São Paulo, São Paulo, Brazil
For over two decades I have worked at the intersection of marketing strategy, brand thinking and digital technology. My path took me from commercial leadership at companies like Groupon, iFood, Accor and Discovery to serving as Global Head of Marketing Intelligence at UNICEF in New York, with assignments connected to UNHCR (the UN Refugee Agency) and other UN system partners. What I learned along the way is that the most ambitious organizations, those building purpose-driven brands, scaling social impact or modernizing legacy institutions, often face the same paradox: world-class missions paired with marketing and technology capabilities that have not caught up. My work exists to close that gap. I operate today across three fronts: → Academic leadership. Coordinator of the Postgraduate Program in Communication and Digital Marketing at ESPM, one of Latin America's leading marketing schools, and faculty at FIA. PhD Candidate at FEA-USP (University of São Paulo Business School), with a Master's from the same institution, executive certificates from MIT (Boston) and the University of Toronto, and a graduate degree in Digital Communication. → Strategic advisory. Through arca.buzz, my consulting practice, I have served organizations across Brazil, the United States, the United Kingdom, Spain and Croatia. The focus is marketing strategy, brand positioning and the responsible adoption of AI in marketing operations, with a growing emphasis on impact-driven organizations. → Public thought leadership. Host of the Jornadas de Marketing podcast. Author of two books (O Vendedor de Sapatos and Para onde vão os pássaros). Frequent expert source for media outlets including Época Negócios, Canaltech, Propmark and Times Brasil. Speaker in Brazil, the United States, Spain, Croatia and the United Kingdom. I believe that the organizations with the greatest potential to change the world deserve the most rigorous strategic thinking available, not the leftovers of commercial marketing. That conviction is the through-line of everything I do. Winner of the AMEC Awards 2019 with 2 worldwide cases for UNICEF, and for Latin America 2007 and 2009 Bernache’s Award, with Digital Marketing Cases at Accor. → brunoperes.com.br → arca.buzz
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- Academic coordinator in the Master Head of Digital Marketing program - Academic coordinator in the Communication and Digital Marketing postgraduate program Main achievements - Academic coordinator in the Communication and Digital media postgraduate program - Academic coordinator in the Marketing Intelligence and Management postgraduate program
- Professor in the courses: MBA in Marketing, Master Head of Digital Marketing, Certificate in Communications and Digital Marketing, Excutive MBA, Business Management and Marketing, Marketing and Management, Marketing and Business, Contemporary Luxury Business and Marketing, and in the Master in Consumer Neuroscience - Mentor in the Custom Master Class Mentoring Main achievements - Develop courses for Branding, Digital Communications, Content Strategy, Digital Marketing Fundamentals and Strategy, Digital Channels Strategies, Consumer Behavior, Introduction to Gamification, SEO in practice, Digital Marketing Optimization, Digital Marketing Intelligence, Content and Social Media, Social Marketing and Inbound Marketing; - Guidance of students in assignments, activities and projects; - Professor honored in 2019, 2021, 2022 and 2023; - Participation in the ESPM LIVE EAD free lives program with 5 practical courses for more than 5.000 students. Trying to change something in the world, one class at the time...
Professor of Digital marketing, Communications, Branding, Content Strategy, Social Media, Digital Planning, E-commerce and Digital Operations, Digital Transformation, Inbound Marketing, SEM, Digital Analytics and Storytelling with data. Teaching at: - SENAC (2008 to 2016) - ESPM (2018 to present) - FIA LabFin (2021 to present) - FAAP (2022 to present) - MBA USP ECA (2023 to present) - MBA USP EACH (2023 to present) - MBA Geração de Valor - Primo Rico e Flávio Augusto (2022 to present) - MBA Washigton Olivetto - Primo Rico (2023 to present) - MBA FIA Online (2021 to present)
- Professor in postgraduate studies at LABFIN PROVAR - Professor in postgraduate studies at the LABMKT nucleus - Digital Marketing Professor at the FIA Coursera Project - Marketing professor at FIA Online & UOL EdTech
Clients: UNICEF NYC-HQ, Rockefeller Foundation, NYU, Greenpeace, UNICEF Brazil, McCann Health, and others. - Built Digital work plans and Digital Strategies for 18 clients in different countries; - Developed and managed digital marketing campaigns, developing result-oriented teams; - Budget controller and strategist for several digital strategies; - Hiring and training professionals for SEO, Content Marketing, Social Media Marketing, and design teams; - Develop high-level reports to increase decision taking efforts and business productivity; Main Results + 15% increase in sales for a nutrition store after a digital marketing planning and communication training; + 118% access increase with a total in-house content strategy for a client in Europe; + Develop a new branding strategy for a European Life Coach company, with a new website, CRM strategy, paid media strategy, multi-language sales funnel, webinars, SEO strategy, social media strategy with a global team; + 112% increase in a fundraising campaign for a band with a social and paid media strategies.
- Head of Individual Giving for Brazil (NOA - United Nations Officer) - General manager of the entire fundraising area with individuals, responsible for 95% of all fundraising by the UN Refugee Agency in Brazil; - Responsible for all strategic, financial and operational planning in the area; - In charge of the bidding, contracting and management processes of all suppliers in the area; - Officer responsible for the entire strategy of capturing and marketing Digita, DRTV, Direct Mail, Telemarketing, CRM, Donor service, Relationship with donors and legal processes; - In charge of the management and relationship with suppliers and partners such as Google Latin America, Facebook, advertising agencies, large print shops, among others; - The focal point for all fundraising emergency campaigns in Brazil. Main achievements: - We exceeded the funding target by 22% in 2019, raising millions of Reais; - Responsible for the strategy of renegotiation with partners and banks that resulted in savings of almost R $ 1 million per year; - Increase of 27% in conversions with a new email marketing strategy implementation; - Hiring and managing the entire team from scratch until a complete operation at the end of 2019; - Responsible for all strategic planning for 2020, reported to the global headquarters.