CROSS-BORDER THINKING, CROSS-CHANNEL DOING
The work I do is guided by three principles: kindness in collaboration, curiosity in approach, and action that moves ideas into reality.
About Luciana
Click here for my full resume.
At one point, I almost gave up and listed my job title as "Everything Everywhere, All At Once". Because how else do you label a career that spans 15 years, 20 countries, and a trajectory that looks more like a passport full of stamps than a linear ladder?
Call me Lucy
...or Lu (Lou), whatever works. I am a brand strategist, a cross-cultural storyteller, and what I like to call a "deep generalist". I thrive in the gap between a complex problem and an impossible deadline, connecting the dots that others usually miss.
I build and run lean, effective brand and social strategies, fix broken digital channels, and manage live, high-stakes marketing for global teams - on time, and with results you can measure. If you’ve got challenges, I solve them. If you want honest feedback and hands-on execution, let’s talk.
The Passport Over the Ladder
My path wasn't exactly "traditional." I started in the high-pressure world of corporate law in Brazil but traded the courtroom for the world. I went from managing digital communities at BBC Radio 1 in 2010 - back before algorithms ran the show - to working as a VIP concierge at the Olympics, booking villas for Saudi royals, and managing international supercar rallies. I’ve spent my life living between cultures, which taught me to see boundaries as opportunities rather than walls.
Human First (Even with the Robots)
I am AI-fluent and data-informed, but I am always human first. Let's face it, no algorithm can replicate intuition and the shared human experience.
My philosophy is: cross-border thinking, cross-channel doing. Whether I’m building "story worlds" or managing a high-stakes brand pivot, I’m focused on the emotional details that transform a single brand moment into a lasting memory.
I’m currently based in Brazil, but I work everywhere. I’m here to untangle the mess, pay attention to the world already in front of us, and leave things a little better than I found them.
Passions
That Co-exist
Lucy "et al." exists because I've never fit neatly into one box, and I've stopped trying to. The Latin phrase means "and others," and that's exactly what I am: a multi-hyphenate who wants to do it all and learn it all.
Research and insights, strategy, storytelling, problem-solving, yes, but also community building, cultural translation, creative direction, and whatever else the project demands.
I'm still adding to the list.
Onwards!
Ad astra.
Core Competencies
Brand Strategy & Positioning: Define brand voice, messaging, and competitive differentiation | Create complex communications programs | Develop strategic recommendations based on media experience and creative thinking Social Media & Content: Expert across Facebook, Instagram, YouTube, LinkedIn, Twitter/X | Advise on channel strategy based on objectives and audience insights | Execute social listening and analytics strategy | Build influencer campaigns with clear KPIs Campaign Management: Manage budgets ensuring performance and delivery | Deliver monthly and post-campaign analysis reports | Lead strategy and execution across all social channels | Operate agency/brand website content management Creative Production: Self-taught graphic designer and video editor (Canva, Adobe) | Write compelling copy across platforms | Create visual assets and branded content Project Leadership: Coordinate cross-functional teams, vendors, talent, press across time zones | Partner with clients to understand objectives and define success metrics | Present strategic decks and compelling storylines to leadership Technical Skills: Canva | Adobe | SEO tools | Asana | Hootsuite | Zendesk | WordPress | ChatGPT API | Social Media Monitoring | UX Research | CRM platforms | Social Listening Tools | Analytics Reporting Certifications (30+): ChatGPT API | Luxury Brand Management | CRM | Social Media Strategy | SEO | UX Journey Mapping | Customer Personas