Carla Gonçalves
Winter Garden,FL
Summary
Marketing and Advertising Executive with extensive experience in strategic communication, brand management, and digital marketing. Proven track record in leading large-scale advertising campaigns, media planning, and multi-channel marketing strategies. Expertise in managing high-budget projects, developing branding initiatives, and overseeing creative execution for both public and private sectors. Strong background in digital transformation, performance marketing, and data-driven decision-making. Skilled in managing digital platforms, optimizing user experience, and driving engagement through SEO, SEM, and content strategies. Experienced in leading cross-functional teams, collaborating with IT and development teams to enhance digital products, and implementing data analytics for continuous performance improvement. Adept at negotiating with key stakeholders and optimizing marketing investments to maximize business impact.
Overview
30
30
years of professional experience
6
6
Certification
7
7
years of post-secondary education
Work History
Digitais Projects and Performance Manager
National Confederation of Industry - Brazil
Brasilia, Distrito Federal
04.2023 - 12.2024
- Responsible for managing all the digital projects of the national entities of the Industry System and its business areas (five big different companies: CNI, SESI, SENAI, IEL and The Industry System as whole).
- Monitoring and measuring the performance of its own digital platforms, aiming to ensure the full functioning of the area and the deliveries of required projects, always meeting the different strategic objectives proposed by each of them.
- Management of the team of Product Owners - digital PO's responsible for coordination with the business areas.
- Dialogue with the internal planning, digital content teams and the respective development teams of external suppliers.
- Management of the team of digital analysts responsible for Business Intelligence - BI.
- Monitoring and measuring the results of digital projects developed, establishing KPIs, actions and continuous improvements, focused on the best performance of the platforms.
- Monitor market trends in continuous benchmarking in order to enrich the creation, maintenance and evolution of each project.
Publicity and Advertisement Executive Manager
National Confederation of Industry - CNI
Brasília, Distrito Federal
09.2005 - 02.2019
- Responsible for planning, implementing, and monitoring institutional communication and marketing strategies and actions for products and services of national entities of the Industry System.
- Development of branding projects, advertising campaigns (both online and offline), merchandising, actions on social media, production of events (including international ones), publishing of publications, and audiovisual production.
- Management, financial, and budgetary administration of contracts arising from two advertising agencies, two audiovisual producers, and two book layout and publishing companies.
- Evaluation of communication counterparts for sponsorship projects.
- Strategic design and management of digital project initiatives, such as promotional hotsites for campaigns, institutional content platforms, branded content, content marketing, SEM (Search Engine Marketing), SEO (Search Engine Optimization), and digital contests, in addition to active monitoring of the performance of online and offline media campaigns.
Education
MBA - Marketing Management
Escola Superior De Propaganda E Marketing - ESPM
Brasília 01.1999 - 06.2000
Bachelor of Arts - Public Relations and Advertising
Centro De Ensino Unificado De Brasília - CEUB
Brasília 07.1989 - 03.1995
Skills
- Vision focused on high-performance results
- Conflict resolution
- Task prioritization
- Time management
- Project management
- Operations management
- Multitasking capacity
- Analytical thinking
- Creating project plans
- Teamwork and collaboration
- Problem-solving aptitude
- Effective communication
- Strategic planning
- Relationship building
- High commitment
- Emotional intelligence
- Restless mind in search of new knowledge and challenges
Affiliations
- I am a former volleyball athlete and I love to play it! I've been playing since I was a child and I have dozens of titles, inclusive nowadays. My team was champion for Brazil at the Masters Olympics, in Sydney/Australia, 2009, a huge accomplish for amateur athletes!
- I like to practice yoga too to calm down my mind and I like to read everything about quantic physics, meditation, ancient civilizations etc. In my free time I love going to Disney parks, watching different styles of films and having family barbecues.
Languages
Portuguese
Native/ Bilingual
English
Professional
Spanish
Elementary
Hebrew
Elementary
Accomplishments
- Throughout my career I worked in many Brazilian advertising agencies and through them I received mention for numerous awards for pieces and campaigns created for the clients served. There were more than 13 awards with a citation given to me. I attach some links where these awards can be found:
- https://colunistas.com.br/anos/pc2011/df/promo/pc2011pmdf_acoes-premiados.html
- https://www.colunistas.com.br/anos/pc2009/pr2009df25ata.html
- https://colunistas.com.br/anos/pc2005/pr2005df21ata.html
- https://www.colunistas.com.br/anos/pc2001/pr2001df17ata.html
- https://www.colunistas.com.br/anos/pc2000/pr2000df16ata.html
- https://www.colunistas.com.br/anos/pc1999/pr1999df15ata.html
Certification
- Certified Scrum Master
- Media Planning
- Social Media
- Marketing Management in Digital Communication
- Internal Communication & Culture in Organizations
- Employer Branding
The power of Volunteering
I strongly believe in the power of volunteering and bringing people together to transform lives and communities. Not as a matter of responsibility, but rather out of empathy and an attempt to improve the humanity in which I coexist. So, for more than 20 years I worked as a volunteer in charitable institutions in Brazil: distributing food to needy populations, serving orphanages and nursing homes. As social proof of this, there is my Instagram, with several posts about these actions: @karlotaj
Despite my short time in the United States, I am in the process of volunteering at GPTW - Give Kids The World Village.
Timeline
Digitais Projects and Performance Manager
National Confederation of Industry - Brazil
04.2023 - 12.2024
Publicity and Advertisement Executive Manager
National Confederation of Industry - CNI
09.2005 - 02.2019
MBA - Marketing Management
Escola Superior De Propaganda E Marketing - ESPM
01.1999 - 06.2000
Bachelor of Arts - Public Relations and Advertising
Centro De Ensino Unificado De Brasília - CEUB
07.1989 - 03.1995
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