Rosa Calheiros e Menezes

I joined EF to test my business skills in a large, complex organization, and to learn how leadership, communication, and systems work at a global scale. It’s an 18-month rotational leadership program, where I’m working within Cultural Care Au Pair across growth, operations, sales, and marketing, often travelling across markets. It’s been a humbling and exciting shift from my startup background to a company with tens of thousands of employees worldwide. I’m learning to work with all kinds of people, navigate large organizations, and understand how culture shapes behavior and decisions, while providing as much value as I can. The product I work on actually changes lives, and I’ve been given the rare chance to work with and learn from the leaders who’ve helped shape it over the years.

Supporting executive leadership in driving growth initiatives across a portfolio of internet-based businesses at the forefront of AI. Managing operational processes and executing strategic projects across product development, content, marketing funnels and business operations. Focus: scaling digital businesses through operational efficiency and growth experimentation.

As a freelance business strategy consultant, I helped founders in various industries refine their positioning, optimize their digital presence, and develop actionable growth strategies. Key areas of focus included: - Positioning and messaging: Clarified target audiences, value propositions, and offers to align with business goals. - Digital presence optimization: Turned LinkedIn profiles and other platforms into trust-building assets through detailed checklists covering keywords, banners, headlines, and more. - Lead generation support: Laid the groundwork for effective strategies by creating clarity around messaging and audience needs. - Process improvement: Built Notion databases and SOPs to streamline workflows, enhance efficiency, and ensure consistency. - Project management: Organized tasks, set timelines, and maintained clear communication with clients to ensure seamless execution. This role allowed me to sharpen my skills in strategic thinking, communication, and problem-solving while delivering practical solutions that empowered small businesses to move forward with confidence.

(Yes, part-time roles deserve a space in the experience section too) Working at Si Paradiso was the hospitality role I didn't know I needed. I was surrounded by an outstanding team. The managers were exactly what I could ever ask for, and I'd still be positively surprised every week. It was also the first restaurant I worked at that had a (paid) weekly 'power hour', where we'd learn, taste, reflect, and discuss. I learned a lot about food, coursing, wine, and especially, people. It also deepened my understanding of customer service and what it's like to provide high-end experiences - something that, turns out, I love. Unfortunately, my time in Perth came to an end, and with it, my time at Si Paradiso. Though the duration was short, the value added was lasting. I'll always remember this one :)

My first (part-time) hospitality role. To complement my Master's degree, I worked part-time as a waitress in one of Utrecht’s busiest restaurants. It sharpened my eye for detail and shaped a strong customer-focused approach - something I’ve carried into every role since. Shifts could be demanding and the ability to manage and captivate people had to be always present. I grew comfortable working in a dynamic and fast-paced environment, and learned the ability to see customers as individuals, reading each one’s different needs and desires. I did my best every day to provide guests with the best possible experience, and I found the feeling of fulfillment that came with it to be truly amazing.

A very interesting research project on education and entrepreneurship for refugees’ labor market participation and return migration.

▪️Cum Laude

▪️Merit Diploma