Uberlândia, Minas Gerais, Brazil
I've worked in B2B marketing since 2017 and in ABM since 2020, before the discipline was on the radar of most B2B companies in Brazil. Since then, I've led 1:1 and 1:few programs for enterprise accounts such as Nubank, Bradesco, Itaú and Santander, plus campaigns in partnership with AWS, Microsoft and Google. Today I lead Woba's ABM and Field Marketing strategy: a wishlist of 150 strategic accounts, hyper-personalized relationship plans and Sr. to Sr. experiences with C-levels, in an operation that is AI-first for real, not just in speech. In practice, AI runs through the entire cycle: 🔹 List building and enrichment, account discovery and decision-maker mapping. 🔹 Deep-dive dossiers per account: company snapshot, timing triggers, persona power map, mapped pains and an action plan ready for sales to execute. 🔹 Hyper-personalized 1:1 pages connecting the value proposition to each account's moment. 🔹 Field Marketing integrated into the journey, with events and activations that unlock conversations that would otherwise take months. What sets me apart: ♟️ Real measurement: I built account scoring models and ABM measurement frameworks connecting engagement, account progression and revenue influence. The score became the sales team's official prioritization criterion. ♟️ Cross-functional leadership: I've led content, media, design and events teams at a B2B marketing agency and in-house, orchestrating marketing, sales and RevOps around the same accounts. I master the full funnel: inbound, outbound, paid media, SEO, content and creative. ♟️ Creativity that opens doors: from Woba Connect, the company's first proprietary ABM event, to experiences like taking C-levels to Web Summit Rio. Activations that turn relationships into business opportunities. ♟️ ABM and ABFM consulting: I help companies build programs from scratch, from ICP and tiering to sales orchestration and measurement. I also created Descomplicando ABM, a content project born from one conviction: strategic ABM doesn't have to be complicated. Tactics, relationships and real results. 📩 Let's talk about ABM, AI applied to marketing and enterprise Field Marketing?
B2B campaign management at a Swiss technology multinational present in 90 countries, serving the world's leading software and cloud providers: AWS, Microsoft and Google. 🔹 Strategic planning focused on Demand Generation and management of 2 ABM programs. 🔹 Cloud Migration, Application Modernization, Software Lifecycle Management, Cybersecurity and SAP campaigns, driving awareness and qualified leads for the sales team. 🔹 Full-funnel ownership: goal validation and monitoring of performance and Demand Generation KPIs, from top of funnel to closing. 🔹 SEO mapping and optimization plan, plus creation and monitoring of the organic and paid media editorial plan. 🔹 Partner agency management: briefings and asset validation. 🔹 Positioning strategy: branding, recognition of knowledge areas with Marketing Brasil and results presentation.
🔹 Responsible for the Inbound Marketing strategy of the B2B e-commerce, managing the FalaMart.com.br blog and planning seasonal campaigns. 🔹 Digital marketing strategy: creation of campaigns to attract and capture leads for the products and digital solutions of Universidade Martins do Varejo.