Situation

Cielo is Brazil’s leading electronic payments company, operating in a highly regulated and competitive financial services market. In 2017, alongside market leadership, the organisation intensified its employer branding strategy through participation in major national HR and corporate reputation awards.

Task

The organisation needed to prepare high-quality institutional submissions for multiple awards, each with distinct evaluation methodologies, short deadlines and high visibility among talent, investors and the financial market.

Action

Working in partnership with a specialist internal communications agency, I conducted research and interviews, structured and wrote the institutional narratives, managed validation cycles, and ensured technical compliance across all submission platforms.

Results

The work supported Cielo’s recognition in the following programmes:

• Guia Você S/A – The 150 Best Companies to Work For (1st place in Financial Services; Recognition & Rewards).
• Você S/A Guide – The Best Companies to Start a Career (Top 10 among 35 companies).
• Anuário Época Negócios 360° (1st in Financial Services; 2nd overall among 300 companies).
• Valor Carreira – The Best Companies in People Management.

The submissions achieved recognition in three national rankings, including category leadership in Financial Services and strong overall positioning, significantly strengthening Cielo’s employer brand and corporate reputation.

Situation
Josapar is one of Brazil’s largest food manufacturers, operating multiple industrial plants and distribution units across the country, with a predominantly operational workforce and limited access to digital communication channels.

Task
The organisation needed to redesign its internal magazine, Prato Cheio, to restore relevance, engagement and representativeness, and to ensure effective communication with a geographically dispersed, largely non-digital employee population.

Action
I conducted a full internal communication diagnosis, designed a new editorial model and content structure, introduced an Editorial Board to ensure cross-unit representation, implemented structured production processes, and developed practical tools to enable employee participation, working in partnership with a design agency.

Results
The redesigned magazine regained its position as the primary internal communication channel for a predominantly shop-floor workforce, significantly increasing employee engagement and readership. Employee participation in content production grew substantially, and different regions of Brazil became consistently represented, reflecting local cultural and operational realities. The publication achieved higher circulation uptake, faster distribution, stronger organisational alignment across units, and long-term sustainability as a trusted corporate communication vehicle.

Situation
In the late 2000s, Expresso Embaixador operated long-distance ground transport routes across Southern Brazil, at a time when mobile internet and smartphones were not yet widely adopted. Passengers had limited access to digital entertainment, and extended journeys were often perceived as slow and monotonous.

Task
I identified a strategic opportunity to create a new customer experience and communication touchpoint that could add value to long journeys, enhance brand perception, and generate a financially sustainable editorial product without increasing operational costs.

Action
I conceived and proposed a custom in-transit editorial publication for passengers, defined the editorial concept and content structure, selected and managed a creative agency partner, structured an advertising-based revenue model, presented the business case to senior management, and managed end-to-end editorial production and media relations.

Results
The initiative resulted in the launch of the first in-transit magazine in the region, with 60,000 copies distributed across twelve editions, increased passenger engagement, strong regional media visibility, and reinforcement of the company’s innovative and customer-focused brand positioning.

Situation
Seara is one of Brazil’s largest food manufacturers, part of the JBS Group, with a highly distributed workforce across dozens of production units nationwide. Each year, the company produces Nossa Gente Seara (Our People Seara), a printed internal magazine designed to recognise employees’ years of service and celebrate their professional journeys.

Task
The organisation needed to produce a large-scale internal publication that could consistently recognise employees across multiple regions, capture authentic personal stories, and deliver high-quality editorial content within tight production timelines and a complex approval process.

Action
I worked as the on-site corporate copywriter, supporting client and agency briefings, structuring production timelines, conducting interviews with employees from multiple locations, writing executive and employee narratives, coordinating content validation, and supporting the editorial and design process through to final approval.

Results
Across three editions, more than 60,000 copies were distributed, featuring over 150 employee stories and multiple executive editorials. The publication consistently met demanding deadlines, generated highly positive feedback from both employees and leadership, and created a lasting narrative record that strengthened employee engagement and organisational culture.

Situation
Informal football matches among advertising professionals in Porto Alegre grew into a recurring community activity involving agencies, consultancies and suppliers, often expanding into social gatherings for families. What started as a hobby began to show potential to become a larger, structured initiative for the communications sector.

