A specialist in place branding and community engagement, she has led city branding projects in various Brazilian cities, real estate developments with renowned players, and corporate branding strategies for major global brands. She was responsible for the Reviva Campos Elíseos project, run by the Porto Seguro Institute, one of the most significant placemaking initiatives in central São Paulo.

From 2019 to 2024, she was a Senior Partner at Bloom Consulting. She was also a managing partner at Places For Us, Brazil’s first place branding consultancy. A journalist by training, she built a 20-year career in Brazilian television, working for the country’s leading media outlets as a reporter, presenter and editor-in-chief.

She is now also the owner of the publishing house Homo Urbanus, responsible for the launch of Caio Esteves’ book Lugares Futuros.