Professional Journey
Maximizing brand value through strategic thinking
As a branding enthusiast, I approach marketing from an inside-out perspective, building brand value through the company’s culture. My project management skills are backed by a data-driven mindset, ensuring success through comprehensive planning. Since everything in the communication field is connected, I aim to articulate my skills and have a holistic vision of how this complex network operates.
Specialist or generalist?
Recognizing the direct influence of a brand’s movements and touchpoints on its value, I have pursued diverse skills and studied related areas. With courses in planning, digital marketing, project management, and general design knowledge, I aim to articulate these skills, leveraging their combined potential to excel in brand management.
Federal University of Rio Grande do Sul
Bachelor’s Degree in Social Communication – Advertising
And also specialization courses, such as:
Combo of 3 courses – Brand Building and Planning, Brand Strategy and Differentiation, and Brand Positioning.
Branding basics and how the strategic approach of this management model works in practice.
Life cycle of a project, Project Manager profile, conflict resolution and the routine of a Project Manager.
How to build strategies that generate value and impact, going through the theory and practice of planning.
Digital planning, market analysis, use of data for decision making, social media, how SEO works and the power of email marketing.
My technical skills
As a professional, I bring a unique set of skills to the table in addition to exceptional attention to detail, a creative mindset, and a passion for continuous learning and growth.
Experience
Here are the experiences I’ve collected along the way.
Three-month scholarship program ideated by UternehmerTUM, an organization from the Technical University of Munich.
The course combines workshops and hands-on experience to develop a project that aims to solve a specific challenge. During this time we developed communications strategies to support CIRCULAR REPUBLIC, a startup in the circular economy field. It involved, among other things:
- Focus on agile processes in an international team environment
- Use of Kanban method to manage projects
- Market research
- Ownership of the whole content process, from ideation to creation
Check out more about the DPS project.
In this project I developed a method called Brand Journey to help businesses structure their operations and build value for their brands. It’s divided in 4 stages:
- Pre-Journey: structuring the Business Model
- Level 1: defining brand positioning
- Level 2: defining brand expression (visual and verbal)
- Level 3: building the brand experience
Knowing that Branding is quite complex, I sought to create the Brand Journey in a creative way that would make it easier to understand the importance of each phase of the journey – with storytelling. Learn more about the Brand Journey.
- Reviewing the company’s business model
- Aligning the company’s culture
- Market research
- Research to define tactical and strategic differentials
- Building the brand’s identity (including purpose, pillars, personality, values, and promise)
- Studying the ideal audience (creating personas)
- Defining the brand’s strategic positioning
- Structuring the brand’s product portfolio
- Providing guidance for creating the visual identity and packaging design with the assigned designer
- Conducting research with potential buyers
- Management and creation of content on social media
- Content production for the company’s blog in an SEO optimized way
- Strategies and project execution for SEO improvements
- Assist in the content production for the company’s new landing pages, focusing on SEO and user experience
- Prospecting new partnerships with companies in the related market
- Business structure
- Visual identity conception
- Content planning
- Guidance on how to use Instagram as a commercial platform
- Creation of presentations and graphic materials for strategic company projects
- Planning and creation of stands for industry fairs
- Editing institutional images and videos
- Planning and organizing company events
Want to see my work?
Continue on this journey and check out the projects in my Portfolio.