Victoria Santana

• Brand Marketing: enhance the brand experience through business convergence, expanding Disney+ campaigns and high-priority films, series, and brands. Ensure that campaigns, events, and activations achieve growth and key performance metrics. • Brand Partnerships: responsible for connecting Disney+ IPs with brands through a strong foundation in strategy, creativity and operations, driving engagement, business impact and authentic storytelling. • Cross-Department Collaboration: facilitated multiple business project, such as Commercial and Ads, Partners, Consumer Products, Cinema, Sports and Events.

• Strategic Marketing Integration: planning and execution for mkt campaigns, ensuring alignment across multiple business units. • Franchise Management: strategies to increase engagement and sales for evergreen franchises (Disney, Pixar, Marvel, Star Wars and National Geographic), driving brand awareness and consumer loyalty. Leading 360 mkt projects encompassing digital and experiential marketing efforts, ensuring cohesive branding. • Campaign Optimization: Collaborate with analytics teams to monitor and optimize the performance of campaigns, ensuring measurable outcomes and KPIs are met.

• Expanded Scope & Brand Management: promoted to oversee brand partnerships and sponsorship projects to support brand launches and events, leading commercial team to integrate branding premises into commercial proposals and ensure compliance with global guidelines and approvals. Worked on media, production, and activation deliverables to maximize brand value during events. • Strategic Planning Partner and Sponsorships: led strategic planning to determine which Disney products are promotable and identified attributes that add value to partnerships. Coordinated with partner brands' marketing teams and agencies to implement and execute plans. • Approval & Compliance: managed local, regional, and global approvals for sensitive categories (e.g., financial and health) and legal issues (e.g., children’s advertising). Ensured all projects adhered to necessary regulations. • Creative Direction & Implementation: drove creative processes by working with the Creative team or external agencies to develop activation ideas, campaign layouts and concepts. Oversaw production and implementation of relevant content and events. • Optimization & Cross-Functional Integration: focused on optimizing internal investments and aligning cross-functional interests to achieve cohesive marketing strategies.

• Department Creation & Strategy: key role to the establishment of the Integrated Marketing department post-merger of Disney, Fox and ESPN, aiming to provide a holistic view across business lines (Consumer Products, Retail, Cinema, Streaming, TV Channels, Digital, Events and Parks) and same brands plus Pixar, Star Wars, Marvel and National Geographic, aligning communications and optimize investments. • Brand Management: managed branding campaigns for Disney, Pixar, Fox/20th Century, ESPN and National Geographic. Led initiatives such as the repositioning of Disney Princess with a localized song by Agnes Nunes, including strategic planning, artist and influencer engagement, media and digital planning, creative material development and event activation. • Cross-Functional Alignment: coordinated initiatives across business lines, such as aligning Consumer Products and Cinema for launches like Frozen. Managed events including Disney Magic Run and Disney on Ice and oversaw partnerships and sponsorships with third-party brands (e.g. Bradesco, Peugeot, Samsung, McDonald's and Vivara). • Channel Synergy & Media Planning: designed media plans and strategies for channel synergy, mapping priority initiatives and optimizing media channels. Implemented CRM strategies to enhance consumer engagement and conversion. • Diversity & Inclusion Initiatives: led marketing efforts for diversity, equity and inclusion projects such as partnerships with institutes and the creation of an audiovisual project promoting diversity. Developed and executed media and press plans to support these initiatives, with research team collaboration on consumer impressions. • Consumer Journey Mapping: addressed challenges in mapping the consumer journey across various intermediaries (e.g., cinemas, licensed products) and developed strategies to enhance consumer engagement in areas with direct consumer contact (e.g., Parks, Streaming).

• Partnership Strategy Development: developed and implemented partnership models, managed brand prospecting translating brand values for co-branded campaigns and promotions, coordinated approvals and events for franchises fans, trade events and promotional roadshow. • Campaign Management: oversaw media, digital, influencer marketing, activations, events, press and trade plans to enhance film partnerships and 360º activations. • Event Coordination: managed logistics for film premieres, cast visits and major events including CCXP, Game XP, BGS and Bienal do Livro. Executed special projects like the Bohemian Rhapsody premiere at Allianz Parque, featuring a cover band contest, early movie screening and a live performance by Malta and Frejat in partnership with Universal Music.

• Talent Coordination: managed the visit of international cast for CCXP. Oversaw all aspects of press events and external activities, including talent, entourage, staff, suppliers and hospitality team management. • Schedule Execution: coordinated the schedule and logistics, ensuring smooth operations from arrival through event conclusion. • Hospitality Management: directed the hospitality team at the hotel, managing interactions with suppliers, agencies, journalists, influencers and cast. Handled accommodations, event preparations and on-site coordination. • Event Logistics: conducted pre-event preparation in the office and managed on-site activities, ensuring seamless execution of events and interviews.

• Communication Plan Development: co-created communication plans for national and international film releases, including major titles such as Batman vs. Superman, Wonder Woman, and Fantastic Beasts. Involved in media, digital, trade and press/publicity strategies with a focus on strategic partnerships and events. • Strategic Partnerships: played a key role in prospecting and securing partnerships with third-party brands and in-theater promotions to enhance film visibility. • Events: coordinated planning and execution of high-profile events, including film premieres São Paulo and eight other key capitals, CCXP, the Fantastic Beasts Global Fan Event and promotional tours for international film casts. • Autonomy & Leadership: demonstrated initiative by independently prospecting companies, negotiating partnerships and leading agency teams for event coordination and partnership development. • Achievement: achieved the Tower of Excellence award from Worldwide Promotional Alliances and Partnerships for the Storks (2016) campaign, recognized for outstanding promotional programs across all territories.

• Strategic project planning from briefing to execution; • Interface with areas of media, creation, writing, graphic production, social media and finance; • Trends and consumer research; • Support in digital positioning and customer service; • Development of communication plans and promotional initiatives; • Brands: Revlon, Medley, Montana Grill, Suzzara, Mozack, Continental Pneus and Mercedes Benz Brasil.

• Service and sales in stores at Disney's 4 parks and resorts; • Cash closing and inventory management; • Highlight: Achievement of “Great Service Fanatic Cards” recognition from colleagues, leaders and customers.

• Support in brand positioning and campaigns; • Development and deployment of layouts; • Interface with graphic production team and social media.

• Teaching individual and group classes; • Development of dynamics for different age groups.

• Customer service in the themed areas of the Wizarding World of Harry Potter; • Operations, organization and cleaning.

Projetos entregues: • “Bonito no Prato” - Imersão no problema da fome e agricultura familiar, chegando na dinâmica de feiras livres e identificação de oportunidades para operação de resgate de alimentos em boas condições. • “Tramma” - Pesquisa etnográfica do universo de mães e sobre a complexidade da falta de apoio de mães solo. • “Lelia Presidente” - Projeto de Design Experimental e de Projeção de Futuros dentro do tema política no Brasil, com foco em instigar inteligências artificiais a imaginarem um futuro com uma Presidenta Negra no Brasil, inspirados pela figura da Lelia Gonzalez. • “Identificando oportunidades estratégicas para o Magalu” - Construção de própria ferramenta estratégica para contextos complexos e empresas com o modelo de negócio chamado de “plataforma”, através de conceitos de Metadesign.

TCC: Planos de Comunicação e Branding do MIS Campinas (Museu da Imagem e do Som de Campinas).