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Work Background
BCMA (Branded Content Marketing Association)Board Member, BCMA Brazil (Branded Content Marketing Association)
Feb. 2022The BCMA is the trade body for branded content and is designed to bring together and benefit a broad spectrum of content creators and owners including organisations from the advertising, brand development, sponsorship, media, broadcasting, programming and entertainment industries.
ASICSMarketing Director, ASICS Latin America
Jan. 2019São PauloLeading ASICS’ marketing vision across Latin America, I’m responsible for shaping and executing the full spectrum of brand strategy in the region. From consumer insights to campaign rollouts, I oversee all marketing functions—brand, digital, retail, trade, PR, and sports marketing—ensuring cohesive storytelling and market relevance. My role is to bring the ASICS brand to life in ways that resonate deeply with Latin American consumers, blending global brand direction with local nuances. I work closely with global teams to localize brand narratives, while also driving regional innovation and elevating ASICS’ presence in a highly competitive category. My focus is on building insight-driven marketing strategies that not only elevate brand awareness and brand equity but also drive real business growth. Partnering with cross-functional teams and creative agencies, I develop innovative campaigns and initiatives that inspire movement, strengthen ASICS leadership in the sports industry, and reinforce our belief in keeping a sound mind in a sound body. At the heart of my work is a passion for sports, storytelling, and executing memorable and premium brand experiences. Key Focus Areas: 1. Regional marketing strategy & leadership 2. Cross-functional collaboration with global HQ 3. Translating global brand strategy into locally resonant campaigns 4. Building cross-functional alignment between marketing, sales, and product teams 5. Developing strategic partnerships with athletes, influencers, and retail partners Key campaign /product launches: Sponsorship of CPB (Comitê Paralímpico Brasileiro), Mind´s Best Friend, Desk Break, State of Mind Study, Move Her Mind, ASICS Lume Club, ASICS Golden Run, Olympic/Paralympic Games Tokyo 2021 & Paris 2024, Sponsorship of CBV (Confederação Brasileira de Voleibol), Special Collabs: Senna Brands, Marvel, Zeedog, Pace, P_Andrade, Carnan, YourID, GDLP, São Silvestre, Earth Day & Toyota, among others.
Consulting and Advisor ServicesConsultant/Advisor/Mentor
Nov. 2017 - Dec. 2018São Paulo Area, BrazilConsulted, mentored and advised startups in these segments: retail, footwear/apparel, fashion, lifestyle, art, beauty, healthcare, sustainability and social impact. Designed innovative business models & viable product-market fit, created value through innovation, partnerships & alliances, impactful marketing growth strategies & demand creation, excellence in GTM, and rich consumer insights/ research, among other services.
PUMA GroupHead of Sportstyle Business Unit, Puma Brazil
Aug. 2011 - Nov. 2017São Paulo Area, BrazilDeveloped the strategic direction and executed integrated marketing strategies for lifestyle, motorsports, and kids categories concentrating on relevance, innovation, growth, and high return on investment. Advised, coached, and led external public relations, digital and advertising agencies. Researched markets among consumers, clients and competitors to obtain knowledge and propose solutions to senior leadership. Created branded local content for specific consumer subgroups to enhance local storytelling. Devised and introduced local brand ambassador and influencer marketing plans. Led a multi-functional team focused on improving brand awareness, visibility, distribution, and market share within the youth and sneaker culture community.
Key Accomplishments:
-Improved lifestyle category net sales, accounts and doors by 3-digit percentages.
-Led a cross-functional team that executed the company-wide GTM strategy by integrating marketing, product, sales, and logistics functions with brand and business objectives to optimize campaign launches for key initiatives (all BU's). Key product/campaign launches: PUMA Social Club/Guide; Volvo Ocean Race 2x (Rio + Itajai); Olympics Rio 2016/Usain Bolt; SPFW/Casa de Criadores (sponsored various designers); PUMA x BAPE launch; PUMA Select Pop Up Store (GDR); Women's DO YOU platform; Run the Streets/Lollapalooza; FENTY PUMA by Rihanna launches; The Next Hood (Mini-Doc/Tsugi Launch); PUMA x Minions; PUMA x Liga da Justica, PUMA+Jankoy @SPFW; Super PUMA, Basket Heart, Suede Emboss, among others.
Puma GroupRegional Sales Director, Puma Brazil
Apr. 2010 - Jul. 2011São Paulo Area, BrazilSupervised 15 field sales representatives promoting campaign and product launches within 15 states. Developed and implemented strategic account plans for top wholesale accounts including annual sales targets, marketing calendars, and special sales opportunities. Key Accomplishments:
-Improved regional net sales by more than 20% and acquired multiple new accounts.
