Mel Carvalho

• Accountable for leading over BRL 500 million in annual media investments, managing key accounts such as Bradesco, Cielo, Livelo, Bradesco Seguros, and BRF (Perdigão). • Development and implementation of integrated media strategies aligned with client business objectives, with a focus on growth, efficiency, and innovation. • Negotiation and management of large-scale contracts with media partners and strategic vendors, securing competitive conditions and measurable results. • Implementation of automation and AI-driven models (Omni, EchoIA, Meta Advantage+) that enhanced ROI efficiency and accelerated decision-making. • Mentorship and development of multidisciplinary high-performance teams, fostering professional growth and leadership succession. • Direct engagement with C-level executives, identifying new business opportunities and expanding the agency’s presence in strategic accounts. • International recognition: winner of 5 Effie Awards between 2023 and 2024, achieved through innovative strategies combining creativity, data, and measurable business impact. • Invited as a juror for the Effie Awards Brazil 2025, reinforcing leadership and relevance in the media and marketing industry.

• Directed strategic media initiatives for clients such as Cielo, Bradesco Seguros, Livelo, and Grupo Boticário. • Managed budget forecasting, financial planning, and KPI monitoring, ensuring accuracy and efficiency in decision-making. • Designed innovation projects and scenario simulations leveraging data and proprietary tools to enhance media planning. • Oversaw daily client management, ensuring flawless execution and identifying business development opportunities. • Coached and trained senior media talent, boosting performance and strengthening leadership pipelines.

• Led media strategy and execution for Cielo, managing annual investments exceeding BRL 150 million. • Developed full-funnel campaigns (branding + performance), with continuous ROI optimization and payback modeling. • Implemented measurement processes and performance dashboards to ensure transparency and data-driven decision-making. • Conducted strategic negotiations with media partners and platforms, achieving up to 60% savings in media costs and efficiency gains. • Managed a multidisciplinary team (Media, Performance, BI, and SEO), strengthening cross-functional synergy and accelerating delivery. • Supported new business development by presenting studies and strategic recommendations to prospective clients. • Recognized for the ability to integrate data and technology-driven innovation into media operations, elevating the team’s overall performance.

• Led media strategy and management for Cielo, overseeing multimillion-BRL investments across branding and performance initiatives. • Developed and executed integrated full-funnel campaigns, ensuring consistency between brand awareness and measurable business results. • Conducted strategic negotiations with media partners and digital platforms, achieving significant cost reductions and added value in media deals. • Implemented monitoring processes and KPI dashboards, ensuring transparency and real-time performance optimization. • Managed and developed the media team, focusing on continuous improvement, capability building, and high-impact delivery. • Supported digital transformation projects, integrating data, performance, and content into media planning.

• Led digital brand and performance media strategies for major brands including Vivo, Ambev (Budweiser and Brahma), P&G (Head & Shoulders), and Kraft Heinz. • Managed multimillion-BRL digital media investments, ensuring efficiency and performance in large-scale national campaigns. • Negotiated with digital platforms and publishers, securing strategic added value and competitive commercial conditions. • Supervised campaign implementation and optimization, focused on delivering against brand growth and performance KPIs. • Developed strategic reports and performance dashboards to track and optimize results in real time. • Contributed to new business pitches, supporting the acquisition of key accounts. • Managed and coached team members, fostering continuous learning and operational excellence.

• Responsible for planning and executing digital media strategies for brands such as Líder Baterias, Johnson Controls, and TeclaCenter E-commerce. • Managed digital media investments with a strong focus on performance, optimizing campaigns and driving ROI growth. • Developed measurement models and strategic reports, ensuring transparency and actionable insights for clients. • Led negotiations with media partners and platforms, securing added value and improved efficiency. • Supervised a support team, coordinating workflows and ensuring timely, high-quality delivery. • Recognized for introducing early processes integrating data and media, anticipating best practices later scaled in senior roles.

• Produced and edited news and institutional content, including scripts, reports, and visual storytelling. • Coordinated field production and newsroom workflows, managing multidisciplinary teams of reporters, camera crews, and editors. • Created multiplatform content, integrating TV and digital media to expand audience reach and brand relevance. • Managed editorial processes and teleprompter operations, ensuring smooth live broadcasts. • Recognized for turning complex information into clear, impactful narratives, a skill that became a differentiator in future media and marketing leadership roles.

- Meeting and attending clientes. - Building and managing communication channels. - Ideas for promotions and campaigns. - Content curator. - Interaction with users. - Analysis and reports.