upcoming months.
Experian BrazilMarketing Specialist
Jan. 2016 - Aug. 2017Sao PauloResponsible for the comprehensive marketing planning for Serasa Consumidor, a key Experian brand in Brazil focused on consumer services. Develop and manage the marketing action calendar.
Report media performance results.
Serve as the primary interface with advertising agencies.
Plan and execute online and offline media strategies.
Approve advertising materials, including digital content, films, spots, and agency materials.
Negotiate directly with online and offline media outlets and influencers, such as YouTubers and bloggers.
Manage the brand’s YouTube channel.
Plan and oversee budget management.
ESPM
Jan. 2013 - Dec. 2013
Magazine LuizaMid-level Analyst
Jan. 2012 - Dec. 2014Sao PauloResponsible for communication and overseeing the production process of electronic and printed materials at Magazine Luiza, including promotional and corporate films, editorial merchandising, internet content, radio jingles, tabloids, advertisements, and general print media. Planned and managed timelines.
Analyzed competitive positioning of advertised offers.
Prepared briefs for electronic and print pieces.
Coordinated with agencies and audio, photo, and music production teams.
Approved final pieces.
Managed budget effectively.
Magazine LuizaMarketing Assistant
Jan. 2012 - Dec. 2012Sao PauloConducted GRP studies and developed media tactics for each company department.
Analyzed program affinity with the target audience for each sector.
Developed annual basic media plans and additional media efforts.
Prepared comprehensive Media Plans and cooperative media proposals.
Analyzed weekly audience studies of broadcasting channels and their programming.
Magazine LuizaSenior Marketing Analyst
Jan. 2010 - Jan. 2016Sao PauloA leading Brazilian retail company known for its extensive network of stores and innovative digital presence. Progressed from Intern/Assistant (2008-2010) to Senior Analyst (2014). Oversaw production of promotional materials and developed media plans. - Led the entire offline campaign production process for TV, overseeing all aspects.
Introduced and implemented new processes that streamlined production, allowing a single person (myself) to manage tasks that previously required 3 people.
- Optimized planning and resource allocation with producers, which led to a yearly reduction of CAD 300,000 in production costs.
- Achieved a ROAS of 7 for products featured in Magalu commercials.
Magazine LuizaMarketing Intern
Jan. 2009 - Dec. 2012Franca - Sao PauloAssisted in the production of promotional films and spots.
Supported the creation of tabloids and advertisements.
Managed the marketing page on the internal portal.
Crafted text for internal communications.
RIVIO
São Paulo, Brasil
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