Head of the in-house agency, managing a team of 29 professionals responsible for developing and executing 360-degree marketing communications for consumers, sellers, and employees across digital and offline channels.- Spearheaded brand positioning and tone of voice guidelines to ensure consistency across all touchpoints.- Oversaw the creation of branded content, video production for social media, online marketing campaigns, and TV commercials.- Collaborated with Analytics & Insights teams to measure the impact of video creatives, including formats from Google UAC with a focus on YouTube creatives, ensuring alignment with business objectives.- Conducted A/B testing and usability research to optimize creative assets for app performance.- Managed Shopee’s mascot brand strategy, including launching and licensed product development with partners.- Directly managed 6 senior coordinators, fostering a high-performance team environment. Main Highlights:- Partnered with Google to conduct an AI-driven analysis identifying top-performing creative assets, improving campaign efficiency and creative efforts.- Closed the first Shopee Brasil branded content case in the beauty segment with Salon Line, achieving an 8% average increase in daily orders.

Led the Shopee brand, overseeing on/off campaigns and coordinating all aspects from strategy to creation and production, ensuring alignment with brand positioning objectives.- Developed and executed media strategies and communication plans, with a strong emphasis on offline media and budget allocation to maximize impact.- Managed relationships with agencies and production companies, including selection, contract negotiation, timeline management, and budget supervision.- Monitored campaign performance and optimized results by focusing on key KPIs such as Share of Investment (SOI), Share of Voice (SOV), and audience reach.- Created brand personas and defined brand attributes to strengthen market positioning and customer engagement.- Developed and implemented brand positioning strategies to enhance brand equity and visibility.- Led a team of 8 professionals across strategic planning, production, and creative functions, fostering collaboration and innovation.Main Results:- Achieved the #1 rank in app downloads in the shopping category in Brazil for two consecutive years.- Elevated Shopee to the #2 brand in recognition within the category, with an 80% growth in brand awareness over two years.

Led the development and execution of branded content projects for Warner Media advertisers, managing on/off marketing campaigns from conception to completion.- Coordinated cross-functional teams, including Trade Marketing, Sales, Data & Insights, Operations, production companies, media agencies, and clients to ensure seamless project delivery.- Created customized branded content solutions in collaboration with internal creative services and programming teams across Latin America, aligning content strategies with brand goals.- Developed and executed media plans for online and offline branded content campaigns, working closely with strategic planning teams to optimize results.- Ensured all branded content initiatives were compliant with legal requirements, collaborating with the legal department to assess the feasibility of co-branded projects. Main Highlights:- Spearheaded the implementation of 'Launchpad' in Brazil, a digital tool for social media marketing at Warner Group, enhancing the company's digital capabilities.- Selected from over 200 candidates to participate in Warner Media’s first innovation program in Latin America, Hatch, focusing on driving innovation in branded content.

- Led the development of the annual Upfront sales products for Latam, collaborating closely with Innovations, Strategic Planning, Sales, Marketing, and Content teams.- Coordinated the Innovations team across the region, including Argentina, Colombia, Chile, Venezuela, Mexico, and the USA (Miami).- Acted as a liaison between the network content team, Sales, and Innovations, developing projects and sales products while identifying regional opportunities with local managers.- Served as a team leader on-site during the restructuring of departments in Miami (3 months) and Mexico (2 months), ensuring a smooth transition.- Developed departmental KPIs to enhance performance and drive results.- Managed the production budget in dollars for generating content across the region, optimizing resource allocation.

- Assisted in the production of branded content projects, ensuring alignment with client objectives.- Researched and sourced production houses to establish partnerships for developing branded content initiatives.- Managed the production of sponsorship materials for Turner’s sales clients, enhancing client engagement.- Developed comprehensive reports to analyze performance and inform strategic decisions within the department.

- Managed online and offline marketing initiatives in collaboration with media and creative agencies.- Coordinated events such as Corrida Cartoon and Copatoon, along with branding activations in shopping centers and internal incentive events for sales teams.- Oversaw cultural contests targeting consumers and the advertising market to enhance brand engagement.- Produced promotional materials tailored for both consumers and advertisers.- Developed engaging social media content for Movies, Series, and Kids' programming.- Researched and sourced marketing services to optimize project execution and performance.

- Control of general services of the area.- Responsible for quoting logistic services for the company. - Process mapping to improve the hiring of services of the area.

- Responsible for clarifying questions and solving problems of credit card customers. - General management reports and analysis to understand the correlation between the amount of customer complaints and time of the year.