Looking for a job

Larissa Toniolo

@larissatoniolo

Marketing & Communications Manager at Lucky | U and Nomah by Calu, grew e-commerce revenue 65% through a consumer-led strategy.

Brazil

Message

At Lucky | U and Nomah by Calu, I own marketing strategy and hands-on execution for two Brazilian lifestyle brands. I designed a consumer-informed e-commerce growth strategy that increased revenue by 65% and improved ROAS from 5.8 to 9.0.

At The Estée Lauder Companies, I adapted global beauty and fragrance strategies for Brazil, including a Tom Ford Oud Wood campaign that grew sales 57% in three weeks and generated R$1M+ in earned media. I also built Nomah by Calu from the ground up, shaping its positioning, branding, website, content, and influencer strategy.

Experience

Work history, roles, and key accomplishments

Current

Marketing & Communications Manager

Current

Lucky | U & Nomah by Calu

Jan 2023 - Present (3 years 9 months)

Owns marketing strategy and hands-on execution for two Brazilian lifestyle brands, including market analysis, positioning, brand, content, social media, paid media, influencers, partnerships, e-commerce, events, and commercial initiatives. Operates with a lean internal structure and high autonomy, driving growth and performance optimization.

Brand Strategy Integrated Marketing Market Analysis Positioning Content Strategy Social Media Paid Media Influencer Marketing Partnerships Ecommerce Event Marketing KPI Tracking Agency Management Gen Z Marketing Consumer Insights ROAS optimization

Marketing & Communications Coordinator

Lucky | U & Nomah by Calu

Sep 2020 - Dec 2022 (2 years 3 months)

Developed integrated campaigns from concept through execution and coordinated agencies, suppliers, creators, and commercial partners. Used consumer insights, market research, competitive analysis, and sales data to guide product, communication, and channel decisions across B2C and B2B initiatives.

Integrated Campaigns Agency Coordination Consumer Insights Market Research Competitive Analysis B2B Strategy B2C Marketing

Marketing & Communications

Sociedade Hípica Paulista

Aug 2019 - Sep 2020 (1 year 1 month)

Planned and executed marketing and communications for large-scale premium sports and lifestyle events, including CSI-INDOOR 2019 with 24,000+ attendees. Secured and managed 25 sponsors for a premium equestrian event and managed digital communications across Instagram, Facebook, WhatsApp, and email.

Event Marketing Sponsorship Management Digital Communication Social Media Stakeholder Coordination

Marketing Analyst

The Estée Lauder Companies

Sep 2015 - Aug 2019 (3 years 11 months)

Managed Brazilian marketing initiatives for global luxury beauty and fragrance brands including Tom Ford Beauty, BECCA Cosmetics, AVEDA, and Bumble and bumble. Adapted global brand strategies to the Brazilian market and executed integrated go-to-market plans across digital, influencers, PR, events, retail activations, and commercial teams.