Theodora Farran

- Lead coordinator of Budweiser’s music platform, overseeing end-to-end campaign strategy, content production, and execution across all channels (digital, trade, D2C, on & off, etc). - Managed a marketing budget exceeding BRL 50MM (~USD 10MM), ensuring efficient resource allocation and high-impact results. - Planned, developed, and executed Budweiser’s full activation for Lollapalooza Brasil 2025, overseeing campaign rollout, in-person activations, and content production. - Collaborated with global and regional teams to adopt best practices, ensuring brand consistency and innovation. - Presented strategic reports and performance insights to senior leadership and C-level stakeholders. - Coordinated cross-functional efforts with legal, PR, creative teams, ensuring seamless execution across all project stages. KEY PROJECTS Professional Fans – Budweiser (2024) Transformed Budweiser’s concert sponsorships into an immersive consumer experience by hiring two “Professional Fans” to attend and create content for all sponsored shows.

- Led mid-to-long-term brand strategy, overseeing communication planning and campaign development. - Managed portfolio strategies across core, zero-alcohol, and “stand out” categories, ensuring alignment with business objectives. - Coordinated content production for high-profile events, including Lollapalooza Brasil, Tomorrowland Brasil, Bruno Mars Tour, Lenny Kravitz Tour, Paul McCartney Tour, TUDUM Netflix, and the NFL Game in Brazil, managing on-site execution, content planning, approvals, and agency coordination. - Conducted pre- and post-campaign performance analysis, using data-driven insights to optimize future initiatives. KEY PROJECTS: Budweiser x JBL Collaboration – Licensing & Co-Branding (2024) Managed the 360° marketing strategy for Budweiser’s partnership with JBL, from product launch to digital activation. - Campaign reached 5 million impressions, boosting brand affinity among Gen Z audiences. Pace x Budweiser Collection Launch (2023) Led the cross-functional project for Budweiser’s collaboration with Pace, from product design to market rollout. - The limited-edition collection sold out within the first week of launch.

- Managed social strategy, brand guidelines, and trade initiatives, collaborating with creative agencies and commercial teams. - Oversaw end-to-end project execution, ensuring timely delivery and alignment with brand standards. - Developed and presented performance reports to leadership, highlighting campaign results and strategic insights. KEY PROJECTS: Chopp Brahma Express FIFA World Cup Activation (2022) Oversaw project execution for Chopp Brahma Express’s World Cup campaign, including events activation, content production and promotion strategy. - Achieved 20% higher engagement compared to previous sponsorship initiatives.

• 2022 Annual Planning for Chopp Brahma Express • Implementation and promotion of the cashback tool for Chopp Brahma Express • Restructuring of workflow processes • Development of the passion points strategy for Chopp Brahma Express • Strategy development for the Chopp Brahma Carnival 2022 project • Creative team management (MediMonks) • Development and execution of the launch strategy for Brahminha on the Chopp Brahma Express website and physical stores • Influencer strategy for Chopp Brahma Express

Responsible for the strategy and execution of the global brand's social media: Stella Artois. Developed the brand guide in collaboration with the CPB+ team and the social guide, with a primary focus on Twitter strategy. Established routines with the responding team to drive higher engagement and interactions with our brand, creating opportunities to join trending conversations and make the brand more humanized. Projects delivered: - Villa Stella Domo Edition 2020 - Reality Fora da Rota 2020 - Stella Recipes (regional project)

- Created and implemented social media guidelines, Q&A playbooks, and brand content strategies. - Supported campaign execution, ensuring consistency across digital platforms and customer touchpoints Projects Delivered: • 2022 Annual Planning for Chopp Brahma Express • Implementation and promotion of the cashback tool for Chopp Brahma Express • Restructuring of workflow processes • Development of the passion points strategy for Chopp Brahma Express • Strategy development for the Chopp Brahma Carnival 2022 project • Creative team management (MediMonks) • Development and execution of the launch strategy for Brahminha on the Chopp Brahma Express website and physical stores • Influencer strategy for Chopp Brahma Express

In 2019, I joined Ambev as an intern in the supply area at the CSC. My duties included optimizing some processes related to closing orders and negotiating with suppliers, agencies, and marketing producers up to R$50K. In addition, I had the opportunity to develop a project, following the White Belt methodology, together with draftLine and Media Systems to design an effective purchasing flow for Ambev's internal agency. Since the entire draftline process was still very new and there was no standard, I closely followed the day-to-day and execution of the processes, thus being able to understand the agility we needed to have. Together with the team, I developed new rules for the process and a purchasing flow that was transferred to both the supply and marketing perspectives.

Strategic communication agency, where I worked in the area of creation, development, and strategy monitoring for regional clients such as AUROK, Papai Salim, La Chica de Oro, CB Produções, Via Appia, InBeauty Luxury, Escola Visconde de Sabugosa, Dr. Fábio Thuler, Odonto Vitória, Les Amies, among others.