Elisa Pasculli

Experience

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  Tema Propaganda

  Apr 2011 - Dec 2012

  Atendimento de Contas

  Responsible for prospect, acquisition and maintaining SMB contracts for Tema Propaganda. Support the advertising campaign planning and execution for over 20 accounts. Took part in the repositioning of the company, which included the complete revamp of its website.

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  Google

  Jan 2012 - Mar 2021

  As a Measurement & Insights lead I work cross-functionally to coordinate and drive regionally a data informed approach to Google Communication in Europe, Middle East and Africa. My responsibilities include:- Help PR and internal comms teams at Google to be more efficient and impactful, focus and prioritise better, and improve understanding of Comms performance. - Develop regional coverage research and analysis to ground communication plans, campaigns, reactive comms in data.- Implement industry-leading comms measurement tools and practices across EMEA, utilising the latest technology. - Upskill the EMEA Comms team in comms measurement. - Help demonstrate the value of Communications by providing simple, trustworthy, comparable metrics of PR & comms impact.- Manage the regional Comms activity calendar.- Infuse Comms managers in EMEA countries with data and insights. Show less As a Communications Manager I work cross-functionally to coordinate and drive regionally Google's consumer product coverage in Latin America. My responsibilities include:- Be the one point of contact between Latin America and global teams across all products and key B2C Google Product narratives.- Determine local priorities and strategies (including product campaigns). Coordinate with product PR Managers for the whole region on which launches we will prioritize and push.- Work closely with local Marketing and Product organization (LatAm wide) to keep track of local product pipeline.- Lead by engagement, mobilizing region behind key product narratives. Develop excellent working relationship with all local country teams, the ability to understand their issues and priorities.- Monitor and report local results into global specific reports Show less I'm responsible for developing strategies to grow the Portuguese Community of AdWords advertisers, Google My Business & Google Analytics user, increasing member engagement and strengthening the sense of community - while fostering the development of an ecosystem of online marketing professionals in Brazil.My responsibilities include:- Represent Google by actively driving, growing and managing social media channels, including AdWords Community, Twitter, Facebook, Google+, AdWords Blog and YouTube, building healthy relationships with community power users and social influencers, and engaging directly with users online and offline.- Lead, develop and execute community and social media channels strategy aligning with the global initiatives and with several stakeholders (Marketing, PR, Sales, among others).- Coordination of a team that had up to 12 people to evangelize AdWords and educate our users via Community, multiple social media channels, in-person events, Hangouts on Airs and video productions.Create, curate and manage the content calendar for Community & Social, unifying user experience across our networks.- Grow Community & Social traffic by creating the strategy and executing social paid media and AdWords ads campaigns.- Lead new innovations in Community & Social channels including process improvements, best practice sharing and measuring and analyzing operational metrics.- Research social media opportunities for Portuguese speaking countries and analyze the markets trends. Show less I worked as a Online Specialist for AdWords supporting SMBs with their AdWords Accounts. My key responsibilities were: - Being the face of Google by delivering the optimal advertising solution for every client. Understanding of online media and commercial acumen shape how new and existing small and medium businesses grow. - Prioritize and deliver outstanding customer service experience to Google's advertisers, publishers, and/or users. Focus on 100% of customer satisfaction and increase revenue by upselling and promoting other Google products.- Provide strategic and consultative advice and help solve technical issues by working with a large number of businesses from Brazilian market.- Acting as an internal policy reference (Policy Backup Guru), supporting the team on Policy questions and building the bridge between the Policy and Services teams. Show less

  • Measurement & Insights Lead, Communications & PR

    Nov 2019 - Mar 2021

  • Communications Manager, Google Consumer Products for Latin America

    Sept 2016 - Oct 2019

  • Google Advertiser Community & Social Media Manager

    Jul 2014 - Sept 2016

  • Online Advertiser Education Specialist

    Apr 2014 - Jun 2014

  • Online Specialist

    Jan 2012 - Mar 2014
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  DiDi

  Mar 2021 - Jul 2024

  As Director of External Affairs Operations, Measurement & Insights, I showcase the impact of the communications and government affairs teams in DiDi's business. I lead the efforts in tracking the company's reputation, performance, risk, and opportunity areas across international markets. My responsibilities include:- Developing a global strategy and measurement framework for Communications and Governmental Affairs teams internationally.- Leading social listening and traditional media monitoring to supply data-driven insights to global external affairs teams and company leadership.- Developing a proprietary methodology to demonstrate the impact of Comms and GA teams on the business and benchmark against industry, as well as a global proprietary system for advocacy and favorability tracking for KOL and stakeholder engagement.- Leading External Affairs OKR framework against agreed goals.- Providing crisis detection and alerting models, supporting early identification of trends and reputation risk areas such as regulation, safety, and ESG.- Leading a team on research and reports, presenting complex data in a digestible way for a variety of internal stakeholders.- Identifying key voices (journalists, industry pundits, regulatory bodies, politicians, partners, NGOs, and more) to build/maintain healthy relationships and embed DiDi's business key narratives and reputation.Constantly seeking optimization of existing tech stack to ensure access to the best tools to meet team needs.- Providing mentorship and guidance to direct reports and the wider External Affairs org, acting as a primary point of contact for collaboration requests and strategic planning.- Overseeing all operational aspects, from budget to resource allocation, and establishing global ways of working (governance, team culture, learning and development, collaboration, and information sharing). Show less Leading Didi's international communications measurement efforts, applying measurement best practices and data insights to communications work. Responsibilities include:- Establish and lead DiDi’s global communications measurement and insights work- Work with internal engineering teams as well as external suppliers to develop a consistent and accessible platform for understanding the efficacy and impact of DiDi’s global communications work- Develop regular reports and insights based on data and measurement of DiDi’s communications work for presentation to senior leadership-Provide support to country teams in implementing measurement tools and practices across our global markets Show less

  • Director of External Affairs Operations, Measurement & Insights

    Nov 2021 - Jul 2024

  • International Communications Director, Measurement & Insights

    Mar 2021 - Jan 2022