Marketing Professor at the Marketing Management MBA at the Business School of PUC-Rio. https://iag.puc-rio.br/curso/mba-em-gestao-de-marketing/

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Danavation Technologies Corp.™ is a leading provider of micro e-paper displays in North America. Their Digital Smart Labels™ enable companies to automate labelling, price, product information, and promotions in real-time. At Danavation, responding to the CEO, I faced the challenge of redesigning the Digital Marketing area and strategy, with the commitment of bringing more qualified leads to the Sales Team. I also had the opportunity of managing, mentoring and developing a team member (Digital Analyst). Within the first three months in the role, I replaced many Digital Marketing tools with one single CRM/Marketing Automation tool (Hubspot) that also integrated Sales, Accounting and other business areas. That promoted full visibility of the leads: from the acquisition phase to the conversion into clients. Some of my accomplishments at Danavation are: • Digital Marketing area redesign, with focus and success in increasing inbound lead generation • New CRM/Marketing Automation tool implementation and strategy (database cleaning and segmentation, workflows, sequences, tactics, "Smarketing" strategies, user training, etc.) • Development of an ABM strategy, segmenting target accounts aligned to the company's verticals and business goals • Facilitation of workshops with the team for Persona creation • Development of a Content Marketing strategy, including blog and social media content development and revision • Google Display and Search Ad Campaigns adjustment, monitoring —running experiments to optimize results constantly • Implementation of Social Media Ads strategy • SEO audit and revision to improve organic traffic • Overall revision of the e-mail marketing campaigns (nurturing paths) and implementation of a new monthly newsletter to clients • Revision of the KPIs and implementation of reports and dashboards (Hubspot and Google Data Studio) • Creation of many new pages and areas on the website (WordPress) and landing pages (Hubspot) optimized for conversion

MAV Beauty Brands is a high-growth global personal care company that includes Marc Anthony True Professional, Renpure, Cake Beauty, and The Mane Choice. The brand is present in major retailers of over 30 countries and through more than 60,000 doors. As the first International Marketing Manager of the team, responding to the VP of the International Markets, my primary responsibility was to create the area from the ground up, developing a strong relationship with international distributors and ensuring consistent branding and marketing across the globe. By working closely with global partners and agencies, I developed local marketing strategies aligned to our headquarters guidelines. My main accomplishments at MAV Beauty Brands were: • The promotion of a consistent global brand message and positioning through press releases, media pitches, social media content calendar, imagery and extensive training in brand and products • A successful launch of Cake Beauty in the UK, including a customer-facing launch at Boots Convent Garden (London) and a PR event in partnership with Hearst Media, generating an outreach of over 2,5MM in the first month. This event served as a benchmark for other events for the brand, including in North America • The management of social media content and Ads internationally - in the UK, we raised the CTR of a given campaign from 0,25% to 1,81% within one week only • The development of successful Social Media, PR and Influencer Marketing strategies in Mexico, in partnership with a local agency — that served as a benchmark for other countries in Latin America • A successful partnership with distributors and agencies of over 30 international partners across all continents • The management of new/core business global product launches and activation materials internationally, as well as revision of international product portfolio

The CFO Centre Canada is a subsidiary of The FD Centre Limited, the global market leader in providing part-time CFOs (FDs) to the SME market in the UK, Australia, Canada, USA, The Netherlands, Hong Kong, Singapore, China, New Zealand, India and South Africa. Responding to the CEO of The CFO Centre Canada, my main challenge was to take over and level up the Digital Marketing efforts, with the ultimate goal of generating more MQLs for the Business Development team. Some of my accomplishments were: • Review and development of an overarching digital strategy alongside the CEO • Development of a new content strategy and brand awareness campaigns across digital platforms • Content creation for social media channels and blog, with focus on TOFU attraction • Agency and freelancer management • Monthly lead flow reporting to measure and optimize ROI of digital strategies, lead generation and conversion • Research and contribute to company and industry blogs and manage communications and newsletters • Management of the CRM (Hubspot/Dynamics) and assistance with lead generation activities, including the LinkedIn Sales Navigator platform • Development of offline material that would support the digital strategy, keeping branding consistency between on and offline • Collaboration with events agency to support with ideas for the annual conference

The Brazilian Petroleum, Gas and Biofuels Institute is a private and non-profit organization founded in 1957, with the primary goal of improving the development of the oil and gas industry in Brasil, promoting a competitive, ethical and socially responsible market. With IBP, I had the challenge of temporarily wearing two hats, replacing the Communications Marketing Specialist and the Digital Communications Specialist simultaneously when both were out on maternity leave. The Executive Management team's challenge was to find one professional that could fit in the two roles, with an integrated vision of the Marketing efforts. I had the chance of managing, mentoring and developing two team members and, after the temporary period, I was entirely given the Digital Strategies area. Some of my responsibilities were: • Oversaw bilingual content development for social media marketing channels, including Twitter, Facebook, LinkedIn, Instagram and YouTube. • Time saved in social media management by implementing automation with Hootsuite and RD Station. • Successfully designed Inbound and Content Marketing strategies based on the customer´s journey, increasing lead generation and nurture, through social, email-marketing campaigns, webinars and other channels. • Increased follower count by 200% on Facebook (5k – 20k) and 100% on LinkedIn (10k – 20k), while improving engagement rates in one year. • Planned and scripted videos for social media channels. • Developed and monitored annual digital marketing plan and budget. Managed Paid Campaigns budgets - an average of USD 15k per project, and 15 projects per year. • Designed strategies and managed agency on executing Social and Google Ads, and SEO audits. • Structured and maintained websites based on UX and SEO best practices (Wordpress). • E-commerce management: sales and promotional strategies, as well as project management (Magento 2.0). • Successfully developed and inspired capabilities in team members.

- Temporarily replacing the Marketing Communications Specialist and the Digital Communications Specialist. - Managing digital content (planning, writing, and monitoring) and analyzing metrics of social media profiles. - Planning, managing and monitoring Ads on social media and Google. - Monitoring press assistance while covering events for social media. - Managing the content and infrastructure of products´ hotsites (Wordpress). - Planning and briefing of promotional videos (with IBP spokespersons for events and courses). - Managing the final phase of E-commerce implementation, supporting agency and internal customer. - Briefing and monitoring marketing communications agency on the development of Institutional Relations projects such as IBP Anniversary; development of events communications plans according to IBP branding and guidelines. - Supporting on the media planning development.