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Work Background
LabWareMarketing & Communications Consultant
Feb. 2022 - Aug. 2025Brazil, São PauloActed as Marketing Operations lead for Brazil, owning cross-functional initiatives across demand generation, communication, and customer engagement.
Built and scaled a multi-channel system (email, LinkedIn, paid media, webinars, events, outbound), growing programs to 400+ registrants with 60%+ attendance rates.
Designed and implemented lifecycle automation workflows (5–7 touchpoints), replacing manual processes and improving campaign efficiency, consistency, and predictability.
Integrated in-person events and digital channels into a continuous demand generation and nurturing model, improving conversion and lead utilization.
Transformed the flagship event (CEC) into a customer advocacy platform (~300 participants, 150–200 clients, 12–16 sessions), strengthening engagement and product adoption.
Scaled marketing operations alongside company growth (30 → 200+ employees), establishing processes and governance.
Owned regional brand governance, ensuring consistency without direct global supervision.
Managed a small team and acted as a key stakeholder across Marketing, Sales, Product, and Change Management initiatives.
LabWareMarketing & Communications Analyst II
Feb. 2017 - Feb. 2022Brazil, São PauloConsolidated the marketing function in Brazil, taking ownership of demand generation initiatives, digital channel management, and cross-functional commercial partnership — expanding the operational scope and maturity of the regional marketing practice.
Planned and executed acquisition and demand generation campaigns (Google Ads, landing pages, webinars), achieving up to ~40% CTR in strategic campaigns and driving measurable improvements in digital performance.
Built and managed the company’s digital channel presence in Brazil, including launching the organization’s first global LinkedIn page — establishing brand visibility, supporting lead generation, and enabling commercial initiatives in partnership with Sales.
Designed and executed integrated multi-channel campaigns combining email marketing, content, and events, improving engagement rates and standardizing marketing execution across the region.
Acted as a cross-functional partner across Marketing, Sales, and Services, contributing to the development of strategic materials (POCs, presentations, technical content) and supporting post-sales initiatives.
Led vendor selection, performance monitoring, and evaluation for an outsourced lead generation initiative, informing the strategic decision on program continuation.
Expanded internal communications and employee engagement initiatives in collaboration with HR, strengthening organizational alignment and communication effectiveness.
LabWareMarketing and Communications Analyst I
Feb. 2014 - Feb. 2017Brazil, São PauloBuilt the operational foundation for a marketing function scaling from zero structure, establishing workflows, templates, and tooling (Mailchimp, CMS) that reduced execution time and supported consistent campaign delivery across teams in multiple regions.
Planned and executed 5+ annual event-driven marketing programs — spanning in-person and digital formats — in support of demand generation and customer engagement goals, coordinating logistics, digital assets, and communications end-to-end.
Designed and standardized email marketing workflows and templates, driving adoption of Mailchimp across the team and improving execution consistency for recurring campaign programs.
Developed digital content and institutional video assets later adopted by global teams, expanding the reach of communications initiatives beyond the original scope of the role.
Managed digital presence across website and event pages, ensuring channel alignment with active campaigns and maintaining consistency across touchpoints.
Atlantic NickelInternal Communications Assistant
Aug. 2010 - Apr. 2013BrazilLed internal communications programs for an audience of over 2,000 employees, contractors, and stakeholders across mining operations, plant, and maintenance areas.
Developed and executed strategic communication initiatives that strengthened organizational culture, enhanced alignment, and helped safeguard corporate reputation.
Designed and delivered campaigns that reached thousands of employees monthly, improving engagement, clarity, and transparency in company-wide messaging.
Partnered with cross-functional teams to standardize communication flows, ensuring consistency across operational, administrative, and executive levels.
Supported employee engagement and employer branding efforts through targeted internal campaigns, boosting motivation and reinforcing company values.
Built expertise in strategic communication, corporate communication, stakeholder management, and engagement KPIs, establishing a strong foundation for future work in marketing and integrated communications.
Faculdade UNIMEWeb desiger
Jan. 2008 - Aug. 2009Brazil, ItabunaDeveloped institutional websites and digital layouts using HTML5, CSS, and JavaScript, ensuring functionality and responsive design.
Collaborated with professors and academic teams to create innovative visual solutions for both internal and external communication.
Applied web design techniques and visual identity principles to strengthen the university’s digital presence.
Gained hands-on experience in UI/UX design, creating user-friendly interfaces that improved navigation for students and staff.
Introduced web development practices aligned with emerging trends, building a solid foundation in graphic design, digital communication, and problem-solving.
Comunika ProdutoraArt Director
Jan. 2006 - Jan. 2010BrazilCollaborated as a freelance art director and creative partner in projects ranging from small local initiatives to large-scale branding campaigns.
Designed and developed websites for hotels, inns, and institutions, combining functionality with strong visual identity.
Created logos and brand identities for diverse companies, including consumer goods (e.g., beverage brands) and local businesses.
Led the visual concept and graphic design of cultural events such as the city’s annual Festas Juninas, delivering cohesive branding across print and digital media.
Worked closely with clients to translate business goals into design solutions, strengthening visibility, recognition, and audience engagement.
Developed a strong foundation in graphic design, web design, branding, and creative direction, balancing artistic vision with client needs.
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