Heloisa Franco

Global personal care company with annual revenue exceeding €9 billion and presence in over 130 countries. Responsible for defining and executing brand strategy for BBB26, managing a multi-agency ecosystem and real-time operations. -Defined and implemented the brand strategy for Brazil’s largest entertainment sponsorship, ensuring consistency, speed and impact in a highly dynamic environment. -Structured governance models and decision-making flows across multiple agencies (creative, media, influencer and PR), reducing rework and increasing operational agility. -Developed culturally relevant activations with high viral potential, positioning NIVEA at the center of organic social media conversations. -Delivered 9.3M views and 511K interactions in a single weekend, setting a new engagement benchmark for the brand in Brazil. -Sales saw exponential growth in e-commerce, alongside a significant increase in promotion registrations driven by the sponsorship strategy.

One of Brazil’s leading creative agencies; responsible for strategic accounts such as iFood, Unilever (Rexona) and Kwai. Led a team of 18 professionals, managing integrated communication strategy, branding and large-scale sponsorships. • Defined and executed iFood’s 360° strategy for BBB24, Olympics and Rock in Rio, generating 24M impressions and 1M engagements — positioning iFood among Brazil’s most creative brands (Meio & Mensagem, 2024). • Led a TikTok campaign reaching 9.7M views and 450K interactions in 24 hours, setting a new digital performance benchmark. • Strategically contributed to iFood’s historic milestone of 100 million orders/month through high-impact activations. • Developed influencer campaigns for Unilever Rexona in partnership with Anitta and Boca Rosa, expanding brand relevance and reach. • Led Kwai’s BBB25 sponsorship strategy, positioning the brand among the top 5 most mentioned during the program.

I4th largest global beauty group following Avon’s acquisition by Natura; reported directly to the CEO and VP of Marketing. Responsible for Avon’s strategic repositioning in LATAM, including rebranding, ESG agenda and interface with global headquarters in London. • Led Avon’s full rebranding and integrated 360° strategy in LATAM, resulting in 3x e-commerce growth after relaunch. • Led BBB21 sponsorship, earning an Effie Award and Caboré nomination. • Implemented ESG agenda across LATAM operations, generating measurable reputational impact and strengthening brand positioning. • Managed direct interface with global headquarters in London, ensuring strategic alignment across markets.

Global beauty brand operating in more than 50 countries; progression from junior to senior leadership over 12 years. Led brand communication strategy across global and regional markets, managing international agencies. • Led communication strategy across beauty categories, ensuring global brand consistency. • Created a long-lasting brand manifesto (5+ years), guiding all brand communications. • Managed global campaigns across the US, Europe, Asia and LATAM, ensuring consistency and efficiency. • Produced high-impact branded content, including the documentary “Rethink the Compliment”. • Executed productions across more than 7 countries simultaneously, ensuring operational excellence.

Global creative agency focused on cultural movement marketing; responsible for Natura and Neutrogena (J&J). • Led development of fragrance and kids/baby campaigns for Natura, strengthening emotional brand positioning. • Created and executed campaigns and branded content for Neutrogena, increasing relevance in skincare.

World’s leading sports brand; responsible for planning and executing 360° football and running strategy in Latin America. • Created the “Joga Bonito” reality, awarded Best Global Media Idea at Nike worldwide. • Implemented the Nike+ platform in Latin America, leading launch and expansion strategy. • Developed and executed regional campaigns such as Run Americas, integrating multiple countries.

Sales Assistent