brand strategy beliefs
Brands and products should translate and reinforce their basic deliverables
Categories must be developed through organic cultural brand values
Digital Communication Strategy is about fast understanding and response to context, by providing meaningful discussion topics and product solutions
Trends are the evolution of past and present contexts
Associates and senior leaders must have clear understanding of the management concepts used in strategies to promote productive discussions in all levels
Brand Expression must employ not only marketing and advertising techniques but also specialists´ contributions in fields such as arts, design, politics, mixology, etc.
Understanding the main transformations in music and inspirations on the role of sponsorship.
HTML & CSS
Cultural Strategy Advisor
Temporary Professor - Undergraduate Courses
Advertising Planning, Consumer Behaviour, Media Planning
Federal University of Rio de Janeiro
Strategy and Data Insights Director
McCann World Group
Head of Connections and Digital Culture Insights
Global and Regional Strategy Lead LATAM
National Director of Business Intelligence
Brand Strategy and Insights
Helping PasseiDireto.com (global chegg.com) define a value proposition to back its shift in business model from penetration to signature.
The Coca-Cola Company
Human and Cultural Insights Manager
Brand Concepts that backed game changing innovation platforms, both in base business and in breakthrough projects.
Sr. Brand Strategy Consultant
Revamping love brands from the 80's and transforming traditionally analogical brands into digital ones.
D!fferents Co-Creation Partners
Insights detection, concept and ideation for a shared value business models in emerging middle class neighborhoods.
Brazilian Ministry of Foreign Affairs
Scholarship on Vocational Diplomacy
Studies on international relations and the social and political reality of Latin America and Brazil.
The Coppead Graduate School of Business and ESSEC Business School, Paris.
Insights and Analytics and off-line Media Planner
Master of Business Administration - Marketing and Consumer Behaviour
The School of Communication at The Federal University of Rio de Janeiro
Throughout my career I had to face challenges that expressed the struggle big and small organizations had to carry on in shifting marketing environments in emerging countries.
From the development of new categories to the reinterpretation of products such as Coke or campaigns such as Coke's FIFA Word Cup, I have developed a set of experiences that can help any business endure in unknown and unmapped situations.
More recently, I could manage real time marketing strategy and execution for major players during crisis time with the help of new methodologies and professionals from backgrounds as diverse as statitistics and design.
Please take some time to know some thinking, projects and procedures I have developed myself or in partnership with major insights and innovation players.