Malu Mayer

• Lead Business Development and Strategy across LATAM, owning multi-country expansion and enterprise partnership growth. • Design and negotiate commercial models across Brazil, Mexico and Europe, including multi-market pricing, scope frameworks and regional roadmaps. • Drive executive-level pitches and strategic proposals for global brands across retail, CPG, electronics, beauty, and consumer goods. • Partner with cross-functional teams (media, analytics, creative, operations) to deliver integrated marketplace strategies. • Build and structure scalable BD processes, revenue forecasting models and account growth frameworks. • Serve as regional representative in global leadership discussions, aligning business priorities and driving operational models. Impact: Led pipeline acceleration with enterprise clients and structured data-driven pricing used across multiple regions.

• Developed strategic retail media frameworks and commercial proposals across Amazon, Mercado Libre, Shopee, Impulso (RD), VTEX Ads and Toppie. • Owned full-cycle sales from prospecting to negotiation with regional decision-makers. • Built LATAM go-to-market cases for clients launching multi-country marketplace operations. • Worked with Media, Operations and Strategy teams to design tailored solutions for performance and brand growth. Impact: Contributed to +94% YoY revenue growth through new business expansion and upsells cross-country.

Managed retail media strategy and marketplace growth for enterprise brands across Amazon, Mercado Livre, Shopee, Magalu, Impulso and many others leading end-to-end performance, insights and revenue-driving initiatives. • Led multi-category strategies across Amazon (SEO, PDP/A+, AMS and DSP), aligning brand goals with marketplace growth opportunities and performance frameworks. • Owned client relationships with global brands such as Bacardi, Nintendo, Philips, 3M, Ubisoft, JBL, Mattel, Havaianas and NBC Universal, ensuring strategic alignment and long-term expansion planning. • Analyzed customer journey and funnel metrics to identify conversion barriers, forecast performance and uncover new revenue opportunities. • Translated data into actionable insights, roadmaps and strategic recommendations for cross-functional teams and senior decision-makers. • Optimized catalog, content and paid media to maximize visibility, profitability and ROAS across marketplaces. • Guided cross-team collaboration (media, content, analytics and operations) to deliver integrated, high-impact retail media solutions. • Developed growth plans and quarterly business reviews, supporting brands in budget allocation and multi-channel strategy refinement. Impact: Strengthened client performance through data-backed retail media strategy and unlocked new marketplace opportunities across multiple product verticals.

Led media strategy for large-scale, multi-platform advertising and sponsorship projects across television, digital and branded content, supporting some of Brazil’s most high-impact properties such as Formula 1, Big Brother Brasil (BBB), The Voice Kids and major sports events. • Designed performance-driven media strategies combining TV, digital, programmatic and branded content to deliver measurable results across purchases, lead generation, brand lift and audience engagement. • Worked directly with commercial executives, agencies and enterprise advertisers to translate audience behavior and data insights into high-impact communication strategies. • Managed strategic initiatives for major clients including Natura, Trident, PepsiCo, CAOA and Grupo Petrópolis, aligning campaign objectives with Globo’s data-driven performance solutions. • Collaborated with Globo’s Digital Intelligence and Programmatic teams to identify growth opportunities, optimize investment and improve cross-channel activation. • Helped structure the foundation of Globo’s Performance department by integrating DMP insights, audience segments and internal data systems into client strategies. • Developed comprehensive reports, insights and narrative frameworks for senior stakeholders, guiding media investment decisions across channels. Impact: Strengthened advertiser performance by connecting data, content and multi-platform media enabling clients to scale results across Brazil’s largest communication ecosystem.

Supported digital strategy and performance operations for brands across retail, education, technology and consumer services, working closely with cross-functional teams to drive acquisition and brand growth. • Developed full-funnel media strategies for prospecting, retargeting and customer lifecycle growth, aligning campaign goals with business priorities. • Optimized multi-channel campaigns focused on ROI, CAC and brand visibility across Facebook Ads, Google Ads, LinkedIn Ads, Twitter Ads and native platforms. • Translated data and performance metrics into insights and recommendations for clients, helping shape digital positioning and investment decisions. • Monitored daily performance, identifying optimization opportunities and communicating actionable insights to clients and internal teams. • Collaborated with creative and content teams to improve ad performance through message testing, audience segmentation and funnel refinement. • Managed a diverse portfolio of clients including Vivara, Giuliana Flores, Grupo Bio Ritmo, Gafisa, FCA, Google Cloud (LATAM), Google G Suite (LATAM), IAB and others. Impact: Contributed to measurable improvements in campaign efficiency, audience engagement and client strategy across media channels.

Supported campaign analysis and daily optimizations across platforms including Facebook Ads, Google Ads, Google Analytics, LinkedIn Ads, Twitter, and Native networks - gaining hands-on experience in data-driven marketing and performance insights.