Paula Bernardes Baraldi Email & Phone Number

Ingelheim Am Rhein, Rhineland-Palatinate, De

Lead strategic corporate communication and public relations (PR) initiatives in Brazil, enhancing brand reputation and awareness. Increased share of voice against competitors, improved the quality of articles, media reach, and presence in vehicles.Developed and executed strategic communications planning for local product launches, ensuring stakeholder engagement, media relations, press releases, and multichannel communication.Managed senior executive communication including LinkedIn and internal channels.Conducted media training for 10 senior leaders, including the CEO and directors achieving a satisfaction rate of 9.6.Social media management and digital marketing strategy, leveraging influencer marketing partnerships to enhance brand awareness relevance and digital engagement rate increasing growth in social media followers.Global Campaign execution (internal and external communications) ensuring alignment with corporate objectives and regulatory. Strengthened relationships with key media outlets such as Globo, resulting in increased appearances on television and radios, enhancing brand visibility and media coverage.Manage PR agency, budget management and crisis management.

Ingelheim Am Rhein, Rhineland-Palatinate, De

Lead digital marketing strategy for the retail brands portfolio driving innovation tests, exploring new advertising ways based on KPI/OKR results. Increased the prescription share of mature products (Diabetes and Hypertension treatment) reverting loss. Team leadership of 4 people including 2 senior profiles (multidisciplinary squad team) with direct reports under business unit director structure. Campaign management of 12 commercial and scientific campaigns, achieving engagement rates Managed executive reports and media budget management.Implemented marketing automation (inbound marketing strategy for lead generation) and omnichannel marketing strategies with field force, including Whatsapp and social media channels. Achieved interactions per month using a hybrid/digital field force model.Improved CRM database by suppliers through cross-functional collaboration, enhancing email and mobile phones data.Project management by applying agile methodologies to improve and optimize customer and patient engagement. E.g Kanbans, rituals and planning meetings.Establish the "Content Squad” structure, an ecosystem of content creation "plug and play" agencies) reducing content creation and approval time.Measuring NPS and CSAT as key metrics of voice of customer.

Ingelheim Am Rhein, Rhineland-Palatinate, De

Responsible for go-to-market initiatives and digital marketing strategy for key therapeutic areas: Cardio Renal Metabolic, Respiratory and Specialty Care diseases, including multichannel campaigns of disease awareness, promotional and medical education. Product Launches: digital strategy for heart failure indications through paid media campaigns. Furthermore, pre-launch communication planning for Psoriasis and Chronic Kidney Disease.Promotional Campaigns: Delivered campaigns with promotional messages on social media using dark post strategies.Paid Media Strategy: Expert in social media paid media strategies, targeting HCP audiences. Managed over 20 media plans.Team Leadership: Led a team of one junior profile, directly reporting to the Head of Digital, Product Managers, and Business Unit Directors.360º Communication Plans: Combined PR, digital channels, social media, and influencer marketing to maximize reach and impact. Collaborated with the medical affairs team as digital influencers, promoting scientific content through social media posts, including event coverage, resulting in over 10 million impressions on LinkedIn.Training and Development: Conducted training sessions for the sales force on digital tools and strategies, fostering a culture of digital excellence and change management.Digital Transformation Projects: Led cultural transformation projects such as the "Digital Talks" internal event, achieving a 9.5 satisfaction rate with over 500 participants from 10+ cross-functional areas, featuring 8+ hours of sessions with Digital Market Executives and Specialists. And developed the "Digital Trends" newsletter, connecting insights from the digital market and specialists.Customer experience tools: Implemented internal surveys using the Qualtrics platform with cross-functional collaboration, generating customer insights and saving budget.Reports: Responsible for executive reports per brand and measuring customer satisfaction (NPS and CSAT).

São Paulo, São Paulo, Br

(Startup, Bradesco Bank Group)Designed and conducted customer research, including Net Promoter Score (NPS) to guide product development and enhance customer experience. Led competitive intelligence and market analysis providing actionable insights to drive strategic decisions.

São Paulo, São Paulo, Br

Created and executed social media strategies to increase brand presence and engagement. Led a content creation team, leveraging influencer marketing to expand reach and boost brand awareness.Team Coordination of 2 junior profiles (squad of Writing and Design). Execution andbriefing following Branding and tone of voice.Strategic planning and content development (Sales Funnel - awareness,consideration, and performance) in the Next ’s proprietary channels: Facebook,Twitter, Instagram, YouTube, and LinkedIn.Media investment analysis and plan approval for each channel.Influencers Marketing Strategy: mapping and analysis of profiles (hunter), delivereda custom Presskit, co-creation of content (Awareness and Performance).International Experience | VIDCON 2018 (California - USA): participation in the biggestonline content event for YouTube content creators. Structuring of insights and executivereport delivered.Events | Lollapalooza Brazil 2018/2019 and Festival Path 2019 (Brazil): Strategic planningand content development pre (teaser), during (realtime), and post-event in social networkswith the participation of digital influencers.

São Paulo, São Paulo, Br

Launched the brand in Brazil with 360º communication campaign and multichannel digital strategy. Managed a team responsible for developing and approving marketing communications, overseeing budgets, and producing detailed executive reports.Project participation since its beginning. Main fronts:- Responsible for launch campaign and development of a digital multi channelstrategy. Including launch and development of iOS and Android applications.- Team Coordination of 2 junior profiles.- Responsible for briefings with agencies and approval of communication as emailmarketing, Display - UAC, SMS, Push, Folders, institutional videos and tutorials,website, Google Play, App Store, and content in app.- Sales funnel strategy: activation, engagement and remarketing for the customerbase. (Tests A/B) Measurement and optimization application campaigns. (SEO andASO)- Analysis of campaign results via Google Analytics.- Organization of external events (brand sponsorships)

São Paulo, Br

Assisting clients within the Private Bank Segment, managing assets exceeding $10 million. Provided offshore support and investment recommendations tailored to customer needs, ensuring client satisfaction.

Osasco, São Paulo, Br

Portfolio management ~400 clients. Personalized customer services and prospecting. Investment consultancy and financial planning solutions, new business opportunities, managing priorities and market impacts, incluinding daily visits to customers. Promoting products and services through e-mail marketing campaign and CRM strategies. Management portfolio performance and monthly evalued of growth, target, profitability.

Osasco, São Paulo, Br

Customer service management in the retail segment, main fronts: Managing portfolio and customer base, its growth and performance. Strategic actions to achieve new customers, build loyalty and retention in order to strengthening relationships and business. Analysis and segmentation of the customer base for CRM strategies. Managed and assistanced events to external audiences. Support in promoting products and services through email marketing campaign and telephone.

Br

Responsible for management support activities and customer service: Store performance reports for internal team and management. Following merchandising guidance, including display of products at the point of sales and store layout. Sales strategy applying type of tecniques and methods to sales conversion. Management team performance and monthly evolution results. Monitoring store revenue and cash flow with finance area. Focal point with HR regarding employee subjects as benefits and overtime. Recruiter and onboarding training.

Asset Strategy In A Digital World

International Certification In Digital Marketing - Dmi (Digital Marketing Intitute)

Future Studies And Trend Hunting Certified

University Of Coimbra - University Extension Project At The Economics Faculty (Feuc), Strategic Marketing Specialization

Marketing Farmacêutico

Postgraduate Degree In, Innovation, Design And Strategy

Bachelor Degree On, Communication And Public Relations

Intensive English Course, English Language And Literature, General