Tell us about where you work and what you do there.
I’ve been working in Brand now for 12 years for some of the world’s leading lifestyle and athletic apparel brands: Lululemon, Reebok, Adidas. At the core of it, my job is to set the tone and define who we are as a brand and how we choose to show up in the world — from strategies to creative narratives, from photoshoots to community-building activities. My most recent endeavor has been serving as the maternity-leave cover for Athleta’s Director of Brand Marketing.
How would you describe yourself?
As a child, I grew up on the beach shores of Brazil, spending my summers barefoot by the sea and falling asleep to the sound of waves under a star-filled sky. I learned at a very young age the importance of embracing your own unique identity.
I was 15 years old when a blood clot traveled from my legs to my lungs. Leaving me in a prolonged comatose state. I awoke from that experience a changed person — endlessly pursuing what life has to offer and doing so wholeheartedly. My approach to my work has been the same as my approach to life. Live every day to the fullest and never take another day for granted, again!
These days, I think carefully about the balance of work and life.
What is your leadership style?
I’ll let my team have fun with that one! But I’d like to believe that I’m a very fluid and natural leader, who leads with the heart. I always put people first no matter the circumstance. So much so that it once got me onto the “not-so-favored” list with a senior leader. Let’s just say, she and I didn’t quite see eye to eye on this particular subject.
What do you think has been your biggest professional success so far?
I’ve met some pretty incredible people along the way. From Kendrick Lamar to Jerry Lorenzo, Shaquille O’Neal to Keri Walsh Jennings, Ryan Leir to Julian Edelman. There have been some kick-ass projects that I’ve looked back on and said to myself, “Wow! How did I get so lucky?” By far my favorite to date HAS to be jumping out of a plane to go skydiving with Josh Duhamel in Hawaii. Yeah. That was pretty epic. I could talk about that all day.
What goals do you have for 2021?
I’d like to publish five articles by the end of 2021. Anyone looking for a contributing writer?
What do you think is the next big trend in eCommerce?
I can easily see digitally immersive experiences being the trend of the future. Think augmented reality (AR), blended reality (BR), and virtual reality (VR). My favorite to date has to be Billie Eilish’s “Where Do We Go? The Livestream” concert pulled together by the very talented Montreal-based firm, Moment Factory.
Name an eCommerce brand you admire and why.
I’m an all-time Aesop fan. Every facet of their brand identity and DNA transcends industry norms. Some additional favorites of mine include Baboon to the Moon, Knix, Seed, By Humankind, Neuw Denim, James Perse, Mansur Gavriel, Adidas, Lululemon and my new brand marketing home, Agency — a custom anti-aging skincare brand that prescribes personalized formulas to meet your individual skin needs.
What do you geek out over?
I love a good grocery store or a unique farm stand. Food and cooking bring me tremendous joy. A very close second to a good farm stand, I would say are my books. Books are probably my most cherished possession. I try to read as often as I can. When I finish reading a good book, I write down the date and location of where I was when I read it. I’d like to think someone, someday, will pick up that same book and smile when they reach the end and see my annotation.
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