Amanda M. Pires

Senior Communications and Marketing Analyst (Brand) - BP - A Beneficência Portuguesa de São Paulo

(2022-01 - 2024-03)

Brand reference for business units in projects.
Oversight of communications/actions, ensuring alignment with the brand strategy.
Conceptualized campaigns with agencies to align messaging and drive brand engagement.
Developed co-branding strategies with partners to strengthen market visibility and brand recognition.
Branding strategy - positioning, brand architecture, and tone of voice.
360º communication planning.
Define the most suitable communication channels for the brand strategy.
Mapped customer journeys, developed personas, and crafted communication narratives to enhance audience engagement.
Project management (definition and schedule monitoring).
Monitor campaign indicators for report and presentation development.
Seek to optimize strategies and identify new improvement opportunities for brand approaches.

Marketing and Communications Analyst (focus on external audience, associates and board) - BP - A Beneficência Portuguesa de São Paulo

(2020-03 - 2021-12)

Planning and development of campaigns, project management (including planning, structuring, implementation, and promotion of the new intranet, innovation, and digital transformation strategy), and budget management for the department.
Managed internal communication and produced content for channels such as corporate social networks, Corporate TV, email marketing, internal newspaper, and EAD portal.
Coordinated organization and production of internal events and endomarketing actions to strengthen organizational culture and employee connection.
Oversaw training and development of employees, executing strategic actions and creating content for the institution's educational platform, while facilitating the integration of new employees by presenting values, mission, culture, and organizational structure.
Developed partnerships for employees, enhancing benefits and resources available to staff.

Internal Communication Analyst - BP - A Beneficência Portuguesa de São Paulo

(2017-11 - 2020-03)

Developed and planned communication strategies for projects and institutional campaigns, ensuring alignment with organizational strategy.
Prepared briefings with organizational areas to ensure accurate alignment of campaign and project information for effective development and disclosure.
Produced content for internal communication channels, enhancing engagement through corporate social network (Workplace), bulletin board, email marketing, newsletter, and general prints.

Human resources analyst - Focus on Internal Communication and Training and Development of People - Canal Rural Produções

(2015-11 - 2017-12)

Planning of internal marketing actions.
Management of internal communication channels.
Creation of communications using editing tools.
Preparation of briefings with internal areas and agencies.
Redesign of internal communication channels.
Responsible for the education and training platform (both in-person and online).
Corporate events: launches, company-wide results meetings, commemorative dates, training sessions, among others.
Corporate content on social media (Instagram and LinkedIn).
Partnership management.
Main projects delivered: development of the company's own social network, from design to launch; support in building 360-degree evaluation platforms and Balanced Scorecard (BSC); implementation of a partnership app (Employee app); and structuring of internal communication channels to be exclusively digital, such as: Corporate TV, digital magazine, Manager's Agenda, and newsletter.

About