-Organised sales conventions and developed innovative sell in materials used at showrooms across the country to increase pre-sales.
Puma GroupSales Director, Key Accounts, Puma Brazil
May. 2009 - May. 2010São Paulo Area, BrazilDeveloped and implemented strategic plans featuring annual sales targets, sales and distribution negotiations, marketing calendars, and product exclusivity packages for top 15 wholesale accounts. Trained, mentored, and managed a team of seven key account executives to beat quantitative and qualitative objectives. Sought new business and market potential by facilitating weekly client meetings, monthly market checks, and frequent research to learn about local consumer trends and the retail and competitive environment.
Key Accomplishments:
-Achieved sustainable and profitable growth by improving key accounts net sales by 33%, opening one new key account, and negotiating the contract of the PUMA e-commerce channel with a wholesale partner.
-Collaborated with other teams to furnish seamless customer service to top key accounts and oversee entire pipeline including marketing, merchandising, logistics, and finance departments.
-Executed deployment and utilization of the 'Clever Little Bag' and 'Clever Little Shopper’ in the Brazilian market to lower raw material usage, shipping expenses and plastic waste.
Puma GroupMarketing Director, Puma Brazil
Oct. 2007 - Apr. 2009São Paulo Area, BrazilPlanned and executed an integrated marketing and communications strategy to ensure brand consistency across all segments, channels and customer experience touch points both online and offline. Managed all marketing functions to achieve company objectives for sales, growth, profitability and visibility while ensuring the implementation of global strategies. Managed a team of 12, to include both product and marketing teams. Supervised advertising and public relations agencies. Developed and launched the local football team/player portfolio business plan. Oversaw internal multi-functional task force to revise our lifestyle category business plan.
Key Accomplishments:
-Conducted retail tours and consumer research in Europe, United States and Brazil to continuously add to technical, consumer, product, competitive, and retail insights. -Developed and executed a new business plan to increase the number of trendsetter clients and doors within the lifestyle and fashion segment.
Puma GroupProduct Group Head, Puma Brazil
Jan. 2006 - Oct. 2007São Paulo Area, BrazilDirected and enhanced product line management process by guiding product team and strategic proposals on maximizing local product range and national production. Created and executed business plans and launch strategies with additional teams for existing and future business units and concepts. Supervised a team of five professionals. Key Accomplishments:
-Led quantitative and qualitative market research studies with consumers, clients, and competitors and feasibility studies for entering new golf, underwear, and beachwear markets. -Launched effective purchasing plan procedures increasing SKU efficiency, improving inventory management, producing compelling product stories, and raising margins and overall profitability.
Puma GroupRegional Marketing Manager, Puma Latin America & Caribbean
Jan. 2005 - Dec. 2005São Paulo Area, BrazilMentored and oversaw 15 national marketing managers and 1 intern implementing international guidelines for marketing strategies, brand positioning, budget management, key initiatives, and strategic partnerships. Audited and verified local execution of global marketing campaigns. Traveled extensively throughout the region.
Key Accomplishment:
-Designed and deployed innovative on-line extranet platform for live communication with the region on marketing campaigns, support collateral, and best practices reporting and exchange.
New American DimensionsDirector, Marketing Research
Jan. 2004 - Dec. 2004Greater Los Angeles AreaManaged various qualitative and quantitative marketing research projects for Fortune 500 clients focused on multicultural/multi-ethnic, GLBT, and urban youth markets. Employed innovative methods and creative techniques for gaining new market insights to direct multicultural marketing and business strategies for clients in multiple industries.
Key Accomplishment:
-Prepared and wrote proposals, surveys, discussion guides and final reports as well as conducted qualitative research in English and Spanish.
Grupo ArcorMarketing Manager (Summer Internship)
Jun. 2001 - Aug. 2001Miami, FloridaCreated a business plan and strategic marketing plan to launch Whisper Chocolate Bon Bons® in the U.S.
American InterContinental UniversityDirector, Sales & Marketing
May. 1998 - Apr. 2000Greater Los Angeles AreaConducted business intelligence and made recommendations for growth resulting in the creation of a business plan and a pilot program that was duplicated and implemented in five other campuses. Developed an innovative outreach and merchandising program which significantly increased brand awareness resulting in a 300% increase in student leads and a 100% increase in student enrollments.
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