Open to opportunities

Luciana Fontes

@lucianafontes

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Experienced marketing executive specializing in go-to-market strategies.

United States

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What I'm looking for

I am looking for a role that fosters innovation and collaboration, where I can leverage my marketing expertise to drive impactful strategies and contribute to brand growth.

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

Current

Founder & Marketing Lead

Current

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.

Brand Strategy A B Testing Go To Market Digital Marketing Strategic Partnerships Community Engagement DTC Marketing

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.

Growth Marketing Go To Market Strategy Product Management A B Testing Product Strategy Marketing Campaigns Content Creation Media Strategy Digital Health Solutions

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.

M&A Business Transformation Asset Sales Negotiation Workforce Optimization Cross Functional Team Leadership Financial Analysis

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.

Go To Market Strategy Product Launches Market Expansion Budget Management Media Strategy Co Marketing Team Leadership Customer Insights Project Management

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.

P&L management Go To Market Strategy Subscription Services Revenue Financial Stability

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.

Marketing Planning Product Lifecycle Management Customer Acquisition Value Proposition Pricing Strategy Marketing Campaigns Digital Advertising Media Planning Budget Management

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.