Fernanda Safe

Led a special Brand Experience program for the Creator Economy, launching luxury brands MAC and Too Faced on TikTok Shop through proprietary events, brand communications, team leadership, and partnership negotiations.

Led prospecting, business development, venue expansion, and acquisition of national and international events, focusing on luxury hospitality in partnership with Club Med.

Advised multinational companies and scale-ups on growth and positioning strategies, focusing on new business models, media, innovation, social commerce, and AI. Led negotiations and stakeholder management to ensure execution excellence and revenue growth.

Developed B2B marketing programs connecting sponsors, media partners, and enterprise brands to the club's innovation hub, creating business opportunities and engagement through CRM and content strategies.

Conceived an AI-powered fan engagement initiative integrating experience and content for the 2024 Formula 1 Brazilian Grand Prix.

Led a global team of 25+ and the Vivo Empresas partnership ecosystem across IoT, Mobility, AI, and Digital Solutions, working with major automotive and industrial partners. Influenced a US$3B portfolio and generated US$500M+ in new revenue via international expansion and C-level negotiations.

Led five agile squads across B2C digital products, launching an omnichannel experience for 30M+ customers and increasing engagement, cross-sell, and upsell by 30%. Marketing automation, ABM, and AI initiatives generated R$3B+ in incremental revenue.

Led the iCarros B2B ecosystem, connecting automakers, dealerships, insurers, and the marketplace. Designed solutions that improved online sales performance (+35% sales; +45% market share) and managed P&L, pricing, scalable B2B2C models, strategic partners, roadmaps, and GTM KPIs/OKRs.

Led multidisciplinary teams of 12+ supporting Osklen fashion and H.Stern jewelry, expanding to 1,000+ points of sale in Brazil and abroad. Managed pricing, trade marketing, CRM, and omnichannel strategies, and negotiated with strategic suppliers in Italy and China.

Developed market intelligence, retail studies, and commercial strategies supporting the opening of 1,000+ stores in Brazil, coordinating franchise expansion.

Led regional brand campaigns for Google Cloud for Enterprise, managed the Top 50 Google Partners relationship program, and delivered go-to-market strategies and 15+ events across Latin America focused on acquisition, lead generation, and demand creation.

Designed an executive program and delivered a Retail Media trends keynote to 400 attendees. Applied data intelligence methodologies to accelerate AI use cases across eight business areas and structured a project roadmap to improve operational efficiency.

Completed an MBA in Marketing at FGV in 2015.

Completed a degree in Business Administration at IBMEC in 2011.

Completed a Business English program at UCSD in 2009.

Participated in an international executive immersion on Digital Ecosystems in China in 2024.