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Karen Gonçalves Alhanati

@karengonalvesalhanat

Marketing & Institutional Communications Manager at JA Rio de Janeiro, building Super Futuro and leading a campaign featured nationally.

Brazil

Message

At JA Rio de Janeiro, I own marketing and institutional communications across the organization’s audiences. I built the Super Futuro program brand from scratch and led Dia D Voluntariar 2026, a culturally led campaign that earned national coverage in O Globo and on TV Globo.

At Hurb Technologies, I repositioned the brand around accessible travel and created a road-based package that reached 30% of package sales. Earlier, at Procter & Gamble / Coty, I launched Nioxin in Brazil and grew System Professional Luxe Oil’s net revenue fivefold through an influencer ambassador program.

Experience

Work history, roles, and key accomplishments

Current

Marketing & Institutional Communications Manager

Current

JA Rio de Janeiro

Aug 2025 - Present (1 year 1 month)

Owns full marketing and communications strategy for the organization in Rio, leading a team of four and reporting to executive leadership. Built and led Dia D Voluntariar 2026 campaign, earning national coverage in O Globo and TV Globo.

Marketing Strategy Communication Skills Brand Positioning Campaign Management PR Influencer Marketing Content Production Agency Management KPI Reporting Budget Management

Business Leader — Packages Vertical

Hurb Technologies

May 2022 - Dec 2023 (1 year 7 months)

Owned a vertical end to end in a consumer tech environment, repositioning the brand around accessible travel and creating a road-based package that reached 30% of total package sales. Ran competitive analysis and optimized campaigns with a test-and-learn approach, delivering ROI above 200%.

Business and Market Diagnostics Brand Positioning Product Strategy Campaign Execution Performance Analysis Competitive Analysis Test and Learn Cross Functional Collaboration

Marketing & Branding Consultant

Independent Consultancy

Jan 2021 - Feb 2022 (1 year 1 month)

Ran integrated campaigns end to end for beauty brands, including market research, positioning, launch, digital media, and influencer programs. Tracked competitor moves and cultural trends to optimize performance.

Market Research Consumer Research Positioning Digital Media Influencer Marketing Competitive Analysis Performance Optimization

Product Marketing & Communications Manager

Procter & Gamble / Coty

Jun 2013 - Jan 2018 (4 years 7 months)

Led the Brazilian launch of Nioxin end to end, shifting the conversation to hair thinning and running a phased rollout. Expanded System Professional Luxe Oil and quintupled net revenue through an influencer ambassador program, and repositioned Sebastian Professional as a trendsetter brand.

Product Launch Brand Positioning Influencer Marketing Agency Management Channel Strategy Budget Management B2B Marketing B2C Marketing