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Work Background
TikTokGlobal Partnership Director, Beauty
Oct. 2025Paris, Île-de-France, France
L'OréalHead of Influencer Marketing & Content
May. 2024 - Oct. 2025Rio de Janeiro, Rio de Janeiro, Brazil· Senior Manager in-charge to develop and implement the Influencer Marketing ecosystem for all brands in the group, considering brand positioning and target audience. · Acting in corporate scope, covering over 25 brands of the group, of which L'Oreal Paris, Cerave, La Roche Posay, Skinceuticals, Vichy, Valentino, Lancome, Kerastase, RedKen, Garnier, Maybeline. · Responsible for developing the strategy for all tiers - nano, micro, meso and macro influencers, as well as VIPs and celebrities - connecting all digital platforms and social networks: Youtube, Tik Tok, Instagram, Facebook, WhastApp. · Definition of content and formats of reels, post, tweet, live commerce, proprietary D2C channel, and e-commerce partners. · Managing Social Listening for all digital channels - brand lovers, haters, crisis management, trends. · Interface and collaborative work with Heads of Brands to define budget, synchronization of initiatives, alternatives, upskilling. · Relationship with agencies to define briefing for digital campaigns based on ROI. · Monitoring campaign performance, views, reach, engagement, brand lift, conversion, sale, activation. · Interaction with headquarters (France) for strategic alignment, branding, tone of voice, personas, trend territory, content, frequency of posts. · Development of relationship with KOLs and influencers, acting as a spokesperson for the group and its brands within the digital ecosystem. · Participation in international and national events in the cosmetics and beauty segments. · Reporting to the Director of Advocacy Brazil managing a team of 6 professionals.
TikTokBusiness Manager | Beauty Segment
Mar. 2022 - May. 2024São Paulo, São Paulo, Brazil· Responsible for developing and implementing the platform's strategy in Brazil for the Beauty segment, including sales, business development, campaigns, innovation, product development and special projects. · Focus on skincare, haircare, hair coloring, fragrances and professional products. · Interaction with Marketing leadership teams from clients, supporting them with data and insights for the development of campaigns and special projects related to branded content, creative marketing, influencer marketing, brand development, brand performance and live commerce. · Acting as "Thought Leader Latam" for the Beauty segment, supporting subsidiaries in Mexico, Peru, Chile, Argentina, Ecuador, Bolivia, Uruguay, Colombia by providing creative and campaign advisory, and business strategy consulting. · Company’s Speaker at beauty events, being responsible for the development of the segment on the TIK TOK platform. · Reporting to the Director of Consumer Goods Segment Brazil and to the global team in the USA. · Managing multidisciplinary teams under the Squad format per project and initiative.
GloboBusiness Sales Executive | Beauty & Pharma
Mar. 2021 - Mar. 2022São Paulo, São Paulo, Brazil· Responsible for sales and business development for the Beauty and Pharma segments within digital platforms - portal globo.com and Globoplay streaming. · Development of campaigns and special projects focused on OTT, branded content, live commerce, influencer marketing, streaming formats (premium video, pause ads) and integrated social media projects. · Interaction with the major marketing agencies (BBDO, WMcCann, Grupo Publicis), influencing them in the allocation of budget on Globo's digital platforms. · Relationship with Marketing leadership from customers and prospects; discussion of business objectives, target audience, briefings, campaign alternatives vs. budget allocation and expected results. · Monitoring of KPIs: brand awareness, brand consistency, brand favorability, market share, revenues.
UOLMultiplatform Sales Executive | Beauty and Hygiene
Aug. 2019 - Nov. 2020São Paulo· Worked in the Hygiene and Beauty segments considering all formats of the UOL network, such as CPM, CPV, PPC, CPL and programmatic media. · Development of editorial content marketing, branded content, live marketing, live entertainment, live experience, influencer marketing, PR, events. · Interaction with the Marketing team from clients to discuss campaign briefings, alternatives and formats. · Led in growth of the portfolio's revenue by 20%; Increased renewal of annual packages with large accounts.
Condé NastSales Executive | Senior Industry Executive
Feb. 2015 - Dec. 2018São Paulo, São Paulo
Edições Globo Condé NastSales Executive | Senior Industry Executive
Feb. 2015 - Dec. 2018São Paulo, São PauloResponsible for serving all Hygiene and Beauty accounts for all brands of Grupo Globo de Publições. Service focused on content planning with the editorial of the brands Vogue, Marie Claire, Glamor, GQ, Crescer, O Globo and Quem. Annual investment planning for advertisers, project and content insghts and market analysis were also under my responsibility. Interface with editorial, digital, marketing, projects, brand content and video suppliers.
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