CONSULTING / TRAININGS WORKSHOPS / LECTURES

I've worked on transformative projects for different clients on a variety of subjects and industries.

I've conducted brand and innovation workshops, trained internal teams on brand and digital strategy, gave lectures at major industry events and universities and acted as a consultant in critical projects, helping clients go from idyllic inspirations to concrete actions with direct impact on their brands and businesses.

CONSULTING

COCA COLA: GLOBAL YOUTH PLAYBOOK

I developed Coca-Cola global youth strategy playbook, uncovering universal cultural insights to help the brand (re)connect to a younger audience. With actionable brand and social media guidelines, the work steered the creation of Summer, Music and Football campaigns targeting GenZ across the globe. 

CONSULTING

AVON: DESIGNING THE FUTURE OF P2P COMMERCE

Upon the growing competition from new DtC beauty brands, Avon asked us to think of what would be the ideal model for them to stay ahead and be competitive.

Deciphering beauty trends, the future of commerce and the secret of challenger brands we landed on 3 actionable principles:

A) A new distribution model combining the company’s massive body of sales reps and new digital capabilities to harness the power of P2P relationship. By considering every rep as a start up, we redesigned a tech powered social commerce ecosystem improving both the reps’ capabilities and the customer experience.

B) A new value proposition focused on a delivering high quality, trendy products at competitive prices.

C) Improve the end to end consumer experience creating a seamless approach from inspiration to post-sales relationship, relying on the company’s multi channel engagement and reach, showcasing its ability to act as a beauty expert and provider through inspiring and educational content, user participation and helpful tools.

CONSULTING

NEXTEL: CREATING A CONNECTED TRADE

in Brazil’s competitive mobile market, Nextel was struggling as the smallest company, with the smallest budget and most scarce physical presence among the big 5. They figured that new merchandising could help them turnaround the stores profitability and strengthen the brand image. So they asked us to give it a go at their new merchandising.

old shitty store

We decided to start by running a proper assessment of over 70 stores across all of Brazil, interviewing consumers in-store, their shopper journeys, interviewing the staff and taking a look at the log data files that tracked incidents, time spent on store, arpu and other store KPIs.
In a nutshell, our discoveries led to actionable measures that went way beyond merchandising, impacting also on the redesign of the shopper experience, the store configuration, staff training, offer new services and integrate in-store data to the company overall data strategy to inform better decision making from marketing, to sales, customer support and product development.

WORKSHOPS AND TRAININGS

A lot of transformative strategy work happens under the radar. But now and then some of them get the spotlight.

I had the opportunity to conceive, develop and conduct workshops and training sessions with the leadership teams from great brands:

  • Brand and Innovation - Reckitt

  • Building Purposeful Brands - Avon

  • Creative Brief and Feedback - Avon

  • Building Brands via Product Communication - Avon

  • Global Channel and Audience Strategy - Avon

  • Building Purposeful Brands - Philips

  • Cultural Trends - Amazon

  • Future of Trade and Retail 2.0 - Nextel

  • Brand building via social - Nextel

  • EMEA consumer and cultural insights - Expedia

LECTURES

// CRITICAL THINKING CLASSES AT USP
I was invited by USP (São Paulo University) to give graduate students some classes on critical thinking with a focus on culture and socio-political challenges.

// GLOBAL TRENDS IN MARKETING FOR ITAU BANK
I had the privilege to talk to Itau's whole 100 people marketing team, to share my take on global cultural trends and opportunities for future growth.

// BOARDING THE DIGITAL WORLD FOR SAP EVENT
I was invited by SAP to talk about the new digital world and its impacts on communication and business to an audience of 300 small and medium business owners.

// NRF COVER FOR VARIOUS DDB CLIENTS
I was responsible for covering the emerging trends on the National Retail Fair in NY and distilling them into talks and workshops with practical opportunities for our clients.