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Priscilla Leao

@priscillaleao

General Superintendent at São Gonçalo Shopping, overseeing mall operations and achieving 125% NOI for four consecutive years.

Brazil

Message

At São Gonçalo Shopping, I oversaw the mall’s full management, leading teams across Marketing, Commercial, Finance, and Operations. We met performance targets for four consecutive years, achieving 125% of NOI.

At Shopping Leblon, I developed the annual marketing strategy for its luxury positioning and created Afrânio, the mall’s mascot. I also planned and delivered an average of 70 events a year, including sponsorship and co-branding activations.

Across retail and technology, I’ve worked on strategic planning, leasing, brand partnerships, and commercial growth in Brazil and the USA. My work on projects including “Livre,” “Year of France in Brazil,” and “Our Dream” received Abrasce and ICSC Latin America awards.

Experience

Work history, roles, and key accomplishments

General Superintendent

São Gonçalo Shopping

Jul 2020 - Aug 2026 (6 years 1 month)

Full management of the shopping mall, reporting to the holding’s COO while leading teams in Marketing, Commercial, Finance, and Operations, totaling 90 employees. Achieved recovery of results and met targets for 4 consecutive years, including 125% NOI achievement.

Strategic Planning Financial Management KPI Management Leasing Digital Marketing Event Management Team Leadership Condominium Management

Commercial Manager

Via Parque Shopping

Aug 2015 - Jun 2020 (4 years 10 months)

Developed annual strategic planning, brand positioning, and store mix plan to leverage sales, leasing, and results. Achieved targets related to the sale of the asset’s equity participation, enabling the Earn-Out.

Strategic Planning Brand Positioning Leasing Financial Oversight Delinquency control KPI Management Team Engagement Innovation

Interim General Manager

Bangu Shopping

Dec 2014 - Aug 2015 (8 months)

Interim leader of the shopping center’s full management during the superintendent’s medical leave, managing an 80-person team focused on achieving goals and results.

Team Management Operations Management Goal Setting

Marketing Manager

Shopping Leblon

Feb 2010 - Dec 2014 (4 years 10 months)

Developed the company’s annual strategic marketing plan, focused on consolidating the mall’s image as a luxury icon in Rio. Led sponsorship negotiations and executed co-branding activations with major brands, and planned and executed an annual events calendar delivering an average of 70 events per year.

Strategic Marketing Financial Planning Event Management Sponsorship Co Branding Brand Management Luxury Marketing Campaign Development

Marketing Manager

Via Parque Shopping

Apr 2005 - Jan 2010 (4 years 9 months)

Overall management of the marketing department, including planning and executing the annual strategy, events calendar, campaigns, and projects focused on driving sales and results for tenants and shareholders. Adjusted marketing expenses to budget constraints, reducing fixed costs.

Marketing Strategy Event Planning Campaign Management Budget Management Partner Acquisition ESG

Marketing Manager

Passeio Shopping

Feb 2003 - Mar 2005 (2 years 1 month)

Overall management of the marketing department, including planning and executing the annual strategy, events calendar, campaigns, and projects focused on driving sales and results for tenants and shareholders. Strengthened events through partner and sponsor acquisition.

Marketing Strategy Event Planning Campaign Management Budget Management Partner Acquisition ESG

Marketing & Business Dev. Manager

Ideiasnet S/A

Jun 2000 - Aug 2002 (2 years 2 months)

Developed strategic partnerships aimed at optimizing revenue and expenses for portfolio companies. Coordinated press relations and provided support to the Investor Relations team, and developed marketing projects and events for the company’s Investor Relations department.

Strategic Partnerships Investor Relations Press Relations Marketing Projects Event Management Business Analysis Audit Coordination

Marketing & Business Dev. Manager

NEICC Market Gateway

Jun 1996 - Dec 1999 (3 years 6 months)

Overall management of the marketing and business departments of a technology incubator supporting European companies entering the US market. Played a key role in establishing the American branch of RioSoft, in partnership with the Brazilian Consulate in Boston.

Marketing Management Business Development Client Prospecting Negotiation Market Research Event Production Partnership Development