Luciana Fontes
@lucianafontes
Experienced marketing executive specializing in go-to-market strategies.
What I'm looking for
As an experienced marketing executive with over 10 years in go-to-market strategies and product marketing, I have successfully launched and scaled products for major consumer brands. My career highlights include spearheading the largest telecommunications deal in Latin America and launching innovative marketing campaigns that significantly boosted revenue and customer engagement.
In 2023, I relocated to the US to deepen my understanding of the market, enhancing my skills through programs at Wharton Business School and UC Berkeley. I founded Soulbay LA, a direct-to-consumer athleisure brand, where I lead branding, e-commerce, and marketing strategies, focusing on community engagement and strategic partnerships.
My passion lies in understanding consumer behavior and creating meaningful products that provide value. I thrive in dynamic environments where I can leverage my expertise in integrated marketing campaigns and cross-functional leadership to drive brand growth and market expansion.
Experience
Work history, roles, and key accomplishments
Founder & Marketing Lead
Soulbay LA
Jan 2024 - Present (1 year 6 months)
Founded Soulbay LA, an athleisure DTC brand, developing its brand strategy to integrate fitness, mindfulness, and healing practices. Led brand strategy, product portfolio, A/B testing, and go-to-market execution across digital and experiential channels.
Head of Integrated Marketing, New Verticals
Oi Telecommunications S.A.
May 2022 - Present (3 years 2 months)
Led growth marketing for new revenue streams including Health, Lifestyle, Home, and Solar Energy, orchestrating go-to-market strategies from ideation to execution. Created and led a multi-channel A/B testing lab to validate hypotheses and improve MVP identification and product strategy.
Senior Manager, Mergers & Acquisitions—Business Transformation
Oi Telecommunications S.A.
Jun 2020 - Present (5 years 1 month)
Spearheaded Chapter 11 transformation, driving asset sales and business model restructuring, particularly in the FTTH sector. Negotiated complex deals with investors, securing a $2.5B acquisition by BTG Pactual.
Senior Marketing Manager, Integrated Marketing: Consumer & SMB
TIM Brasil
Nov 2017 - Present (7 years 8 months)
Responsible for the end-to-end development and execution of Go-To-Market (GTM) strategies, managing product launches and market expansions across various segments. Led co-marketing partnerships with Meta and Netflix, increasing revenue and subscriber base significantly.
Integrated Marketing Manager & Planning (Value Added Services)
TIM Brasil
Dec 2015 - Present (9 years 7 months)
Managed the Profit and Loss (P&L) for the Value Added Services (VAS) portfolio, overseeing revenues, costs, and profitability. Designed and directed the end-to-end Go-To-Market (GTM) strategy for subscription services in collaboration with content partners.
Product Marketing Manager
TIM Brasil
Aug 2010 - Present (14 years 11 months)
Oversaw the marketing plan for the B2C high-end segment, leading the entire product lifecycle from ideation through release, focusing on customer acquisition. Developed and implemented value propositions, pricing strategies, and feature offers.
Education
Degrees, certifications, and relevant coursework
Pontifical Catholic University of Rio de Janeiro (PUC-RJ)
Bachelor in Industrial Engineering, Industrial Engineering
Studied Industrial Engineering at Pontifical Catholic University of Rio de Janeiro (PUC-RJ) in Rio de Janeiro, Brazil.
Fundacao Dom Cabral
Leadership and Management, Leadership and Management
Completed a program in Leadership and Management at Fundacao Dom Cabral in Minas Gerais, Brazil.
The Wharton School, University of Pennsylvania
Certificate, Digital Marketing, Social Media, and E-Commerce
Focused on career development in digital marketing, social media, and strategic brand management. This preparation led to the creation of Soulbay LA, a new and local athleisure DTC brand.
University of California, Berkeley
Certificate, Strategic Brand Management
Focused on career development in digital marketing, social media, and strategic brand management. This preparation led to the creation of Soulbay LA, a new and local athleisure DTC brand.
Availability
Location
Authorized to work in
Job categories
Skills
Interested in hiring Luciana?
You can contact Luciana and 90k+ other talented remote workers on Himalayas.
Message LucianaFind your dream job
Sign up now and join over 100,000 remote workers who receive personalized job alerts, curated job matches, and more for free!
