I am a Brazilian-based brand and marketing strategist and creative industry leader who sets the future direction for brands, and how this plays out in terms of innovation, action and communication. I tend to work with challenger behaviors and challenger brands. My recent experience includes leading brands such as Uber, Coca-Cola Company, Budweiser, Brahma, Fiat, Jeep, Banco Itau, Telefonica/Vivo, Nestlé and Natura.
My work often extends into media and popular culture. I believe that communication needs to walk side by side with cultural movements; following, listening and watching what happens regarding political processes, gender identity, social inequality and whatever else might be relevant for the social and cultural context. My experience in research and communication strategy includes the participation in two Brazilian Presidential political campaigns and participation in eight State Government political campaigns.
During the course of my career, I helped build business by means of new victories for both clients and agencies; highlights include: Building Fiat’s turnaround in Brazil – from 35% rejection to market leadership. Promoting Leo Burnett Brazil’s ranking growth – from 25th position to 9th largest agency in Brazil in five years. Helped change car culture by introducing the first car to open the world code. Put social issues at the heart of brand communication for Banco Itaú. Decided to invite young people to change negative behaviors for Coca Cola Company.