Alessandra Pereira

Led the creative and strategic transformation of Itaipava, developing a long-term brand platform that expanded the brand’s cultural relevance, usage occasions, and national reach. Built a core creative system capable of sustaining campaigns, content, and cultural activations across multiple seasons, structuring the brand narrative over time rather than through isolated executions. Built and led creative teams, scaling talent and capabilities across brand, content, and activation. Expanded responsibilities across Grupo Petrópolis, while also leading projects for Mastercard, TNT Energy Drink, Sanofi, and Walmart, managing multiple high-profile accounts simultaneously.

Creative leadership for Unilever on Sunsilk / Seda, operating within a global creative structure led by Unilever’s team and adam&eveDDB. Worked as part of a Latin America hub, co-creating and co-producing campaigns and content aligned with global platforms, while ensuring cultural relevance and consistency across regional markets. Acted at the intersection of global strategy and local execution, collaborating with international teams in a highly integrated and remote environment.

Creative leadership for NIVEA with a fully digital, no-traditional-media scope. Led digital-first brand ecosystems across social, content, and platform-native executions, ensuring consistency, scale, and long-term narrative in always-on environments. Built and led multidisciplinary teams, integrating strategy, creative, and content to deliver continuous digital performance across multiple products and audiences.

Led a major brand repositioning for Natura, redefining its fragrance portfolio through the platform “A Casa de Perfumaria do Brasil.” The concept reestablished the brand’s authority and cultural relevance in the perfumery category, contributing to the recovery of category leadership and sustaining a long-term brand narrative.

Promoted internally from Senior Copywriter to Creative Director, consolidating creative leadership within one of Brazil’s most demanding creative environments. Worked across major brands and campaigns, contributing to the development of strong brand ideas and integrated communication platforms, while expanding responsibilities from craft to concept, team leadership, and strategic direction.

Early career across leading creative agencies, working as a copywriter and later as head of copy, contributing to brand platforms, campaigns, and integrated communication for major national and global brands. This period laid the foundations for craft, conceptual thinking, and narrative structure that continue to inform my leadership approach today.