TALLIS
// //
communications strategist
PINHO
Influencer Marketing · Branded Content
· São Paulo
· São Paulo
About me
I'm a communications strategist with over 11 years of experience in the Brazilian marketing, content, and influencer industry. I've worked at Coca-Cola, Globo, ByteDance/CapCut, BR Media, and Mynd/DiaTV, building strategies that connect culture, creators, and business results.
I started my career captivated by data. I had a natural ability to cross-reference information and find patterns others would miss — for a long time I was the person who turned spreadsheets into insights. The problem was that the insights would leave the room and I'd stay behind, waving as they sailed toward the creative side.
So I decided to set sail too. I sought out more creative roles in communications. When I got there, I found that a lot of work was sailing without a compass — creativity without structure to move things forward, no data to help chart the course.
After a planned break between roles, used for personal matters and to deepen my study of generative AI applied to content production, I resumed work in November 2025 on defined-scope projects for agencies and brands.
Today I understand that my edge lies precisely in that crossing. I'm someone who can sit with a CMO and talk funnels, then sit with a creator the same day and talk narrative. Who uses logic to make creative decisions and creativity to make data relevant. Who didn't choose between reason and imagination: learned to navigate with both.
11+
Years in market
30+
Brands served
6
Companies & agencies
2B+
Views generated
Companies I've worked with
Experience
November 2025 – Present
Freelance
Content, Influence & Creator Economy Strategist · São Paulo, Brazil (Hybrid)
Independent work in content, influence, and creator economy strategy, on defined-scope projects for agencies and brands.
- Commercial and strategic development of creator economy projects for major advertisers, including sales narrative construction, digital asset pricing, and results projection.
- Brand and content strategy for a global account, delivered through a full-service agency in São Paulo.
- Translating audience behavior and cultural trends into content plans with defined metrics, formats, and delivery estimates.
Clients and projects under confidentiality agreements. Available to discuss in further detail during conversation.
2025
Creative Planning Coordinator
I was brought in to structure and commercialize DiaTV's products — a 24/7 digital TV channel distributed via YouTube, FAST Channels, and Smart TVs, with creator-based content. The challenge was translating that portfolio into a brand language. I learned that the most important work doesn't happen on stage, but before the show begins.
Developed DiaTV's strategic positioning and built the institutional deck for roadshows with agencies and advertisers. Co-developed over 50 branded content proposals. Directly contributed to landing the main sponsors of Corrida das Blogueiras Season 7. Developed the concept for the Fanta Factory reality show (October 2025). Additional projects: Boticário, AmstelPride, Itaú (The Town), 99, Volkswagen, Mercado Pago, Rexona. Managed junior analyst.
2023 – 2025
Planning Specialist
This is where I fully entered the influencer marketing agency ecosystem, and where I first combined my analytical background with a genuinely creative and strategic role. I learned to architect complete strategies: from brand understanding to creator curation. And I learned what it really means to win a client.
Developed influencer marketing and branded content strategies for awareness, performance, and repositioning campaigns. Creator curation based on audience data, cultural relevance, and brand objectives. Led pitches and new business proposals. Directly contributed to winning accounts including Stone, Netshoes, and Unilever. Led a three-person squad.
2022 – 2023
Content Operation Specialist
Working at a global tech company demands a level of agility and analytical precision that few environments can develop. The pace was fast, decision cycles were short, and product logic ran through everything. It's where I consolidated a more holistic perspective: data informs creativity, creativity informs product, product amplifies results.
Led viral and seasonal initiatives to drive template consumption in the app. Analyzed internal data and TikTok benchmarks to identify emerging creative trends. Coordinated creators with briefs and financial incentives. Iterated formats and strategically leveraged product features for organic amplification. Managed junior analyst. Result: trends with over 2 billion views on TikTok.
2021
Senior Digital Marketing Analyst
Music accelerated something data alone can never quite capture: timing. I learned that a release doesn't live on strategy alone — it lives on the right moment, cultural pulse, and knowing where the audience will be before they do. It's where I consolidated my vision for building campaigns that create phenomena, not just presence.
Launch campaign planning for artists including Matuê, Karol Conká, Ney Matogrosso, Luan Santana, and Dennis DJ. Coordination between the label, 30PRAUM management office, and streaming platforms for playlist positioning and pitching. Integration of social media, paid media, and special activations. Highlight: launch of 'Quer Voar' (Matuê), which reached #1 on Spotify Brazil with over 250 million accumulated streams.
2019 – 2021
Planning Analyst II
Moving to ViU Hub was also an internal shift: from an analytical role to a creative and commercial one. It was my first structured experience with influencer marketing, inside one of Brazil's largest media companies. I learned to work at the intersection of broadcast TV, digital, and creators before anyone called it transmedia strategy.
Influencer marketing and branded content planning for GNT, VIVA, and Multishow. Commercial proposal development with influencer strategies, creator curation, and digital distribution. Managed cross-platform projects with view, impression, and engagement estimates. Cases: Electrolux #SameLookOfTheDay, Bayer Freedom Comes From Within, and Natura Lady & Bofe.
2018 – 2019
Marketing Assistant III
Globosat gave me perspective: I learned to turn audience data into strategic narrative, presenting recommendations directly to show hosts, directors, and screenwriters. It's where I understood that market intelligence only has value when it drives decisions.
Part of the market intelligence team at GNT and VIVA. Pay-TV audience analysis (Kantar IBOPE) and integrated TV + digital reporting. Strategic presentations for leadership and creative and programming teams. Contributed to building GNT's digital performance vision, expanding measurement beyond linear TV.
2016 – 2018
Media Intelligence Intern
Joining Coca-Cola early in my career was, above all, an education. I learned how a global company actually operates: how it tests hypotheses, optimizes campaigns in real time, and evaluates what works before scaling. The Olympic project was the highlight, but what stayed with me was the foundation — a solid grounding in data, BI, media intelligence, and market intelligence that I carry to this day.
Part of the Media Intelligence team across a broad portfolio of group brands. Built performance reports and dashboards across Google, Meta, YouTube, and other platforms. Social listening, engagement analysis, and KPI studies. Participated in the real-time marketing operation for the Rio 2016 Olympic Games, within the 24h monitoring hub at Boulevard Olímpico. The campaign reached 77% of Brazil's teen population.
2015 – 2016
Digital Marketing Intern
My first professional experience in communications — and in a context few people get at the start of their careers. Before thinking about brand, campaigns, or commercial results, I learned that communication serves a purpose. And that measuring that purpose matters as much as defining it.
Managed donor acquisition campaigns via Google Ads and programmatic media. Operated donation forms and monitored vertical campaign performance, ensuring integrated execution and adherence to established targets. First hands-on exposure to performance media logic, tracking, and results optimization in communications.
Academic Background
2014 – 2017
UFRJ
B.A. in Social Communication
Advertising & Propaganda
Advertising & Propaganda
2021 – 2024
USP
MBA in Digital Business
Contact
Open to conversations about professional opportunities, full-time or freelance roles, and consulting projects. If your challenge involves content strategy, influencer marketing, or branded entertainment, let's talk.