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Corporate Communications & Marketing Executive

Miami, FL
February 19, 2020

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Ligia Braun

Miami, FL ***** +1-917-***-****

Marketing & Communications executive

Multi-lingual marketing and communications executive experienced in numerous transactions and special situations, including marketing strategy, rebranding, philanthropy, corporate social responsibility, legal and regulatory issues, mergers and acquisitions, crisis management and strategic communications counseling to senior management on issues impacting corporate reputation. Proven crisis communications expert and high-profile issues management. Collaborative partner, leader and successful marketing and media strategist who generates targeted publicity making a tangible impact on business. Hands-on, focused, consultative professional with solid business acumen and excellent written and verbal skills, both in English and Portuguese. Professional Experience

SellersFunding Corp. 2018 – 2019

Marketing Consultant (Miami, FL/ Jan – Mar 2019)

Developed and implemented a comprehensive marketing plan for a fast-growing pioneer fintech startup, including advising on brand positioning, managing affiliate program, assisting in optimizing design and UX of the SellersFunding App, managing offline and online events and leading content development (blog, webinars, social media and website), digital marketing and public relations, working closely with business development colleagues and the CTO. Investor Relations & Affiliate Programs Consultant (New York, NY/ Aug–Dec 2018) Supported investor relations activities working closely with the CEO and developed the startup’s affiliate program overarching strategy and structure, coordinating and establishing agreements with existing prospective referral partners and managing mutual marketing initiatives. BNY Mellon 2007 – 2017

Vice President & Director, Corporate Communications (New York, NY/ Jan 2016 – Nov 2017) Led strategic and critical corporate communications projects for a global leader in investment management and investment services, including: assessing the company’s crisis communications framework and working against a detailed project plan for identifying gaps, areas for improvement and coordination, and centralizing playbooks and materials, working diligently with various groups around the company who touch crisis and incident communications and being instrumental in helping to drive discussions and progress on companywide efforts; served as the point person on supporting a variety of corporate communications efforts, including sensitive financial, regulatory and legal issues, and recovery and resolution planning; and took on primary responsibility for business continuity planning and communications, including joining a number of simulations and rehearsals of high-level corporate crisis situations as the communications point person.

Vice President & Latin America Head of Corporate Affairs (Rio de Janeiro, Brazil/ 2013–2015) Developed and implemented strategic external communications, media relations, crisis communications and internal communications, community programs and corporate social responsibility plans across Latin America. Managed integrated executive, corporate and financial communications programs – spanning media and investor relations, internal communications, executive profile-building and thought leadership – to support stakeholder engagement and advance business reputation and growth objectives, acting as an adviser to senior leaders. Positioned CEO as corporate thought leader; sold in strategy recommendations to senior executives and educated them on best practices in corporate philanthropy. Recipient of two internal excellence awards for building the company’s brand and reputation in the face of huge challenges. Leader of crisis communications and change management communications efforts in Brazil, Argentina and Mexico – defending BNY Mellon’s business practices and reputation and positively positioning a new local management team with the media. Crafted a series of client communications to arm the front-line staff with our story and coordinated an internal communications strategy to allow senior management to personally deliver critical messages and assurances to our staff. And worked with a local PR firm in Brazil to turn the media coverage from sensational and non-factual -- to balanced and objective, making a tangible impact on the company’s ability to retain and win new business. Vice President & Latin America Head of Marketing & Communications (Rio de Janeiro, Brazil/ 2010– 2012)

As primary media contact in the region, exercised constant judgment about how to most effectively position the company in key communication vehicles and manage press coverage. This required adapting to and managing different demands from within the business and having the ability to deal with considerations dictated by a variety of internal and external constituents, including senior management, press, regulators, clients, government and political officials. Developed and executed strategic communications programmer for all businesses in the Latin America region, including investment management, wealth management, asset servicing, depositary receipts, corporate trust and treasury services in Brazil, Argentina, Chile and Mexico working with local PR firms when necessary; coordinated internal and external corporate communications, media relations and internal campaigns; partnered with executives to develop the messaging platform to increase awareness of the company and its capabilities; developed and executed all executive and employee communications programming.

Brazil Head of Marketing & Communications (Rio de Janeiro, Brazil/ 2008–2009) Designed and participated in BNY Mellon Brazil's first international exchange program, having had the opportunity to spend 3 months in New York City and Pittsburgh learning about the company’s global marketing and communications strategies to implement them in Brazil. Managed six professionals and one public relations agency in the country and major projects included strengthening executive communications internally by conceiving and implementing successful local internal communications campaigns including ones around client focus and expenses management. Worked directly with the CEO in Brazil on several different strategic projects not related to marketing and communications, including the development of an allocation model for business partners’ costs, analysis of legal entities’ general ledger, revision of local policies and procedures and more. Marketing Manager, Asset Management Brazil (Rio de Janeiro, Brazil/ 2007–2008) Managed projects and initiatives to increase marketplace visibility of the company’s asset management division in Brazil and furthering the BNY Mellon brand awareness strategy; developed marketing plans directly linked to key business objectives; protected and enhanced the company’s image through advertising, client events, marketing materials, investment communications, media relations, sales presentations, investment funds’ factsheets and due diligence questionnaires (DDQ/RFP). Major projects included the merger of Bank of New York and Mellon Financial and BNY Mellon’s acquisition of ARX Capital Management.

AmBev – Brazilian subsidiary of Anheuser-Busch InBev (ABI) 2005 – 2006 Trade Marketing Manager (GTM) (Campinas, Brazil/ 2006) Coordinated the company’s trade marketing programs in the region including managing the budget, events and trade marketing staff. Campinas is the 10th richest city in Brazil, with a GDP which represents almost 1% of all Brazilian GDP. Currently, the city concentrates 10% of industrial production of Brazil. Trainee (Rio de Janeiro/ São Paulo/ Recife, Brazil/ 2005–2006) Recent college graduate selected among twenty thousand candidates for a five months comprehensive rotation program aiming at understanding the company’s entire operation and strategy focused on trade marketing and sales followed by a five months hands-on experience. Managed trade marketing budget, sales teams’ incentive programs and supported annual trade marketing planning and budget setting.

Undergraduate internships (Rio de Janeiro, Brazil/ 2002–2004)

• Maxima Asset Management (2004): client services

• Accenture (2003): retail consulting

• IBM (2002): technology sales


• Executive MBA in Finance, Invest. & Risk at FGV-RJ (Fundação Getúlio Vargas)/ 2011 (ABD)

• B.S. in Industrial Engineering at PUC-RJ (Pontifícia Universidade Católica)/ 2004

• Digital Marketing course at General Assembly/ 2018

• International Business, Marketing Strategy, Principals of Management, Operations Management and Corporate Finance at Business School at State University of New York (SUNY New Paltz)/ 2004

Language skills

• Portuguese as native language

• Fluent English – bilingual proficiency

• Advanced Spanish – professional working proficiency

• Basic knowledge of French and Hebrew – elementary proficiency Computer skills

• Proficient in Microsoft Office

• Advanced knowledge of digital marketing tools, CRM systems and email marketing applications

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