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I’m Laura Guimarães, a community builder turned Entertainment General Manager and Artist IP & Fan Economy Strategist based in Fortaleza, Brazil, open to relocation. I began my journey inside fan communities, leading fan clubs and mobilizing audiences long before I stepped into the professional side of the industry. Today, I specialize in transforming fan behavior into structured monetization, loyalty strategy, and scalable IP growth. Over the past 7+ years, I’ve orchestrated artist IP monetization, live experience strategy, and fan engagement across Latin America’s fastest-growing entertainment ecosystem. I’ve built and scaled artist portfolios from emerging to high-impact, guiding data-driven positioning, cross-platform storytelling, and audience growth to drive meaningful revenue and partnerships. I’ve established and activated brand partnerships with TikTok, Meta, YouTube, Universal Music, Sony Music, and Believer Music to unlock ancillary revenue and audience expansion. I’ve led unified strategic direction across artist management, events, technology, and label operations, and I’ve designed omnichannel launch strategies integrating social, DSPs, press, influencer amplification, and live activations to maximize reach and monetization across 13+ IPs and live events.…I’m Laura Guimarães, a community builder turned Entertainment General Manager and Artist IP & Fan Economy Strategist based in Fortaleza, Brazil, open to relocation. I began my journey inside fan communities, leading fan clubs and mobilizing audiences long before I stepped into the professional side of the industry. Today, I specialize in transforming fan behavior into structured monetization, loyalty strategy, and scalable IP growth. Over the past 7+ years, I’ve orchestrated artist IP monetization, live experience strategy, and fan engagement across Latin America’s fastest-growing entertainment ecosystem. I’ve built and scaled artist portfolios from emerging to high-impact, guiding data-driven positioning, cross-platform storytelling, and audience growth to drive meaningful revenue and partnerships. I’ve established and activated brand partnerships with TikTok, Meta, YouTube, Universal Music, Sony Music, and Believer Music to unlock ancillary revenue and audience expansion. I’ve led unified strategic direction across artist management, events, technology, and label operations, and I’ve designed omnichannel launch strategies integrating social, DSPs, press, influencer amplification, and live activations to maximize reach and monetization across 13+ IPs and live events.

Laura Guimarães

Marketing Strategist, Brand Strategist, Creative Director, +7

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I’m Laura Guimarães, a community builder turned Entertainment General Manager and Artist IP & Fan Economy Strategist based in Fortaleza, Brazil, open to relocation. I began my journey inside fan communities, leading fan clubs and mobilizing audiences long before I stepped into the professional side of the industry. Today, I specialize in transforming fan behavior into structured monetization, loyalty strategy, and scalable IP growth. Over the past 7+ years, I’ve orchestrated artist IP monetization, live experience strategy, and fan engagement across Latin America’s fastest-growing entertainment ecosystem. I’ve built and scaled artist portfolios from emerging to high-impact, guiding data-driven positioning, cross-platform storytelling, and audience growth to drive meaningful revenue and partnerships. I’ve established and activated brand partnerships with TikTok, Meta, YouTube, Universal Music, Sony Music, and Believer Music to unlock ancillary revenue and audience expansion. I’ve led unified strategic direction across artist management, events, technology, and label operations, and I’ve designed omnichannel launch strategies integrating social, DSPs, press, influencer amplification, and live activations to maximize reach and monetization across 13+ IPs and live events.…I’m Laura Guimarães, a community builder turned Entertainment General Manager and Artist IP & Fan Economy Strategist based in Fortaleza, Brazil, open to relocation. I began my journey inside fan communities, leading fan clubs and mobilizing audiences long before I stepped into the professional side of the industry. Today, I specialize in transforming fan behavior into structured monetization, loyalty strategy, and scalable IP growth. Over the past 7+ years, I’ve orchestrated artist IP monetization, live experience strategy, and fan engagement across Latin America’s fastest-growing entertainment ecosystem. I’ve built and scaled artist portfolios from emerging to high-impact, guiding data-driven positioning, cross-platform storytelling, and audience growth to drive meaningful revenue and partnerships. I’ve established and activated brand partnerships with TikTok, Meta, YouTube, Universal Music, Sony Music, and Believer Music to unlock ancillary revenue and audience expansion. I’ve led unified strategic direction across artist management, events, technology, and label operations, and I’ve designed omnichannel launch strategies integrating social, DSPs, press, influencer amplification, and live activations to maximize reach and monetization across 13+ IPs and live events.

Available to hire

I’m Laura Guimarães, a community builder turned Entertainment General Manager and Artist IP & Fan Economy Strategist based in Fortaleza, Brazil, open to relocation. I began my journey inside fan communities, leading fan clubs and mobilizing audiences long before I stepped into the professional side of the industry. Today, I specialize in transforming fan behavior into structured monetization, loyalty strategy, and scalable IP growth.

Over the past 7+ years, I’ve orchestrated artist IP monetization, live experience strategy, and fan engagement across Latin America’s fastest-growing entertainment ecosystem. I’ve built and scaled artist portfolios from emerging to high-impact, guiding data-driven positioning, cross-platform storytelling, and audience growth to drive meaningful revenue and partnerships.

