Experience

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  Agência foster

  Mar 2010 - Aug 2010

  Digital planning intern

  Accounts: Bayer, Hospital Sírio Libanês and Mentos

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  Bferraz

  Aug 2010 - Apr 2012

  Accounts: Ambev, HSBC, and Mondelēz. Accounts: Petrobrás, Philip Morris (Marlboro) and Avon

  • Planning Assistant

    Jul 2011 - Apr 2012

  • Planning Intern

    Aug 2010 - Jul 2011
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  Tracylocke brasil

  Apr 2012 - May 2015

  Accounts: Multiplus (Campaign, B2B, Trade, CRM, and Digital), Burger King, Turner (Cartoon, TBS, Warner), and Cia Müller (Cachaça 51, and Vodka Polak) Accounts: Multiplus, P&G (Oral-B, Gillette) e New Business Pitches.

  • Strategy Supervisor

    Jan 2013 - May 2015

  • Junior Strategist

    Apr 2012 - Jan 2013
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  Geometry global

  May 2015 - Dec 2015

  Strategy supervisor

  Accounts: British American Tobacco - BAT (Dunhill, Lucky Strike, Free/Kent, and Derby), Pearson (Yázigi), and Panasonic. Member of the team that won Google Pitch.

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  Young & rubicam

  Jan 2016 - Jul 2016

  Strategy supervisor

  Accounts: Grupo Petrópolis (Itaipava, Crystal e TNT) e Honda Motos

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  Tracylocke brasil

  Jul 2016 - Nov 2017

  Strategy manager

  Responsible for setting advertising, content, and shopper strategies for brands in different industries:Beverage: Brasil Kirin/Heineken Food: General Mills, Burger KingConsumer Goods: P&GTelecom: Claro

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  Bullet®,br

  Nov 2017 - Mar 2018

  Strategy manager

  I was responsible for leading communication strategy on POS for Camil, a Brazilian company operating in the food trade, specializing in the processing of rice and beans. I was also part of the team that won the pitch of Heineken and McDonalds.

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  Young & rubicam

  Mar 2018 - Apr 2020

  Strategy manager

  Branding and Communication Strategies: Developed integrated strategic plans for local and global brands of Grupo Petrópolis (Itaipava, Crystal and TNT), Honda Motos, Souza Cruz (BAT), Yázigi, Turner (Cartoon and TBS), and Panasonic, focusing on sustainable growth and differentiation.Global Projects: Development of the new global positioning for Activia, changing the brand perception for a holistic wellbeing Integrated Campaigns: Delivered creative and strategic solutions in multichannel campaigns that increased the relevance of brands in highly competitive markets.Leadership: Head of Strategy of two teams with three professionals (two senior strategists and one junior), where I developed their technical skills and senior behavior. Show less

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  Crias do plan

  Nov 2019 - now

  Co-fundador
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  Freelancer

  Apr 2020 - Aug 2020

  Strategy consultant

  Strategic Analysis and Market Insights: Expertise in identifying market opportunities, mapping trends, and translating complex data into practical and actionable strategies for local and global companies such as Qsaúde, WhatsApp (NY/Copenhagen), Globo, and Twitter.Strategic Framework Development: Creation of proprietary methodologies that have improved planning and innovation processes for large organizations.Consulting for Major Players and Startups: Experience guiding leading brands and emerging companies, connecting business objectives to effective strategies.Strategy Planning and Implementation: Leadership in building results-oriented communication and branding plans, focusing on differentiation and sustainable growth Show less

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  Africa

  Jul 2020 - Oct 2020

  Strategy manager

  Responsible for developing brand positioning, social playbook, and campaign launch for Qsaude, a Brazilian health insurance company.

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  Publicis brasil

  Oct 2020 - Feb 2021

  Strategy director

  Communication and Branding Strategies: Developed proprietary tools such as "Learning Agenda" and "Tension and Problem Design," fostering deep insights and creativity in problem-solving.Team Management: Led a team of 6 strategists (2 strategy managers, one supervisor, two assistants, and one intern), generating synergy to serve global clients such as GSK (Pharmaceuticals), Disney (Entertainment), and Puig (Luxury).Global Account Performance: Delivered integrated strategies for regional and global campaigns, ensuring consistency in communication and effective results.Recognition for Results: Publicis clients' campaigns were highly effective, increasing market share and brand awareness. Show less

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  Ambev

  Feb 2021 - Sept 2024

  Category Management: Leadership in the strategy and long-term plans for Brahma, the largest Brazilian beer brand, including portfolio architecture, quality attributes, and high-impact platforms such as Carnival, Soccer, and Sertanejo.Execution: Execution of ATL, social, Events, and activation campaigns, as well as the development of new packaging (Brahma Revamp) and new product launches (Brahma Double Malt Combinations), in addition to reformulating the entire brand portfolio architecture.Media and Budget Management: Development of the LAB (Learning Agenda of Brahma) in which the primary campaign, message, and channel learnings had isolated effects to ensure application in future strategy and investment allocation.P&L Management: Robust experience in P&L management, aligning financial strategies with Brahma's challenges. The tools I developed contributed directly to the recovery of 44% of the budget lost due to the low Brand Recall of the campaigns.Mentorship: Developing and mentorship of Jr. Marketing Managers with individual development plans for each. Awards: Brahma was recognized as Brand of the Year (Effie LATAM 2023) and positioned globally in the WARC Effective 100 (12th position, 2024). Show less Institutional Strategy Development: Develop a new institutional strategy for Ambev that reprioritizes all brands and investments following the country's macroeconomic trends and movements (10-Year Plan).Innovation Processes: Development of the "Front-End Innovation" process, creating a methodology for managing innovation projects and developing new product pipelines, from ideation to execution, aligned with Ambev's strategic objectives, responsible for an area of ~USD 4.6 billion in net revenue.Reputation Strategy and Budget Management: Development of Ambev's reputation and institutional PR strategy for innovation and airline budget management.Stakeholder Management: Coordinated initiatives with global, and regional teams and external agencies to ensure strategic alignment and efficient execution.Main results and launches: Area with Revenue representative of ~USD4.6B of NetRevenue for Ambev with launches such as Michelob, Spaten, and Chopp Brahma em Lata.During this period, Ambev was selected as one of the ten most innovative companies, according toValor Econômico (2022) Show less

  • Sr. Marketing Manager for Brahma

    Jun 2022 - Sept 2024

  • Sr. Strategist and Innovation Manager

    Feb 2021 - Jul 2022