• Led thought leadership efforts, harnessing the expertise of company executives to enhance market credibility through a blend of social media positioning and press endeavors.• Orchestrated and executed the company’s comprehensive integrated communication strategy, encompassing media relations, executive communications, employee communications, social media, office rebranding, and corporate social responsibility (CSR). Integrated and optimized content collaboration across teams through… Show more • Led thought leadership efforts, harnessing the expertise of company executives to enhance market credibility through a blend of social media positioning and press endeavors.• Orchestrated and executed the company’s comprehensive integrated communication strategy, encompassing media relations, executive communications, employee communications, social media, office rebranding, and corporate social responsibility (CSR). Integrated and optimized content collaboration across teams through dedicated project management efforts.• Started a new approach in customer cases that made the Brazilian operation a global reference in media hits and earnings disclosure, achieving third-party validation for the company with more than 150 stories in the media every year.• Led the digital volunteering process during the pandemic, moving the employee base and NGOs to the online environment. Increased participation, results, and satisfaction, earning a global award. Show less

• Developed the Corporate Affairs sector, with strategic activities and all the processes. This was the first team built to facilitate the company's approach with government agencies.• Created and ran the strategies that put Grupo Boticário in national media, highlighting its strongholds in business, people management, sustainability, and innovation. This work brought more than 5,000 positive news articles about the company over the years, generated a high-level reputation among… Show more • Developed the Corporate Affairs sector, with strategic activities and all the processes. This was the first team built to facilitate the company's approach with government agencies.• Created and ran the strategies that put Grupo Boticário in national media, highlighting its strongholds in business, people management, sustainability, and innovation. This work brought more than 5,000 positive news articles about the company over the years, generated a high-level reputation among stakeholders, and awards like Best Company to Work (3 years in a row as the best of the industry) and ‘Executivo de Valor’ (a CEOs award promoted by the newspaper Valor Econômico, 5 years in a row as the best of the industry).• Developed the company’s crisis management plan. Mapped possible offenders and crafted the right strategy, with positioning papers and workflow, for the first-ever advertising campaign to embrace sexual diversity on broadcast TV. The company managed to improve its reputation after being hardly attacked.• Led the integrated strategy comprising media relations, public affairs, and social media to position Grupo Boticário as the national pioneer in alternative testing of products. The company became a real influencer on this subject in media and government.• Responsible for the inauguration of a plant in Bahia state in 2014, dealing with media and government for two years, and leading an integrated strategy with an opening ceremony for 500 people, a press trip, a press conference, an authority reception, and a ceremonial. Show less

• Organized content coverage, social media, and media relations for Humanidade 2012, the biggest side-event during the Rio+20 conference, operating in partnership with the São Paulo Industry Federation and the Roberto Marinho Foundation. This initiative generated media results of around $15 million in advertising equivalence. Member of the event’s executive board.• Media launch for the City Development Index (Índice Firjan de Desenvolvimento Municipal), with 1,200 press articles in national… Show more • Organized content coverage, social media, and media relations for Humanidade 2012, the biggest side-event during the Rio+20 conference, operating in partnership with the São Paulo Industry Federation and the Roberto Marinho Foundation. This initiative generated media results of around $15 million in advertising equivalence. Member of the event’s executive board.• Media launch for the City Development Index (Índice Firjan de Desenvolvimento Municipal), with 1,200 press articles in national media in the first year.• Arranged a press conference in Washington D.C., with the U.S. Chamber of Commerce, to launch an investment study on Rio de Janeiro. The story gained extensive coverage by The Washington Post.• Led the communication management for the World Skills Brazilian competition branch, with 280 articles in media coverage. Member of the event’s executive board.• Created the federation’s inaugural social media channels strategy and editorial approach. Conducted training sessions for the team on content creation and writing techniques. Show less

Coordination and execution of national and local media campaigns, handling national and foreign press inquiries, event coverage, development of performance management framework and reporting, coordination of media monitoring.

• Responsible for the revision and final form of the Business section. Financial markets, personal finance, and private pension funds coverage.• Coordinated daily news and team logistics. I led the reader service and the editorial pages and collaborated on the newspaper’s main hot news column.• Worked on all group media: online, radio, and TV (through partnerships), as a columnist and anchor.

Political Reporter; City Writer.

Political Reporter; Culture Editor.