Allan Casagrande🏳️‍🌈

Founder of Cravo, an independent consultancy through which I operate on a freelance/contract basis as a senior strategist in influencer marketing, content, branding, and social media. I've supported national and global agencies like VML, Fbiz and BFerraz for brands in temporary projects, pitches, repositioning efforts, and innovation initiatives — taking on strategic roles or temporarily leading internal teams. Key Achievements: - Built content, influence, and social media departments from scratch for multiple clients, implementing processes that doubled operational efficiency. - Developed methodologies that reduced rework by up to 60% and improved delivery quality and team autonomy. - Mentored and led creative and strategic teams, significantly increasing client and partner satisfaction. - Invited to lead award-winning strategic projects for brands such as Ketel One Botanicals, PepsiCo, and Unilever. Core Skills: Brand positioning, campaign planning, influencer curation, framework and workflow design, creative leadership, content strategy, branding, performance culture, competitive intelligence, cross-platform planning. Tools: Notion, Slack, Trello, Miro, Canva, Keynote, PowerPoint, Excel, Tagger, Sprout Social, Sprinklr, Google Workspace. Clients Served: Livelo, Doritos, Cheetos, Samsung MX, Fiat, Friboi, Votorantim, Cartão de Todos, Bridgestone, Universal, Diageo, Unilever, PepsiCo, Gallo, Ânima, Suzano, Warner, Hershey’s, Grupo Laureate.

NetCos was the first company specialized in Influencer Marketing in Brazil, but until 2024, it didn't have a strategy department. In early 2024, they approached me to help them with three competitive proposals (for Bis, Oreo, and Belvita). We won Bis and Belvita, and then came the invitation to lead the Curation team and spearhead strategic and creative projects for in-house clients, other competitive proposals, and prospecting. I developed over 100 proposals, including always-on and multichannel campaigns, guided by data, culture, and purpose. I restructured workflows and raised the strategic standard of the entire operation with a results-driven strategic vision, methodological innovation, and the use of generative AI. Results: - Increased operational speed by 50% by redesigning strategic and creative processes. - Optimized the influencer curation model with data-driven approach, strategic vision, and a focus on budget, brand impact, and performance, increasing customer satisfaction by 70%. - Led the development of six proposals for competitive bids, winning four of them - including high-investment annual projects such as for C6 Bank. - Increased the team's technical level with mentoring, training, and structuring performance routines and strategic reviews. Skills: Strategic planning, brand and audience diagnosis, building communication territories, defining pillars and editorials, curating and negotiating with influencers, leading creative and analytical squads, brand storytelling, ROI and OKR-driven marketing, and using artificial intelligence in strategy. Tools: Keynote, PowerPoint, Excel, Google Workspace, Trello, Tagger, Sprout Social Influencer Marketing, Notion, generative AI (ChatGPT, DALL·E, Gemini, Midjourney). Clients Served: C6 Bank, Bis, Belvita, Heinz, AWS, Puig (Jean Paul Gaultier, Carolina Herrera), Aché, Profuse, Electrolux, Clearsale, Dafiti, Privalia, UOL Edtech.

In December 2021, Spark was restructuring its operations. They hired a new Head of Content Strategy and Curation and needed a manager to rebuild and lead the Sprints team, which develops prospecting and new business projects, competitions, and specific clients, without a dedicated team. I accepted the challenge and took over the area from scratch. I built and led a high-performance team, working in constant collaboration with the commercial, data, and sales operations teams. I designed and implemented processes, methodologies, frameworks, and templates that the company still uses today, increasing the agility, efficiency, quality, and approval rate of strategic and creative proposals, fostering a human, data-driven, and results-oriented culture. Results: - I developed and presented over 150 influencer marketing proposals in a single year. - The processes I defined increased the area's efficiency by 80% and reduced rework by 50%. - Increased project approval rates from 10% to 25%, contributing to the generation of over R$20 million in new business. - Structured, hired, and led a team of four supervisors, one coordinator, and one intern, fostering a high-performance culture. Skills: Creative and commercial strategy, budget management, campaign planning, always-on strategy, developing briefings for creators, creating proprietary frameworks and methodologies, team leadership, performance culture, ROI and success metrics, influencer marketing, strategic pipeline management, and coordinating resources, deadlines, and tasks. Tools: Google Workspace, Keynote, PowerPoint, Tagger, Instagram Insights, Trello, Notion. Clients Served: TikTok, Airbnb, Samsung, Amazon, Prime Video, Paramount, Mondelez, L'Oréal, Dove, Mercado Livre, Mercado Pago, Bradesco, Itaú, Electrolux, Nivea, Allianz, Close Up, Essilor/Varilux.

Oversaw digital content strategy and operations for major clients. Led the development of brand personas, content territories, and editorial calendars aligned with business goals. Focused on performance-driven content for Always On and campaign activations. Key Achievements: Delivered high-impact strategies that boosted engagement and traffic to owned channels. Developed brand personas and editorial frameworks that guided both internal and client teams. Led campaigns that exceeded benchmarks and generated strong earned media results. Core Skills: Always On content planning, brand persona creation, editorial strategy, campaign coordination, social media planning, performance analysis. Tools: Keynote, Facebook Business, Google Analytics, Excel, Google Workspace. Clients Served: Glovo, Unidas, Pepsico, Laureate, Natura, Huawei, Santander.

Led the social media and content operations for a growing regional agency. Built and managed a multidisciplinary team, standardized processes, and developed strategic digital initiatives for over 50 active clients. Key Achievements: Structured a team of 8 professionals and scaled the agency’s operational capacity. Increased client retention and improved performance-based content delivery. Delivered complete content plans and digital strategies, achieving above-average engagement and conversion. Core Skills: Team leadership, content and campaign planning, social media strategy, digital goal setting, performance analysis, client relations, data-informed creativity. Tools: Facebook Insights, Google Drive, Trello, Excel, WordPress, Canva. Clients Served: Siemens, Arroz Brilhante, Certto, Linden Leaves, and other regional businesses and SMBs.

First major professional experience in digital content and performance. Created and executed strategic social media plans, content production, KPI reporting, and campaign support for national and global brands within multidisciplinary squads. Key Achievements: Delivered content strategies that translated brand objectives into measurable results. Produced content and social listening routines that supported institutional and tactical campaigns. Contributed with insights and content to major national and international campaigns. Core Skills: Content creation, social media planning, social listening, KPI analysis, performance reporting, brand diagnosis, cross-functional collaboration. Tools: Facebook Insights, Hootsuite, Scup, Brandwatch, PowerPoint, Excel, Google Analytics, Google Workspace. Clients Served: Rio 2016, Nestlé (Maggi, Negresco, Começar Saudável), Chevrolet, Bradesco, Arno, Sanofi Aventis (Targifor, Dermacyd, Cepacol), Webjet.