Task
As the group decided to turn the hobby into a formal inter-agency tournament, the project needed to be professionalised into a well-governed, safe and financially viable event. The demand included creating clear rules, documentation, sponsorship and budget structure, and a repeatable execution model—while balancing volunteer capacity with day-to-day agency work.

Action
I volunteered to support the organising committee by helping establish governance and roles, drafting the event regulations and operational documents, structuring the project plan and timeline, supporting budget control and sponsorship packages, coordinating stakeholders (participants, sponsors, partners and authorities), managing risk and contingency planning, and leading communications, media relations, content production and on-site operational coordination across key event moments.

Results
The Agencies Cup evolved from an informal initiative into a professionally managed industry event, becoming part of the official annual calendar of the regional advertising sector. It achieved continuity over multiple yearly editions, with the first six delivered with my direct involvement, and established a sustainable operational and sponsorship model. The event generated consistent media coverage, strong agency engagement, recognised industry awards, and long-term impact on professional networking, wellbeing and collaborative culture within the communications market.

Situation
Senar-RS (National Rural Learning Service) is a rural professional training and social development organisation linked to Brazil’s national agriculture system, funded primarily through compulsory industry contributions. Although not a public body, it operates under strong transparency and accountability expectations, requiring the annual publication of an institutional Activity Report.

Task
The organisation needed to produce a compliant and high-quality Annual Activity Report capable of consolidating complex operational and financial information, demonstrating responsible use of funds, and communicating social and economic impact clearly to regulators, partners and the wider public, through a formal public tender process.

Action
I led client briefings, coordinated and presented technical proposals for public tenders, conducted research and executive interviews, wrote and edited the report content, and managed the full production workflow, including cross-functional team coordination, budget control, bilingual delivery and launch communications support.

Results
Over seven years, I delivered seven annual bilingual reports with more than 5,000 copies distributed, strengthening public accountability and institutional visibility. The publications improved stakeholder understanding of Senar-RS’s impact and reinforced its reputation for transparency and effective governance.

Situation
Arquitetura das Flores (Architecture of Flowers) is a heritage, second-generation floral retail business in Southern Brazil, recognised for high-end, artisanal product design. Despite strong creative reputation, the company lacked structured marketing, brand governance and digital capability to support sustainable growth in an increasingly competitive retail environment.

Task
The business needed a comprehensive marketing and communication transformation to modernise brand positioning, improve commercial performance, and establish professional processes capable of supporting long-term scalability.

Action
I delivered an end-to-end strategic consultancy, covering market and consumer analysis, brand positioning and visual identity, integrated marketing planning, sales and point-of-sale experience design, digital ecosystem development (website, SEO and social media), media relations, and the professionalisation of internal processes, team structure and performance governance.

Results
The engagement drove consecutive sales growth, improved financial performance, enabled increased reinvestment capacity, and supported the expansion of the product portfolio into complementary lines. The brand achieved higher market visibility, stronger customer conversion, and a scalable commercial and marketing operating model.

Situation
GOL Airlines is Brazil’s largest airline by passenger volume, employing more than 14,000 people and operating a highly complex service organisation. In 2018, the company aimed to strengthen its employer brand through participation in the country’s leading workplace climate ranking.

Task
The organisation needed to develop a comprehensive and technically rigorous institutional submission, integrating multiple HR initiatives into a single, coherent case, within a short and non-negotiable deadline.

Action
Working in partnership with a specialist internal communications agency, I structured the editorial framework, conducted research and interviews, wrote and integrated the core narrative, coordinated validation cycles with the client, and ensured full compliance with the ranking’s submission requirements.

Results
The project delivered a high-volume, technically complex HR case within a compressed timeline, supporting GOL’s recognition in the national “Best Companies to Work For” ranking. The submission strengthened the company’s employer brand in a highly competitive talent market and became a reference asset for subsequent internal communication and people management campaigns.

Situation
Avon Brazil, a global leader in beauty and direct selling, intensified its participation in highly competitive national and international corporate and HR awards between 2017 and 2019, requiring technically robust, evidence-based case submissions under tight deadlines.

