Mariana Lamarão Santos de Barros e Vasconcellos

Senior Project Manager | Experiential Marketing & Brand Partnerships @ Agência California

About

Marketing professional with experience in Brand Experience, Experiential Marketing, Sponsorships and Strategic Partnerships, focused on transforming brand strategy into impactful consumer experiences. Currently dedicated to Budweiser's Experiential Marketing team, managing multimillion-dollar marketing investments, sponsorship agreements and nationwide activation programs across entertainment, music and sports platforms. Throughout my career, I have worked on projects involving global brands and large-scale properties such as NFL Brazil, Tomorrowland Brazil, Lollapalooza Brazil, international concert tours and proprietary brand platforms. My experience combines strategic planning, project governance, stakeholder management, contract negotiation and execution excellence. I have coordinated initiatives across 7 regional markets, working with multidisciplinary teams and complex stakeholder ecosystems to deliver large-scale consumer engagement programs while ensuring alignment between brand objectives, business goals and operational execution. I thrive in highly collaborative environments, working across Marketing, Commercial, Finance, Procurement, Legal, Regional Teams, Global Teams and external partners to bring ambitious ideas to life while balancing business goals, brand objectives and consumer engagement. Areas of expertise • Brand Experience • Experiential Marketing • Sponsorships & Strategic Partnerships • Consumer Marketing • Integrated Marketing • Budget Management • Stakeholder Management • Contract Negotiation • Marketing Operations • Project Leadership Passionate about building meaningful connections between brands, culture and people.📬 Let's talk? marianalamarao13@gmail.com

Country

City

Brazil

Industry

Marketing & Advertising

Skill

Orçamento, planejamento e previsão, Gestão de orçamentos de marketing, Patrocínios, Ativação de marcas, Ativação de patrocínio, Negociação de contratos, Execução de eventos, Produção de eventos, Relacionamento com clientes, Gestão de contas, Planejamento de projetos, Prospecção de clientes, Estratégia digital, Resiliência nos negócios, Mídia digital, Oratória, Vendas e marketing, Resolução de problemas, Estratégia de conteúdo, Liderança

Experience

Senior Project Manager | Experiential Marketing & Brand Partnerships

Agência California

2025-7 - Present · 1 yr 3 mos

São Paulo, Brazil

Dedicated to Budweiser's Experiential Marketing team, managing sponsorship programs, brand activations and consumer engagement initiatives across Brazil. • Manage large-scale brand initiatives across entertainment, music and sports platforms. • Coordinate projects executed across multiple regional markets. • Collaborate with Marketing, Commercial, Finance, Procurement, Legal, Regional Teams and Global Teams. • Participate in brand planning discussions, ensuring alignment between business objectives and experiential marketing initiatives. • Lead stakeholder management across agencies, event promoters, media platforms and strategic partners. • Conduct presentations, meetings and project management activities in English within multicultural environments. Key Projects: NFL Brazil, Tomorrowland Brazil, Lollapalooza Brazil, FIFA World Cup sponsorship activations, Budweiser proprietary event featuring Maroon 5 and international concert partnerships.

Atendimento | Project Manager

grupo UMAUMA

2022-11 - 2025-8 · 2 yrs 10 mos

São Paulo, São Paulo, Brasil

Gestão de projetos de live marketing e brand experience de marcas da AMBEV, como Budweiser no Lollapalooza, Corona Sunsets World Tour, Tour Bruno Mars com Budweiser, Tônica no Baile da Vogue, e Bud Zero no Tudum da Netflix, entre outros projetos corporativos, como o Grupo Boticário na Beauty Fair e o avião da Copa do Mundo para a GOL; • Atendimento e relacionamento com clientes, parceiros e agências; • Gestão de projetos simultâneos; • Participação ativa no planejamento estratégico para entregas de ativação de marca, eventos corporativos, patrocínios e campanhas; • Controle de budget e cronograma, elaboração de propostas e acompanhamento de fluxo financeiro, processo de faturamento e pagamento de fornecedores; • Contato com fornecedores para orçamento e execução, alinhamento e relacionamento com agências parceiras para a entrega 360° dos projetos; • Condução e liderança em reuniões (nacionais e internacionais) de briefing, estratégia e alinhamento com clientes e equipe; • Prospecção de patrocinadores e parceiros para eventos proprietários; • Participação ativa em concorrências; • Geração de relatórios pós-evento para análise de resultados; • Produção de eventos corporativos e para o público final em funções como: gestão de patrocínio, atendimento de marcas, produtora de camarim e produtora de acessos.

CONTENT PLANNER & COPYWRITER

grupo UMAUMA

2021-3 - 2023-1 · 1 yr 11 mos

São Paulo

Production of digital and print copys for brand experience materials for AMBEV franchises, participation in the annual and monthly planning of activations and contact with customers for approval of texts and pieces. Daily contact with the design team for the delivery of direction, delivery of content and execution of demands. Responsable for presentations and result reports;

Planejamento/Gestão de Tráfego

Estagiário Campeão

2020-8 - 2021-3 · 8 mos

Responsável pelas estratégias de conteúdo orgânico e pago, planejamento e execução de campanhas de tráfego pago e análise de métricas chave.

Account Executive

Nova Studio

2018-10 - 2020-12 · 2 yrs 3 mos

Petrópolis - Rio de Janeiro

• In charge of delivering briefings for the design, media and graphic teams based on each brand's guidance; • Managing tasks and projects, preparing the copywriting of the pieces and getting the approval of digital and printed pieces. • Present new campaigns and media opportunities for brands; • Prospect new customers; • Be the bridge between the media, creative, design teams and client.