Paula Righetti

Brand Strategist

PROFILE

Creative brand strategist with more than six years in advertising, winner of two Cannes Lions, experience with brand activations, UX, consumer behavior, market research (quantitative and qualitative) and go-to-market strategy. Managed strategy deliverables including initial planning, marketing implementation, monitoring, optimization, analysis and reporting of complex acquisition and brand marketing goals across high-profile clients. Dual citizenship: Brazilian / American. FREELANCER

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Ketchum Inc. – Creative Strategist - Client: European Travel Commission

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Studio Ideas - Qualitative Research Analyst for Food and Beverage Market research WORK EXPERIENCE

Digital Strategist Freelancer, Sideways-NYC, Nov. 2014 – may 2015 Client: Logitech

• Improved brand experience through digital strategies and online activations.

• Led primary and secondary research to develop the product and create an efficient digital strategy.

• Guided improvements in ecommerce and social app according to audience’s UX.

• Managed SEO, SEM and metrics-driven display advertising. Digital Strategist, Brazilian Presidential Election Campaign, Mar.2014-Oct. 2014

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Supported the presidential campaign for candidate Aécio Neves, by managing the digital strategy and creating online activation for the campaign.

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Analyzed data from Social Analytics including Google Analytics and Facebook insights.

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Led real-time strategic recommendations for official websites and official social networks across multiple audiences.

Senior Account Planner, Lua Propaganda, Nov. 2011- Dec. 2013 Clients: Kiss FM, Lifan Motors, Lonely Planet, Estate Government of São Paulo, São Paulo City- Hall, Cult Magazine

• Awarded two Cannes Lions for Kiss FM.

• Reported in directly to creative director and actively participated in conceptual development of creative campaigns.

• Monitored and interpreted social and cultural trends for clients business.

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Guided target and market research for creating strategies and/or branding to clients. Concept –

Digital Creative Planner, DMI Comunicação, Nov. 2010 - Oct. 2011 Clients: GBarbosa, Imovelweb, Palmolive, Coelba, Perini

• Planned and created digital activations.

• Coordinated Social Media staff to cultivate the developed strategy for each brand.

• Managed strategy for Facebook apps created across target’s UX.

• Guided the strategy for social advertising (Facebook Ads, Twitter Ads, Linkedin Ads). EDUCATION

Bachelor degree in Advertising at Fundação Armando Álvares Penteado - 2009 Digital Media Planning –

FGV - SP 2011

Planning Bootcamp –

Miami Ad School –

ESPM - SP 2010