Katia Gianone

Looking for opportunities to contribute with my experience as a Senior Corporate Communications and Social Responsibility Executive, accumulated in industries segments such as: agribusiness (soy, wheat, ethanol, fertilizers), consumer products, sports, cosmetics, technology, to develop communications and reputation strategies to support businesses. I developed a solid career focused on building image and reputation, driven towards results and business impact. I have experience as a spokesperson for national and international media, in the strategic planning of internal and external communication including influencers and social media, strategic planning of social responsibility, campaigns and scalable events for Latin America, positioning of CEOs, crisis management and plans of organizational changes. I led geographically dispersed multicultural teams, creating a collaborative environment, also generating a positive impact on global teams. My skills of strategic vision, adaptability, creativity, positive attitude, and collaborative and multifunctional leadership contributed to the meaningful results achieved by the companies I have worked for, in Brazil and Latin America. At this transition period I decided to contribute to transform lives and since July I am working as a mentor at Instituto Joule to help youth to plan their careers and future.

Responsible for driving awareness and preference for Microsoft´s products and services in Central & Caribbean, Andean South, Chile, and Argentina and for positioning Microsoft as the most trusted company in Latin America. Report to the Global Communications Lead for Latin America and direct connection with Presidents of Microsoft in the four subsidiaries. Member of the Global Communications Leadership team.  Led 4 Communications Senior Managers to develop and execute communications strategies and drive thought leadership in sixteen countries supported by regional and local communications agencies.  Developed and implemented scalable campaigns to strengthen Microsoft reputation through increased storytelling around the company key moments focusing on security, skilling, D&I, and sustainability targeting government elites, decision makers, customers, partners, opinion leaders, content creators, consumers, and new media influencers across Latin America. Achieved media coverage leadership.

Responsible for leading the communications strategy in eight subsidiaries and twenty-one countries, the President and Vice President of Latin America communications plans including social media. Report to LATAM Marketing & Operations VP and direct connection with President and Vice President of Latin America. Member of the LATAM Leadership team and Global Communications Leadership team. Managed a team of five people.  Implemented a strong team cross collaboration, data and results driven culture leveraging learnings and projects among the countries resulting on a robust performance to support the business, Microsoft led positive media coverage in LATAM in 2021 and 2022.  Led positioning plans for the presidents of the eight subsidiaries and led the broader positioning for Microsoft commitment to the countries leveraging datacenter announcements in Mexico with “Innovate for Mexico”, in Chile with “Transform Chile” and in Brazil with “More for Brazil” generating strong media coverage.  Responsible for developing and managing confidential communications plans for strategic organizational restructuring, COVID situation and business transitions as well as media crises.

Responsible for internal and corporate communications, president’s positioning including employee engagement and external relations plan. Report to the president and member of the senior leadership team. • Developed and executed strategic communications plans achieving leadership in share of voice and favorability, including the strategy for the visit of CEO Satya Nadella, developing content for internal and external events obtaining a cover page article at Exame magazine with eleven pages. • Led confidential communications plans to support the transition of three presidents focused on employees, customers, partners, Government, and media. • Thought Leadership communication plans to position the presidents focused on employees, customers, opinion leaders, partners, media, and social media. For Paula Bellizia it included her participation at events, media articles and grew from 13,000 to 300,000 followers being selected as a LinkedIn influencer. As a recognition, I got a global Communications Award and the Circle of Excellence Gold Award in 2019. • Developed the storytelling for commitment to Brazil focused on the entrepreneurship journey from schools to the support to startups. The project contributed to open doors at Education business, got an internal award, was adopted in other countries, and won the Latin American Excellence Awards 2017. • Selected to be part of the Talent Exchange Program in Asia according to the career development plan.

Responsible for internal and external communications, president’s communications, media relations, corporate communications, and citizenship. Report to Microsoft Brazil president.  Implemented the Communications area with a new team structure, governance, roles, and responsibilities.  Developed and executed a strategy for Citizenship area including a social media campaign with influencers reaching almost 700,000 people to leverage “I can code” regional initiative.  Responsible for managing media crisis - NSA investigation from which I got the Global Communications Award, factory closing, among others.

