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MGNTSenior Creative Art Director / Head of Art
Apr. 2023São Paulo, BrazilAt MGNT Agency, I spearheaded the creative direction and execution of high-impact campaigns for XP Investimentos. In my role as Head of Art, I led a talented team of designers and creatives, ensuring that our visual strategies aligned with the brand's goals and resonated with the target audience. My responsibilities included conceptualizing innovative designs, overseeing all stages of the creative process, and collaborating closely with cross-functional teams to deliver campaigns that drove engagement and brand recognition. Through my leadership, we consistently produced work that not only met but exceeded client expectations, contributing to the overall success of XP Investimentos as the best financial advisor company for the 6th time in a row.
Board ClubMember
Dec. 2022São Paulo, São Paulo, BrazilA Professional Relationship Club composed of Advisors, C-Level Executives, and Entrepreneurs, Board Club is dedicated to democratizing Corporate Governance. Our mission is to provide companies with the tools and expertise needed to establish and manage effective Boards—whether Advisory or Administrative—along with their associated committees. Through strategic networking, knowledge exchange, and hands-on support, we empower organizations to strengthen their governance structures, fostering sustainable growth and long-term success.
Y42Head of Creative (Remote)
Mar. 2022 - Jul. 2022Berlin, Berlin, GermanyIn my remote role as Head of Creative, I led and developed high-performance in-house creative and product design teams, significantly enhancing our brand's narrative and market position. I played a key role in restructuring the brand, reinforcing its story and positioning, while streamlining creative operations through the implementation of cohesive design principles and systems. Key Achievements:
• Elevated the company’s creative advertising standards by mentoring internal teams on best practices, processes, and fostering a creative mindset.
• Successfully redefined the brand identity by introducing a new logo, design elements, and a compelling storyline that aligned with the updated brand vision and website.
Self-EmployedFreelancer
Jan. 2022 - Jul. 2023São Paulo, São Paulo, BrazilDuring my freelance work in São Paulo, I deepened my expertise in digital tools, focusing on UX/UI design, web design, and development. I also expanded my knowledge in data science, enabling me to approach projects with a data-driven mindset. This period allowed me to refine my skills, stay updated with industry trends, and deliver high-quality work across various digital platforms, ensuring that my clients received cutting-edge solutions tailored to their specific needs.
SumUpHead of Creative
Mar. 2019 - Jun. 2022São Paulo, São Paulo, BrazilAt SumUp, I spearheaded the planning and execution of high-impact digital performance campaigns, driving significant revenue growth by promoting card readers to small businesses. My role extended to launching creative campaigns across a diverse range of media platforms, which substantially increased brand awareness and customer engagement. Key Achievements:
• Established a dedicated creative cell within the marketing department, leveraging my entrepreneurial skills to foster innovation and creative excellence.
• Achieved remarkable sales growth, including a 300% increase in two years (200% in the first year alone) and a 70% growth in referrals over the same period.
• Optimized Customer Acquisition Cost (CAC) by 50% within two years, enhancing overall marketing efficiency.
• Elevated SumUp’s brand value, transforming it into the second most searched brand on Google within its segment.
• Led the LATAM brand design team, enriching the brand experience across the region and driving creative leadership.
DM9DDBSenior Art Director
Dec. 2017 - Mar. 2019São Paulo, São Paulo, BrazilAt DM9DDB, I played a pivotal role in the successful repositioning of the global Johnson's Baby brand by crafting and executing impactful campaigns for all Johnson & Johnson products. Leveraging my managerial expertise, I led a groundbreaking global initiative aimed at normalizing menstrual cycles among younger women, contributing to a brighter future for women and reinforcing the Stayfree brand. Key Achievements:
• Successfully repositioned Johnson's Baby brand on a global scale through innovative and compelling campaign strategies.
• Led a global "naturalizing menstrual cycles" initiative, strengthening Stayfree’s market position and advancing women’s health awareness from childhood.
• Secured a prestigious Silver Lion at Cannes for the Stayfree campaign, showcasing the creative excellence of our team.
Gael BBDOCreative Director
Mar. 2017 - Sep. 2017São Paulo Area, BrazilAs Creative Director at Gael BBDO, I was instrumental in developing and leading a high-performing creative team. I also ensured alignment and consistency across two agencies, maintaining a cohesive tone of voice, messaging, and promotional strategies. Key Achievement:
• Spearheaded the development and execution of Doritos' Rock in Rio brand activation and promotion, which earned Doritos recognition as the second most remembered brand at the festival, generating an impressive $88M in ad value.
LewLara/TBWA | Publicis São Paulo | Agência We | Fischer América | Black Ninja | Y&RFreelancer Senior Cretive Art Director
Jan. 2016 - Dec. 2017São Paulo, São Paulo, BrazilAs a Freelance Senior Creative Art Director, I provided exceptional creative direction to prestigious clients such as ELO, the Brazil Federal Government, and São Paulo City Hall. This role allowed me to gain deep insights into the unique cultures of various agencies and expand my expertise across a diverse range of management styles. My work consistently delivered high-impact results, reinforcing my reputation for creative excellence and adaptability.
