Felipe Araújo

Responsável pelo elo entre a marca do shopping e o sucesso das vendas dos lojistas, visando garantir que o shopping seja muito mais do que um centro de compras: um lugar onde as pessoas queiram estar, se encontrar e viver momentos marcantes. Trabalho diretamente ligado as ações estratégias da empresa em pilares que passam pela imagem da marca (comunicação e branding), eventos que criam experiências, vendas (growth e performance), produtos digitais (CRM e gameficação).

- As a marketing executive, I am responsible for leading classroom dynamics and adapting FGV Rio's theoretical content to the specific needs of the students from the affiliated region. - Deliver tailored instructions on Marketing Strategies classes, covering topics such as marketing management, consumer behavior, strategic functions, and digital transformation, customized to the region's specific needs.

I took on the challenge of integrating three distinct communication areas — Journalism, Advertising, and Ceremonial — into a cohesive, 360° strategy. My focus is on optimizing institutional communication to strengthen brand alignment with the public. As an active member of the Gender, Race, and Diversity Equity Commission, I drive initiatives that value diversity and foster inclusion across the organization. - Coordinate briefings for external agencies and plan the launch and activation of new branding initiatives, ensuring precise execution within set deadlines. - Oversee procurement processes, formalize contracts, and ensure compliance with regulations, guaranteeing the effective delivery of services like media monitoring and video production. - Lead multidisciplinary teams, streamlining communication workflows to significantly improve internal and external information exchange. - Design and execute campaigns and projects that enhance brand equity, visibility, and engagement while managing inclusion and diversity initiatives that reinforce the institution's social responsibility. - Develop strategic partnerships with media outlets, businesses, and public agencies and organize brand activation activities, such as events and exhibitions, to solidify brand positioning and community engagement. - Foster organizational culture through internal marketing, improving employee interaction and alignment with institutional values. - Increased social media followers organically from 6,000 to 22,000, building an active online community. - Developed partnerships to amplify campaign reach, achieving near-zero costs while boosting brand engagement.

My mission was to strengthen the firm's brand, enhance client relationships, generate new business opportunities, and promote more strategic internal and external communication. - Developed and implemented internal marketing strategies that improved employee satisfaction and engagement, enhancing the organizational climate and reinforcing employer branding. - Managed earned media efforts, achieving savings exceeding R$300,000, which increased the firm's visibility without expanding the paid media budget. - Integrated the marketing and relationship areas, enhancing the client experience and implementing a robust loyalty program. - Reactivated and configured the firm's CRM, introducing strategies to strengthen the sales culture and improve marketing team efficiency. - Established parameters for onboarding new clients and periodic customer success reports, enabling the development of a loyalty program. - Designed and implemented a loyalty program based on NPS surveys, significantly increasing contract renewal rates.

I started as a Communication Assistant and advanced to Marketing Manager, leading the development of communication strategies and overseeing the company's rebranding. - Promoted from Communication Assistant to Marketing Manager, leading communication strategies and the company’s rebranding process. - Oversaw the rebranding of Grupo Pellucio to Grupo Sapiens, a strategic repositioning that unified internal and external communication efforts, including campaigns, events, and brand narrative management across all locations. - Managed strategic events and campaigns, expanding brand presence across Rondônia, Amazonas, and Roraima, driving positive market impact. - Developed branded content strategies, forming partnerships with TV broadcasters to integrate the brand into daily life, significantly enhancing market recognition.

I was responsible for managing the Digital Communication area for the Government of Rondônia, leading the launch of the state’s new online portal. - Enhanced the government’s digital presence by designing communication strategies targeting younger audiences and utilizing digital channels, fostering greater interaction and transparency between the administration and the public. - Developed and implemented the new portal, driving modernization and digital transformation within the government.

Thesis (Grade: 10): "How Organizational Culture Can Drive Sales."

Realizado na Faculdade Porto/FGV, conveniada à Fundação.