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luciana goltcher

@lucianagoltcher

Marketing and Media executive who led campaigns for Sadia, Engov, Benegrip, Citroën and Peugeot, managing media investments exceeding BRL 250 million.

Brazil

Message

At HYPERA PHARMA, I structured the media department, defining its processes, governance and KPIs. I managed an annual media budget exceeding BRL 250 million and planned media for more than 15 brands.

At EDP Brasil, I planned and executed digital and offline campaigns for Mercado Livre de Energia and Solar Digital. I monitored KPIs using dashboards, Google Analytics, Google Trends and Dynamics, and prioritized markets to focus budgets on strategic regions.

At PIC PAY´s Fintech, I led the fintech launch strategy, from brand creation through Go-to-Market planning. I also developed its visual identity and positioning, and established a measurement framework across marketing, product, UX, CRM and media.

Earlier, at HAVAS WORLDWIDE, I managed integrated media campaigns for Reckitt Benckiser, Citroën and Even, and participated in pitches including the Citroën account win. My experience also includes consulting for small businesses and media planning for brands including Peugeot, Google and Duracell.

Experience

Work history, roles, and key accomplishments

Media Manager

SOMOS

Nov 2025 - Aug 2026 (9 months)

Led media strategy for customer acquisition in large-scale campaigns, connecting business objectives, communication, channels and performance. Managed integrated digital and offline media, defining strategy, investment regionalization, KPIs and optimization priorities.

Media Strategy Digital Media Offline Media KPI Management Campaign Optimization Executive Reporting

Media Manager

REPENSE AGENCY

Jul 2025 - Nov 2025 (4 months)

Led integrated media strategies and plans (online/offline) for Hcor, Syngenta, Instituto Natura, Banco BS2 and DAF, connecting communication, creativity and performance to business objectives. Structured performance monitoring processes and reporting models to support decision-making and results optimization.

Media Planning Digital Media Offline Media Performance Monitoring Reporting Decision Support

Marketing & Growth Consultant

EDP Brasil

May 2023 - Jan 2025 (1 year 8 months)

Planned and executed digital and offline media campaigns for Mercado Livre de Energia and Solar Digital, considering the full consumer journey. Monitored KPIs through dashboards and Google Analytics, Google Trends and Dynamics.

Digital Media Offline Media Google Analytics Google Trends Dynamic KPI Monitoring Budget allocation

Marketing Leader

PIC PAY's Fintech

Sep 2021 - Dec 2022 (1 year 3 months)

Led fintech launch strategy from brand creation to Go-to-Market planning. Developed visual identity, positioning, brand purpose, brand book and manifesto video, and aligned marketing and media planning with customer journey and business goals.

Brand Strategy Go To Market Marketing Planning Media Planning KPI Frameworks Agency Management Consumer Research

Marketing e Digital Media

CONSULTING

Aug 2019 - Aug 2021 (2 years)

Consulting for small businesses focused on Instagram management and Google Search campaigns. Planned media for clients including Peugeot, Citroën, Google, Duracell and Solidcam, and executed GE Healthcare marketing and activation campaigns.

Instagram Management Search Campaigns Media Planning Marketing Activation campaign strategy

Media Manager

HYPERA PHARMA

May 2016 - Jul 2019 (3 years 2 months)

Structured the company's media department, defining processes, governance and KPIs. Managed annual media budget exceeding BRL 250 million and strategic media planning for more than 15 brands.

Media Planning Budget Management KPI Definition Performance Analysis Negotiation MediaTools

Marketing Specialist

BRASIL FOODS

Nov 2011 - Jan 2015 (3 years 2 months)

Developed strategic briefs and coordinated agencies. Managed integrated media (offline and digital) and analyzed campaign performance (post-buy and ROI).

Strategy Briefs Agency Coordination Media Management Campaign Analysis ROI Analysis Budget Management

Media Sr Supervisor

HAVAS WORLDWIDE

Sep 2007 - Nov 2011 (4 years 2 months)

Managed integrated media campaigns for Reckitt Benckiser, Citroën and Even. Developed online and offline media strategies and participated in pitches, including the Citroën account win.