CREATIVE DIRECTION
BRANDING
SOCIAL MEDIA MANAGEMENT
STRATEGY
At ATEEN, I led branding and marketing across a multidisciplinary creative team, working closely with photographers, videographers, models, and influencers to bring the brand’s identity to life through authentic storytelling. Over 3 years, I managed the in-house studio, directed styling for shoots, and developed campaign and editorial content across email, e-commerce, print, and social channels.
Alongside the creative direction, I led content strategy, SEO, and marketing campaigns, building editorials that strengthened the brand’s authority in fashion while creating deeper cultural connections with the audience. A key focus was expanding ATEEN’s presence from Rio de Janeiro into São Paulo, one of Latin America’s most influential fashion markets.
To support this growth, I created exclusive brand events, activations, fashion shows, and collaborations with local influencers, press, and public figures to drive awareness and in-store sales. Highlights included a Valentine’s Day experience for six high-profile couples and a creative collaboration with Brazilian artist Clara Veiga to launch the Summer 2019 collection through influencer gifting.
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.
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.
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.
