PAPILA 

Sr. Marketing Manager

[Mar 2023 - Present]

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Strategic Marketing Management:

Drove an 84% increase in revenue in one year by building a marketing department and tackling business challenges for Papila Deli.

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Creative Marketing & Customer Engagement:

Delivered a 260% increase in customer engagement by developing and executing a cost-effective in-house creative marketing strategy.

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Market Positioning & Share Growth:

Implemented strategic market positioning tactics that resulted in a 204% increase in market share,

propelling the company into the top 10 middle market companies in São Paulo’s food delivery market.

 

Data-Driven Marketing & ROI Optimisation:

Improved overall marketing ROI up to 7.5 through successful A/B testing and paid media strategy,

resulting in improved performance and higher conversion rates.

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CRM & Customer Value Enhancement:

Enhanced customer lifetime value through the effective use of CRM strategies to drive revenue and profitability.

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Creative & Content Lead

[Jul 2022 - Mar 2023]

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Content Creation & Social Media Management:

Generated more than 200% increase in brand visibility through digital campaigns

and targeted social media activations on Instagram, TikTok, Facebook, LinkedIn, and Twitter.

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Branding & Campaign Execution:

Drove the successful launch of 5 new brands, executing brand strategy and digital marketing campaigns.

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PR & Media Relations:

Secured positive media placements in top-tier media like Forbes and Veja, pitching the business

and resulting in an increase in brand visibility and boost in website traffic.

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Influencer Marketing & Event Management:

Drove brand reach by orchestrating influencer partnerships and industry events,

leading and briefing over 100 content creators, resulting in a 9% overall engagement rate.

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Content Management & Workflow Optimisation:

Implementing streamlined processes for content production,

leading to a 60% improvement in project delivery timelines and an increase in overall audience satisfaction.

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MUTATO (WPP) 

Sr. Creative Strategist

[Sep 2020 - Jul 2022]

 

Product Development & User Acquisition:

Increased new user conversion rates with product adoption and innovation and marketing campaigns,

boosting app frequency for the Waze account (by Google), resulting in significant growth in user engagement and app usage.

Strategic Campaign Management:

Exceeded previous benchmarks by setting a new global marketing record for Waze Co-Pilot activations with the "Join The Movement" campaign.

Social Media Strategy & Content Creation:

Worked as a Social Media Strategist at AB-Inbev Draftline, creating content for Guaraná Antarctica’s social account related to the Coisa Nossa projects

—now Brazil’s largest branded content YouTube channel.

 

Product Development & User Acquisition:

Increased new user conversion rates with product adoption and innovation and marketing campaigns, boosting app frequency for the Waze account (by Google),

resulting in significant growth in user engagement and app usage.

 

Strategic Campaign Management:

Exceeded previous benchmarks by setting a new global marketing record for Waze Co-Pilot activations with the "Join The Movement" campaign.

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GLOBO (TV Network)

Creative Copywriting Specialist

[Mar 2020 - Sep 2020]

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Creative Collaboration:

Collaborated with the In-house Creative Department to develop compelling advertising campaigns for Grupo Globo’s TV content and enhance overall branding.

Brand Strategy:

Increased brand awareness through advertising and product creation strategies,

contributing to the successful merger of all Globo brands into the “New Globo” Project.

Audience Insights & Research:

Aligned commercial ideas with diverse audience preferences to ensure a broad appeal and resonance.

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DPZ (Publicis Group)

Creative Strategist

[Jul 2019 - Feb 2020]

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Top-Tier Content Creation:

Developed online and offline content for clients like Mentos, McDonald's, Renault, and Itaú Bank.

Online & Offline Activation:

Increased Mentos brand visibility during carnaval through the innovative 360° "Quebragelismo" campaign.

Data Analytics & Creative Optimisation:

Increased campaign engagement by utilising data analysis to inform and optimize the creative process, resulting in higher conversion rates.
 

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VMLY&R (WPP)

Creative Copywriter

[Dec 2018 - Jul 2019]

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Cross-Channel Marketing Coordination:

Collaborated with the conceptualisation and execution of online and offline retail campaigns for clients like Santander, TNT, Danone, Vivo, and Honda.

Client Relations:

Boosted online retail campaign engagement through collaboration with the client, leading to increased brand visibility, customer acquisition,

and client satisfaction, strengthening market presence in the LATAM region.

Analytics & Insight-Driven Strategy:

Identified key data insights and trends to increase retail campaign effectiveness, resulting in improved client outcomes and higher sales.
 

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