PLACES

Development of live marketing projects, from corporate work to brand experiences for the end consumer (B2B and B2C). Clients: Beleza na Web, Bradesco, Motorola, GM, Piracanjuba, Alelo, Kenvue, Nestlé, and Risqué.

Learning: Operating strategy at scale, balancing internal projects with experiences aimed at the end consumer within the same account.

Responsible for every area of the agency, founded to serve two initial clients, Odara Lifestyle and Opera Mundi, with the creation of brand positioning, branding, social and digital planning, and mapping of opportunities on and off. Over a year and a half, led a team of 8 people, in parallel with joining/returning to Samba.

Learning: 360° management of her own business, legal, financial, HR, and creative, and the importance of having people who complement her own strengths.

Creative and strategy work on brand experience, promotion, activation, and incentive projects, for clients such as Unilever, Dove, Cogna, OAB, Petrobras, and Banco24horas (Tecban). Also developed competitive bid proposals and special projects for ATL.

Learning: Structuring competitive bid proposals without losing creative quality, while exploring strategic depth more deeply.

Freelance work for the Ticket and Dasa pitches, plus participation on the ideas team for award submissions.

Responsible for the agency's on- and off-strategy for its clients, from retail to alcoholic beverages and Gen Z–focused brands, leading the content and off-strategy team. Projects: Cachaça 51 + WSL Saquarema (51 Ice), Skin Diniz (gamer marathon), Banco Original repositioning, Promo do Milhão (Óticas Diniz).

Learning: Leading multidisciplinary teams and aligning on/off strategy for very different audiences and categories, getting closer to the client, and understanding the whys more deeply.

HBO Max launch in Latin America. Audience research and social media strategy for the launch. Weekly digital performance reports and daily identification of opportunities alongside the BI team.

Learning: Building a brand from scratch at global scale, with data-driven decisions, reporting, and platforms, building one of the largest and strongest communities in a short time.

Development of research and methodologies for an internal project aimed at Natura's 360º consultants.

Learning: Qualitative research, quantitative research, and A/B testing applied to internal audiences, not just the end consumer.

Strategic and creative planning for brand experience and institutional projects, such as the Último Beijo Gala Ball (MAC Cosmetics), Coca-Cola at Lollapalooza, and the Avon Makeup Award/Halloween Ball.

Learning: First steps managing end-to-end planning on large-scale projects.

Managed the strategic and creative planning team, on projects that crossed art, music, and influencers, such as the Quem Disse, Berenice? campaign with Preta Gil for Carnival 2020 and the 2019 Filter Festival.

Learning: Managing a team for the first time, on projects at the intersection of brand and pop culture with artists.

Private parties and events, serving major clients for special events, such as Tiffany, Dior, Gucci, and Oportunidade do Bem. Nike Lab Olympics, the Farm x Enjoei collection launch, activations at Cartel 011 and Minigoma, and the Doritos Mystery pop-up. In parallel, ran a grocery store inside a gallery in Pinheiros. (Note: this period runs in parallel with several of the experiences above, including Criminal Law, Music2 Mynd, and Samba Holding Club.)

Case follow-up in public agencies, drafting legal documents, developing strategy and defense, research and interviews, attending hearings and interrogations on cases such as Mensalão, Nardoni, and Lava Jato.

Learning: The analytical and argumentative foundation that runs through her entire career path since. Thinking outside the box, understanding that every case is its own case and every person their own person.