Key Insights

I have always believed in the power of content that moves people, in original imagery, and in the constant pursuit of excellence. With the rise of artificial intelligence, this conviction has only grown stronger: the more technology advances, the more valuable what is essentially human becomes. For this reason, branded content must increasingly seek emotion, originality, and the courage to do things differently — which requires activating what is most sensitive, creative, and authentic in us.

In 2025, two G.lab projects clearly embodied this vision, achieving strong results in both quality and engagement. The first was Histórias que Inspiram (Stories That Inspire), developed for Itaú Empresas — a ten-episode web series bringing together real stories of Brazilian entrepreneurs, told in their own voices. The protagonists were not the bank, but the people themselves — their successes, failures, doubts, learnings, and emotions. Stories from different regions of Brazil, with different accents, life experiences, and generations.

The second project was the videocast Vamos Habilitar o Próximo Novo – Conversas (Enabling the Next New – Conversations), created for Claro Empresas, a leading reference in B2B technology. Across three episodes, prominent market leaders came together for in-depth conversations about artificial intelligence. The result was a series of powerful encounters, bringing together relevant voices and diverse perspectives that challenge thinking, expand perspectives, and leave a lasting impact.

In an increasingly polarised world, brands that choose to champion thoughtful and human conversations are the ones that build relevance and long-term connection.

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Signature Work Achievements

With more than 25 years of experience in content creation and leadership, my greatest pride is having built a career across different areas of the market, marked by adaptability, versatility, and resilience — and, I hope, much more still to come. Few professionals have had the opportunity to move from economics to fashion, from luxury to mass market, and from journalism to executive positions within large business groups.

Throughout this journey, I have interviewed some of the most influential figures of our time, including Oscar Niemeyer, Gilberto Gil, and Miuccia Prada, and held senior editorial leadership roles at leading media organisations. At Vogue Brasil, where I worked for nearly a decade — the last two years as Editor-in-Chief — my focus was on developing narratives and imagery with lasting cultural relevance, such as the cover featuring Gisele Bündchen alongside her mother in her home state of Rio Grande do Sul.

In late 2018, I decided to bring my storytelling expertise into branded content, working at the intersection of strategy, creativity, and business. I worked at some of Brazil’s leading companies, including JHSF Group and Natura Group, and since June 2024, I have led G.lab, Editora Globo’s branded content studio. In 2025, we delivered more than 10,000 pieces of content for brands across multiple sectors — the result of a highly skilled and engaged team that has been producing high-quality projects at Editora Globo for eight years.

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Career Lessons

The smartest people I have worked with are not people of “absolute truths.” They are those who question themselves and, at the end of every delivery, think about what they can do better and differently in the next project. This does not mean they are insecure — quite the opposite: questioning is a path that requires courage. As a woman, I strive to listen to and honour the generations who came before me. The women who opened doors and generously taught others deserve the highest respect, always. In my view, the pursuit of excellence combined with data and facts leads to outstanding results. But never underestimate feminine intuition — it is a superpower!