Experience

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  Petrobras

  Jul 1989 - Jun 1999

  Marketing coordinator

  Actively participated in several large-scale, strategic projects. Created an international competitive positioning plan for the Maritime segment (an awarded-winning business case for a US$ 500 million business unit). Coordinated with field managers a marketing plan to launch a new basic lube-oil. As the Corporate Communications representative for the company’s Strategic Planning process during the market deregulation period (1992-1993), I devised and proposed an integrated comm. project selected by the Board of Directors as one of the company’s priority projects needed to face the new competitive scenario.Key Achievements• Supervised and coordinated high-profile advertising campaigns (with budgets up to US$ 8 million) for events such as the Olympics Games, the Soccer World Cup, motorsport and cultural sponsorships.• At the International Relations Office, I developed and coordinated target communications programs, such as the awarded “UP-TO-DATE WITH PETROBRAS INNOVATIONS” newsletter, and advertising in specialized media - to enhance Petrobras’ reputation in the international financial market. • Task-force leader in the implementation of the first corporate website for Petrobras (1997). Created and implemented the company’s main e-commerce B2B extranet, the award-winning “CANAL CLIENTE/CUSTOMER CONNECTION” (www.canalcliente.com.br), which was a breakthrough innovation for the oil industry. Show less

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  Dell technologies

  Jul 1999 - Apr 2001

  Marketing manager

  Held a lead role in launching Dell in South America while working with the start-up team for three months at the head office in Austin, Texas. I was responsible for marketing activities for different hardware lines, pricing strategy, marcom, and e-commerce; managed an annual budget of US$ 6 million for demand-generated activities: advertising, direct marketing, customer briefings, catalogues. Key Achievements• Managed direct-response weekly ads in both general and specialized media and online ads; managed agencies such as Young & Rubicam and RappCollins. Strong collaboration with sales team.• Selected, hired and trained the Home&Small Business Marketing team.• Coordinated the advertising campaign that launched Dell in the country and all lead generation activities for end users and Small & Medium companies• Responsible for ROI of marketing programs; optimised marcom Opex at a country level, with strong reduction of Acquisition Costs/Cost per Lead.• Worked with Alliance Partners to secure 3rd party involvement and funding, such as Intel and HP. • Achieved a Top 5 market share ranking in all segments (including a key #2 ranking in “Companies with 100-250 employees”) within 18 months of the launch of operations. • Created marketing innovations such as “DELL E COMUNIDADE” (a relationship marketing program) that resulted in Dell’s recognition as Brazil’s “Top Direct Marketing Company of 2000” by the Brazilian Direct Marketing Association. Show less

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  Praxair, inc - a linde company

  Jul 2002 - Aug 2007

  Head, south america corporate communications

  Primarily responsible for all branding, reputation and communications functions for the largest medical & industrial gases company in North and South America, and the third-largest worldwide by revenue; >£7.5 billion. Reported directly to the CEO and Global Public Relations VP in the US. Managed, motivated and developed a team of 17 in 9 countries; set clear guidelines on standards and performance levels; ensured all achieved their full potential whilst delivering effective results. Re-structured the area.Key Achievements in the area of External Communications:* Planned and coordinated Marcomm activities for 8 vertical markets; responsible for PR and digital marketing; developed content for all marketing collateral.*Created and implemented a 360º campaign to drive demand and awareness for natural gas; ROI >150%.*Led the successful media launch of a liquefied natural gas company (LNG), first of its kind.*Redefined the company´s brand portfolio with the support of Interbrand.*Successfully managed and coordinated response to serious high profile incidents with national and international media coverage.Provided specialist crisis communications management training.*Positioned the company positively within the media; developed CEO´s thoughtful leadership projects.*Re-aligned all South American websites in line with global standards. Key Achievements in the area of Internal Communications/Change Management:*Reorganised all internal communications processes in the continent. *Reduced friction during the implementation of the company’s new operational model through the development of employee engagement activities. The approach proved to be successful in different phases of the change process, and Praxair’s HR in the U.S acknowledged it as a global Best Practice.*Created a new internal magazine, awarded as best in class. *Defined CSR projects/partnerships. Show less

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  Reputation institute

  Nov 2008 - Mar 2009

  Senior consultant

  Responsible for projects related to reputation management in large corporations at the Madrid office of Reputation Institute, a leading consultancy in the area of corporate communication, more especially a project for Telefonica in Latin America.

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  Llyc

  Apr 2010 - Feb 2011

  Manager

  Responsible for international projects in Spain, Portugal and Brazil, related to corporate communications. Account management, planning and proposal elaboration in projects for Repsol in the area of Investors Relations (using social media), Sonae (crisis management in social media), Inversis (crisis management in a B2C banking), and participating in winning bids for Peugeot, Danone, and Embratur (Brazilian tourism authority). Llorente y Cuenca is the leading communications consultancy in Spain and Latin America, with a team of more than 250 professionals with wide-ranging experience to drive the business results of companies and other organisations. Show less

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  Insights by kantar

  Mar 2011 - Jan 2012

  Project director

  Responsable for advising clients (Repsol, the largest Spanish oil company, and Alsa, the leading bus transportation company in the country) in the areas of brand management, strategic competitive positioning and marketing planning. For Repsol, first I conducted a competitive benchmarking, than I directed a project that developed a three-year branding plan to serve as a strategic blueprint for the areas of advertising, public relations and sponsorships.

