Speakers

Jonatas Calábria has over 20 years of experience in the wholesale and retail sector. He currently serves as Marketing Manager at Assaí Atacadista, responsible for areas such as Retail Media, Visual Merchandising, Trade Marketing, and Events. Jonatas holds a degree in Social Communication from Centro Universitário Sant’Anna and a postgraduate degree in Communication and Marketing Management from USP.

Carlos Lacerda is the Director of Retail Media and Strategic Partnerships at Pague Menos.

With 20 years of experience, he has been working in retail since 2010, holding positions in various areas of communication/marketing and e-commerce.

He holds a degree in advertising, a postgraduate degree in Business Administration, an MBA in Marketing, and a master’s degree in competitiveness management with a focus on retail.

Carlos has worked in branding, campaigns, digital marketing, e-commerce, marketplace management, category management, sponsorships, events, visual merchandising, incentive campaigns, social media, public relations, and CRM. He has experience in national and multinational companies as well as advertising agencies.

18-year experience in the advertising and media market, working for some of the largest Brazilian journalism and entertainment groups, such as Valor Econômico, Editora Abril and Rede Bahia (Rede Globo Affiliate), as well as technology and media multinationals (AdTechs), such as Mercado Livre – Mercado Ads, Rakuten Advertising, Kwai and now Pic Pay Ads.

Over ten years of experience in digital media commercial area, with strong knowledge in lower-end funnel projects focused on ROAS and CPA, awareness raising and branded content. Solid knowledge in retail media, working in advertising market training.

Business plan relationship, training, and preparation with the largest agency groups in the Brazilian market, and with key intermediary channels among clients and partners to generate business opportunities and boost revenue for both parties. Experience in multicultural environments, especially in Asian companies which operate in Brazil, and in the Latin American market. 

Responsible for expanding the advertising market through the relationship and education of advertising agencies on the Kwai platform – one of the largest short video networks in the world. Graduated in Advertising from FAAP, with an MBA in Business Management from FGV. Advanced level of English and Italian.

João leads the Digital & Data department at Heineken Brazil. With 20 years of experience in digital media and CRM, he has worked at Diageo and Unilever and has experience in consulting and digital agencies, both in Brazil and Australia, serving major clients across various segments. João holds a degree in Marketing from ESPM and a Master’s in Economics from the University of Sydney.

Flávio de Oliveira Araujo is a marketing specialist with a degree in Advertising from FMU and Executive Marketing from Ohio University. Flávio has deep expertise in Media, Data, and Marketing Technology. He is currently the Media & BI Manager at Grupo Boticário.

Graduated in Business Administration, with an MBA in Business Management from FIA, in Digital Transformation from MIT, and in Digital Transformation Strategies from the University of Cambridge. Thaise has extensive experience in digital retail. Working in e-commerce since 2007, she has led the area in retail, consumer goods, and startup companies, with a tenure at Unilever as E-commerce Director and LATAM E-commerce Sr. Manager. She is the founder and managing director of Compra Agora, a B2B marketplace focused on connecting neighborhood retail with industries and distributors.

Paula Guz is the Director of Commercial & Growth at Zé Delivery/Ambev and previously served as the Head of Operations at Draftline Brazil, a content and creativity studio primarily focused on consumer behavior and needs revealed on social media. The initiative began with a pilot in Brazil and has since expanded to 15 other countries. She also participated in the project led by Ambev in producing live streams in partnership with artists from various musical genres. Before that, she dedicated nearly five years to AB InBev as Head of E-commerce Media, Marketing Integration Specialist, and E-commerce CRM Coordinator.

Eric Matos is the Retail Media Manager at Casas Bahia – Ads. With over 19 years of experience in the commercial sector, Eric has worked at companies such as PicPay, a pioneering company in Financial Media in Brazil, Americanas, Coty, and Walmart. He studied Social Communication and Business at Anhembi Morumbi and holds an MBA in Marketing, Branding, and Growth from PUC-RS.

With a solid background in E-Commerce, Trade Marketing, and Market Intelligence, has managed projects and operations across distribution channels for various categories and brands. Successfully implemented business plans with partners (JBP) and led Retail Media campaigns focused on conversion metrics and sell out. Expertise in consumer insights and purchasing behavior studies to optimize strategies.

Marcos Valentini is the Senior Ecommerce Manager at Kimberly Clark Brazil. He led the development of marketplace operations (in and out) at Fast Shop and has been leading the e-commerce team for one of the largest personal care product industries in the world for the past three years, closely monitoring the evolution of the ecosystem and retail media solutions.

