Children Advocacy through the Institute’s content initiatives. Editor-in-Chief of Lunetas, a digital magazine that aims to provide daily accurate information to empower families and educators on their mission to raise happy and healthy kids, while also contributing to make the World a better place for them. In 2024 I also assumed the position of Head of Content for Rede Alana, a social media hub that harnesses the power of stories and experiences through the right digital mediums in order to advance the Institute’s main programmes and projects’ causes.

Plan, develop and run compelling civic campaigns at Quid., a communications and mobilization lab for issues related to democracy and human rights focused on data-driven projects and campaigns built on a deep understanding of audience niches, contemporary digital culture and political contexts. I lead creative teams and collaborate with communications specialists (paid and social media, digital influence, video production); form strategic relationships with new and existing allies (NGO’s, grassroots movements, international peers and other stakeholders) to increase mutual power; develop metrics, KPI’s and strategic reports that support our relationship with campaign sponsors.

Develop and implement content ecosystems and communities bringing a multiplatform approach to projects that were originally centered on a single platform, such as the website (founded in 2000), the test kitchen, the PayTV cooking show (Cozinha Prática), branded content initiatives, Editora Panelinha´s books and distance learning cooking courses. Revamp their AlwaysOn social media efforts and develop dashboards to better understand what drives community engagement and growth, in order to enable data-driven decisions.

I lead the creative direction of great brands that hired Mutato as their lead agency to go beyond advertising in order to build their reputation and communities. Currently responsible for Ipanema, Jack Daniel's, Greenpeace and B3 teams.Lead the teams responsible for Agi in 2021, and for Waze and Toddy in 2020.

Responsible for the Ipanema and Credicard teams, I also lead the setup of a real time operation for Itaú and developed pro-bono projects for Quebrando o Tabu, Festival Mix Brasil and EmpregueAfro.

Lead the setup of Samsung's always on social media effort, co-leading afterwards the team of designers, copywriters and community managers that created digital content and digital campaigns for the brand's portfolio of home appliances and wearable products. Collaborated with creative teams on projects and campaigns for Avon and Safernet

Developed and implemented communication strategies that address business challenges through the thoughtful application of digital and PR best practices for some of Edelman’s biggest clients - such as GE, Ambev and Unilever - positioning their brands as publishers to its main target audiences and harnessing the power of compelling stories and experiences through the right digital mediums. Managed the teams of copywriters and community managers dedicated to each of these clients.

Designed and implemented strategic content plans applying a unique approach that combined years of journalism experience at leading media companies with seamless branding strategies. Among them were Caminhos para o Futuro, the awarded branded content initiative partnered by GE and Editora Globo: I've developed and drove for 18 months its editorial project, editing and writing digital and printed articles, coordinating video, broadcasting and infographics contractors, and fine tuning the platform strategy with the client and its PR and Advertising agencies, based on engagement KPIs. Another highlight of this period was the research and creation of reports for Box1824, a company that tracks how new cultural movements are created, disseminated and consumed. Applying a proprietary methodology known as socio-historical to identify the territories that drive the future of industries, I've developed reports with strategic recommendations for clients as diverse as banks, newspapers and shopping malls.Other noteworthy projects:* Itaú - piloted various content initiatives for the bank, such as Performance Sustentável, publication targeted at institutional investors that translates the annual report into a single magazine, highlighting the initiatives, policies and projects that contributed most to the bank's financial results each year* UN Women - research, casting and interviews for the documentary Precisamos Falar com os Homens, an initiative that is part of UNW's global program He for She* SESC-SP - architected and developed content for an app that maps services, activities and cultural heritage of SESC's different units, to mark its 70th anniversary.* Ibope + Fundação Telefonica - Wrote and edited two editions of Juventude Conectada, a research project that investigates how young Brazilians use the internet. * Edit special editions and write long-form articles for magazines such as Trip, TPM, Época, and Pequenas Empresas Grandes Negócios

⇒ Envisaged and drove the editorial strategy to reposition the Weekend Guide's as a multiplatform brand, developing and launching its first website, online database, app, radio programs and live events⇒ Managed a team of 16 people (assistant editors, reporters and designers), translating trends into cover pieces that combined traditional reporting with critic reviews on restaurants, bars, music, movies, arts and other entertainment options in São Paulo⇒ Led the editorial strategy within a cross-functional committee involving digital products, marketing, supply chain, events and distribution⇒ Acted as a special editor for Paladar twice a year, writing and editing content for the gastronomy section's main events: Paladar Cozinha do Brasil and Prêmio Paladar⇒ Integrated editing taskforces during national and municipal elections, as well as during June 2013 protests⇒ Edited the paper's cover on monthly weekend shifts

Wrote and presented two daily bulletins of cultural and entertainment tips and a weekly live programme about the best weekend atractions in São Paulo.

⇒ Strategically repositioned the weekly Architecture and Design section to attract younger audiences⇒ Developed and built a series of special editions, increasing the number and diversity of advertisers⇒ Managed a team of 6 people (reporters and dedicated photographers), curating national and internationalprojects, designers, products and trends

⇒ Wrote and edited articles and long-form reports that covered the new and the undiscovered in food, culture, behavior and city life, through a São Paulo lens⇒ Second in hierarchy, oversaw budget control and managed freelance reporters and columnists⇒ Managed a team of 2 reporters and 2 interns

⇒ Created and wrote a monthly column on money management and personal finance for young women at one of Editora Globo's women magazines, Criativa (a title that merged with Glamour in 2012)

⇒ Wrote and edited articles and long-form reports about innovative business models, companies and leaders⇒ Covered the global financial crisis of 2008 and its reflexes on financial markets through a dedicated weblog

⇒ Wrote and edited articles and long-form reports about national and international capital markets for this monthly magazine about capital markets⇒ Oversaw a small team of 2 interns⇒ Created and implemented a series of special editions on Corporate Governance and Brazilian capital markets' history, as well as practical manuals for various types of financial operations and instruments⇒ Planned and developed a special edition covering Warren Buffett`s Annual Shareholder Meeting in 2007, including a one on one interview with the legendary investor. It was the first brazilian vehicle to cover it from Omaha.⇒ Received the Itaú IBGC Corporate Governance Award for a special report on executive pay

⇒ Designed and implemented strategic plan for institutional communication, managing the annual budget, the public relations and advertisement agencies and events management company for this not-for-profit family organization founded by Jorge Paulo Lemann to promote quality public education in Brazil⇒ Developed and drove a content based relationship program to the Board of Directors, benchmarking foreign and domestic family foundations. Implemented a similar program at ISMART, a sister organization⇒ Editor of institutional website – www.fundacaolemann.org.br –, production of articles and reports about innovative educational initiatives, continuous research about global indicators on students' performance

⇒ Produced webcasts of live music shows, interviews and lifestyle programs for Terra's web TV channel⇒ Daily responsibilities included guideline meetings, format definition, script writing, location search, coordination of technical teams (cameras, telecommunications and broadcast e