Fernanda C.
Senior Marketing Lead
Open to offersNew to PlatformAbout
Fernanda C. is a seasoned Marketing Lead and design professional based in São Paulo with 14 years of experience in B2B Financial Technology, Retail, and Advertising Agency sectors, serving both national and Latin American markets. At Equals, she devised and executed comprehensive strategic marketing planning integrating branding and performance to grow brand recognition and drive lead generation, thereby achieving 117% to 200% of annual revenue targets. Fernanda excels in managing multidisciplinary teams, orchestrating digital campaign management, and presenting KPI-driven performance reports to leadership. She has overseen 360° project management, from concept to result analysis, including the launch of proprietary events and national trade show participation. Her background in visual identity management is complemented by extensive hands-on proficiency with tools like RD Station, Salesforce, and Adobe Creative Suite, ensuring brand consistency across all touchpoints.
Experience
Marketing Lead
Equals · 2021 — 2026Developed a comprehensive 360° marketing strategy that combined branding and performance to enhance brand recognition and improve lead acquisition. Built and directed a multidisciplinary team comprising content, design, performance, and events to ensure visual consistency and effective positioning across all platforms. Managed campaign planning and timelines to optimize ROI and facilitate revenue growth. Delivered performance reports to senior leadership, leveraging data analysis and key performance indicators such as CAC, LTV, and ROAS. Coordinated the proprietary event 'Equals Talk' and managed participation in industry trade shows to bolster brand authority. Oversaw market trend analysis to encourage ongoing testing and optimization efforts. Acted as the main liaison between internal stakeholders in sales, product, CX, and UX, and external partners.Design Analyst
Equals · 2020 — 2021Oversaw and refined the brand's visual identity while providing strategic guidance for digital campaigns. Developed and implemented social media and digital initiatives aimed at increasing follower counts and engagement levels. Created landing pages, email marketing, advertisements, and sales support materials, enhancing conversion rates over previous efforts. Contributed to the establishment of the YouTube channel by editing and animating videos for institutional and educational purposes. Designed the website layout for the Raio-X product, managing its production and launch. Handled the presentation of performance reports to senior management in the absence of the marketing lead.Graphic Designer
Equipa Group · 2019 — 2020Adapted key visuals for point-of-sale materials while ensuring compliance with the international brand guidelines for clients such as YSL, Lancôme, and Dior. Implemented changes that significantly reduced reprint rates linked to sizing errors, thereby decreasing waste and operational costs.Creative Analyst
AM4 · 2018 — 2019Designed visual identities for digital channels and produced edited and animated content for YouTube and various social media platforms. Selected for key strategic projects due to the consistent quality of deliverables.Graphic Designer / Design Intern
Tática Web · 2012 — 2017Contributed to graphic design projects in the regional advertising agency, focusing on visual communication and design.
Skills & Expertise
Education
- MBA in Global Marketing ManagementUSP EACH · — — 2026
- Bachelor’s Degree in Visual Communication and DesignCentro Universitário de Volta Redonda (UniFOA) · — — 2015
- Postgraduate Degree in Art Direction in Advertising and Visual ArtsCentro Universitário Braz Cubas