Barbara Sica

- Development of strategic and creative direction for 360º campaigns and always-on content, ensuring brand consistency and alignment with business objectives. - Mapping and analysis of digital opportunities to strengthen brand presence, relevance, and differentiation. - Coordination of copywriting and production of relevant, engaging content tailored to the specificities of each platform. - Management of influencer marketing initiatives, including strategic partner selection, creative guidance, and performance measurement. - Definition and implementation of digital marketing and social media strategies focused on brand awareness.

Led branding strategies to enhance Popeyes’ brand awareness and trial in Brazil. - Planned and executed online and offline campaigns and activations in collaboration with creative and media agencies. - Developed and presented creative briefs; approved media plans and PR strategies. - Managed social media and customer service agencies; monitored daily sales metrics in relation to brand campaigns. - Developed brand plans and implemented in-store materials aligned with business strategy. - Managed a team of three.

Led internal communication for brands including O Boticário, Eudora, Quem Disse, Berenice?, O.U.i. • Planned and executed internal campaigns for engagement, recognition, incentives, and special retail dates. • Managed content for internal platforms, including portals and sales support channels. • Created strategic presentations and materials for leadership events. • Developed communication calendars and monitored KPIs and OKRs for action tracking. • Managed agencies and suppliers; ensured message consistency with brand values and visual guidelines. • Planned and executed digital and in-person events, activations, and brand stands. • Interfaced with internal departments to ensure project alignment and fluidity. • Administered budgets and 360° communication schedules.