Thaiza Akemi

I lead the Creative Capabilities team, a strategic hub that unites branding & design, sponsorships & experiences, communication, and media. This structure was created to integrate the bank’s most powerful levers of brand building into a single force, combining creativity, cultural relevance, and business impact. In this role, I’m responsible for ensuring that Itaú is not only consistent but also constantly evolving, shaping culture while driving measurable results. From orchestrating partnerships and large-scale cultural moments to designing brand experiences and media strategies, my mission is to make creativity a true business capability inside the bank. By bringing together diverse disciplines under one vision, Creative Capabilities expands our ability to: // architect brand and design strategies that are timeless yet adaptive; // amplify cultural presence through sponsorships, partnerships, and experiences that matter; // maximize impact across communication and media, connecting the bank with millions of people daily; // fuel innovation by treating creativity as a strategic resource that drives growth.

At Itaú, I lead a multidisciplinary powerhouse that brings together content, advertising, media, and employee branding - all connected under a unified Masterbrand strategy that is deeply anchored in business growth and cultural relevance. Over the past years, I’ve driven some of the bank’s boldest moves to stay culturally connected: from making history with Madonna’s record-breaking concert on Copacabana Beach, to producing the open-air play starring Fernanda Montenegro at Auditório Ibirapuera, now in the Guinness World Records. My team’s work spans iconic partnerships like the historic collaboration with Caze TV, and powerful storytelling platforms like the original series hosted by Fernanda Torres, where we brought names like Boca Rosa, Chitãozinho & Xororó, Rebeca Andrade, Luiz Fernando Guimarães, Adenia and Caze together to talk openly about money and culture. We’ve celebrated these cultural milestones while earning recognition at Cannes Lions and driving real business results, with strategies for FIFA World Cup, Rock in Rio, and always-on social content that keeps Itaú’s voice relevant in every conversation that matters. Above all, I’m committed to building teams that feel safe to experiment, push boundaries, and connect our brand with Brazil’s ever-evolving culture.

I started my journey at Twitter by spearheading a groundbreaking initiative in Latin America that involved connecting top creators on the platform with brands that were not yet fluent in the cultural language of Twitter and therefore struggled to engage with their audiences authentically. Over time, I grew into a global leadership role where I oversaw operations across the Americas (North, Central, and South) and drove significant revenue growth for the company while improving the quality of content from our brand partners. Thanks to my experience at Twitter, I have developed a deep understanding of the power of social media to drive engagement, build brand awareness, and foster meaningful connections with customers. I believe that effective communication on social media requires not only a nuanced understanding of cultural nuances and trends but also a deep commitment to authenticity, creativity, and innovation.