Herbert Barlow

Fettástica is a 9-year-old pizza brand from João Pessoa. As co-owner, I've been co-accountable for the bottom line of an operation that reached ~R$4M in annual revenue. In 2023, I took on shared accountability for the brand's overall results; from 2025, I focused on launching and running our 1st branch in São Paulo, owning the combined bottom line of the flagship and the new operation.

⇝ Business

Worked as Layoff/position eliminated at Career Break.

Career break period.

Owned brand and content for LATAM at Otter, a global SaaS foodtech, with support to EMEA & APAC. Localized product and go-to-market content, led rebranding across multiple markets, and grew organic traffic ~60% in 6 months.

Otter is a fast-growing global SaaS foodtech within the restaurant and delivery industry. I fully owned brand and content for LATAM, with ongoing support to EMEA & APAC, collaborating across 3 continents, 7 markets, and multiple languages as the connective tissue between global product, growth, and local teams.

⇝ Product Marketing & Go-to-Market
• Worked with the local LATAM and Global PMM teams

The marketing operation existed, but without structure, metrics, or consistent tracking. I organized that work — attribution, KPIs, and processes — turning scattered data into decisions and growth. Structuring, measuring, and optimizing is the part of the work I enjoy most.

⇝ Built out revenue attribution and analytics, establishing the KPIs and reporting that turned a scattered operation into a

Owned brand identity, positioning, and go-to-market for virtual brands in LATAM. Launched 8+ brands end to end, delivering 700+ orders in the first 3 months for the first brand, and developed pricing strategies.

Future Foods was City Storage Systems' virtual-brands arm, creating delivery-native food brands deployed through local kitchen operators. I owned the brand identity, positioning, and go-to-market of virtual brands for the LATAM market (MX, CO & BR) – a fast, data-driven build-test-scale model that pushed me to learn fast and adapt.

⇝ Brand Building & Go-to-Market
• Owned 8+ virtual brands end to

Worked as Career transition at Career Break.

The American Chamber of Commerce is a +100 year-old institution which promotes corporate best practices and trends, bilateral commerce and investment opportunities, as well as connecting the private and public sectors.

⇝ Team Management: Led a team of 7 collaborators from various areas, such as CRM, Content & Audiovisual, conducting regular feedback 1:1s and team meetings. Responsible for definin

The Instituto Brasileiro de Ensino, Desenvolvimento e Pesquisa [IDP] is an renowned higher education academic institution focused on Economics, Social Policies, Business and Law. In 2021, they launched their Communications, Creativity and Arts School.

⇝ Support on development of social presence and strategies for the new Escola de Comunicação, Criatividade e Artes [ECOM]

⇝ Social benchmark anal

⇝ Digital Area Structuring: Responsible for structuring and expanding the company's digital area, increasing the team and internalizing processes.

⇝ Optimization of Digital Presence: Led the optimization of the company's entire digital presence, resulting in a notable increase in key metrics. We registered an average increase of 14% in website visits in 2021, a 26% growth in the number of Instag

Think4 is an agency focused on digital, social and live marketing demands for a variety of clients.

⇝ Developed a social intelligence & paid media team within the company to improve performance and content insights for all key clients

⇝ Strategic and editorial planning and operations

⇝ Paid media management

⇝ Social monitoring

⇝ Key clients include Inframerica (Aeroporto de Brasília e Natal

⇝ Content designing for several key clients, from various market segments (tourism, retail, travel...)

⇝ Development of social presence for Brasilia’s International Airport – primary and most inspiring account for over 3 years

⇝ First contact with influencer marketing, editorial planning, live coverages and programmatic media

⇝ Beginning of personal passion for data analysis and perfomance meas

⇝ Developed the company’s digital voice at a time when companies were starting to migrate to social/content marketing

⇝ As my 1st full-time non-intern experience, my planning and management skills started to develop

⇝ Graphic design intern

Volunteered at a cerebral palsy residential centre.

Worked for Scope Drummonds in Feering, England, as a volunteer on a cerebral palsy residential centre.