Experience

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  Folha de s.paulo

  Jan 2000 - Jan 2002

  Economics and finances reporter
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  Istoé dinheiro

  Jan 2002 - Jan 2004

  Finances reporter
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  Investidor institucional

  Jan 2004 - Jan 2006

  Senior economics reporter
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  O estado de são paulo

  Jan 2007 - Jan 2011

  Economics editor

  • Managed and prepared the planning, development and implementation of a new website on economics and investments for Agência Estado and Portal do Estadão, as well as coordinated hard news on the homepage of Portal do Estadão/Economics;• Created and ran the blog “Descomplicador,” which sought to “translate” topics of economics and finances into text and video;• Managed training of journalists to deal with online media, video (TV Estadão) and radio (Eldorado).

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  Itaú unibanco

  Sept 2011 - Feb 2013

  Senior communications specialist

  • Led corporate communications for six business areas at Banco Itaú, at Itaú Wealth Management Services center (Broker, Private Bank, Domestic and International Asset Management, Private Equity and investments), as well as Insurance area, where I designed the planning and development and implemented strategies of communications with the media for Brazil, Latin America and the USA for the aforementioned areas, with individual plans to increase positive media exposure;• Coordinated and prepared PR strategies of reputation management and interfaced during crisis management actions;• Planned and implemented institutional events, from workshops to meetings with journalists/stakeholders. Show less

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  Banco votorantim

  Mar 2013 - Jun 2016

  Internal marketing/institutional marketing coordinator

  • Started up the Internal Communications area at Banco Votorantim inside the Marketing department, with a focus on cultural transformation and internal marketing/EVP;• Coordinated and repositioned communications with employees in Brazil and abroad, developing organizational culture and tone of voice guidelines;• Coordinated and coauthored, in the development and implementation center, a new organizational culture (multidisciplinary group);• Created and oversaw the Communications Forum (multidisciplinary group) in order to promote shared discussions and actions of internal marketing aligned to the institutional marketing;• Planned, developed and implemented the new intranet version, which brought innovations for the financial sector and improved the communication channel, making it more attractive, agile and interactive;• Responsible for all internal channels (newspaper, intranet, newsletter, bulletin board) in Brazil and abroad;• Managed the internal campaign schedule for all areas in the bank, developing and meeting KPIs defined by the internal customers (for example: more than 90% uptake in climate survey; more than 85% employees registered in the Culture engagement campaign);• Led the planning of the new internal marketing guide with direct alignment with the institutional marketing;• Participated in the planning for brand repositioning and marketing strategies for retail and wholesale;• Coordinated and prepared communications strategies of media relations for core areas, such as Asset Management and Treasury;• Actively served in the Crisis Management and Reputational Risk Forum (multidisciplinary group). Show less

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  Votorantim s.a.

  Jul 2016 - Apr 2018

  Communications and brand manager

  • Led the planning, development and implementation of the branding project (brand conceptualization, strategy and repositioning) for all companies in Grupo Votorantim and interacted with shareholders. • Led the proposal to develop themes (content, inbound marketing, sponsored links and digital media campaign) which helped boost the brand with the attribute “forward-looking vision”;• Responsible for the digital strategy, from the brand project, to the institutional website and social networking profiles, including diagnosis, strategy, tone of voice definition and storytelling integrated with the institutional marketing in order to actively manage the brand on the networks;• Devised and coauthored the alignment of brand ambassador key messages, focused on transforming the culture and attracting talents (communications, engagement and employer branding/EVP);• Managed the content covering the internal and external brand experience as a whole (videos, publications, newsletters, engagement campaigns, website, institutional presentations, social media, visual identity manual, reports for investors, ads, sponsorships); • Led and implemented the annual event strategy, which involve 500 leaders at the company and also another aimed at investors (200 investors in Brazil and New York);• Coordinated and contributed to the development of the planning of the media relations action annual schedule – with a brand-integrated project which ensured consistency and boosted the value in media campaigns;• Served as member of the Reputational Risk Committee and contributed to mapping risks to the business’ reputational and social attributes – prepared mitigation plans with communication strategies on critical matters and media training. Show less

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  Pwc brasil

  May 2018 - now

  • Director I Marketing & Communications

    Dec 2019 - now

  • Senior Manager I Brand, Corporate Communications, Digital Strategy & PR

    May 2018 - Dec 2019