Patrícia Moura

Founder & CEO @The Pride Content

PartnerMarketing Director💸 Marketing💼 C-level ExecutiveCMO🧨 Consulting🎥 EntertainmentBrand Marketing ManagerAdvisorContent Manager

Founder and CEO of The Pride Content, a brand new Content Consultancy in Brazil, Patrícia pioneers innovative content strategies that drive brand engagement in the digital and AI-first world that is rapidly evolving. Patrícia built a path of almost 20 years in advertising agencies working alongside iconic brands such as Cinemark, Nikon, UN Women, Rock in Rio, Natura, Ambev and Mercado Livre. She was also a Professor for +10 years in MBAs approaching digital media and consumer behavior. Her passion for social media and people makes her accomplish over 30 awards, both local and internationally, through creative strategies that tell stories and drive entertainment. During her tenure as Head of Content on GUT Agency, she participated in 9 Cannes Lions, including ‘Files of Freedom’, which won a Gold, Silver and Bronze Lions, beside other nominations last year. In 2023, Patrícia was nominated as an Ethics Counselor at CONAR (Brazil's self-regulatory advertising body), tasked with ensuring ethical advertising by evaluating and adjudicating campaigns that negatively impact consumers. Recently, Patricia embarked on an entrepreneurial venture, launching her own Content Consultancy, The Pride Content. The company embodies her vision for the future of advertising, where content is not only king but the cornerstone of digital identity and consumer engagement. As a twice-honored Cannes Lions Entertainment Jury member, she is dedicated to nurturing creativity and excellence in the global advertising industry.

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Work Background

Pride ContentFounder & CEO

Oct. 2023São Paulo, São Paulo, BrazilBranded Content Consulting | Lectures | Mentorships | In-company Workshops Consultancy service dedicated to enhancing content strategies for businesses. We specialize in crafting engaging and impactful content strategies to help clients achieve their goals. Open for collaboration and new opportunities in the world of content, social media, real time marketing and AI.

Pride ContentPublic Speaker

Oct. 2023Since 2007, I have been a Public Speaker, initially focusing on social media scenario and brand strategies related. In 2016, as a member of Heads Agency, I played a significant role in promoting the Todxs research, which focused on the gender and race scenario in Brazilian advertising, in collaboration with UN Women. Last prominent events: RD Station (in 2019, 2020, and 2022) with an audience of around 3,000 people, along with Rio2C, Proxxima, and VidCon in 2023.

CONAR - Conselho Nacional de Autorregulamentação PublicitáriaEthics Advisor Committee

Jul. 2023I am a member of the Ethics Advisory of the National Council for Advertising Self-Regulation (CONAR) during the biennium 2023-2025.

Cannes Lions International Festival of CreativityCarreer Mentor - See it Be it

Jun. 2024 - Jun. 2024SEE IT BE IT is the LIONS initiative aiming to achieve equal gender representation among creative directors and leaders across the global industry

Cannes Lions International Festival of CreativityAwards Judge - Entertainment Lions Category

Apr. 2024 - Jun. 2024As a twice-honored Cannes Lions Entertainment Jury member, I am dedicated to nurturing creativity and excellence in the global advertising industry.

AMPRO - Associação de Marketing PromocionalAwards Judge - Ampro Globes Awards

Oct. 2023 - Dec. 2023Judge of the 23rd edition of the AMPRO Globes Awards, recognized as the main Live Marketing award in Brazil, winning the awards for Best PR activation and best event sponsorship within the Content category

Effie WorldwideAwards Judge - Effie Brazil

Aug. 2023 - Nov. 2023The Effie is the international award that honors the great ideas that give rise to marketing and communication strategies that achieve real and tangible results, rewarding both agencies and their clients.

GUT São PauloHead of Content

Apr. 2022 - Aug. 2023São Paulo, BrasilLeader of São Paulo GUT Content Department when GUT Network was awarded as the Independent Network of the year 2023 according to Cannes Lions. As the Head of Content at GUT, I am responsible for designing the department pillars and deliverables, overseeing the development and execution of all content marketing initiatives. In this role, I lead a team of content strategists, business intelligence and influence managers, working closely with clients and partners to understand their marketing objectives and create engaging, high-quality content that resonates with their target audiences.

WARCAwards Judge - Partnership & Sponsorship Category

Apr. 2023 - May. 2023This year I have the joy of being part of the global jury of Partnerships and Sponsorships in WARC Award of Effectiveness. This category responds to "How third-party collaborations, including native advertising, sponsorships, and influencer marketing, helped brands achieve business goals."

TikTokAwards Judge - TikTok Ad Awards Brazil

Oct. 2022 - Nov. 2022The TikTok Ad Awards is the official TikTok award ceremony that recognizes the best advertising initiatives in 7 categories showcased by brands on TikTok.

Cannes Lions International Festival of CreativityAwards Judge - Entertainment Lions Category

May. 2022 - Jun. 2022The Entertainment Lions celebrate creativity that turns content into culture. During the Festival I have judged, as Shortlist Jury, in total 240 pieces in 7 sub-categories: 25 Non fiction branded content 32 Fiction branded content 32 Live broadcast / live streaming 21 Audience engagement / distribution strategy 61 Partnership with talent 16 Sports branded content 63 Innovation in branded content

A-LAB Content LoversCreative Strategy & Real Time Director

Aug. 2021 - Apr. 2022After being promoted as Creative Strategy Director, I was nominated as Director of NOW, the real time business unit of the Dreamers Group, inside A-LAB Content Lovers. Main brands: Itaú, Uber, Rock in Rio, Localiza, Submarino, Duty, Iti and Oi.

