I'm Juliana. Brazilian and EU citizen, I was born and raised in São Paulo, lived in New York City and nowadays I am living and working in Barcelona.
Graduated in advertising and marketing, and specialised in Digital Marketing, Branded Content Strategy, Purpose-Driven Strategy, Storytelling and WOW Presentations, I am an experienced Brand, Marketing, Comms & E-Commerce Leader and Creative Strategist.
Passionate about Market Research, Consumer Behaviours & Trends, I'm highly skilled in planning, implementing and monitoring purpose-driven, people-centred, business-focused, high-budget Brand, Marketing & Comms Integrated Plans, outstanding Campaigns or Activations and Events grounded in Data Analytics, impactful yet actionable Insights and growth-oriented KPI’s, actively measured to take preventive or corrective actions to achieve goals.
Thanks to my experience at the most award-winning creative agencies, my core differentiation is a strong ability to think both strategically and creatively, with a demonstrated background in Strategic Planning, Creative Direction, Business Development and Entrepreneurship.
I have a lot of experience working with stakeholders internally and third-party and leading and developing cross-functional teams with a positive and can-do attitude, and a forward-thinking, provocative and highly inspiring spirit. Using agile methodology to manage many projects simultaneously, I prioritise and meet tight deadlines in diverse areas.
Today, I work with agencies and directly for brands from Barcelona, Madrid, Nice, London, Palo Alto, and Sao Paulo with stories,,® - my own strategic and creative boutique focused on storydoing in Europe, which I founded in 2018.
In 2020, I also founded Borogodó®, my own fashion e-commerce which is an exclusive Brazilian corner in Europe.
For the last 2 years, I've worked part-time as Global Brand Creative Lead for a B2B/B2C French-Brazilian fashion group.
Looking forward to hearing from you,
Experience
Since March 2018
Barcelona, Spain
Senior Global Brand Marketing Strategist, Creative Director, Business Developer, Founder
Planning, creating, leading and executing brand and marketing growth strategies for global and local brands, working with and managing cross-functional talents and third-party.
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market research at the mainstream, premium and luxury levels
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future trends research two years ahead
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consumer behaviour, with specialty knowledge of gen Z and millennials
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analytics and impactful yet actionable insight to drive growth
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ideal consumer profile (ICP), segmentation & customer journey
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the brand's purpose
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meaningful brand storytelling (manifesto) grounded in brand’s purpose
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business strategy and planning
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multi-market brand strategy, planning and management to increase brand awareness, consideration, conversion, loyalty
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go-to-market (GTM) strategy for launching a new product or expanding an existing product into a new market
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retail (shopper and trade) strategy and planning
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e-commerce strategy, planning and full management
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full-funnel 360º marketing communications strategy and planning: ATL, BTL, Events, Trade, Digital (Branded Content, SEO, SEM, E-mail, Social Media, Influencer, Community, Paid…) and Mobile (App)
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creative idea and execution/distribution for online and offline campaigns, activations, initiatives, events and contents
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graphic and web design
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photo, audio and video creation, production and edition
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outstanding presentations (storytelling and design)
October 2020 / December 2022
Nice, France (remotely from Barcelona, Spain)
Global Brand Creative Lead
Rio de Sol is the in-house swimwear brand of the BBS Group, the major global distributor of Brazilian swimwear mostly focused on B2B.
