Maria Helena Marinho

After leaving Google in 2023, I worked as an independent consultant for research firms and industry clients, bringing my expertise to strategic projects. Since 2024, I have been the Sr Insights Consultant at AB Mauri Brazil, which has iconic brands like Ovomaltine and Twinings, being responsible for the insights initiatives in the country.

- Worked in the US Privacy Ads Marketing Insights team for almost 2 years, being responsible for Global Consumer and Customer Insights, whose mission was to move the ads industry to be privacy first.

- Worked in the US Search Ads Marketing Insights team for 1 year, being responsible for Global Customer and Consumer Insights, whose mission was to move the ads industry to be digital ready. - Worked in the US YouTube Ads Marketing Insights Team for 1 year, being responsible for Global Customer and Consumer Insights, being responsible by video narratives for moving the needle from TV to digital video in key global markets.

- Inaugurated the Ads Research Insights department in Brazil in 2012, developing and implementing its vision and mission, bringing new capabilities to Google in Brazil. - Established foundational research capabilities, metrics and meta-analytics, such as Brand Health Trackers for Google and YouTube, Cross Media & ROI Meta-Analysis models, H&As for YouTube, Google Search and Android and a Full Communication & Messaging Testing Process. - Developed and implemented a pioneer CrossMedia Program in Brazil and built a meta analysis with more than 20 study cases, working with key advertisers like Nestlé, Unilever, Ford, Sansung, BDF Nivea and many others. - Pioneered the first MMM Program at Google, in partnership with Nielsen. The model became global and was applied to more than 100 advertisers around the world. - Worked actively as a key enabler for products like YouTube gaining market share in a very tough and competitive TV driven market, by leading research programs and writing external articles and white papers to evangelize the industry, that became references both internally and externally. - Worked as an Insight’s Evangelist, giving both internal and external speeches, in several Google & External Market events: Maximidia, Esomar, Think with Google, YouTube Brandcast, YouTube Insights. - Worked as a key contributor for Google’s Culture, being a member of Women@Google Committee and a Diversity ambassador. - Led for two years a Brand & Reputation Marketing Program called Womenwill, being responsible for training 10,000+ women in 2018/19, in soft and digital skills (https://www.youtube.com/watch?v=va8OC4J_hzM) - Idealized, developed a full project design and launched a global unedited Digital Skills Index in partnership with McKinsey to measure and understand the digital maturity level of connected people in BR. - Published as a signer and/or contributed for several thought leader articles about market & consumer trends at thinkwithgoogle.com.

- Responsible for a group of clients who demanded a very senior and dedicated relationship, always delivered high valued insights in the most compelling way. - Responsible for full annual Planning of the department, including market dimensioning, sales and profitability forecast, marketing strategy, and team structuring. Daily routine was based on new business development, managing relationships with clients, selling projects, providing consumer assessment, recommendations and presentations and leading and motivating my team. - Managed advertising development and efficiency, brand health and positioning studies, ensuring that the team delivered very high-quality projects (from its design to conclusion, recommendations and presentation) and leading big pitches. - Have worked on more than 100 concept and product tests, providing valuable insights to clients such as Mondelez, L’Oréal, J&J, Kimberly, Unilever on pre-launching stage. - Have worked on several innovation journeys, from the very beginning (consumer connections and Insight’s generation) to the final stages of concept and product testing - Led big teams (including directors and managers) to achieve high goals and deliver top end studies. - Have worked in several projects to generate consumer insights, for very different categories. Some examples: o Exploratory projects: multi country study for UNL (6 countries) around women and personal care products (shower gels / bar soaps) o Several U&As: chocolates, powder beverages, skincare, hair care, deodorants, makeup, intimate care (feminine pads, tampons and panty liners, as well as the correlated categories) media consumption; o shopper understanding projects: consumer shopping journeys, shelf tests, eye tracking analysis, pricing elasticity models.