Marketing, External Communication and Retail Media Senior Manager at Tenda Atacado, a chain with 43 stores and a strong presence in e-commerce. With over 20 years of experience in Marketing and Communication, she has gained vast knowledge working at renowned companies such as Assaí Atacadista and Lojas Cem. At Tenda Atacado, she leads a team of over 15 members in the areas of Media and Promotion, Digital and Institutional, Visual Merchandising, and Retail Media. Played a strategic role in planning and structuring the retail media area, which was successfully launched in November 2023. Under her leadership, the team has implemented effective marketing strategies that strengthen the brand, engage customers, and drive revenue.

Graduated in Business Administration, Paulo Sérgio has worked in Retail for over 12 years. At GPA he worked in the Commercial and Purchasing areas; He is currently Retail Media, Data and Monetization Manager. An expert on the topic, Paulo is responsible for the Company’s Retail Media strategy, which allows brands to insert their advertisements within physical points of sale, on websites or applications, using a qualified database for hyper-personalized campaigns.

Head of Sales and Agencies at Magalu Ads, leading the executives team that brings advertising solutions to the market within Magalu ecosystem. With over 20 years of experience in the advertising industry, he has worked at major companies in the sector, including Meta, Amazon/Twitch and Globo, and has also served on the board of IAB Brazil.

Retail Media Manager at Daki, with extensive experience in B2B relationship management, focused on sale and analysis of Retail Media for FMCG partners. Worked at Rappi as a Monetization Key Account Manager, responsible for major players in the pharmaceutical, personal care, and cleaning sectors; and Nielsen, responsible for analytical deliverables and providing data-based insights supporting client’s strategic decisions. Rodrigo is recognized for his ability to integrate digital media strategies with commercial objectives, maximizing return on investment for his partners.

Senior strategic & results-driven executive with solid experience acquired during 14 years working on Trade Marketing and Sales, in both national and multinational consumer goods companies (Nestlé, BRF, Colgate Palmolive, Seara/JBS and Ypê), with strong leadership, team development and ability to restructure areas based on in-depth analysis and shopper studies.

With over 16 years of experience in relationship building, partnerships, and business development across the technology, media, e-commerce, loyalty, and mobile sectors, I’ve navigated diverse landscapes, from the dynamic environment of small startups to major market leaders, both nationally and internationally.

Experience in managing Commercial, Operations, and Media Performance teams
Specialization in business development across various sectors (Retail, Media, Loyalty, Projects, and Platforms)
Building departments from scratch
Exponential team growth

With 15 years of experience spearheading initiatives in growth, profitability and operational efficiency across Latin and North America, she holds a Bachelor’s degree from FGV and an MBA from Yale University. Her diverse background includes roles as a business director, strategy consultant, and entrepreneur, with positions at industry leaders such as Procter & Gamble, PwC, and Uber. Andrea is also a strong advocate for ESG and social businesses, actively promoting impact-driven projects throughout her professional journey.

Mel Carvalho is the Head of Media at AlmapBBDO, with over 17 years of experience in communication, media, and business development. She holds an MBA in Marketing from ESPM and has managed business operations and major media campaigns for national and global advertisers such as Cielo, Havaianas, BRF, Bradesco Seguros, Livelo, Vivo, and P&G. Her career includes leadership roles at major advertising agencies like Wunderman Thompson and Agência Africa, where she led cross-functional teams and developed innovative media strategies for leading market advertisers.

Global Head of Marketing at Expedia, spearheading strategic initiatives that enhance brand visibility and accelerate growth. With a focus on data-driven decision-making, he leads cross-functional teams to achieve campaign results that add value to the brand and the business.

Vinicius Hamburgo is the Data & Product Director at WMcCann. With over 10 years of experience in Technology, Digital Products, and Data, he has served as a Product Manager at Gupy, a startup providing solutions for the HR market, and at Cargox, where he led the Data Science and Business Intelligence teams, in addition to being responsible for the strategy of data product development and machine learning projects. Vinicius holds a degree in Social Communication from PUC-SP and an MBA in Business Management from ESPM-SP. He highlights the creation of a data lake as a transformative project in his career, revolutionizing the way data is made available. Today, he contributes to accelerating the digital business of brands such as Chevrolet, Itaipava, TNT, L’Oréal Paris, Seara, Francis, among others.

Professional with over 10 years of experience in Digital Marketing, responsible for strategy, planning, and creation of media buying campaigns for various clients, data analysis with web analytics, and managing BI teams. Additionally, he has extensive experience in people management and development.

With 20 years of experience in marketing, trade marketing, digital, strategic planning, and sales, she is an administrator with a postgraduate degree in Advertising and a specialization in Digital Marketing. Her career has focused on creating and transforming profitable businesses in both national and multinational companies such as Itaú-Unibanco, Hypermarcas, and GPA. She led the development of the Retail Media area for the Carrefour Group Brazil for the past 6 years, where she received the Innovation in Retail award from the IBEVAR 2022 Ranking for the Digital Signage project. She is currently working on Retail Media consultancy projects for regional retailers.