Innova - All Around The BrandCreative Director
Jul. 2012 - Mar. 2016São Paulo, São Paulo, BrazilAt Innova, I led a dynamic team of 35+ creative and production professionals, driving the development of 360-degree communication tools encompassing branding, advertising, packaging, brand activation, POS, and events. My leadership extended to managing high-profile projects for renowned clients such as Bosch, Samsung, Unilever, Kimberly Clark, HCor Hospital, Merial, Weber Saint-Gobain, Placo, Google, Volkswagen, and Telefônica/Vivo. I utilized my management expertise to guide all departments toward achieving the agency's key goals. Key Achievement:
• Successfully increased the agency's revenue by 30% by serving as both Creative and Business Manager, achieving a remarkable 95% success rate in pitches throughout my tenure.
Pixel4 / The CoffeeShopCo Founder
Mar. 2011 - Jun. 2012São Paulo, São Paulo, BrazilIn my role as Co-Founder, I successfully established two creative agencies—Pixel4, a full digital agency, and The CoffeeShop, a traditional advertising agency with a strong emphasis on ROI. I leveraged my relationship-building skills and extensive network to position our agencies as trusted production partners for other agencies. Additionally, I expanded our service offerings to focus on strategic planning and creative execution tailored to each agency's unique strengths. Key Achievement:
• Secured prominent clients, including Plano & Plano, a leading real estate company, and Caraigá, a key Volkswagen dealer in Brazil.
novaS/BHead Of Art
Nov. 2006 - Aug. 2010São Paulo, São Paulo, BrazilAs Head of Art at novaS/B, I led the agency's art direction from concept to execution, working closely with key clients such as Caixa Econômica Federal (Brazil's Federal Bank) and Ambev. I played a pivotal role in preparing and delivering successful pitches, including securing a significant campaign for the World Health Organization (WHO). Key Achievements:
• Developed and launched a large-scale global campaign targeting Tobacco Companies, contributing to public health advocacy.
• Introduced the Leão Verde Award, which empowered young Brazilian creatives to gain recognition by addressing critical societal issues like global warming.
• Transformed an ordinary agency into a recognized name in the creative industry by consistently delivering innovative work and strategically investing in media.
Africa PropagandaSenior Creative Art Director
Jan. 2006 - Nov. 2006São Paulo, São Paulo, BrazilIn this role, I drove brand awareness by creating and delivering impactful campaigns for a diverse range of clients, including Mitsubishi, Vivo, Itaú Bank, and Brahma. As a Copywriter Partner, I played a key role in developing and launching the first campaign for Itaú Criança, an initiative aimed at encouraging parents to read to their children. Key Achievement:
• Co-developed and launched the inaugural campaign for Itaú Criança, which successfully secured book donations to support children's right to education. This campaign has since evolved into a large-scale annual initiative.
Young & Rubicam AdvertisingSenior Art Director
Mar. 2005 - Dec. 2005São Paulo Area, BrazilAs Senior Art Director at Young & Rubicam, I successfully delivered winning pitches that secured major accounts, including TAM Airlines and Pfizer. I also led the creative development of campaigns for prestigious clients such as Jeep, Mercedes-Benz, Bradesco Bank, Vivo, Perdigão, and Playboy Magazine, among others.
Lowe WorldwideHead of Art
Mar. 2002 - Mar. 2005São Paulo Area, BrazilAs Head of Art at Lowe Worldwide, I led all art direction and campaign development for the Nissan Group, working directly with the client’s Marketing Director. I also managed creative projects for Johnson & Johnson and DirecTV. Additionally, I represented the Brazilian agency in international workshops for Unilever, showcasing our expertise on a global stage.
Leo BurnettSenior Art Director
Jul. 2001 - Mar. 2002São Paulo Area, BrazilAt Leo Burnett, I was part of an award-winning creative team, contributing to both regional and global pitches for clients such as AOL and Fiat. I was nominated for a Cannes Lions shortlist for a Fiat campaign. My responsibilities included delivering impactful campaigns for Fiat, DirecTV, Sony Ericsson, and Bank Boston.
Lowe & Partners Worldwide, Inc.Junior Art Director
Jun. 2000 - Jun. 2001São Paulo, São Paulo, BrazilAs a Junior Art Director, I was responsible for managing key clients including Unilever, Renault, and Johnson & Johnson. I created and presented campaigns at regional meetings. Notably, my copywriting partner and I successfully transferred the leadership of press and print campaigns for the AXE (Lynx) account from the Argentinian office to our Brazilian office.
F/Nazca Saatchi & SaatchiTrainee and Junior Art Director
Nov. 1997 - Jun. 2000São Paulo Area, BrazilI began my career at F/Nazca Saatchi & Saatchi after gaining initial experience in smaller agencies. At this leading Brazilian agency, I had the opportunity to learn from prominent figures in the advertising industry. This experience led to my first international accolade: a Silver Lion at Cannes, along with several shortlists and awards at major international festivals.
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