Mariane Rezzuto Carvalho Homem

Led high-performing teams to consistently exceed business targets across Finance, AI and M&E verticals. Guided clients through complex measurement challenges, providing strategic solutions and actionable insights. Cultivated strategic client relationships and developed data-driven strategies to maximize TikTok advertising ROI. Empowered and mentored teams to become expert consultants, educating clients and agencies on advanced TikTok solutions, leveraging data and insights to establish industry best practices. Spearheaded data transformation initiatives within Content & Services industries, leveraging data hubs and RoBs to drive significant revenue impact.

Global support to Women Leaders, creating impacting empowerment actions.

Established Marketing Science and Marketing Operations teams structure to serve all company brands and platforms (e-commerce, stores, and online payments) by using marketing data integration and a holistic approach to support various marketing initiatives, including performance, growth, branding, live commerce, CRM, SEO, affiliates, and sponsorships. Established indicator parameters, championed full funnel approach, and spearheaded the development and operation of the Forecast, Marketing Mix Modelling (MMM) and Attribution Model (MTA) to ensure efficient resource allocation. Promoted A/B testing, analyzed campaigns metrics such as ROI, ROAS, CTR, revenue, market share, and gross profit to report actionable insights across all marketing disciplines to improve results. Established and managed strong relationships with media, research partners, and agencies, creating and automating insightful dashboards that provide actionable insights beyond the raw data for various stakeholders. Conducted marketing outcome analysis to generate consultative recommendations for the CMO. Analyzed customer journeys across regions to recommend and implement the most effective media mix, achieving optimized campaign performance.

Oversaw brand strategy, messaging, and customer journey optimization; ensured the consistency in brand messaging across all platforms; mapping the consumers’ journey and focusing on the consumers’ experience improvement. Defined & tracked marketing KPIs (acquisition, performance, retention) to optimize ROI. Led the development of the Annual Operating Plan (AOP) and meticulously planned and managed the annual budget. Hired and managed a network of outsourced partners, including advertising agencies and PR firms, to support our marketing initiatives. Developed and implemented a comprehensive content strategy and social media management plan. Leveraged paid media campaigns (incl. LinkedIn, Google, and Facebook Ads) to drive results. Utilized data analysis to inform strategies and implemented growth hacking tactics to achieve business goals. Led endomarketing, employer branding, and supported change management initiatives. Defined activations and sponsorship strategically, as well as created a proprietary event platform focused on brand building, networking, content, and experience. Built a book of business, ensuring the management and fulfillment of strategic goals, and developing associated agreements. Planned, developed, and implemented PR strategies and branded content. Mapped spokespeople and coordinated interviews.

Led Marketing, Performance, and Branding teams, crafting a global brand-building strategy for 32 LIDE BUs (EMEA, USA, LATAM) through multi-platform brandformance campaigns and events. Headed marketing strategy, execution, and launch for 6 group companies and their diverse portfolio (magazines, TV shows, events, content). Regionalized placements and managed the annual action calendar. Presented group advertising products/solutions, securing growth through targeted pitches in various countries across multiple markets. Secured new clients by presenting marketing solutions, and created relevant campaigns that maximize their returns. Built and managed executive-level relationships with advertisers, media agencies and clients; developed an understanding of their business challenges, marketing goals, and success metrics. Worked proactively and cooperatively with internal and external stakeholders to ensure workflows and projects are completed on time to a high standard. Quantified, tracked, and implemented continuous improvement of customer journeys across all touchpoints. Managed and grew post-sale client relationships by monitoring campaigns, analyzing results, and proactively taking action to improve. Analyzed indicators and trends to generate insights and devised actions/campaigns with internal design team and external advertising agencies (Talent, Africa, Ogilvy, etc.). Assisted, assessed, and provided feedback on processes and people. Analyzed and established departmental routines.

Media planning and deploy, brand engagement and digital strategy operation. Development of customer journey maps and automation of internal and external marketing and communication processes in order to provide the best CX. Ensuring strong connection between marketing calls-to-action and sales follow-up that drives net-new opportunities and velocity. Innovate and implement test and learn strategies, implement ongoing improvements and invest in tactics that drive scalable results. Partner with external agencies, to define communication plans, briefs, message strategy, and frameworks and guide differentiated storytelling as well as fomenting the collaborative culture. Managing day-to-day relationship with our agencies and provide clear direction based on concrete rationale. Creating strong narratives to drive sales and business growth.

Developed and executed shopper marketing strategies and creative for P&G (Pampers, Gillette, and Always) and Mercedes-Benz (Smart) brands. Defined and implemented category growth drivers, activation platforms, and in-store communication based on shopper and customer insights. Researched, ideated, and tested innovative retail solutions. Managed budgets, including procurement, tracking, and payments. Production of "Half Price" campaign for Mercedes-Benz Smart, winner of the Shortlist Bronze Lion at Cannes Lions (2009).

Creating a brand strategy (identifying the core audience and competitive opportunity and developing the brand platform) through design strategy (identity exploration, documentation, and implementation). By applying this, gain insights needed to develop a brand with a strong strategic base and the visual vocabulary to bring it to life.

Course focusing on current and relevant topics in data science, such as analytics, machine learning, modeling, big data, data mining, IoT, web crawling, deep learning and data architecture, relating them to the main issues of strategy, business models , technologies and decision making, with emphasis on the fundamentals, concepts and practical applications through real cases studies and market datasets.

Course focused in strategic vision and the elaboration of action plans based on the comprehension of consumption profiles. It's the first course to offer a deep humanistic education combined with marketing, research and management.

The course consists in theory and practice, stimulating the student through artistic disciplines and humanistic to develop critical capacity and skills in various languages of communication.