I started with brands. Then I learned how the whole system works.
For more than 13 years I’ve worked across brand, strategy, acquisition, data and marketing operations, from building consumer brands to leading multidisciplinary teams and running marketing inside growing businesses, in Brazil and Europe.
Brands first.
I started my career in branding. That’s where I learned about positioning, communication and the less tangible side of marketing: why people connect with certain brands, what makes them relevant and how consistency builds value over time.
At Westwing I worked across social media, influencer marketing, content and creative campaigns during a period of real digital growth, and learned that a recognisable point of view can also sell.
Brand and commercial results don’t need to live in different rooms.
See the Westwing case →Then my world became much bigger.
Moving into agency management, I began working across performance marketing, CRM, content, social media, creative and digital, managing multidisciplinary teams and connecting specialists around the same business objective.
It changed the way I saw marketing. A strong brand matters, but so does what happens after someone clicks. A great campaign matters, but so does whether you can measure its impact.
Data became a bigger part of my work too. Not data for the sake of dashboards, but data as a way to understand what was happening, challenge assumptions and make better decisions.
Specialists do better work when someone makes sure they’re all moving in the same direction.
See the Seller clients →A chain of 12 hostels, and everything that comes with it.
Twelve properties, two archipelagos, three languages, one brand. Every hostel had its own audience and its own rhythm, and every decision had to work across all of them without losing consistency or the local feel.
I led marketing across brand, content, SEO, acquisition, website, customer journey and analytics, managing teams and collaborators across properties, markets and languages, and building the processes that let it all run without depending on one person.
At scale, marketing needs a system. Otherwise it turns into twelve versions of itself.
See the Nest Hostels case →Now I bring it all together for other businesses.
At Almaíso, a retreat and regeneration project in Tenerife, I’m translating a complex vision into a brand people can understand and feel.
In 2026 I co-founded Auris, building its positioning, products, method and pricing around a problem I kept seeing: marketing activity exists, but the system behind the decisions often doesn’t.
And through Camila Melo Marketing, I work directly with businesses that need that system, and someone who understands how the pieces fit.
- I understand brands.
- I understand digital marketing.
- I understand how specialists work.
- And I understand that marketing only becomes useful when it’s connected to what the business is trying to achieve.
I don’t believe one marketer should do everything. But I do believe someone needs to understand how everything fits together.
That’s usually where I come in.Growth without manipulation.
I care about projects that use communication and marketing ethically. I believe it’s possible to grow without manipulating people, building brands they choose because they trust them.
In practice, that means content that gives real value instead of manufactured urgency, decisions based on data and real human behaviour instead of tricks, and systems a team can run without depending on one person.
- Based in
- Tenerife, Spain
- Works with
- Businesses in Brazil and Europe, remotely
- Languages
- Portuguese, English, Spanish
- Experience
- 13+ years
- Education
- Advertising & Marketing, Cásper Líbero, São Paulo
Born in São Paulo. Shaped by travel.
Born and raised in São Paulo, I started travelling and working as a digital nomad. Along the way, that’s what opened the doors to my career in Europe.
Travel is how I connect with the world: with nature, with people and other cultures, and with ideas that question what I think I know. It’s also how I balance the São Paulo workaholic in me with enjoying the time we have.
Off the clock, I paint and make things with my hands.
- Travel
- Nature
- Painting
- Handmade
Courses & certifications
- Strategic PlanningStrategy
- Digital Marketing StrategyStrategy
- Foundations of Project ManagementOperations
- Agile Project ManagementOperations
- Business for All · Harvard2023