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repositioned the brand into a sustainable and inclusive one, more suitable to gen Z - the ideal customer profile identified
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reorganized the brand’s portfolio according to the new branding, market trends, consumer behaviour and customer and sales insights
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drove the sustainable transformation of their products into biodegradable fabric
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identified the brand's CSR strategy and partnered with some globally renowned NGOs suitable to the cause - ocean cleaning
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implemented the change with all stakeholders
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led the brand strategy, identity and activation globally
- stayed up to date with seasonal market, consumer behaviour and trends to identify brand and business opportunities
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was the guardian of the brand both internally and externally with a strong focus on retail and e-commerce
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created four collections in 2021 and 2022 for Rio de Sol aligned with the new branding, seasonal market and consumer trends
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created end-to-end global campaigns for B2B / B2C customers, from ideation to production and execution
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drove growth and engagement in full-funnel for global consumers both B2B (+40% YTD) and B2C (+10% YTD)
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achieved 100% of community growth in 2 years on a 10-year old community
In 2023, they will launch two new fashion brands and one personal care brand. I was responsible to define the new businesses strategies based on an exhaustive Research, Analytics and Insights, identify the ICP (ideal consumer profile), and design the new brands strategy and identity, including naming, logo and brand guide.
Since June 2020
Barcelona, Spain
Brand Marketing Director, EU E-commerce Director, Founder
In May 2020, Spain and Europe were living in lockdown and a great feeling of sadness plagued society. Brazilians are internationally recognized for their contagious joy and for always looking on the bright side of life, even in the worst situations. Based on this insight, I launched a fashion and lifestyle EU e-commerce to spread to Europeans the radical optimism of Brazilians.
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MVP planned, developed and launched by myself in exactly one month from ideation day using agile methodology
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end-to-end business, brand and e-commerce (Shopify) multi-market strategy, plan and management focused on customer experience and performance; focus on Spain, Portugal, France and Italy
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in the 2nd month I started to have profit thanks to the GTM, marketing and content strategy that I planned, created and executed driving growth in new markets
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currently, it works through third-party suppliers running in a dropshipping e-commerce business model
March 2020 / July 2020
Barcelona, Spain
Senior Brand Creative Strategist (freelancer)
A 5-months contract to...
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compile all works done to the client Colacao in 2019
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analyze both brand and campaign performance metrics tracked quarterly by Kantar, such as brand awareness, association, consideration, conversion, cross-media impact, and more
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create and present to Colacao a Brand Review with a compelling data visualization to show how the brand evolved in 2019 against their annual goals
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bring actionable insights, based on benchmarking and future trends, to grow the brand two years ahead
November 2016 / July 2018
Barcelona, Spain
Strategic Planning Director, Creative Director, New Business Director
One of the biggest communication and PR agencies in Spain specialised in the lifestyle industry acquired by the Newlink - an internationally recognised consulting firm based in Miami - in April 2018.
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built and managed the strategic area
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led a talented team of six art directors and copywriters
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worked cross-functionally with other teams to create and execute campaigns, activations and events
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grew the business in key accounts (Nespresso, PUIG, PepsiCo) and prospects (eDreams, Bayer, Nestlé), being the client inside the agency
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after a year in the agency, it jumped from 7th to 3rd in the ranking of Spanish communications agencies by revenue
September 2015 / October 2016
São Paulo, Brazil
Strategic Planning Manager
The most creative agency of the decade according to Cannes Lions. A total of 142 trophies places AlmapBBDO #1 in Brazil, Latin America and the world.
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responsible for the below-the-line strategic planning, managing two strategists
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worked side-by-side with the above-the-line strategists and analytics & insight team
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integrated marketing communications planning for key global accounts: Havaianas, C&A, Visa, Pepsi, Mars Petcare, LG
August 2014 / August 2015
São Paulo, Brazil
Senior Brand Creative Strategist
One of the most innovative and award-winning marketing agencies in Brazil, focused on retail, brand activations and events.
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pitched and won Honda’s events account
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responsible for the exponential growth of the Samsung's trade and shopper marketing account
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planning of groundbreaking and effective strategies focused on retail, such as the launch of the KZoom cell phone, a GTM activation reaching 750,000 potential consumers in two weeks
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planned the creative strategy that won the pitch ‘Fashion Truck C&A in Lollapalooza’, the most visited brand activation during the festival in 2015
August 2013 / May 2014
São Paulo, Brazil
Marketing Agency Consulting & Training
Transforming a Trade Marketing agency into Full-Service Marketing agency.
