CREATIVE DIRECTION
BRANDING
SOCIAL MEDIA MANAGEMENT
STRATEGY
As the Branding and Marketing Lead at ATEEN, I led a multidisciplinary creative team, collaborating closely with photographers, videographers, models, and influencers to authentically bring the brand's essence to life. Our goal was to seamlessly integrate ATEEN into everyday moments through visually compelling storytelling.
Over the course of two years, I managed our in-house studio, directed styling for photo shoots, and developed editorial and campaign video content across multiple channels, including email marketing, e-commerce, and print catalogues.
In addition, I oversaw ATEEN’s fashion content strategy, SEO, and marketing campaigns, driving customer engagement through socially relevant, on-brand editorials. These narratives were crafted to reflect the brand’s position of authority within the fashion space while resonating with our audience on a deeper, cultural level.
The luxury brand was born in Rio de Janeiro. One of the key challenges my team and I faced was expanding our presence and winning over consumers in São Paulo, one of Latin America's most influential cultural and fashion hubs.
To position the brand ahead of competitors and drive in-store sales, I led the creation of exclusive events in collaboration with a São Paulo-based press office, local influencers, and prominent public figures.
A standout example was our Valentine’s Day dinner: an intimate event featuring a renowned chef who curated a special menu for six influential couples, each well-known both in the city and across social media. This strategic experience not only deepened our connection with the São Paulo audience but also amplified brand visibility through organic, high-impact content.
I also played a key role in leading brand activations, organising fashion shows for new collection launches, and developing creative collaborations with artists.
One example was a collaboration with Brazilian artist Clara Veiga, where we co-created an exclusive product designed for influencer gifting. This initiative aimed to boost brand awareness and promote the launch of the Summer 2019 collection.
Results:
• Drove a 12% increase in sales through a targeted influencer campaign designed to expand the brand’s presence in São Paulo in 2019.
• Achieved a 156% growth in Instagram followers over 18 months through consistent brand storytelling, influencer partnerships, and editorial content.
•Reached and exceeded annual sales targets for 2018 and 2019 through strategic digital marketing initiatives, combining data-driven content creation with high-performing influencer partnerships.
• Increased Instagram engagement by 43% through content tailored to audience interests and behaviour.
• Drove a 12% increase in sales through a targeted influencer campaign designed to expand the brand’s presence in São Paulo in 2019.
• Achieved a 156% growth in Instagram followers over 18 months through consistent brand storytelling, influencer partnerships, and editorial content.
•Reached and exceeded annual sales targets for 2018 and 2019 through strategic digital marketing initiatives, combining data-driven content creation with high-performing influencer partnerships.
• Increased Instagram engagement by 43% through content tailored to audience interests and behaviour.
INSPIRED BY THE PAST.
influencing the future.
influencing the future.
For the Winter ’19 main campaign, featuring renowned Brazilian actress Carolina Dieckmann and a lookbook starring real clients, I collaborated closely with Brand Director Maria Rita Magalhães Pinto and Marketing Director Danielle Rabello to develop a creative concept. The campaign was inspired by the style, textures, and silhouettes of the 1970s, drawing influence from the hippie movement and iconic muses such as Brigitte Bardot and Jane Birkin.
Credits:
Marketing Lead: Alber Maia
Marketing Director: Danielle Rabello
Creative Direction: Alber Maia & Danielle Rabello
Brand Director: Maria Rita Magalhães Pinto
Styling: Mimi Coelho & Adhara
Photography: Rafael Pavarotti
Videography: Renato Pagliacci
Marketing Lead: Alber Maia
Marketing Director: Danielle Rabello
Creative Direction: Alber Maia & Danielle Rabello
Brand Director: Maria Rita Magalhães Pinto
Styling: Mimi Coelho & Adhara
Photography: Rafael Pavarotti
Videography: Renato Pagliacci
Led CONCEPT, creative and content direction
for multiple campaigns.
