Fernanda Sobral Pacheco Email & Phone Number

State Of São Paulo, Brazil

As Head of Marketing as a Service at Kob/Visa, I lead and execute all marketing initiatives to drive brand growth in the market. Working closely with business units, I am responsible for designing and implementing the Go-to-Market (GTM) strategy with a special focus on Enterprise Marketing. My mission is to develop and implement brand positioning and activation strategies, ensuring that Kob stands out in the B2B market and establishes meaningful connections with our target audience. With a results-oriented approach, I am committed to translating Kob’s vision into impactful marketing actions that drive sustainable growth

São Paulo, Sp, Br

I support innovative startups on their growth journey by providing not only capital but also strategic mentorship. Leveraging my extensive marketing experience and business insights, I help entrepreneurs develop market strategies, optimize operations, and propel their brands toward success

São Paulo, São Paulo, Br

As a Marketing Consultant at Organica, I hold an executive leadership role, coordinating strategic projects. Specializing in structuring marketing organizations, developing product marketing strategies, and driving agile innovation initiatives, I excel in formulating brand management projects and strategic plans. Across various sectors such as e-commerce, B2B, B2B2C, and technology, my focus is on enhancing team engagement, optimizing brand performance to drive revenue growth, and fostering a culture of innovation.

Sunnyvale, Ca, Us

As Head of Marketing, I led teams in Field Marketing, Customer Marketing, and Acquisition for Latin America (Brazil and Mexico), Israel, Nordic Countries, and the Middle East, reporting directly to the Senior Global Marketing Director (VP level). My role involved conceiving and implementing strategies to strengthen the brand and drive demand for LinkedIn's B2B Marketing and Sales Solutions, resulting in a significant increase in marketing contribution from Latin America.I was responsible for global and regional programs, solidifying LinkedIn’s position as a leader in B2B marketing. This included executing Go-to-Market (GTM) strategies in the Technology and Finance sectors, managing industry events, Thought Leadership, Employer Branding, content sponsorships, and strategies for launching and consolidating new solutions. I developed market entry strategies for various regions, such as launching LinkedIn in Israel and the Nordic countries, focusing on increasing awareness, consideration, and demand for the platform’s solutions. I managed the implementation and execution of scalable digital strategies and customized programs, resulting in strong client relationships and significant revenue growth.

San Jose, Ca, Us

As B2B Marketing Lead for PayPal in Brazil, I spearheaded the development of scalable and customized B2B marketing programs and strategies targeting Enterprise, Mid-Market, and Partner (Platforms and Agencies) segments. My role involved structuring and managing PayPal Brazil's B2B marketing strategy, with a keen focus on understanding customer needs and crafting go-to-market strategies to drive revenue growth and enhance customer experience.I played a pivotal role in co-managing the implementation and structuring of the Attraction and Onboarding Marketing Project for small businesses. This encompassed tasks such as data management, multi-channel activation (owned, paid, and earned), website architecture, and content strategy.A notable achievement was the development of a new performance management model, emphasizing investment optimization, campaign efficiency, and ROI. This approach significantly contributed to achieving some of the best global results.

Sao Paulo, Br

As a Strategic Marketing Leader at PagSeguro/UOL, I co-led the launch and marketing plan for the "Mobile Payment" product category, marking PagSeguro's official entry into the physical payments solutions market with "Maquininha." My responsibilities included conducting market research in the United States, gathering insights on retail models and competitors. I coordinated the marketing and communication plan for PagSeguro's "Mobile Payment," overseeing PR strategy, business plan development, product visual identity design, brand positioning, product marketing, and competitive analysis.Additionally, I contributed to structuring the website based on the customer journey, managed events, co-marketing initiatives, and supported the sales team in partner negotiations. My active involvement in innovation and service design working groups highlighted my commitment to shaping PagSeguro's future. By engaging in discussions on new business opportunities, UX, and CX, I contributed to building the Canvas model and participated in agile projects, implementing Scrum methodology.#StrategicLeadership #ProductLaunch #Innovation #BrandManagement

Rio De Janeiro, Rj, Br

At Br Malls Shopping Group, I was responsible for managing Marketing and Social Media Activation, overseeing media planning, implementing annual Marketing and Communication campaigns, and selling media space. I introduced a new incentive campaign format for retailers, optimizing profitability based on space utilization relative to cost per square meter. This project led to a significant increase in tenant engagement with the mall's activations.

Barueri, São Paulo, Br

I coordinated the Trade Marketing teams and activities at Cielo, supporting the Commercial Vice Presidency. Our focus was on planning and implementing the annual Trade Marketing strategy, developing innovative partnerships and projects for Corporate Accounts, New Markets, and Franchises, which represent over 50% of the total revenue. I managed marketing and activation plans, including promotions and strategic partnerships with Visa, MasterCard, Bradesco, Banco do Brasil, and HSBC. I also led collaborative initiatives with major shopping centers in Brazil and spearheaded marketing projects with Shell and Visa, resulting in substantial growth for the involved companies.

Slough, Berkshire, Gb

I was responsible for managing category projects, including cleaning products, bleach, and insecticides for the Wal-Mart Group. By utilizing market analysis (Nielsen) and consumer purchase decision strategies, I achieved a 25% increase in network sales.

São Paulo, Sp, Br

Raynham, Ma, Us

Frankfurt Am Main, Hessen, De

Executive Mba, Sales & Marketing

Bacharelado Em Administração, Administração, Negócios E Marketing