Maria Roby

• Appointed as Marketing Lead for T-M, shaping marketing frameworks and end-to-end activation. • Led the Handpicked Agencies marketing team (6 FTE) during restructuring. • Provided C-level consultancy on positioning and go-to-market priorities. • Facilitated stakeholder workshops to align strategy and decision-making. • Set campaigns leveraging AI, automation and experimental content models. • Strengthened operations across a portfolio of tech accounts. • Improved workflows, delivery cadence, and cross-team alignment. • Led the rebranding of a high-tech campus, defining strategy and creative direction.

• Increased warm leads by 115% and hot leads by 103% YTD. • Designed and executed marketing strategies for global audiences. • Improved customer journeys across digital and offline channels. • Redesigned product offerings using market insights and positioning. • Explored strategic partnerships in ASEAN and LATAM, expanding reach and credibility; collaborated with UN agencies on joint initiatives.

• Directed marketing across 3 business units with distinct audiences. • Restructured a team of 10 FTE, strengthening alignment and capabilities. • Scaled Bayer’s initiative by 165k%, securing project extension. • Built integrated strategies across brand, content, digital, and performance. • Positioned marketing as a revenue-generating function within the group. • Played an active role on the management team, shaping strategic direction, strengthening leadership, and driving key decisions. • Clients included Cartier, Bayer Foundation, Shell, Impact City.

• Grew business by 22%, aligning marketing with strategic goals. • Led the creative direction of a full-scale rebranding initiative, serving as creative lead, which drove a 56% uplift in brand awareness. • Built and led the company’s first design and marketing department. • Shaped technical information into accessible stories for 3 different business units, enhancing brand voice and stakeholder understanding. • Clients included Auchan, Quake Museum, high-profile private clients.

• Directed global strategy, aligning 100+ assets and boosting visibility across markets, strengthening brand consistency and stakeholder recognition. • Managed integrated campaigns across LATAM, EMEA, and APAC, tailoring content for 10+ markets, including opening two new markets, and driving stronger regional engagement. • Directed global marketing strategy and daily operations. • Contributed to improved global rankings among architecture firms. • Unified client journey through consistent collateral and messaging. • Clients included World Expo Dubai, EY Consultancy, CBRE, Marriott.

www.gulbenkian.pt Portuguese institution dedicated to the promotion of the arts, philanthropy, science, and education. One of the wealthiest charitable foundations in the world.

www.festivalterrassemsombra.org Considered one of the five best sacred music festivals in Europe, is based on three pillars: music, heritage, and biodiversity. With music as its central theme, it also promotes the arts and culture.

www.doyoumeanarchitecture.com Annual festival screening films about architecture, urban transformations and city culture. The event also includes talk shows, debates, lectures and masterclasses devoted to particular themes.

www.dfi.dk The Danish national agency in charge of promoting and encouraging film and cinema culture, as well as preserving it in the national interest. An institution under the Ministry of Cultural Affairs.

www.teatro-dmaria.pt The national Portuguese Institution in charge of promoting and preserving theatrical culture in the national interest. An institution under the Ministry of Culture.