Responsible for internal communication, sales communication including more than 1,1 million representatives, media and social media relations, events, support to marketing strategies, corporate communication, and social responsibility initiatives (Avon Institute and sociocultural projects). Report to Avon Brasil president and to Communication Director for Latin America and member of the Global Communications Leadership Team.  Implemented the first social network for make-up artists and an online contest. In less than one year, the project got more than 6,000 registered professionals and in 2012 reached 26,000.  Implemented a communication strategy based on synergies in marketing, sales, and social responsibility events, getting important costs reduction with results above expectations in media coverage and sales.  Developed a new structure for the area aligned with results-oriented guidelines and the global career path.

• Responsável pelo desenvolvimento e liderança da execução do projeto em parceria com a Apex-Brazil para posicionar o etanol brasileiro nos EUA e na Europa, incluindo o trabalho de uma agência internacional de relações públicas e a participação em feiras de energia renovável em Washington e Bruxelas. • Planejei e executei a primeira campanha de publicidade para estimular o uso de etanol nos carros flex no Brasil.

Spokesperson for national and international media, responsible for internal and external communication and creation of events for Latin America. Management of Social Responsibility Plan, influencers program. Local report to Marketing Director and President and Regional to Americas Communications Director  Developed and executed public relations plans for 14 integrated marketing campaigns generating large media coverage and impact on the target. Highlights: o Olympics 2000 and 2004: 2 hours of TV coverage and 200 articles in print media. o Nike Shox: goals surpassed with waiting lists at stores without advertising support. o Football campaigns: average of 2 hours of TV coverage and 400 articles in print media. In 2004, I got Nike’s best result: 35 TV spot free exhibitions, valued at US$ 867k. o Nike 10 K Campaigns 2005/2006: 40 minutes on TV and 220 articles in print media and internet. o Dance: 8 pages at Boa Forma magazine, 1 in Veja and coverage at Sony TV valued at R$ 800 k.  Developed more than 10 projects for international media, including the first global event to launch a fashion collection in Latin America, at SP Fashion Week/2005, impacting 800 influencers and generating large media coverage in Brazil and abroad. It was elected the best project in the Americas Region in 2005.  Developed the Social Responsibility Plan establishing partnerships with Ethos, Ayrton Senna and Bola pra Frente institutes, Gol de Letra Foundation and CUFA. The plan was elected the best in Latin America and got 150% investments increase.

Spokesperson for national and international media, responsible for internal and external communication and creation of events for Latin America. Management of the influencer’s relationship program and brand tracking research. Local report to Marketing Director and President and Regional to Americas Communications Director  Created the internal and external communication plan for the company start-up process and to consolidate the brand in Brazil. The strong media coverage because of creating innovative projects and the program with fashion, arts and entertainment influencers, contributed to position Nike as the leader and innovator brand, according to BSM researches and Top of Mind/Datafolha, Superbrands and Carta Capital awards.  Developed the communication plan with Government representatives, media, employees and customers including spokespeople training for the CBF/Nike CPI Investigation process and got a reduction of negative media exposure and clarified Nike role at CBF contract.

Responsible for internal and external communication of the Bunge holding company and its food and fertilizer companies. Spokesperson reporting to the Director of Corporate Affairs of the holding company. I was responsible for developing communication plans for the various restructuring processes that included the sale, merger and acquisition of companies. During this period I developed and executed the internal and external communication plan for the purchase of Ceval.

Responsible for internal and external communication of 10 Bunge food companies under Santista Alimentos. Reported to Corporate Affairs Director, HR Director, President and Bunge Communications Manager during this period. I launched products from joint ventures with Santista Alimentos such as Philadelphia Cream Cheese and salad dressings with Kraft Foods and Barilla pasta with strong press coverage.

Organization of events, communication of product launches to media, internal communication, endomarketing projects. Organized launch events for art books published by Sanbra with engagement with main clients, authorities and press.

Achieved high engagement in internal newsletter engagement campaigns and led the execution of institutional ads to celebrate the anniversary of communities in which the company had factories.