Career

Key results

1. +300%in Koni delivery sales over a single weekend with an opportunity campaign, growing the new-customer base by 60%.Grupo Trigo · #SeuJapaChegou
2. +55%in Nação members versus January 2025, keeping more than 100K active members for 1 consecutive year, the longest stretch in the program's history.Quintal
3. 500K+new leads for the Nação membership program with the Nação na ONU campaign.Quintal · Nação at the UN
4. 1,000+combos sold in a single day in Koni's Valentine's Day campaign, with 18K impressions on the Instagram filter, 100% organic and no paid media.Grupo Trigo · Amor Sem Filtros
5. +15%in Uber Eats revenue and up to 5.6 percentage points in the sales mix of risottos and artisanal pasta with the Seleção Di Risotos campaign.Grupo Trigo

Experience

1. Jun 2025 to todayContent CoordinatorQuintal (communication agency)

   • I lead communication strategy for Nação, Flamengo's membership program, across CRM, paid media, offline media and always-on content.
   • I develop 360° campaigns across touchpoints including Instagram, X, activations at Maracanã and OOH.
   • I build the program's positioning and brand narrative, aligning tone of voice and creative territory with the club's audiences.
   • I expand the membership program's presence to every city in the state, broadening engagement.
   • I use audience data and indicators to ground creative decisions and campaign hypotheses.
   • I work with media, CRM and production to keep creative consistency from concept to execution.
   • I follow trends and relevant social conversations to spot engagement and brand reach opportunities.
   • I present results and strategic communication direction to internal and club stakeholders.

   CasesNação at the UNPherusa · The Nation's JerseyFechado com a Nação

2. Apr 2023 to Jun 2025Marketing and Branding CoordinatorGrupo Trigo (food and franchising)

   • Led the creation and development of the 2V Deli & Conveniência brand, a new Grupo Trigo business unit, from positioning to campaign execution.
   • Set up the new brand's marketing function, defining processes, approval flows and the communication calendar.
   • Developed and approved point-of-sale, social media and collab communications, keeping the brand consistent across channels.
   • Supported product development and brand expansion, connecting business strategy to communication deliverables.
   • Used Power BI to analyze campaign performance and ground marketing decisions.
   • Managed email marketing and CRM flows in Mailchimp to engage the new chain's customers.
   • Presented marketing plans and results to Grupo Trigo leadership, aligning expectations and priorities.
3. Apr 2022 to Apr 2023CopywriterQuintal (communication agency)

   • Developed advertising pieces for clients such as iFood, BrasilCap, Ibeu, Amnesty International and Shopping Rio Sul.
   • Created concepts, scripts and brand narratives across segments, adapting tone of voice to each client.
   • Wrote copy for multi-platform campaigns, including digital media, social media and institutional materials.
   • Worked with account and planning teams to evolve briefs and develop creative solutions.
   • Contributed to the campaigns' creative consistency, from concept to final delivery.

   CasesIbeu · Global EnglishSince 1961Brasilcap · Cultural sponsorship

4. Feb 2020 to Apr 2022Branding AnalystGrupo Trigo (food and franchising)

   • Developed tactical communication campaign plans for Spoleto, Gurumê, Koni and Lebonton, focused on revenue, point-of-sale activation, customer acquisition and loyalty program penetration.
   • Acted as the interface between CRM, media and marketing, taking part in the campaigns' strategic decisions.
   • Created the "Meu Japa Chegou" opportunity campaign for Koni, riding a moment of social buzz to drive real-time sales and engagement.
   • Developed Koni's Valentine's Day campaign, with an organic Instagram filter activation and strong sales with no paid media.
   • Led the Seleção Di Risotos campaign, aligning product communication with revenue and sales-mix goals.
   • Managed relationships with suppliers and partner agencies to execute the campaigns.

   Cases#SeuJapaChegouCozinha da CasaMio by SpoletoWater for R$ 1.50

5. Apr 2019 to Feb 2020Communication InternGrupo Trigo (food and franchising)

   • Organized a convention for 500+ Grupo Trigo employees, with talks, activities and interactions over a weekend.
   • Managed Grupo Trigo's internal communication, including announcements and engagement campaigns such as climate surveys and 360° reviews.
   • Created engagement and well-being actions for office employees.
   • Built the "Prato" brand from scratch, a learning and recognition platform for employees, responsible for naming and identity.
   • Produced the platform's initial content, aligning language and purpose with the company culture.
   • Contributed to the Great Place to Work certification.

   CasesAmor Sem Filtros

6. Mar 2019 to Feb 2020Blog WriterThe Game Collective (games and entertainment)
7. Aug 2018 to Nov 2018Account InternPropeg (advertising agency)

Education

• BA in AdvertisingESPM Rio2020
• MBA in BrandingESPM São Paulo2024

Skills

AvailabilityOpen to travel and available immediately.