• Responsible for the strategic brand planning for the GOL Linhas Aéreas, Virgin Atlantic, Boehringer Ingelheim (pet care) and Volkswagen Trucks group in 2020• Responsible for the strategic brand planning for the Audi, Volkswagen Trucks, Pepsi and Antarctica Beer group in 2019• In charge of the strategic brand planning for the Volkswagen account, the largest at AlmapBBDO and one of Brazil’s top advertisers until December 2018• Led a team of 6 strategists to support the growth and development of Volkswagen’s businesses through fresh customer insights, communication ideas and result-driven strategies• Grew the skills of Volkswagen’s strategic planning team members through coaching and hands on learning • Responsible for directing strategies of the whole VWBR portfolio, retail, aftersales and digital/social media• Ensured all strategic deliverables required at the agency and client are met • Collaborated with VP-level clients by providing them deeper strategic insights into the dynamics of their business• Fostered a close relationship with VWBR’s Marketing and Sales teams resulting in a direct participation in tasks that are usually executed by the client like portfolio positioning, target and persona definition, medium and long-term brand positioning• Actively participated in strategic innovation discussions such as Artificial Intelligence and Electrification• Developed and implemented the new positioning of the masterbrand in Brazil, “Inspired by your life”, transforming Volkswagen again into a people-centric brand in 2016. By doing so, important KPI’s were boosted such as lead generation (+70%) and Facebook interactions (+153%)• Developed and implemented the “volkswagen#vale” retail platform strategy, in order to promote a mindset shift from customers: from a pricey to a highly valuable brand. Efforts resulted in taking Volkswagen to the first place in the “Value for Money” ranking in the auto industry and increasing the “Brand Recommendation” KPI (+6%)

• In charge of the strategic brand planning of the following group of accounts: AmBev non-alcoholic (Guaraná Antarctica, Sukita, Soda Limonada and Fusion Energy Drink), TAM Viagens, Tok&Stok, Grupo Ejesa (Jornal Marca – 2010), Intel (2010-2011).• Representative of DM9DDB at the AmBev/abc World Cup Hub in 2011, which focused the development and implementation of strategies, creative ideas and business opportunities for the 2014 FIFA World Cup • Responsible for strategies for all official sponsor (FIFA, CBF and COB) clients at DM9DDB• Developed and implemented the complete launching strategy of Fusion Energy Drink: from naming to customer insights. From brand positioning to activation territory definition• Developed and implemented the Strategic Plan of Guaraná Antarctica for the World Cup in Brazil 2014, building relevance and local pride for the CBF official sponsor, reaching a brand recall (15%) superior than that of a few FIFA official sponsors (VISA 14%, McDonalds 11%)• Directly involved in the strategy development in pitches of many sectors, especially automotive, and FMCG brands.• Directly involved in the development and implementation of digital strategies that transformed Guaraná Antarctica in one of Brazil’s leading brands in social media engagement in 2013

• In charge of the Strategic Planning area of the agency• Counted on previous career experience to add an integrated communication approach and how digital can build brands in a meaningful and human-driven way• Provided the strategic direction for the brands Seda, Lux, OMO, Skip, Vital (Unilever), Halls and Trident (Cadbury), Bayer Healthcare, Positivo Informática and Old Eight, Skyy, Campari (Gruppo Campari)• Responsible for the strategic planning in diverse pitch processes

• Responsible for structuring and directing the Strategic Planning area of the agency • Developed and implemented strategies for the clients: Medley (pharma), Bradesco (finance), Gol Linhas Aéreas (aviation), Mapfre Seguros (insurance)• Implemented a monthly-based strategic study comprising “global trends & communication of the aviation sector”, which nurtured the Marketing team at Gol for 2 years and enable the development of new strategic projects• Strategy conception at pitch processes • Strategic consultancy for the American houseware company, Focus Electrics, at Vernon Hills (Illinois- USA), March, 2008• Developed and implemented the repositioning of Lumina 1 in the digital agency market

• Implemented the Strategic Planning area of the agency • Disseminated the “no line” belief and medium convergence throughout TMSW’s global network• Responsible for the strategy conception and implementation for the Johnnie Walker portfolio (Diageo), Guaraná Antarctica –brand activation, 2006 FIFA WorldCup, product innovations - Brahma (Ambev), McDonald’s, FIAT and Brastemp (Whirlpool)• Built a strong network with TMSW’s London, Toronto and Chicago offices• Joined DIAGEO’s team during the Johnnie Walker “Keep Walking Club” CRM Program Workshop in New York (2004)• Developed and implemented the strategy to activate Johnnie Walker’s first designated driver project in partnership with Formula One’s McLaren Team• Developed strategies for the hispanic market in the US (Mc Donald’s, 2006 FIFA WorldCup, and Miller Brewery – Texas and California)• Developed and implemented the strategy that led to one of the 2006 FIFA World Cup most successful promos in Brazil, the “Vista essa Camisa” (wear this jersey), which sold more than 9 million units through self-liquidating promo mechanics• Joined TMSW’s Annual Global Meetings in Miami (2005) and Chicago (2006) as the Brazilian office Strategic Planning representative

• In charge of the strategic management for Unilever LATAM’s brands: household cleaning - OMO (Dirt is Good positioning), Skip (Argentina) and Drive (Chile), personal care - Pepsodent (Chile)• Attended several focus groups in Buenos Aires and Santiago, acquiring a deep understanding of local customers• Closely worked with Unilever’s market intelligence unit, getting to know in deep the Brazilian customers, especially socially ascending ones

• Responsible for the strategic planning of the Digital area of the agency • Responsible for the integration of the digital area with the strategic planning department of the agency • Successfully disseminated the convergent thinking to build brands • Developed convergent strategies for Intelig (telecom), Banco Real (finance), Semp Toshiba (electronics) and Parmalat (dairy products)

• Developed and built the “MaxBlue by Deutsche Bank” brand in Brazil• Coordinated the brand’s communication, positioning and concept creation with partner agencies • Developed several thorough strategic analysis of business models of online banking in Brazil and abroad in order to establish the most relevant positioning in Brazil of an already consolidated service in Germany • Disseminated brand strategy techniques and knowledge within the Marketing area acquired during the previous 5 years at JWT

• Developed strategies for the following clients: Nestlé (Ice Cream and Confectionery divisions), Unilever (Personal Care division), Ford, Brasil Telecom, Shell, UDV (Diageo) and Merck Sharp Dohme (Merial)• Chosen to represent JWT Brazil at the Brazil Energy & Power conference in Houston (USA) in 1998 in order to make a thorough analysis of the sector to be used during the Shell brand pitch process• Worked as assistant planner to JWT’s Brazil Strategic Planning VP • Joined pitch processes for the local office and USA/European offices as well• Joined JWT’s Brazil first ever Digital team in 1998 as a “hybrid” planner (Collectivemind from jan.2000)