May 2012 / July 2013
São Paulo, Brazil
Strategic Planning Director, Creative Director
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built and managed the strategic department of the agency, designing and implementing the operational process that included this area in the workflow of others
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as strategic and creative director, I rebranded and repositioned its business from an incentive marketing agency into a full BTL marketing agency, and I managed a team of 7 strategists, art directors and copywriters which won important pitches for the agency, such as LATAM Airlines, Phillip Morris Brasil and Michelin.
September 2009 / February 2012
São Paulo, Brazil
Strategic Planning Manager
Previouly NewStyle, now DM9, is an extremely creative and bold marketing & comms agency which delivers remarkable ideas that become part of Brazilian popular culture.
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led a team of four strategists
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head of strategy for the agency's #1 client - P&G (Gillette, Pantene, Koleston, Olay, Wella Professional) - and AB InBev (world's largest brewer), among other clients such as BRF Foods, Móndelez, LATAM Airlines
November 2004 / September 2009
São Paulo, Brazil
General Manager, BTL
Shaped and established the Full-Marketing area in this renowned Brazilian Trade Marketing agency.
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designed and implementing the new business models and organisational structures, new operating procedures and workflow of the new area
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hired, managed and developed a multidisciplinary team of over 10 people, including account executives, strategists, art directors, producers, operation executives and BI specialists
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was responsible for winning and managing the biggest account of the agency, LG Electronics, which increased the agency revenue by 260% in 2008, compared to 2007
Strategic Planning Manager
Artheventos, January 2002 / November 2004
Strategic Planning Coordinator
Artheventos, August 2001 / December 2001
Strategic Planning Assistant
Jimenez & Associados Propaganda, August 2000 / July 2001
Media Planning Assistant
W/Brazil, March 2000 / July 2000
Strategic Planning Intern
Jimenez & Associados Propaganda, May 1999 / March 2000
Market Research & Customer Insights Intern
Interact / Act in Brand Group, February 1998 / December 1998
Education & Courses
Content Marketing Strategy, Like Marketing, June 2020
IAB Digital Marketing and Media Foundations, Google, July 2019
Digital Marketing, Universidade de São Paulo, January 2019
'Find Your Why' Course, Simon Sinek, October 2018
Bachelor of Advertising and Marketing, Universidade Paulista, August 1998 · May 2001
Industries
Expertise
FMCG, Beauty, Personal Care, Fashion, Lifestyle, Luxury, Second Hand, Tech, Travel, Food, Beverage, Health, Wellness, Retail, Petcare, Financial, among others.
Daily Tools
TGI, Euromonitor, Kantar, Nielsen, Ipsos, WGSN, LS:N, TrendWatching, Futurism, Typeform, Focus Group, Ethnographic, CRM, Google Analytics, Meta Business, Mailchimp, Sprout Social, Hootsuite, Brandwatch, SEM Rush, Numbers, Excel, Word, Pages, PowerPoint, Keynote, Canva, Adobe Creative Suite (Photoshop, Illustrator, Lightroom) iMovie, Elementor, WordPress, Wix, Shopify, and more.
Languages
English, Full Professional Proficiency
Spanish, Bilingual Proficiency
Portuguese, Native Proficiency
Hobbies & Interests
Dogs, Plants, Nature, Sustainability, Wellness, Swimming, Bike, Yoga, Travel, Concerts, Music, Photography, Art, Futurism, Innovation, Technology
Personal Skills
Fast-Paced Environment, Growth Mindset, Goal-oriented, Very Proactive, Multiple Projects, Focus for Greater Productivity, Organization, Time Management, Attention to Detail, Verbal & Written Communication, Problem-solving, Leadership, Teamwork, Positive Attitude, Collaboration, Patience, Creativity, Boldness, Inspiring, Innovation, Technically Adept