Paula Guimarães

Lead the global partnerships and collaborations prospection, driving the introduction and positioning of FARM Rio in new markets through strategic outreach and relationship building. Conduct in-depth market, competitor, and trend research to identify emerging opportunities and culturally relevant partners that align with brand values and aesthetics. Utilize strong visual and imagery skills to collaborate with creative teams in developing innovative partnership concepts that effectively communicate brand stories and resonate with target audiences. Develop and present compelling partnership pitches, combining strategic insights with visual storytelling to gain alignment and enthusiasm from global partners. Manage the entire partnership lifecycle—from initial outreach and relationship management to pitching, negotiation, and execution—ensuring alignment with brand strategy and long-term business objectives. Serve as the primary host and presenter during first meetings with global partners, establishing trust and a collaborative foundation. Brief PR agencies and internal teams to maintain consistent brand positioning, messaging, and creative direction across all partnership initiatives. Monitor partnership performance and coordinate cross-functional teams to optimize collaboration outcomes, enhance brand visibility, and drive international growth.

Lead the development and execution of PR and communication strategies driving Viu Empordà’s exponential global growth. Manage strategic relationships with national and international PR agencies to secure high-profile coverage in key hospitality and lifestyle media. Develop and implement hospitality-focused strategies that connect the brand with premium venues, events, and experiences worldwide. Oversee digital channels communication and creative strategy to ensure consistent and engaging brand presence online. Conduct continuous market and competitor research to inform and adapt communication tactics aligned with current trends. Collaborate with creative teams to develop strong visual and narrative concepts that authentically represent the brand. Analyze campaign and communication results, using data-driven insights to optimize ongoing and future strategies. Oversee briefing processes for PR agencies and internal teams to ensure consistent brand positioning and campaign execution. Lead presentations and strategic meetings with media and hospitality partners to build and maintain impactful collaborations.

Creative strategy and digital communication efforts for Soho House Barcelona, focusing on elevating the brand’s positioning within the hospitality and lifestyle sectors. Collaborated closely with the global Soho House creative team to align local initiatives with international brand standards and achieve impactful, measurable results. Directed art and visual concepts for special projects, working hand-in-hand with Soho House’s creative members to develop unique content that reflects the brand’s exclusive, community-driven ethos. Managed community engagement and social media channels, driving content creation that enhanced audience connection and increased engagement metrics significantly. Conducted in-depth visual and image research to ensure all content and campaigns remained fresh, relevant, and on-trend with global cultural movements. Oversaw photography production and visual storytelling, crafting compelling narratives that positioned Soho House Barcelona as a premier destination for culture and lifestyle. Developed cohesive branding strategies that strengthened Soho House’s identity and fostered a consistent, immersive experience across digital platforms. Partnered with internal teams to optimize content performance using analytics, continuously refining strategies to maximize reach and engagement.

Plan and execute branding, corporate communications and public relations programs Development and execution of special projects / Collaborations Development of concepts for all communications materials Coordination of budget limitations and deadlines Coordination of all creative content

Branding Strategy Head of creative projects Casting for runways and campaign shootings Development of concept and art direction for fashion campaigns Executive Production of special projects and fashion campaigns Research of new talents/artists and upcoming art projects PR with partners, brands and media

- Branding strategy - New brands and fashion trends researcher - Head of the collaboration creative projects - Public Relations between the brands inside of the collab process - Executive Production of special projects and campaigns - Product design development within collaboration brands