Natasha Sanchez de Paula

Project leadership in marketing, performance, and communication within Mastercard's services division, serving financial institutions, fintechs, retail, consumer goods companies, and more. Development of strategic marketing proposals to drive the growth of our clients, their solutions, and Mastercard’s presence in the Brazilian market.

National company in the education sector (K12), listed at NASDAQ (ticker: ARCE). SAS BU is a content and technology provider for +1,100 schools and 400,000 students; · In-charge of developing and implementing corporate marketing strategy; leadership of branding, 360º communication, media, inbound, brand experience, digital, branded content, growth, social networks, events, PR, trade and product marketing. · Restricted marketing area by implementing a solid growth platform targeting school owners, parents, professors and students. · Developed a new market and brand positioning (brand attributes definition, tone of voice) for SAS, the most premium and rentable BU of Arco Education. · Member of the Executive Committee; participation in the definition of corporate strategy in interface with peers from other internal areas. · Reporting to the CEO; managing a team of 18 professionals.

· Responsible for developing marketing strategy, branding and awareness initiatives, 360º comm, social media & content, PR, events, partnerships, retail calendar, internal communication, and employee insights. · In-charge to create brand & retail campaigns (cross-channel), focusing on promoting products, collections, and services to achieve business objectives. · Led the brand repositioning project, conducted the process to TV awareness strategy. · Reporting to the Marketing Director; managing a team of 11 professionals.

· Developed a new Digital Marketing, PR and influencers strategies, establishing the brand as the #1 makeup Brazilian brand on Social Media platforms. · Implemented initiatives towards improving media purchase; social media awareness, programmatic media, and tracking of results concerning sales growth. · Managed PR and marketing agencies (programmatic media, awareness and social). · Developed brand repositioning project to bring more diversity, inclusion, and racial equality. · Assigned focal point of the BU for ESG matters · Led the Crisis Committee and troubleshooting within the digital ecosystem.

Projetos de reposicionamento de marca para quem disse, berenice? (grupo Boticário) e Deca.

· Responsible for managing 360º comm, social media & content, digital platforms (app and website), customer care and brand experience. · Implemented a new digital marketing strategy towards changing consumer habits, recurring purchase in digital platforms and physical stores. · Supported various initiatives on My Starbucks Rewards and new product development. · Made Instagram a key platform for Starbucks Brasil and achieved 300K followers in Mar’2017 (2x the followers in 1 year). · Reporting to the Latam Marketing Director; team of 4 professionals.

· Marketing point person for major US retailers for Benefit Cosmetics: Macy's and Belk, Birchbox, HSN TV sales channel. · Developed and executed marketing initiatives towards increasing traffic to stores, improving customers experience in store and boosting sales.

· Supported the full structuring of Marketing for Benefit Cosmetics in Brazil driving company growth; communication, campaigns, brand strategy, awareness, product, pricing, PR, digital, social media, influencers, brand ambassadors, product portfolio, launches and innovations, retail marketing, promotions and events. · Worked closely with Sephora in the development of joint marketing campaigns; contributed to turn Benefit Cosmetics the #1 makeup brand at Sephora Brasil.

Part of the team responsible for developing Marketing Strategies for the startup in Brazil: positioning, comm, campaigns, products descriptions, media. Launch event.

- Participated on product development projects for two Brazilian local brands (Brastemp and Cônsul), product features conception, development, marketing researches and new project launches. - Worked on competitor analysis to build new strategies, follow tendencies and develop market innovation that could influence the company’s business.

Student’s Company focused on Marketing Consultancy for real corporations, such as Domino’s pizza and P&G.

Marketing and Advertising School in São Paulo, Brazil. Minor in Branding.

Trabalho de conclusão de curso: “A beleza que é de verdade - marcas, comunicação digital e o corpo feminino”. Orientação Prof. Dr. Sérgio Bairon

Curse about how markets evolve and how well your product or service satisfies end-user demands. Studies in Brand's architecture to understand the components of a brand and what brings it to life; development of a plan that differentiates your product from the competition and fosters brand loyalty with consumer base. Master the skills required to devise and implement strategies that build strong brands.

Studies on stiles and ways of lidership in the contemporary business atmosphere, related to the society, big companies and powers.