COMMUNICATIONS & PR
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COMMUNICATIONS & PR *
Brand strategy, influencer marketing & relationship curation
From agency life to freelance projects, I’ve had the chance to work with brands across fashion, beauty, and lifestyle, through 360° communication strategies, influencer marketing, seedings, collabs, PR activations, and relationship building, always with a strong focus on storytelling, positioning, and authentic connections.Here you will find some of the projects I’ve worked on over the years, and the ones I’m most proud of.
freelance
maria filó
BRAND POSITIONING IN SÃO PAULO
As part of an ongoing PR and relationship strategy for Maria Filó over more than two years, I have worked on initiatives focused on strengthening the brand’s positioning in São Paulo and expanding its presence beyond its Rio de Janeiro roots, through curated events, influencer seeding, brand collaborations, and strategic relationship building. A highlight of this project was the brand’s first fashion show in São Paulo, where our role involved curating and inviting a squad of São Paulo–based influencers and tastemakers to connect the brand with the local fashion and cultural scene.
Through influencer relations, community building, and culturally aligned brand connections, the work helped increase awareness, strengthen the brand’s relevance within the São Paulo market, and foster more authentic relationships with a new audience. The strategy also delivered measurable business impact, supporting a 40% sales increase in São Paulo in 2024 compared to 2023.
forbes
shootings
PRODUCTION & RELATIONSHIP
Supported the production of editorial photoshoots for Forbes Brasil, coordinating communication with awarded executives and public figures featured in key lists such as Powerful Women, Best CEOs, Top Creators, 50 over 50 and Under 30. My role ensured smooth logistics and alignment between talent, editorial deadlines, and production teams.
agency
tory burch
BRAZILIAN E-COMMERCE LAUNCH
PR and influencer strategy for the launch of Tory Burch’s Brazilian e-commerce, with the goal of increasing qualified brand awareness and driving traffic and sales. The campaign activated a curated group of 10 influencers with strong brand affinity, working through product seeding rather than paid fees. In exchange, the influencers created original content highlighting the brand’s story and announcing the e-commerce launch, all supported by personalized trackable links. The strategy generated significant reach, strong engagement, and direct sales, demonstrating the effectiveness of an authentic, relationship-driven influencer approach.
agency
michael kors
PARKER BAG LAUNCH
This project focused on the launch of the Michael Kors Parker Bag in Brazil in December 2022, using an influencer seeding strategy to position the product within a luxury, cosmopolitan lifestyle. Three carefully selected influencers received the bag without paid fees and created organic lifestyle content aligned with the brand’s global guidelines. The campaign successfully generated social buzz on Instagram and TikTok, reinforcing the bag’s jet-set mood and strengthening brand desirability through authentic, context-driven storytelling.
agency
PRESS COVERAGE FOR CAROLINA HERRERA & MICHAEL KORS
nyfw
As part of the PR strategy for Michael Kors and Carolina Herrera, I helped coordinate the media outreach of New York Fashion Week coverage to the Brazilian press. Working under tight deadlines, I managed real-time communication with global teams, rapidly distributing official show materials to key media outlets. The project required agility, editorial sensitivity, and strong media relationships, followed by close monitoring of press coverage and clippings to consolidate reach and impressions for global reporting.
agency
biossance
SUSTAINABILITY ACTIVATION: BEACH CLEAN-UP
As part of the sustainability strategy for Biossance, I worked on a brand activation developed in partnership with Reorder, focused on environmental impact and awareness. The project involved a beach clean-up in Rio de Janeiro, bringing together influencers and other public figures, followed by a branded brunch to encourage conversation and content creation. The initiative generated organic visibility while reinforcing Biossance’s deep connection to ocean preservation, a core pillar of the brand, rooted in its use of synthetic squalane as a sustainable alternative to shark-derived ingredients, helping protect marine life and ecosystems.
agency
spfw
SÃO PAULO FASHION WEEK - PR & BACKSTAGE
During my time at the agency, I worked on two editions of São Paulo Fashion Week representing Brazilian fashion brands such as Lilly Sarti, Relow, Santa Resistência, and Patricia Viera. My role focused on PR strategy, including inviting key press and influential guests, coordinating pre and post-show communication, and managing media relations. I also worked backstage on-site, connecting designers with journalists to enable more complete, intimate, and meaningful fashion week coverage.
freelance
influencer marketing
SEEDINGS, COLLABS & RELATIONSHIPS
As freelancer PR, I’ve had the opportunity to work alongside Cécilia de Saint-Viteux on projects for fashion, beauty, and lifestyle brands such as Maria Filó, Mustela, Adcos, Valisere, Plant Power, and Naïve. Our work focuses on building strategic and culturally relevant brand connections through influencer seeding, partnerships, paid collaborations, events, and relationship-driven activations.
From curating influencer squads and managing talent relationships to developing collaborations aligned with each brand’s positioning, the projects are centered around creating authentic engagement, strengthening brand perception, and connecting brands with the right audiences in meaningful ways.