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  Cvconsultancy

  Mar 2011 - Aug 2018

  Director

  A boutique-strategic consultancy that offers tailor-made advice to senior managers and companies to address specific needs in the areas of digital marketing, strategic communication planning, branding, online communications, reputation and crisis management, and capability-building/education. Focus on the impact of the digital age in the competitive area and in decision-making. Recent projects developed:Interim Director of Marketing for a real estate division of a construction company in Spain. During 6 months I acted as board member, and restructured the marketing area; created a new strategic marketing plan after reviewing 4 years of metrics and sales results; defined a new lead generation model focused on digital marketing; hired a new marketing agency after a review process with 8 agencies; implemented the company's first CRM system with Salesforce.Translated to Spanisgh the best seller "Outside Insight", a book authored by Jorn Lyseggen, Meltwater CEO, focused on business intelligence and the strategic use of data for decision-making. Carried out marketing research for a London-based advertising agency, also in the area of real estate. The objective was to identify the customer journey and path to purchase of buyers of luxury second home residences in the area of Marbella.Interim manager as Account Director at Territorio Creativo (leading social media agency), leading the Bankinter social media account (a top 10 Spanish bank). As project director for MillwardBrown Optimor, I led Repsol´s (the largest Spanish oil company) strategic planning in the areas of advertising, public relations and sponsorships, 360º communications; and for Alsa (largest Spanish transportation company) I developed studies and recommendations in the area of branding positioning. Also, crisis manager leader during an online/offline reputation crisis for a Spanish football club (major league), a case with huge media coverage and involving aspects of social media activism. Show less

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  Insights by kantar

  Apr 2014 - Jul 2015

  Director

  Director of projects in the areas of Segmentation, Portfolio Optimization, Budget Optimization, Sponsorships and Brand Endorsements, Brand Planning, Market Opportunity Sizing, Reputation Management, and Brand Transformation.•Developed clients marketing capability; delivered insight-driven marketing and brand strategy.•Provided specialist advice on brand positioning, architecture and transformation; ROI measurement, marketing investment planning; co-branding strategy development.•Member of the Purpose European practice. Purpose Positioning focuses on the areas of Brand Ideal, and Change Management, in order to embed the brand values into internal culture.Millward Brown Vermeer is a strategic management consultancy that works with the world’s leading CMOs and brands to align the “why, what and how” of marketing strategy to drive brand-led business growth, combining strategy consulting and marketing practitioner expertise to create a “whole-brain” advisory offer for clients. Areas of expertise include Segmentation, Market Sizing, Market Entry Strategy, Brand Valuation, and Marketing and Sponsorship ROI. Show less

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  University of the arts london

  Jul 2016 - Mar 2017

  Head of strategic marketing & communications

  I led a newly established strategic marketing and communication team that supported a range of business activities in the department of Academic Enterprise. My focus was on the development of a multi-channel, multi-brand marketing strategy to maximise opportunities for cross-selling and up-selling and the creation of new revenue streams. This includes setting marketing and communications frameworks metrics; coordination of budget and alignment of the different lines of business; chairing of cross-departmental strategic and operational meetings; development of an integrated digital and CRM approach for the area. Located in the heart of London, UAL is Europe’s largest specialist art and design university. Show less

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  Esic business & marketing school

  Oct 2018 - now

  Director

  Director of the Master in Communication & Advertising Management and the Master in Communications Management and New Technologies. I manage all aspects related to the programs, such as a) design of curriculum and learning activities (in-class and experiential ones); b) elaboration of the syllabus of all subjects; c) definition of evaluation systems; d) selection and coaching of teachers; e) representation of the school in associations and elaboration of thought leadership pieces; f) working in the marketing of the programs to support the Admission team. Revamped on of the programs with an 80% increase in admissions YOY, and secured the 1st position at the El Mundo Ranking of best Spanish master in the category.Responsible as well for the content creation and delivery of classes; participation in evaluation panels; tutoring of master´s thesis and final projects in four postgraduate programs, and selection of the candidates, and unit owner in internationally accredited master´s degrees. Classes taught in several cities in Spain and at CESA, the leading business school in Colombia, and at IPAM – Universidad Europea in Lisbon. Started lecturing at ESIC/ICEMD in 2010 on the subject of Online Reputation Management (first lecturer on this subject) and Social Media Strategy in different academic programs, besides several online sessions, webinars, and in-company programs in Marketing and Communications.Prior to ESIC:EOI-Escuela de Organización Industrial - SPAIN. From 2009-2012, lectured in different postgraduate courses, such as the International Executive MBA. In-Company classes imparted for companies such as Repsol (training for 8 groups in digital strategy), Phillips, Airbus, Renfe, Lafarge and Petrobras.Previously in Brazil, from 2005-2007, member of the permanent faculty at ESPM- Escola Superior de Propaganda e Marketing and sssociated lecturer for MBA courses at FGV, the largest Brazilian higher-education organization. Show less