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.

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.

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.

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.

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.

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

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.

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.

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.

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.

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.

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.

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.

Luís do Vale é Diretor de Produtos Digitais do UOL, tem mais de 17 anos de experiência neste mercado, já tendo atuado à frente do marketing e outras áreas da empresa. Atualmente é responsável pela plataforma UOL Play e outros produtos da companhia.

Publicitária por escolha, Juliana Vilhena Nascimento é Chief Revenue Officer da FCB e Managing Director da FCB/SIX, a unidade de comunicação conversacional do grupo. Com um background que intersecciona operações, estratégia e tecnologia, acumula passagens por casas como F.biz, R/GA, e AlmapBBDO – liderando operações para marcas como Stellantis (FIAT, Abarth, RAM, Peugeot, Citroen e Jeep), Visa, Omo, Comfort, Bradesco Seguros, Nivea, Samsung, Motorola, HP, entre outras. Também é Presidente do Grupo de Atendimento e Negócios para o Biênio 24/25. conselheira do CONAR e colunista do B9 e do Women to Watch. Nas horas vagas, ela passeia com o Valentino (seu filho peludo!), devora livros e séries, e adora dar uma fugidinha de SP mundo afora.

Diretor de Tecnologia para Publicidade – Globo

Executivo sênior do setor – Moderador

Diretor de Planejamento experiente, com histórico comprovado de atuação na indústria de marketing e publicidade. Hábil em Estratégia Digital, Marketing Integrado, Publicidade, Arquitetura de Marca e Marketing Mobile. Profissional de desenvolvimento de negócios com formação pela Fundação Armando Alvares Penteado.

Profissional altamente qualificado, com mais de 20 anos de experiência em Desenvolvimento de Negócios, com ampla visão na área de Marketing e Vendas e liderança de equipes multiculturais de alta performance atuando em empresas multinacionais dos setores de games, periféricos, eletrônicos, automação e outros.

Expertise no desenvolvimento de novos mercados e negócios, bem como na elaboração de planos estratégicos executáveis ​​de forma ágil. Ótimo relacionamento com stakeholders atuando por meio de liderança colaborativa, perfil altamente motivado, hands-on e voltado para o negócio, com forte resiliência e longo prazo;

Alta Expertise em Marketing, Produto, Pricing, Sistema Tributário, Comunicação, Criação e implementação de estratégias de Trade & Digital Marketing, aliada à análise de indicadores de negócios e criação de processos, trazendo dados analíticos para o desenvolvimento de planos de ação, possibilitando à empresa tomar decisões assertivas.

Conquistas:

• Abertura de novas operações para Sony Media, PlayStation, Logitech e suas subsidiárias Astro Gaming, Blue Microphones, Ultimate Ears e Jaybird.

• Liderança em participação de mercado e crescimento do reconhecimento da marca.

• Novas equipes e estruturação de departamentos.

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.

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.

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.