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Work Background
Chief Marketing Officer and Co-Founder at Loxias.ai (spin-off)
Polis ConsultingChief Marketing Officer and Co-Founder at Loxias.ai (spin-off)
Sep. 2022Official representative of the most awarded Digital Marketing & AI platforms in the global market, from Brandwatch and Buzzsumo to Hootsuite. Key Responsabilities: • Company's partnerships, internationalization and portfolio expansion • Co-founding an UK based global e-commerce specialized in consumer intelligence analytics www.loxias.ai.
Global Revenue & Marketing Director at VHC STAY (CVC Corp Startup)
CVC CORPGlobal Revenue & Marketing Director at VHC STAY (CVC Corp Startup)
Jul. 2021 - Sep. 2022Global Head at a Vacation Homes company (e-commerce and B2B). 75% of the portfolio in the US, 20% in Brazil and 5% in the Caribbean. Responsible for the revenue re-structuring after acquisition (CVC Corp). • Responsible for selling/distributing properties in different tourism destinations with great success (occupancy, pricing, revpar etc). Miami +46%, Orlando +58% RevPar Growth. Miami +70%, Orlando +31% ADR Growth YoY. New destinations such as Alabama and Pensacola achieving +80% occupancy. Overall, +53% revenue growth (H1 2022 YoY), • Structuring of the performance department to increase digital presence in different B2C and B2C2B channels. Company became Premier Host of VRBO - with channel’s share 34% ahead of the competition (in Orlando). • Implementation of the consumer voice area to transform insights into actions. Google Review increased from 2.3 to 4.3, 100% of reviews responded, general Orlando NPS improved by 67%. • Brand re-positioning, including new communications strategy and visuals.
Marketing Teacher
IEBSMarketing Teacher
May. 2020 - Dec. 2021Marketing Analytics for Master Students
North America Regional Marketing Manager
Tourism New ZealandNorth America Regional Marketing Manager
Apr. 2019 - Jul. 2021Los Angeles, CaliforniaKey Responsibility: promote NZ for North American key travelers (+50MM pool audience), increasing the revenue and value generated by the tourism industry. Leadership and management of all marketing activities in the USA and Canada whilst contributing to the global marketing strategy. • Large digital component with advanced paid media, influencer activations and branded content strategies across paid, owned and earned channels. • Close working with state-of-the-art media and tech partners in order to develop relevant marketing communications campaigns in North America. This includes Facebook, Google, Pinterest, National Geographic and Amazon. Global meetings at the head offices of FB, Google and Pinterest in San Francisco twice a year to discuss new projects and opportunities. • In charge of North America’s mkt communications budget. • Close working with the advertising agency to develop and execute campaigns in the region. Paid digital activities include display, CTV, SEM, programmatic, facebook, Intagram, native etc. • Responsible for the landing pages on newzealand.com – US and Canada editions. Including local CRM strategy and implementation. • Responsible for amplifying partnerships with Airline Companies and trade partners in order to generate revenue to the country - reporting on sales results (ROI 1:10) and overall digital performance. Key partners include American Airlines, Air New Zealand and Air Canada. • Implementation of data-sharing project with conversion partner. Outstanding incremental ROI of 1:80 and 35% sales growth. • Strategic insights and brand lift studies with partners to evaluate campaign performance. E.g. During the pandemic, Pinterest activities showed 15% lift in campaign awareness and 35% in action intent. • In charge of the full-funnel marketing strategy - tracking, evaluating and reporting on campaign performance according to each phase of the user journey and its agreed KPIs (CPE, visits, CPV, active visits, referrals, leads etc).
Latin America Marketing Manager
Tourism New ZealandLatin America Marketing Manager
Jan. 2014 - Mar. 2019São Paulo Area, BrazilKey Responsibility: To contribute to New Zealand's economy by increasing the number of visitors from Latin America. At that time tourism was New Zealand's largest export industry, reaching +20% of total exports. • Implementation of the first TNZ office in Latin America while developing the local marketing department (highly focused on digital campaigns). Strong growth in brand preference (+10%) and visitor arrivals (+90%). • Latin America’s budget management and planning. • Close working with advertising agency (Publicis Group) in order to develop and execute marketing communications campaigns in Latin America. Paid digital activities include display, SEM, programmatic, facebook (canvas, video carousels, page post link on facebook/instagram), etc. • Global strategic meetings with Google and Facebook (San Francisco HQ). • Responsible for the content and campaign landing pages on newzealand.com - Brazil, Chile, Argentina and Mexico editions. • Responsible for amplifying partnerships with Airline Companies in order to convert planners to bookers through online campaigns - reporting on sales results (ROI 1:5) and overall digital performance. • Track, evaluation and report on campaign performance according to objectives and agreed KPIs (CPE, visits, CPV, active visits, referrals, leads, etc).
Latin America Brand Manager
Bosch USALatin America Brand Manager
Apr. 2011 - Jan. 2014Campinas Area, BrazilKey Responsibility: Responsible for Bosch’s Power Tools consumer brand and its communications strategy in 18 countries of Latin America. • Coordination of both international and local strategic brand positioning. • Responsible for brand’s digital transformation: Coordination and implementation of 3 facebook pages, 18 websites and 2 youtube brand channels. As well as developing and monitoring digital campaigns and KPIs. • Close working with Product Management in order to define how to communicate/promote brand, new products and promotions to the market. • Coordination of Integrated Communications tools: Online marketing, catalogs, POS materials etc.
Branding Consultant
tyntecBranding Consultant
Feb. 2010 - Feb. 2012Key Responsibility: Implementation of the new Brand Concept according to organization’s digital transformation. • Implementation of the new Brand Concept: Main product moved from traditional SMS to VOIP - besides other digital services. • Promoted from Marketing Trainee to Branding Consultant to be in charge of the digital repositioning project.
Marketing Trainee
tyntecMarketing Trainee
Oct. 2008 - Feb. 2010Munich Area, GermanyOn-line Marketing, Market Research, Brand Implementation, PR, Designing and Visual Communication.
Communications Intern
SESC Serviço Social do ComércioCommunications Intern
Jan. 2005 - Dec. 2006Campinas Area, BrazilCommunications Management, Advertising Agency Contact, Production Management, Social Activities Promotion (such as shows, sports, expositions, workshops etc), Media Planning, Corporate Social Responsibility.
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