I am a design and creative professional in the broad sense. I have designed stores in 5 continents, led the rebranding of 3 of the world’s most valuable brands and developed hundreds of 360º campaigns. But, I have not done this alone, I have developed a passion for force-multiplying creativity. I strive at finding and developing talent, building creative teams and creating processes that consistently generate world-class work.
Oh, and I love doing it!
SUMMARY
Extensive experience in advertising and integrated marketing campaigns.
Extensive experience in UX, experiential and digital designs.
Extensive experience in brand identity, packaging and environmental designs.
Skilled in both 2D and 3D design practices.
Over 18 years in global brand identity management.
Proven team leader and builder.
Native Portuguese, fluent in English and working knowledge of Spanish. U.S. Citizen.
EDUCATION
2016
University of Maryland - Robert H. Smith School of Business
Executive education
PEAK Performance - Leadership.
2014
Northwestern - Kellogg Business School
Executive education
Consumer marketing strategy.
2007
Harvard Business School
Executive education.
AIGA - Business for design leaders.
2000
Purdue University
Masters, Visual communications design.
Summa cum laude
1994
Universidade Santa Úrsula - Rio de Janeiro, Brazil
BArch, Architecture and urban design.
PROFESSIONAL EXPERIENCE
2020 - Current
AMAZON
Head of Creative Amazon Prime NA
As the first dedicated creative team to Prime NA, I lead a small yet effective team focused on delivering innovative creative executions for new benefit launches, as well as acquisition and retention strategies. My role encompasses ensuring overall brand alignment, maintaining consistency, and enhancing the efficiency of the user experience across all Prime touchpoints, from the initial signup process to the integration of new features. This involves a deep understanding of both the brand ethos and the needs of our users, allowing us to create a seamless and engaging experience that encourages loyalty and satisfaction. Through collaboration and strategic thinking, my team aims to drive impactful results that contribute to the overall success of Prime NA.
Head of Brand Amazon Fashion and Fitness - Executive Creative Director
Creative, Content, Merchandising and Production.
As Head of Brand I managed 3 teams (~60 talented folks) in charge of all merchandising, styling, content, campaigns and brand development for Amazon Fashion and Amazon Luxury stores. We brought to life the “Fashion for All” positioning by featuring real stories about real people in over 30 shoots and more than 20 campaigns. In addition, my team launched several firsts for Amazon such as Augmented reality virtual try-on, Merch on demand, Made for you and Prime try before you buy programs. All this work has brought Amazon to challenge the rank of #1 preferred brand amongst consumers shopping for clothes in the US.
Executive Creative Director - Head of Creative Studio Physical Stores
Hired to create and manage a creative team to launch the Amazon Fresh brand. Developed the visual and brand identity system, 360º launch and brand campaigns, product and category introductions, in-store marketing guidelines and social guidelines. Launched 22 stores and created a system to maximize efficiencies of future launches. In addition, I managed the design, content and publication of the weekly circular.
2019 - 2020
HILTON WORLDWIDE
Head of Global Creative Studio.
Managed a multidisciplinary team of 40+ FTE and 20+ contractors in 3 global locations (Washington DC, Glasgow and Singapore - I opened this location to support APAC). Implemented and managed a charge-back business model that saved the business over 8 million in outsourcing dollars. Supported all brands in Hilton’s portfolio and was full agency of record for 3 of them. Moved the team from a creative services model to a value add internal creative agency offering a full suite of services from design to advertising to strategy and production. Managed the global graphic production agency and order system for branded materials for over 6000 hotels.
2017 - 2019
FIFTEEN4
Chief Creative Officer.
Transformed a video production company into a full service creative and design agency. Acquired first B2C clients including Sony Electronics, Vineyard Vines, Columbia, Amazon and Under Armour. Became “agency of record” for Ciena, one of the worlds largest providers of network solutions. Led the repositioning of the Amazon Prime Video brand.
2012 - 2017
UNDER ARMOUR
Senior Creative Director, Global Consumer Experience.
Created and led Under Armour's first retail and environments creative team.
Key responsibilities included:
• Store and store-in-store design language
• Global retail campaigns
• In-store presentations
• Trade show design
• Retail fixture design
• Interactive displays
Key accomplishments:
• Designed global fixture package used in over 800 locations
• Developed over 100 product launch campaigns
• Redesigned Under Armour's full packaging system
• A.R.E. store of the year award for Chicago flagship. (team member)
• Designed a fast-rollout design system to open 40 stores in China in 6 months
2010 - 2012
SONY ELECTRONICS
Global Creative Director Brand Experience.
Hired to build the first retail creative team for Sony Electronics North America. Developed product launch and seasonal 360 campaigns, created a new in-store communications design language and was creative lead on the award winning global retail format.
Moved to the brand team to lead the new global brand design system for Sony Electronics based on the visual merchandising language created for the global retail system.
2002 - 2010
MOTOROLA
Global Brand Design Director.
Grew the Global Image Design team from a 2 person operation to a global 25 member multidisciplinary team responsible for:
• Brand design
• Product launches
• Retail design and experience
• Packaging design
• Creative outsourcing
• Event design
• Asset creation
Key accomplishments:
• Design and development of the global Motorola store format
• Launch of the iconic RAZR, SLVR and PEBL products
• Development of over 100 consumer campaigns
• 2 A.R.E. store of the year awards
• 10 CES booth designs with 2 "best in show" awards
• Redesign of the Motorola packaging system including over 1600 SKUs.
2000 - 2002
HIRANO DESIGN INT.
Design Manager / Art Director.
1997 - 1998
O ESTADO DE SÃO PAULO
Art Director - Digital Experience.
1994 -1997
CAUDURO MARTINO (Lippincott Margullies in Brazil)
Senior Designer