I’ve established and activated brand partnerships with TikTok, Meta, YouTube, Universal Music, Sony Music, and Believer Music to unlock ancillary revenue and audience expansion. I’ve led unified strategic direction across artist management, events, technology, and label operations, and I’ve designed omnichannel launch strategies integrating social, DSPs, press, influencer amplification, and live activations to maximize reach and monetization across 13+ IPs and live events.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Language

Portuguese

Fluent

English

Fluent

Work Experience

General Manager at Habbla (Vybbe Group)

September 1, 2024 - Present

Lead the creative agency for one of Brazil’s top music, events, and entertainment groups; oversee 13+ artists and major brands; manage influencer marketing initiatives, align talent with brands, and coordinate digital narratives for cultural impact; handle on-site talent logistics during live events and activations; manage a team of 32 and co-manage the marketing budget with the executive board; drive integrated campaigns across marketing, events, and audiovisual teams; built agency structure from scratch to boost capacity and agility.

Head of Marketing at DIGIA

September 1, 2024 - October 17, 2025

Restructured and repositioned the digital positioning of Vybbe’s artists by linking image, fan behavior, and brand value; led 360° campaigns with emotional storytelling and fan protagonism; managed marketing budget using data analysis and consumer behavior on DSPs; negotiated and delivered partnerships with TikTok, Meta, and YouTube to make digital a living space for narratives; supported sponsorships and partnerships, elevating São João festivals to national prominence and financial sustainability; contributed to launches and campaigns with measurable engagements.

Music Marketing (Coordinator) at DIGIA

March 1, 2022 - October 17, 2025

Led national and international music marketing campaigns with strategic work across the Rio–São Paulo axis; built launch calendars and developed personalized 360° strategies with major labels and artists; led launch plans for hits such as 'Maravilhosa' (Zé Vaqueiro) and 'Amor na Praia' (Nattan), contributing to chart success; managed partnerships with labels and producers to drive streams and visibility.

Social Media Strategist (Supervisor) – Music Marketing at DIGIA

June 1, 2021 - October 17, 2025

Led national and international social media campaigns, coordinating across Rio–São Paulo axis; designed and executed full launch calendars for music videos, collaborations, and singles; leveraged data-driven insights from DSPs to optimize reach, engagement, and conversions; collaborated with TikTok, Meta, and YouTube to turn digital into a space for narrative building; delivered cross-functional content strategies and weekly KPI reporting.

Social Media Strategist at URGH.US

October 1, 2020 - October 17, 2025

Managed social media for artists such as Deborah Secco, Taís Araújo, Rodrigo Santoro, and Xand Avião; focused on image building and fan community engagement; achieved over 200% growth in Twitter engagement for Hugo Moura during Malhação; produced real-time content for events and campaigns; participated in live activations and event coverage, ensuring consistent, aligned communications with publicists and press.

Junior Apprentice at TV Globo – Brasília

January 1, 2017 - October 17, 2025

Gained early industry exposure and hands-on experience in television production and media.

General Manager – Entertainment Operations at Habbla (Vybe Group)

September 1, 2024 - Present

Direct portfolio strategy for 13+ artist IPs; drove 300M–800M annual streams by optimizing DSP positioning and orchestrating cross-platform brand narratives. Unified strategic direction across artist management, event production, technology, and label operations. Engineered integrated artist positioning and live event strategy, generating 300,000+ cumulative attendees and measurable revenue growth. Built and activated brand partnerships with TikTok, Meta, YouTube, Universal Music, Sony Music, and Believer Music driving ancillary revenue and audience expansion. Represented Vybe during Latin Grammy week; brokered strategic introductions resulting in label partnerships and international opportunities. Established brand governance ensuring cultural relevance and commercial viability across the portfolio.

Head of Marketing at Digi a (Vybe Group)

December 1, 2021 - September 1, 2024

Engineered full-scale artist repositioning framework that scaled audience from 1M to 10M monthly listeners in 24 months; established blueprints for IP development across the entire roster. Built marketing operations from zero to 13+ concurrent artist projects. Led master brand positioning for Vybe, defining brand architecture, narrative territory, and guidelines; acted as brand guardian ensuring consistency across 13+ artist IPs and live events. Negotiated and aligned strategies with major labels (Universal Music, Sony Music, BelieVe Music) to maximize IP monetization and opportunities. Built DSP analytics practice guiding positioning and revenue growth. Designed omnichannel launch strategies for music releases across social, DSPs, press, influencer amplification, and live activations. Created full-funnel plans for awareness, engagement, conversion, and retention for seasonal campaigns and artist launches. Developed influencer partnerships and cross-border fan activation programs.

Coordinator at Digi a

August 1, 2020 - November 1, 2021

Operated artist positioning and fan engagement strategies across 20+ artists during pandemic, aligning local positioning with international label requirements and platform mandates. Coordinated between local teams and Universal Music Group labels to ensure IP alignment and audience activation.

Fan Engagement & Celebrity IP Operator at Digi a & URGH.US

January 1, 2019 - July 1, 2020

Operated fan engagement and digital positioning for celebrity IPs including Débora Secco and Rodrigo Santorro, aligning social presence with live event communications and activation strategies. Identified and activated fan communities across platforms, driving measurable audience growth and engagement for high-profile talent. Coordinated digital communications strategies with event production teams to maximize reach and revenue from live moments.