Rafael Rossi Email & Phone Number

Miami, Florida, United States

Ten years as strategy lead for Apple (exclusively). Promoted to oversee 6 markets: US Hispanics, Canada, Mexico, Brazil, Chile, and Colombia. Working closely with executive level peers and clients, managing a team of 7 strategists, four of them Strategy Directors. • Launched the first-ever Apple campaign targeting US Hispanics: ¡Suerte!An integrated cross-functional initiative to drive cultural affinity with this audience.• Increased brand affinity and purchase consideration in Mexico by double digits with the market’s first Shot On iPhone campaign “Huracán Ramírez vs. La Piñata Enchilada”. Awarded over 50 times, including Cannes Lions in Film, D&AD in Film, Apple advertiser of the year in El Ojo Awards.• Boosted awareness of Emergency SOS via Satellite in Canada with a locally relevant iPhone campaign that drove +3,500% engagement on the dedicated landing page. • Generated $6.6M in earned media with a single billboard in Miami announcing Messi’s arrival to MLS, promoting Apple TV’s exclusive MLS Season Pass. Awarded with a Clio in Entertainment.

Miami, Florida, United States

Transferred from Brazil to open the Miami office alongside the Managing Director. Established a closer relationship with Apple’s Latin American clients (based in Miami) influenced new hires and implemented a new strategic vision for the agency’s operation in Miami, Mexico, Brazil, Chile, and Colombia. • Lifted iPhone consideration of Android users by double digits with the regional campaign platform “Switch to iPhone:” real local testimonials of people who made the switch.• Led research development that guided the strategy for 3 major local and regional iPhone campaigns: Focus groups and quantitative surveys in the USA, Mexico, Brazil.• Crushed participation benchmark on Apple’s first-ever TikTok Challenge. The Apple Watch challenge promoted the newly launched Dance Workout feature in Brazil and resulted in 32k video creations, 3x higher than the US average (Q4 2020).

São Paulo, Brazil

Promoted to Regional Director to oversee the four Latin American markets for Apple. Joined the development of Apple’s regional annual marketing plans alongside senior clients.• Built a team of strategists across 4 different markets, conducted market immersions for international clients, and implemented systems to constantly unearth local insights and opportunities for Apple.• Launched the first-ever original campaign for Apple Latin America, a Carnaval-themed Shot on iPhone music video for Brazil. It was the most talked-about Carnaval campaign in 2017, beating traditional local brands.

São Paulo Area, Brazil

Recruited to kickstart the Brazilian operation for Media Arts Lab alongside Account and Media directors. • Introduced iPhone communications in Brazil by localizing an average of 5 global campaigns per year, influencing media placement, talent selection, messaging prioritization, and producing post-campaign analysis.• Set the standard for Apple strategy in Latin America, proactively creating insightful reports that added value to clients and ultimately got me promoted to regional strategist.

São Paulo Area, Brazil

Led strategy for Heineken in Brazil, turning it into one of the Top 5 markets for the brand. Other accounts included mobile carrier TIM and the launch of a digital bank (Banco Original.)• Owned the conversation around the UEFA Champions League final with a real-time marketing idea for Heineken that also got shortlisted at Cannes Lions in Mobile.• Developed a holistic strategy for a new digital bank, from brand strategy to comms planning to product design; this project felt like being part of a startup.

São Paulo Area, Brazil

Promoted to strategy lead for key accounts like Vivo (largest Brazilian mobile carrier), Honda Motorcycles (market leader), and LG Electronics (all lines of business).• Developed a new sub-brand for Vivo’s plan targeting young clients called Vivo ON. Built the strategy around it, briefed creatives on a new design language, and conducted focus groups to define the best offer and pricing strategy. • Led the launch of 4 new motorcycle models in a year with mass media campaigns. Spearheaded brand research and naming projects for new products.

São Paulo, Brazil

Hired by the largest Brazilian agency at the time. Worked on accounts like Vivo (carrier), LG, and Danone (won an Effie for Danone’s water brand Bonafont).

São Paulo Area, Brazil

Started my strategy career when this boutique agency was just 4 months old and learned the strategy fundamentals by working on a wide range of categories. Clients included Coca-Cola, Fila, and Citibank, plus several new business pitches.