Harvard Extension School

Ohio University

Sandbox Escola de Estratégia

HSM University

MIAMI AD SCHOOL BRASIL

Universidade Federal de Santa Catarina

WW Digital Marketing Payments & Gift Cards @ Apple

- Created a 4-year communications strategy to improve brand image, media operations, and to scale Apple Gift Card's global impact through digital and point-of-sale advertising. 
- Planned, executed, and measured a 6-geo Holiday campaign to encourage shoppers to gift with Apple Gift Cards, driving consistent YoY business results with double-digit ROI. 
- Led the integration of Media, Brand, Marketing Operations, and an external agency to build a global, full-service media operation. Revamped our reporting to generate real-time information to support optimization. 
- Manages agency relationships to source creative materials for global and local campaigns. 
- Delivered two new communications templates to scale communications for Apple Gift Card and Apple Account globally, empowering regional teams (AMR, EMEA, and APAC) to execute cheaper, better, and more effective communications, generating double-digit savings in creative costs. 
- Leads Marketing Mix Model efforts for the Marketing team in collaboration with Analytics to review coefficients, variables, and results before communicating them to executives. 
- Owns a full-service SEM program for Apple Gift Card, supporting seasonal ads ("The perfect gift for Back to School"), interest-based ads, and retailer SEM keyword strategies in 5 geos.
- Redefined Marketing, Business, and Product KPIs for Apple Gift Card and Apple Account, supporting better analytics reports and results for both LOBs.
- Developed new landing pages to educate millions of Apple Gift Card shoppers on its value for multiple types of giftees: gamers, readers, fitness fans, entertainment geeks, and more.

Apple

Global Digital Marketing - Payments & Gift Cards

- Planned and executed 11 advertising campaigns in 5 geos (US, Canada, Australia, Germany, and the United Kingdom), driving measurable and positive business and brand impact. 
- Served as Interim Regional Marketing Manager for AMR for 10 months, delivering seasonal retail campaigns in Mexico and the United States, impacting thousands of points of sale and millions of consumers.
- Reinvented digital advertising approach to top retailers (Target, Walmart, Amazon) to streamline processes, reduce costs and maximize ROI for gift card sales. 
- Led go-to-market advertising campaigns for the new Apple Gift Card in Japan, Canada, and Australia. Coordinated efforts with Regional Teams to maximize impact & brand recall. 
- Created and launched retail SEM programs in Walmart, and Target driving hundreds of millions in impressions and business results. Developed a new method to invest and estimate incrementality for each keyword, supporting further investments.
- Scaled Amazon’s retail SEM program globally (Canada, Australia, and European geos). 
- Analyzed research focus groups to generate brand strategy insights, providing data-driven insights to guide global creative briefs and future strategies for Apple Gift Card.

Global Digital Marketing - Payments & Gift Cards via ProUnlimited

- Owned global marketing campaigns promoting course and certificate launches for Graduate Education, Cybersecurity Professional Education, Project Management Professional Education, and Energy & Sustainability programs. 
- Responsible for driving enrollment, lead acquisition, and managing advertising campaigns. 
Built and executed go-to-market strategies, materials, naming, positioning, and communication collateral.
- Managed budgets, lead acquisition strategies, and lead nurturing content via CRM tools like Marketo.
- Built and optimized multi-email Marketo programs to inform and nurture leads to convert them into learners to generate course revenue.
- Promoted and acquired leads for over 10 Stanford webinars. Ran ad campaigns on LinkedIn, Facebook, Instagram, and industry-exclusive newsletters.
- Developed complete documentation on planning, promoting, and executing webinars combining platforms like Marketo and ON24.

Stanford University

Marketing and Communications

. Delivered over 1,400 pieces of creative writing to support Disney's SEO optimization for vacation planning content. 
. Collaborated on the planDisney podcast to offer travel planning insights and advice for Disney customers.

The Walt Disney Company

Walt Disney World Content Writer @planDisney

. Led the creation of a new digital product ecosystem for DPSP (pharmacy retail chain), bringing UX designers, researchers, marketers, and communicators together to create a new consumer experience for millions of users.
. Spearheaded the development of a new strategy, a new concept, and a brand positioning for Mobil Motor Oils that has been deployed through LATAM: "If it moves, it's Mobil." Created workshop exercises, dynamics, and co-led the workshop along with the CSO.
. Led the Metrics and Efficiency task force, training brand managers, media specialists, and account managers in best practices to track results and connect them to communications efforts. Spearheaded the development of 7 business case studies (including Unilever, Honda, and Jeep). Three of them were shortlisted for the Effie Awards, and two won national trophies. 
. Created pitch presentations leading media specialists, creatives, and account managers. Worked on pitch challenges, creating strategic solutions, and fully-realized campaign solutions. Presented the agency before CMOs and Brand Managers, winning 2 new accounts in 8 months: Popeye's Louisiana Kitchen and Gallo (food and beverage).

Fbiz

Brand Strategy and Growth Director

. Created a national scholarship program, granting free learning opportunities to over 30 students in 2018.
. Tailored and implemented training programs to develop planners across agencies, businesses, and colleges, coordinating five in-person courses such as a Brief Bootcamp, and a new Statistics training.

Grupo de Planejamento (GP)

Director of Training and Education | Pro Bono

Led and managed two brand strategists in developing works for Gatorade (food and beverage), Cacau Show (world's largest chocolate franchise chain), Vale (mining) and Omint (healthcare insurance). Managed communications, integrated content strategy, and result measurements for all media channels, connecting them to business results.
Developed and presented multiple retail campaigns and strategies to C-level executives, including media plans, communication strategies, and creative campaigns, partnering with account managers and directors.

Lew'Lara\TBWA

Senior Brand Manager

Developed creative briefs, research projects, insights, and strategic plans. Managed two clients directly, writing creative briefs for local and regional campaigns for Pedigree and Whiskas (pet care). 

Worked on multiple Havaianas campaigns (apparel and flip-flop categories) such as the 2014 FIFA World Cup campaign, the launch of Havaiana's apparel line and major national and international advertising efforts, including the brand's first-ever fully digital campaign. 

Operated cross-functionally with account executives, media managers, and creatives to deliver strategic and creative plans. Worked with local market leaders like O Boticário (gifting, beauty, and personal care) and Bauducco (Food and Beverage). Strategies developed include Christmas, Easter, Mother's Day and product launches in categories like food and beverage, make-up and personal care. 

Managed qualitative and quantitative research projects, keeping track of vendors and budgeting. Conducted qualitative research groups.

AlmapBBDO

Brand Strategy Supervisor

Acted as a creative brand planner doing research, event planning, and concept development for campaigns and promotions. Worked for national clients such as Oi (mobile carrier), Philip Morris, and Garoto (Food and Beverage), earning two national AMPRO Globes Awards: 

- Silver | Best Integrated Campaign
- Bronze | Best Trial and Brand Experience Campaign

Toledo Comunicação

Creative Strategy Assistant

Responsible for editing news stories sent from 20 regional governmental agencies inside distributed across the state of Santa Catarina. Operated an internal editing tool to create a unique voice for the content created by local journalists reporting on governmental affairs. Assisted in press and public relations during major events.

Governo do Estado de Santa Catarina

PR and Press Intern

Responsible for pitching news stories and content to local journalists. Managed daily operations for one Food and Beverage client, and assisted on larger events and clients like Portonave (a private-managed port in Brazil). Assisted in communications operations at the 2009 World Travel & Tourism Council (WTTC). Acted as a translator to assist CEOs and hospitality executives during the event.

Julie Philippe, MBA