Over three decades of experience in Digital Marketing, web development, strategy, and innovation, complementing three decades in advertising and marketing. In-depth knowledge of strategies, tools, techniques, technologies, and implementation of communication and relationship projects9.

A results-driven leader with deep analytical expertise, proven experience in training teams in Digital Marketing and incentive programs for diverse audiences, and solid experience engaging and reporting to Presidents, CEOs, and Country Managers.

Extensive experience across various segments including Automotive, Banking, Insurance, Retail/E-commerce, Health, Telecommunications, Cosmetics, Food, Technical, and Education/EAD.

Curriculum Vitae

Present Experience

• Responsible for proposing and executing the annual revenue, investment, and branding plan, achieving consistent revenue since 2018, and consolidating the school's leadership in key segments.

• Results achieved through the introduction of innovative technology tools, consistent e-commerce evolution, and product reformulation focused on market needs.

• Implemented new revenue streams, including financial services for students.

• Planning and management of acquisition campaigns, leads, digital sales, digital properties (website, affiliates, SEO, etc.), and development of new strategic partnerships.

• Proposition and management of an Annual Budget (US$ 2.5mi) and production of printing materials for communication and promotion, as well as participation in fairs and events.

• Directly managed more than 20 people.

• Spearheaded the launch of Monitor College from 2018 through 2024.

Previous Experience

COO Chief Operations Officer
Lumina Americas
São Paulo, São Paulo (Brazil), Miami and New York (USA)
2000 – 2001

• Responsible for developing all digital projects for clients in Brazil and the USA, leading the team to implement the first smart ad campaign.

Marketing and Sales Director - Instituto Monitor - 04/2018 - Present

Marketing Director and Partner
Portfy Brazil
São Paulo, Brazil
2017 – 2018

• Planned and developed a digital solution for a credit portability startup, consisting of an innovative online auction platform.

• Successfully delivered a highly innovative and operational MVP, leading to finalist positions in 3 acceleration programs, including META and Visa, receiving support from the latter.

• Although the business model and online development surpassed expectations, barriers created by major banks in the market ultimately prevented the business from prospering.

Education

MBA in Instructional Design and Active Teaching Methodologies
IMESP – São Paulo, Brazil
2019 – 2020

MBA Marketing and Administration
FGV-SP – São Paulo, Brazil
1993 – 1995

Masters in Social Communication - Advertising and Publicity
ECA-USP – São Paulo, Brazil
1987 – 1990

Digital Marketing Director
Cabernet Agency
São Paulo, Brazil
2016 – 2017

• Responsible for developing online branding and acquisition campaigns for clients like WOW Nutrition and Cinesystem.

• Led the development of marketing relationship programs for clients like Copper Alliance.

• Served as a Marketing Consultant for BBMAPFRE Insurance Marketing Director.

Social Media Director
Digital Action Agency
São Paulo, Brazil
2014 – 2015

• As a Social Media leader and strategist, responsible for all online campaigns for WOW Nutrition, Procobre, Bosch Tools, and HCor.

Digital Marketing Director
Tonica de Consumo Agency
São Paulo, Brazil
2011 – 2014

• Responsible for all digital strategies, campaigns, and promotions for clients like Firestone, Bridgestone, HCor, WOW Nutrition, Procobre, and Iguatemi.

• Directly responsible for developing strategies that led the agency to win 4 competitive bidding processes for clients such as Bridgestone, Firestone, and HCor.

Planning Director and Partner
Lumina 1 Agency
São Paulo, Brazil
2001 – 2011

• Responsible for all projects and strategies developed for clients such as Gol, Americanas.com, Natura, Medley, Unibanco, and Bradesco.

• Relentless pursuit of innovation and better performance led the agency to become the most awarded in Brazil, particularly at iBest and MSN Awards.

Planning Director
Pontocom Internet Producer
São Paulo, Brazil
1998 – 2000

• Responsible for developing Business Plans for new Internet entrants as well as strategies for regular clients.

• Developed almost 15 new Internet Businesses; one third of them received investments and were sold to American investment funds.

• Played a significant role in the business acquisition by American Investment Funds, Latinvest and JP Morgan, in 2000.

Planning Consultant
PPPP/Pavão
São Paulo, Brazil
1992 – 1996

• Responsible for marketing strategies for clients such as Pontofrio, Pfizer and Nelima.

Account Manager
Better Saatchi & Saatchi Communication
São Paulo, Brazil
1992 – 1992

• Responsible for launching the passenger car division for Toyota and all campaigns for Estrela and international clients like Renault.

Account Analyst
Visage Communication
São Paulo, Brazil
1990 – 1992

• Responsible for all client support.

Marketing Consultant
BB/MAPFRE Insurance and Pension São Paulo, Brazil
1996 – 2000

• Internal Consultant for MAPFRE, acting as a Marketing Manager during the period.

• Responsible for all marketing strategies, product development, sales strategies, and advertising campaigns and materials.

• Launched the first Relationship Campaign for Brokers, Incentive Campaign for sales staff, partnerships, and branding strategies that were used for many years thereafter.

• Also responsible for annual reports and international cooperation.