A specialist in Place Branding, placemaking, and the future of cities, he is a pioneer in the place branding approach in the country, understanding place branding as something far beyond visual identities or marketing campaigns. By overlaying the layers of place branding and placemaking, he has contributed to strengthening and building resilience in dozens of places across Brazil and worldwide, through identifying vocations, strengthening identities, and fostering community participation.
In 2016, he authored the book "Place Branding", co-authored the Brazilian edition of "Imaginative Communities", launched "Antifragile City" in 2021, and in 2024 "Future Places", where he promotes reflection on the importance of strategic futurism for place development, strengthening them in the face of uncertainties.
Present in international discussions on place branding and placemaking, he has been a collaborator and judge for City Nation Place in London. He is a member of the Institute of Place Management at Manchester-UK, a member of The Place Brand Observer Research Panel, associated with the IPBA- International Place Branding Association, The Millennium Project and the World Future Studies Federation, and is an invited reviewer for Place Branding & Public Diplomacy. In Brazil, he is a columnist for "The Future of Things".
He coordinated the Postgraduate Programme in Branding Experience at IED-SP and the MBA in Place Branding at Faculdades Integradas Rio Branco in São Paulo, and is a lecturer in place branding across various postgraduate courses throughout Brazil, including FIA-SP, Alfa-GO, and IED-RJ/SP.
She is a specialist in place branding and community engagement and has led city branding projects in several Brazilian cities, as well as real estate developments alongside renowned industry players and corporate branding strategies for major global brands. She was responsible for the Reviva Campos Elíseos project for Instituto Porto Seguro, one of the most significant placemaking processes in the central region of São Paulo.
From 2019 to 2024, she served as a Senior Partner at Bloom Consulting. She was also Managing Partner at Places For Us, the first place branding consultancy in Brazil.
Trained as a journalist, she built a 20-year career in Brazilian television, working for leading media outlets as a reporter, presenter, and editor-in-chief.
She is also the owner of the publishing house Homo Urbanos, responsible for the release of the book Future Places (Lugares Futuros) by Caio Esteves.
