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Work Background
MM Consultoria ExecutivaStrategic Advisor
Aug. 2024Leadership in B2B Go-to-Market (GtM) Transformation projects and Executive Advisory, focused on optimizing processes, data, and area integration to build a Predictive Sales Machine. The objective is to convert business strategy into scalable and predictable revenue, especially in scenarios of high uncertainty.
Key Deliverables and Activities (Project Alignment):
- Governance and Orchestration: Implementing Interfunctional Governance models (Marketing, Sales, CS, and Product) to eliminate silos and establish a single cadence for growth.
- Data Intelligence: Designing the Organizational Data Fabric to transform fragmented data into Applied Intelligence and executive action guides.
- Customer Journey: Mapping and Orchestrating the B2B Non-Linear Customer Journey, ensuring communication engages with multiple decision-makers (buying committees).
- Mentoring and Interim Management: Serving as an Interim CMO or advisor, translating strategic planning into execution plans with a focus on Revenue KPIs.
GfK - An NIQ CompanyMarketing Director - LatAm
Feb. 2021 - Jul. 2025As Head of Marketing for Latin America, I restructured the marketing function from a cost center to a revenue engine by building an integrated marketing strategy that spanned brand, growth/performance, digital/social, product marketing, events, content, and PR initiatives. I led the strategic direction for the entire region while managing indirect oversight of 28 global team members.
Strategic Initiatives & Integrated Approach:
I designed and implemented a marketing flywheel model that created a continuous cycle of campaign optimization, lead qualification, and revenue generation. This integrated approach connected all marketing channels and functions into a single, cohesive system that amplified results across the organization. Simultaneously, I developed a Customer Data Platform (CDP) strategy that enabled personalized content generation based on lead classification, ensuring the right message reached the right prospect at the right time in their journey.
Quantified Business Impact:
• Generated US$15 million in incremental revenue through integrated marketing actions and strategic initiatives.
• Achieved a 900% ROI on marketing investments versus revenue results.
• Increased marketing-influenced pipeline by 64% on average over 3 years.
• Delivered 32% year-over-year revenue growth through coordinated Sales and Marketing alignment.
• Grew Share of Voice by 8% through integrated marketing and PR actions.
Advanced Lead Management & Journey Optimization:
In my final year, I implemented the "Lead Matrix Navigator," an advanced lead scoring and qualification framework that optimized the customer journey and significantly improved lead quality metrics. While this initiative focused on journey optimization and qualification enhancement rather than direct revenue attribution, it established a foundation for predictable lead routing and improved Sales and Marketing alignment going forward.
UBSSenior Marketing Manager - Latin America
Aug. 2019 - Feb. 2021São PauloResponsible for developing and executing marketing programs to generate leads, develop prospects, acquire customers and engage existing customers. Implementation of a formal process for measuring the results of marketing activities. Leading the process of digital transformation of marketing activities in Latin America. Leadership and implementation of the "Next Gen" project with actions aimed at the bank's young target audience. Creation of the "UBS Summer House" brand visibility project for the Southern Cone region of Latin America.
InstructureField Marketing Manager - Latin America
Apr. 2017 - May. 2019São Paulo, São PauloResponsible for planning, coordinating and executing end-to-end field, sector and executive marketing events and programs throughout Latin America: brand awareness, local campaign management, public relations, social media, digital marketing, demand generation and events. Responsible for the entry and consolidation of the Instructure brand in Latin America, with an emphasis on increasing the recognition and visibility of the product and service in the Latin American region. Structuring the business operation, processes and team in Latin America - Marketing, SDR, Sales and CSM. Building the pipeline and effective revenue of the business from zero to USD 20MI. Leadership in structuring the demand generation process, encompassing pre-sales and the sales team.
SQN Mkt & EventosMarketing and Events Manager
Apr. 2012 - Apr. 2017São Paulo, BrazilResponsible for the design, planning, development and implementation of communication and marketing programs for the different markets, working with B2B and B2C projects. Experience in the routines of analysis of results, measurement and preparation of reports of implanted projects. Direct action in budget management (annual and project budget), focused on reducing expenses and increasing the return on investment (saving). Experience in the alignment and interface with several areas of the company to maximize the results of the idealized projects, as well as in identifying new product and service opportunities for the market and clients, increasing revenues and anticipating trends and changes in the companies' business scenarios. Responsible for the management and corporate leadership - team of 15 daily professionals and in the execution of projects with management superior to 100 people. Expertise in negotiation of partnerships and sponsorships focused on increasing brand exposure and business expansion. Responsible for directing and managing partner agencies (advertising, media, press), suppliers and third parties. Design, planning and management of national and international events and actions for public (internal and external).
SQN Mkt & EventosMarketing Coordinator
Aug. 2009 - Apr. 2012
Arte Criações e Produções ArtísticasSenior Business Analyst
Aug. 2006 - Jul. 2009
Arte Criações e Produções ArtísticasAdministrative Analyst
Jun. 2004 - Aug. 2006São Paulo Area, BrazilActing in the routines of strategic and budgetary planning of business including elaboration of strategic plans for commercial area, marketing and communication. Budget planning, strategic business planning and negotiation. Pricing formulation and responsible for sales management. Performance in the development of sales strategies aligned with the achievement of goals. Management, training and motivation for the sales team. Conducting product presentations to customers. Elaboration of strategic plans for commercial, marketing and communication areas.
Arte Criações e Produções ArtísticasAdministration Assistant
Mar. 2002 - Jun. 2004
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