Task
The organisation needed to prepare and submit multiple strategic award cases, aligned with different evaluation frameworks, while ensuring institutional consistency, data accuracy and competitive storytelling across People, Culture, Sustainability and Innovation categories.

Action
I partnered with internal teams and agencies to research initiatives, conduct executive interviews, structure evaluation-oriented narratives, write and adapt case studies for different platforms, manage validation cycles, and ensure full technical compliance with submission requirements.

Results
The work supported a sustained record of recognition, including multiple first-place and category awards in major national and international programmes such as Aberje, ABIHPEC – Beleza Brasil, ECO Brasil (Amcham/Estadão), National Innovation Award (CNI/Sebrae), and EXAME Diversity Guide. Avon achieved repeated leadership positions in HR, Diversity and Sustainability categories, strengthening its reputation as a benchmark for gender equity, social impact and corporate innovation in Brazil.

Situation
N26 is a European mobile banking pioneer, fully licensed in Germany and operating across multiple international markets. In 2019, as part of its global expansion, the company prepared to enter Brazil—one of the world’s most competitive and regulated fintech environments.

Task
The organisation needed to build qualified market awareness, establish institutional credibility, and generate early user demand before the start of operations, through a PR-led market entry strategy aligned with global positioning and local market dynamics.

Action
I developed the launch PR strategy, defined the institutional narrative, mapped priority media and stakeholders, led media relations and executive positioning, coordinated with the global communications team, delivered media training, produced press and thought-leadership content, monitored performance indicators, and provided strategic reporting and recommendations.

Results
The campaign generated strong national awareness and reputation before launch, producing over 100,000 waitlist sign-ups in five months without paid media, 90+ earned media placements in top-tier outlets, and sustained growth in brand search demand. The positioning supported N26’s recognition as one of Europe’s most valuable fintechs and enabled continued strategic engagement in the Brazilian market.

Situation
The PARAR Institute is the leading education platform for fleet and corporate mobility managers in Brazil and Latin America. Its flagship event, the Global PARAR Conference, brings together executives and specialists to discuss the future of corporate mobility and road safety. In 2017, the fifth edition significantly expanded in scale, becoming a multi-day, international conference.

Task
The organisation required a comprehensive and independent press office and public relations operation capable of supporting three strategic initiatives in parallel: the Global PARAR Conference, the PARAR Partners event, and the national Professional Driver Training Programme. The demand included building national visibility, supporting ticket sales, attracting on-site media coverage, and managing pre-, during- and post-event communication with highly diverse audiences and tight timelines.

Action
I developed the PR plan, built and segmented media lists, wrote and distributed press materials, conducted proactive media outreach, managed journalist relations before and during the event, coordinated interviews, supported live coverage and delivered post-event reporting and performance analysis.

Results
The campaign generated 33 earned media placements across 27 outlets, including leading national business and news media, with coverage in nine Brazilian states. Over 1,350 journalists were engaged, multiple exclusive interviews were secured, and the client reported the highest level of media visibility achieved by the Institute to date.

Situation
Savar Veículos, a Mercedes-Benz dealership group in Southern Brazil, was preparing its 40th anniversary campaign in 2008 and engaged communication partners to plan and deliver a milestone celebration aimed at reinforcing reputation and stakeholder relationships.

Task
As part of the campaign led by the agency (Integrada Comunicação Total), the client needed a printed commemorative book to act as the campaign’s central asset—documenting the company’s history and achievements, featuring stakeholder voices, and providing a high-quality institutional piece for distribution to key audiences.

Action
Working in partnership with the agency and the client, I joined briefing and follow-up meetings, conducted research and interviews with executives, clients and suppliers (including on-site interviews outside the capital), contributed to the editorial structure, wrote and revised the full content through validation cycles, supported image selection and visual production, and delivered the press office plan and execution for the campaign launch, including reporting.

Results
The project delivered the 40th Anniversary Book (100 printed copies) distributed to key employees, clients, partners and local authorities, becoming the first written record of the company’s legacy after four decades. The work included uncovering and interviewing the company’s first customer (first invoice issued) and generated strong client feedback on the historical reconstruction. The press office programme secured 18 earned media placements in leading regional outlets and specialised transport publications, including a mention in a top business column in the state.