A-LAB Content LoversCreative Strategy Director

Jan. 2021 - Aug. 2021As a Director, I work as a senior advisor looking forward to carrying out the best deliveries. Main responsibilities: - A partner to the Creation and Data Heads; - A leader of a team of +30 people: creative content strategists and community managers; - A co-worker to the operational sectors helping to select, hire and perform people management.

A-LAB Content LoversStrategy Manager

Aug. 2019 - Jan. 2021Rio de Janeiro Area, BrazilSelected and hired the strategy team. Managed, developed and supervision content and channel strategies of some categories as: entertainment, retail, durable goods and beauty clients. Highlight: In 2019, I was responsible for the real time coverage strategy in social media to Rock in Rio Brazil 2019 festival and social media real time strategy of Natura`s presence at the event.

ESPMProfessor - Social Media Marketing Strategy

Apr. 2016 - Oct. 2021MBA and Extension Courses

ArtplanSenior Digital Planner

Aug. 2018 - Aug. 2019Rio de Janeiro Area, BrazilDeveloped, pitched and actively participated in the execution of the social media and real time strategies to Oi Black Friday 2018 - which has increased the daily average of leads coming from digital channels by almost 300%; Postos BR Gas Station sponsoring the comeback of biggest Rio`s Christmas Tree in 2018; VTEX Day 2019 (Obama`s conference coverage) and the launch of the first Rio Montreux Jazz Festival 2019.

ArtplanReal Time Strategist

Apr. 2018 - Aug. 2018Rio de Janeiro Area, BrazilDeveloped and pitched the real time coverage strategy in social media to the Rock in Rio Lisbon 2018 festival. Created communication editorials and participated of the execution being the link between media, data and content departments to deliver strategic decisions in a fast-paced environment. Data from MediaMonitor's Social Media Explorer and Clipping Services revealed that, from June to August 2018, Rock In Rio was the festival that recorded the highest number of mentions on social networks and the highest number of references in news, in the set of the music festivals analyzed.

Heads PropagandaSenior Strategic Planner

Feb. 2016 - Apr. 2018Rio de Janeiro Area, BrazilClient experience included: Petrobras studies and campaigns; UN Women Her For She Brazil signature campaign; Enel Brazil communication launch strategies, Weight Watchers Brazil communication strategic planning and O Boticário`s bellow the line strategies and store activations.

Arabella agencySocial Media Manager

Sep. 2014 - Feb. 2016São Paulo Area, BrazilSelected and hired the team. Actively participated in brainstorm meetings, integrated digital strategies to annual brands plan and developed social media reports for clients. Participated in the creation and execution of the Buzz and Engagement Action “Star Wars Posts Battle on Facebook” to Cinemark in partnership with Disney Brazil (approved by Lucas Film). As a result, more than 10,500 people enjoyed 12 hours of challenges on the Cinemark`s Facebook fan page.

IGEC - Instituto de Gestão e ComunicaçãoPostgraduate Lecturer

Jan. 2010 - Jul. 2014Rio de Janeiro Area, Brazil

EstácioPostgraduate Lecturer

Sep. 2012 - May. 2014Rio de Janeiro Area, Brazil

Borghi/LoweStrategic Planner

Apr. 2013 - Mar. 2014Rio de Janeiro Area, BrazilAnalyze the consumer behavior and purchase process research from two distinct sectors: major retail at CASA&VIDEO stores; and Oil and Gas industries, at Petrobras Distributor. Developed analysis of communication voice tones, brand positioning, trends, use of archetypes, customer relationships and strategies in the online environment. Responsible for the digital presence periodic monitoring reports from seven major retail brands. Built national and international benchmarks studies.

Wildlife Works CarbonDigital Strategist (Consultant)

May. 2012 - Sep. 2013Rio de Janeiro Area, BrazilDeveloped and executed digital strategy to launch the Code REDD Brazil campaign during Rio+20 conference. Created, managed and activated owned social media platforms. Hired and managed influencers to participate the Lapa Arches Launch Event.

CasaDigitalSocial Media Manager

Sep. 2011 - Apr. 2012Rio de Janeiro Area, BrazilManaged the Social Media unit while being responsible for its digital strategies in national and international campaigns. Coordinated the activation, metrics and monitoring teams, led presentations and client meetings. Main clients: Rio de Janeiro`s Government, Rio de Janeiro`s Mayorship and Apex, where I developed the social media strategy to the case “I feel orange”. Created a campaign character Lisa Orange and hired bloggers to cover the launch event in UK.

binderSocial Media Coordinator

Nov. 2009 - Aug. 2011Rio de Janeiro Area, BrazilSelected, hired and managed community managers for the department. Effectively ensured results for social media campaigns that included retail, durable goods, beverages, fashion and education. Hired and managed influencers. Achieved two Maxi Award Marketing Excellence in The International Council of Shopping Centers (ICSC) of Latin America with Integrated Communication campaigns (Shopping Centers World Cup Promotion and Contest to people choose shopping Parque das Bandeira`s name - 22,275 suggestions were made, and the winning name had 23,739 votes). Achieved two national bronze awards with social media campaigns.

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