Marcela Geoffroy Email & Phone Number

Madrid, ES

• Recent projects:
• Global Pact Brazil® - Horizon Scanning (2024);
• Poliedro® - Open Innovation to pimp the portfolio - Investigation (interviews, user personas, journey mapping, competitor analysis) Finding Report, Frameworks and Workshops for creative ideation and decision-making.
• Movida® (one of the larget car rental companies in Brazil) - Service Design - Investigation (interviews, mystery shopper, shadow) Journey mapping, User personas, Finding Report, Workshops for creative ideation, To-Be.
• Itaú® (the largest private bank in Brazil and the largest financial conglomerate in the southern hemisphere) - I crafted the narrative and designed the PR plan in which one of the ideas was a research carried out in.
• Todos pela Educação® (a NGO working to better Brazil by improving the quality and equity of basic education) - Creative campaign to raise awareness about the importance of improving education; (2021)

• I help organizations to solve complex problems by applying observation, creativity and critical thinking.
• Exploratory (qualitative and quantitative) end-to-end research processes, from choosing the methodology, conducting fieldwork, analysis, report creation, and presentation and communication of results;
• Horizon Scanning, Foresights and Trend Analysis;
• Creative Problem Solver - I'm skilled at identifying problems, analyzing them, and developing effective solutions on projects related to service design, open innovation;
• Facilitation of Brand Sprints and Creative Ideation Workshops;
• Strategy and actionable plans that align with business goals and drive measurable results;

Rio De Janeiro, Brasil

• Responsible for leading teams and developing influencer marketing campaigns for L'Óreal brands - SkinCeuticals, Cerave, Dercos, Vichy, Elséve, Lancôme and YSLKey-responsabilities:
• Overseeing content & strategy creative department, leading a team of 20 with a focus on developing the team members to reach their full potential;
• Lead creative brainstorming sessions to develop and pitch new ideas;
• Working closely with other heads of departments on company projects;
• Lead strategy meetings with clients and other strategists to understand business objectives, client positioning and consumer needs;
• Use relevant findings in performance data to help successfully execute long-term plans for improving account performance;

São Paulo

• I was in charge of the Creative & Strategy Department, leading a multidisciplinary team with 30 strategists and creatives.Highlights:
• Helped to scale a creative department in a traditional PR agency and increase pitch winnings rate by 40%, based on the creative proposals.
• Created tailored pitch templates and outreach strategies.
• Guided award wining projects for global brands such as Mc Donald's, Unilever, Inbev, Santander, Twitter, Happn, Airbnb, PepsiCo, Mattel, Mars, Samsung, and Johnson&Johnson, focused on increasing their reputation based.

I joined the team of experts at Critical Mass, a full-service agency recognized worldwide for building consumer-focused experience design solutions. Through Design Thinking, we designed and prototyped solutions to solve different problems.Project:Redesign of Cielo® Promo Platform - Cielo is the largest Brazilian credit and debit card operator and the.

Responsible for developing brand content strategies for Campari Group, ELO, Beach Park, Etna. Using a proprietary methodology, we aimed to identify relevant conversation triggers for the business and brands and, at this intersection, creating strategies for disseminating quality proprietary content.

Strategic Planning for KraftHeinz, Vivo, BIMBOHighlight:Spearheaded the "No One Does It Better Than Heinz" campaign in Brazil, solidifying Heinz's brand positioning and igniting a successful product launch. Led the social media content strategy propelling its debut in the Brazilian market.

São Paulo E Região, Brasil

Responsible for developing comms strategies focused on digital media for Renault, Procter & Gamble, Samsung and Michelin

São Paulo E Região, Brasil

Digital planning focused on performance, insights based on data intelligence.Highlight: Fueling the growth of Latin America's leading e-commerce giant Netshoes, we crafted data-driven business strategies across all product categories.

Owned Radio Disney's digital strategy for Latin America, serving as the central hub for regional success

Spearheaded the launch of NIVEA's Brazilian website, crafting a digital strategy that ignites social media engagement and drives impactful campaigns.

Designing Futures For Ecosocial Transition, Sustainability Studies

Future design workshop to envision the energy and technological role we could have as agents of change

Design Process Facilitation, Design Thinking

Skills to create a safe learning environment and dynamics that make possible the fluid facilitation of workshops and design processes

Executive Program Education, Advocacy And Public Policies

The Executive Training in Advocacy and Public Policies course provides you with theoretical and practical tools for the formation of new.

Postgraduate Degree, Sociopsicology

The Lato Sensu Postgraduate course in Sociopsychology provides a critical view of the relationship between contemporary man, the culture.

Bacharel, Public Relations

Formation, Psychoanalysis

A formation for those who wish to become a psychoanalyst

Formation, Psychoanalysis

A formation for those who wish to become an Analyst

Specialization, Design Thinking

Course to learn the MESA method - highly results-oriented - improving the ability and techniques to solve complex problems in just 5 days.

Free Course, The Impact Of The Pandemic On Brazilian Favelas

Advocacy In The Third Sector

Main concepts related to the topic, the pillars and strategies of Advocacy*, as well as cases and practical questions.

Women In Politics

The “Women towards power” course is a remote, open and free training course aimed at women candidates in the next elections. Its objective.