Consultant specialized in data projects aimed at optimizing marketing and business results, with a degree in Social Communication from ECA-USP and a postgraduate degree in Business Consulting from FIA.

She has over 12 years of experience working with leading companies in the financial, technology, retail, and education sectors, managing and developing projects in Digital Analytics, Media Performance, Measurement, and Optimization of Results. Her work has contributed to operational efficiency, higher ROI from campaigns, and empowering teams to use data effectively for business returns.

Currently, she is a professor of the Campaign Measurement and Optimization course at IAB Brazil. She was the Chair of the Retail Media Committee at IAB Brazil in 2023, where she focused on disseminating and advancing knowledge of retail media within the ecosystem and brand strategies.

Graduated in Public Relations from Cásper Líbero and with a postgraduate degree in Communication and Marketing Management from the University of São Paulo (USP), Thalita Martorelli has been working in the Communication and Marketing field for nearly two decades.

Her professional journey includes experience at companies such as Gol, Unidas, and Cielo, where she is currently responsible for the Marketing and Communication Directorate, leading the areas of Branding, Digital Channels, Institutional Communication, Creation, Media & Marketing Intelligence, and CRM.

Peterson Fernandes holds a degree in Marketing from the University of São Paulo, with a specialization in Digital Marketing. With 17 years of experience in the marketing, media, and technology platform sectors, he has built a solid career working at major agencies such as Y&R and AlmapBBDO, as well as contributing to the development of media platforms like Yahoo and Uber Advertising. His expertise in digital strategies and innovation makes him a reference in the industry, connecting brands to significant results through creative and technological solutions.

A professional with over 15 years of experience in consumer goods, specialized in sales and digital transformation. For the past 8 years at Kenvue, she has led the e-commerce strategy and execution in Brazil. A pioneer in developing retail media and omnichannel strategies, focusing on innovation and conversion, continuously improving the consumer journey.

Fernando Paiva is the eCommerce Director for LATAM at PepsiCo, with 15 years of experience in sales, marketing, trade marketing, and digital commerce. An administrator with a postgraduate degree in Business Economy, has a solid career in CPG’s industries, such as Bauducco & PepsiCo, managing different sales channels & customers during his career, with an omnichannel approach and growth mindset.

Professional with over 15 years of experience in Digital Marketing, Media (both online and offline), and E-commerce. Currently, leads the Digital (B2C, B2B, and D2C) & Media divisions at M Dias Branco, a leading food industry in its sectors. Previously held positions at companies such as Cogna, Carrefour, Pão de Açúcar, among others.

As a Senior Executive with over 15 years of experience in Retail and Digital, João Peixoto has excelled as Commercial Head of Digital Operations and Director of E-commerce at a national level. Recognized for his strategic skills and business relationships, he was responsible for successfully implementing the creation of e-commerce operations, from prospecting and negotiating partnerships to establishing Darkstore networks and developing delivery apps. His trajectory is marked by the ability to accelerate business growth, ensuring financial viability due to his solid experience in Retail Operations, which brings shortcuts and cost reduction to the projects he works on.

Fabiana Manfredi has over 24 years of experience in the advertising industry. In September 2024, she took on the role of CEO at Impulso, the media solutions company of the RD Saúde group, with the mission of solidifying the company’s position as the leading retail media player in the national wellness, beauty, and healthcare sectors.

A key part of the expansion strategy includes the Digital Out-of-Home (DOOH) solution, which is expected to reach 7,900 digital screens across 1,700 Raia and Drogasil pharmacies.

Before this challenge, Fabiana led business units at companies such as Mercado Ads, part of Mercado Livre, and X (formerly Twitter). She also worked in media roles at award-winning global agencies such as Omnicom, WPP, and Dentsu.

Fabiana was a finalist for the Caboré Award in 2022, currently serves as a board member of the IAB and MMA, and is a former board member of CENP.

Journalist, advertising professional by action, and a mother of two boys, she is also a passionate cook in her spare time. With 20 years of experience in the advertising industry, she has built her career in the media department. For 7 years, she worked at FSB, Brazil’s largest corporate communications agency, leading the media and data department, specializing in integrated communication and crisis management. For the past 7 years, she has served as National Director at Artplan, responsible for integrating ideas and planning with activation touchpoints and KPIs. Additionally, she leads the technical training team at Dreamers Group, focusing on internal development, clients, and market outreach, as well as the agency’s retail media business unit.

Professional with over 15 years of experience transforming data into strategic insights that drive business growth. Throughout my career, I have led high-performance teams on complex Data and Analytics projects, with a focus on Data Governance and innovative solutions. I am currently a Business Manager in Brazil, leading the marketplace and data branch at Brainlabs, where I was previously responsible for data leadership for the marketplace both in Brazil and Europe.

