Carolina Ignaczuk

As Content Manager at Wellhub Brazil, I’m responsible for the company’s national content strategy, covering channels such as the blog, WhatsApp, and YouTube. I also lead the creation of demand generation materials, including lead magnets and content that supports marketing campaigns and initiatives. My focus is to ensure that every piece of content reflects Wellhub’s purpose: to inspire HR leaders to promote wellbeing as a competitive advantage and a driver of organizational performance.

The Growth Club is a community for marketing professionals and leaders who seek to accelerate their business growth through marketing strategies. Regardless of their specialty — content, branding, performance, or strategy — the focus is on building real connections and driving both career and business growth. As a member, I take part in in-person meetups, mentoring sessions with industry experts, and exchanges with people who face, in practice, the challenges of scaling companies.

I was responsible for the communication strategy and execution for three brands within the QuintoAndar ecosystem: QuintoCred, Imovelweb, and Wimoveis. I led end-to-end projects focused on brand strengthening, customer acquisition, and ensuring message consistency across multiple channels. Key responsibilities and achievements: • Developed and implemented 360° communication strategies for all three brands, aligned with business objectives and market positioning. • Planned content for social media and blogs, focusing on engagement, SEO, and lead generation. • Created go-to-market plans for product launches and campaigns, in collaboration with Product, Sales, and Media teams. • Managed OOH media campaigns for Imovelweb and Wimoveis, from briefing through to execution. • Directly managed brand reputation and health, monitoring perception and ensuring consistency in visual and verbal identity across all touchpoints. • Supervised automation flows and transactional and institutional communications with the market. • Managed the communication budget for all brands. • Led and developed a cross-functional team, delivering high-impact results while fostering professional growth within the team.

QuintoAndar is currently ranked as the 5th most valuable brand in Brazil. I contributed to their success by spearheading a rebranding initiative for real estate agencies and helping develop their B2B product. My experience includes: • Crafting and executing comprehensive go-to-market plans for B2B companies. • Strategically planning and coordinating our presence at major industry events. • Managing merchandising projects to boost brand visibility and impact. • Facilitating effective alignment and collaboration with stakeholders across product, sales, and creative teams. • Demonstrating strong leadership by guiding teams toward achieving key objectives.

QuintoCred, formerly known as Velo, was acquired by QuintoAndar in December 2021. I played a pivotal role in the rebranding process and subsequently focused exclusively on this brand within QuintoAndar. Key contributions: • Supported the go-to-market for the brand’s relaunch, coordinating the transition of channels, internal marketing materials, external communications, campaigns, and the launch event. • Implemented a successful Inbound Marketing strategy. • Developed a comprehensive content strategy for both digital and offline channels. • Established and enforced brand and communication guidelines. • Ensured effective communication with the market during and after the acquisition by QuintoAndar. • Led experience marketing initiatives for partner real estate agencies. • Structured, planned, and executed impactful events for the real estate sector. • Fostered team development through regular one-on-one meetings.

• Oversee the onboarding and development of copywriters and designers. • Enhance organic channels, social media, and email marketing, with a focus on branding and demand generation (MQLs, SALs, and SQLs). • Develop action plans for launching product modules and new features. • Create and implement PR strategies, structuring the company's comprehensive market communication.

• Onboard and develop new members of the Inbound squad. • Develop and execute organic channel strategies to drive demand for the sales team. • Direct the SEO strategy for Movidesk’s blog, the largest customer service portal in Brazil. • Create action plans for launching product modules and new features. • Review and structure all market communication.

• Develop and implement strategies for organic channels, focusing on lead generation, MQLs, SALs, and SQLs. • Create and manage email marketing strategies and automation workflows to drive lead generation, MQLs, SALs, and SQLs. • Onboard and develop new copywriters. • Oversee and approve the blog post strategy. • Develop and optimize landing pages with an emphasis on UX writing and conversion. • Produce and manage webinars. • Review and structure all other marketing materials.

• Write blog posts using SEO techniques. • Create e-books and infographics. • Develop strategic landing page copy. • Produce audio and video interviews. • Write marketing emails and analyze performance metrics. • Structure marketing tools and resources. • Design and implement automation workflows in RD Station. • Produce webinars and conduct surveys. • Review and restructure all marketing materials.

• Manage press relations for companies including Unimed Blumenau, Sescon Blumenau, BluMob, and Sol Eventos. • Address media inquiries and manage press demands. • Craft and distribute press releases and social media content. • Conduct follow-ups with regional and national media outlets. • Coordinate with digital influencers and journalists. • Handle crisis management and communication. • Schedule and monitor interviews. • Write speeches and oversee event coordination. • Monitor social media for brand presence and engagement.

• Plan editorial content and story angles. • Write news articles for all sections. • Draft factual pieces for the online newspaper. • Produce photography for news stories. • Manage the website and social media accounts. • Create daily news summary videos. • Conduct and record video interviews. • Review and edit the newspaper.

• Write commercial content using SEO techniques. • Create and maintain promotional microsites. • Conduct client interviews to draft ad copy.

• Create tutorials to assist customers in using the e-commerce platform. • Write blog posts utilizing SEO techniques to improve visibility. • Conduct interviews with clients to develop case studies. • Craft news and promotional content related to the company. • Generate blog posts for partner companies. • Develop content for automation workflows. • Produce e-books focused on e-commerce topics. • Review and compose marketing emails and other promotional materials. • Execute internal marketing strategies.