Hello! 👋
I'm an experienced branding and strategist professional, creative and strategic award winner with a 360º vision of communication and a powerful connection with people. I'm passionate about Growth Marketing, Social Media, and Branding strategies.
I have an MBA in Artificial Intelligence and Data Science for business. But why does a creative and strategic guy like me have an MBA in Technology? I believe the right question is: If technology is ruling the world, why don't other creative professionals don't have a degree in technology like me?
I led a social media team in Rio and São Paulo that planned, created, and monitored content for TIM, the second-largest telecom company in Brazil.
Yes, I ate a lot of pizza for free, but I increased the social media channels and online sales, leading a great content and branding team.
I led a cross-functional squad to manage complex data to increase positive brand perception for Petrobras, the largest company in South America.
I'm an eternal optimist. I believe we can build a more transparent business and relationships by bringing together data, strategy, and creativity. Good humor and commitment always helped me to connect with people.
In the end, jobs come and go, but the connection we make between people always remains.
With skills in over 4 different fields of advertising, I am the perfect guy to hire for a whole-fledged project. Whatever your needs are, I can take on any challenge.
I've been working with social media since 2008. I did many campaigns for diverse multi-national clients using Facebook, Twitter, Instagram, and TikTok during these years.
Great histories are powerful, and I've used this in business for decades to sell pizza, nail polish, mobile plans, or save a giant oil company from corruption collapse.
I've been working in Digital Strategy since 2007 with huge brands, helping them create conversations, find new customers, and transform their relationships with the public in the digital era.
Data is standard in companies, but I learn how to connect this data to human behavior, trends, and business to create new insights to grow results in different sectors.
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The problem
How to connect Petrobras, a 60 years old oil company, with young makers who love technology?
The Strategy
Show the young audience that, despite Petrobras being a company full of technology, every single person can create a new gadget with simple technologies available to everyone.
The Solution
We made a content collab with Vice Media to create a mini-series called "Remake." In this mini-series, we transform and re-signifying ordinary objects into extraordinary things like a car on a skating rink, a wooden stool in a guitar, and many PET bottles in a lifesaving drone.
The Results
+ 26% More followers 18 - 25 years old
+ 79% Positive interactions than a typical post
The Problem
TIM, the second-largest mobile operator in Brazil, sponsors the four biggest football teams in Rio de Janeiro, but with low brand recall among fans. So how to make TIM be remembered as one of the sponsors of the sport without the transmission rights?
The Strategy
TIM needs to create content before and after the match using the most famous tradition of the game: the sports jokes between the team's supporters.
The Solution
We invited famous comedians and real team supporters to create healthy jokes between them before and after the matches during the Carioca Championship. We published more than 20 videos on TIM's Facebook page, many of which were viral, increasing the brand recall by 67% in 30 days.
The Results
+ 67% increase in brand recall
+ 2.7 MM organic views on Facebook and YouTube
+ 41% Positive interactions than a typical post
The problem
The most famous Italian food chain in Brazil, Spoleto, needed to change the eldest promotion to increase sales during the lowest's monthly sales period, the end of the month.
The Strategy
Re-signify the old Italian Gnocchi tradition into a more social and social media shareable promotion.
The Solution
We re-signify the old Italian Gnocchi tradition into a charity promotion on the 29th day of the month. Every Gnocchi meal sales create a donation of a gnocchi meal to an NGO. We used only Instagram, Facebook, and Twitter to activate the monthly promotion. After the first promotion day and thousand of organic posts, the sales and brand perception enormously increase in the following months.
The Results
+ 20 tons donated in 1 year
+ 23% more sales than a typical day
+ Charity activation of the year 2016
The problem
Petrobras, the largest company in Latin America, invested in content creation to show all the company's initiatives to help boost the positive brand perception after a brand crisis. But, the content site, Nossa Energia, could have performed better and used to receive a tiny number of users per month after a year, even using paid media.
The Data Used
Audience engagement, comments, and media performance result in Facebook, Instagram, LinkedIn, Twitter, and Google Ads.
The Strategy
I unify many professionals as creatives, media buyers, data scientists, content creators, and strategists into a Creative Data Squad to analyze and understand a vast database and cross all the data. As a result, we discovered new insights hidden in data every week and drove Petrobras' content and media strategy to an entirely new level.
The results
+ 1M users per month
+ 87% increase in engagement
+ 20% Increase in Brand Perception
Here are a few lines from people who I have worked with over the past 15+ years in my strategist and data carrear.
Now that you know a lot about me, let me know if you are interested to work with me.