My experience includes managing teams in multicultural and multinational environments, with strong skills in solving complex challenges sustainably. I am recognized for my effective communication with C-level stakeholders and for aligning data initiatives with the organization’s strategic objectives. Additionally, I have extensive global experience, including leading teams in Canada and managing remote teams in the United Kingdom. I leverage data and technology to develop marketing strategies that deliver real results for clients.

With 18 years of experience in the advertising market and education from institutions such as Insper, FIA, and Mackenzie, their career has spanned various segments in major companies like Grupo Abril and Alpargatas, as well as over 10 years working in Big Techs, including Google and currently TikTok.

As the Industry Lead for Retail, Fashion, QSR, and Education at TikTok, they develop strategies to help these industries achieve their business objectives, driving results through the platform in an authentic and creative way.

Janaína has been dedicating her professional career to the Retail Media sector since 2019, when she began at Dunnhumby. There, she was responsible for managing the Operations and Measurement area for clients such as RD Ads, GPA, and other retailers across Latin America. Over the past year, she was part of the launch of Unlimitail in Brazil, a joint venture between Grupo Carrefour and Publicis, where she worked on sales strategies and Retail Media operations for the company, serving all the group’s brands—Carrefour, Sam’s Club, and Atacadão. Currently, she is part of the Mediabrands team as Director of Retail Media and Commerce, designing strategies and consulting on full-funnel Retail Media projects for the company’s clients.

Academic background in Computer Science from UCP with a specialization in Data Science from FIA-USP. He has served as a lecturer in postgraduate courses at ESPM, FIA, and Comschool. With over 30 years of experience in audience measurement and e-commerce projects at companies like Kantar Media and GfK Barcelona, he has published several international papers in the fields of market research and automated data collection. He is currently the founding partner and CEO of Forekast Tecnologia.

Formação acadêmica em Ciências da Computação pela UCP com especialização em Data Science pela FIA-USP. Foi professor nos curso de pós graduação na ESPM, FIA e Comschool. Experiência de mais de 30 anos em projetos de medição de audiência e comércio eletrônico nas empresas Kantar Media e GfK Barcelona. Publicou vários trabalhos internacionais no campo de pesquisa de mercado e coleta de dados automática. Atualmente é sócio fundador e CEO da empresa Forekast Tecnologia.

Pedro is the Head of Growth for Topsort Brazil, bringing over 12 years of experience in digital advertising sales, account management, and product marketing for medium and large enterprises. Previously, he served as Head of Advertising Solutions & Product Marketing at Kuaishou Technology (Kwai) for Americas and as Client Solutions Manager at Meta. His diverse background also includes roles in banking, consulting, and technology. Pedro holds an MBA from the Massachusetts Institute of Technology (MIT) and an electronics engineering degree from the Instituto Militar de Engenharia.

Pedro é Head de Growth da Topsort Brasil, trazendo mais de 12 anos de experiência em vendas de publicidade digital, gestão de contas e marketing de produto para empresas de médio e grande porte. Anteriormente, atuou como Head de Soluções de Publicidade & Marketing de Produto na Kuaishou Technology (Kwai) para as Américas e como Client Solutions Manager na Meta. Sua trajetória diversificada também inclui funções em bancos, consultoria e tecnologia. Pedro possui um MBA pelo Massachusetts Institute of Technology (MIT) e é formado em engenharia eletrônica pelo Instituto Militar de Engenharia.

Sales Director at Groovinads, a full funnel platform that allows clients to implement multiple personalized solutions according to their specific needs. With a post-graduation in behavioral economics and decision making, I have a deep understanding of consumer behavior and how to influence it through effective marketing strategies.

Previously, I was a Team Lead Manager at Taboola, where I managed and trained a high-performance sales team that achieved over 200% of their annual targets for two consecutive years. I was responsible for delivering workshops and trainings to agencies and clients, mapping Taboola’s products and market needs, and developing branded content via publisher partnerships. I have also won several awards and honors for my innovative and efficient ideas, such as the Criteo Global Hackathon Genius Edition (2017) and the Taboola Innovation Sprint Winner 2021.

I am passionate about delivering the best solutions for my clients, leveraging my expertise in display and video ads, programmatic and branded content, DCO, DOOH and retail media. I am also committed to fostering long-term partnerships and generating results that benefit both my company and my customers. I am always seeking to apply and learn from the latest trends and research in behavioral economics and neuroscience, as well as to live my personal values of innovation, excellence, and collaboration at work.

Laís Politchuk – Gerente de Performance, Farmácias Pague Menos

João Werner is General Manager at VTEX