Adriana Lutfi Email & Phone Number

São Paulo, São Paulo, Brazil

São Paulo, Brasil

Corporate Communications management as part of the Marketing leadership; Branding and PR management

São Paulo, Brasil

São Paulo Area, Brazil

Developed strategies to support the Public Policy team, leveraging the discussion on topics Short Term Rental regulation, digital platforms’ taxes; hosts and guests security, economic empowerment, among others;Improved the coverage on how Airbnb promotes “economic impact” by using data insights; Created two branded content partnerships to leverage the knowledge of Legal, Government and Media audiences on Short Term Regulations and Laws. Partners: Jota.com and Migalhas;Managed many crisis incidents to protect the company’s reputation (i.e. the gas leak in Chile);Improved the company’s relationship with opinion-makers Brazilian columnists;Represented the company as spokesperson on topics related to security, diversity, economic empowerment, among other pitches and topics

São Paulo Area, Brazil

Improved the company’s reputation with the creation of a long-term Communications strategy, leveraging the brand perception of “an online auction website of second-hand and pirate products” to “the biggest marketplace of new products from strong brands”;Increased the premium coverage, to 20% in 2018 versus 5% in 2013;Reduced negative coverage (security and piracy issues) to 3% of the total clipping, versus 30% in 2013;Created the “Mercado Livre Ideias” to show data insights on consumer behaviour and trends;Improved Mercado Pago awareness through branded content projects (Draft Project) and press relations;Started a communications flow to prevent crisis, such as Black Friday, Correios’ strike etc.

São Paulo Area, Brazil

(Main clients: Google, Bain, Havas group, IAB, Fiat and CNH)- Managed a team of 30 people for the execution of media relations strategies- Improved management and organization skills- Helped the agency prospect new clients

Management of Media Relations activities for IT and Telecommunications accounts, such as Qualcomm and salesforce.com. Also managed Penske Logistics account. Experience in crisis management and media training for several clients. Management of a team of 2 senior account executives and 1 trainee.

São Paulo Area, Brazil

Media relations manager of the accounts Swiss Re, General Shopping, Santillana Group, Veirano Advogados (Legal) and VeriSign.

Senior account executive for the accounts Brasscom (The Brazilian Association of IT companies) and the Japanese Pharmaceutical laboratory Daiichi Sankyo.

Managed all the PR activities to help update and improve the company’s reputation

TV reporter for all the news shows of this TV. TV Cultura is a public Television focused on a in-depth coverage of the Politics, Economy, Culture, Education, Sustainability and other sectors. Experience in live broadcasts, studio interviews and external coverage.

Producer, reporter and editor of the video and audio news of the website TCINet - focused on IT and Telecommunications. This website was aired from January 2000 - August 2001 by Idealize Participações Ltda - a company which was owned by Editora Abril S.A.

Reporter of the IT weekly supplement, with temporary jobs at the INternational and Local news supplements.

Repórter do programa semanal sobre Saúde (Canal Saúde), feito em conjunto com a Fundação Oswaldo Cruz

Post Graduate, Business/Corporate Communications

Bachelor'S Degree, Journalism