Edson Ferrao

Head of Digital

São Paulo - SP, Brasil

Summary
Virtual Reality Marketing Mix Brand Promotion Integrated Digital Marketing Communication Innovation Research Branded Content Development Social Media Engagement Brand Innovation Local Advertising Augmented Reality Branded Content Innovative Problem Solver SEO Strategy SMO Internet of Things Big Data Digital Marketing Strategy Inbound Marketing SEM
Thirteen years of solid marketing and sales experience, in-depth knowledge of digital strategy, new business development and multi-platform thinking.

Throughout my career, I had the opportunity to build a flexible profile with strong abilities in connecting digital ventures and clients through creative content solutions, sales strategy and daily innovation behavior for rapidly changing environments.

I am experienced in developing and managing new media projects for companies such as: The Huffington Post, Grupo Abril, Telefonica Group, Heineken, L’Oreal, Itaú, Unilever, Mondeléz, Grupo Votorantim among others.

EXPERTISES
 
>> New digital platforms - mobile, vídeo, VR, AR, personal assistants, chatbots;
>> Strategies for content creation and distribution - SEM, SEO and social media;
>> Project Management and Big Data intelligence to leverage new business opportunities;
>> New advertising solutions - viewable, attention analytics, programmatic buying;
>> Trade strategies and sales development – CRM, Direct, Promo&Activation, PR, Events;
>> Motivating and developing multi-function teams.

KEY ACHIEVEMENTS

> Elected Chairman of the IAB – Internet Advertising Bureau – Trends and Innovation committee for 2017.

> Set partnerships for content recommendation, video and mobile platforms that guaranteed more than 4MM BRL as minimum yearly revenue, an increase of 248% compared to the previous contract.

> Designed and launched new media formats focusing in video, mobile and social platforms that contributed to triple The Huffington Post earnings in Brazil in 2016.

> Managed Abril Group seed accelerator that invested in entrepreneurial ventures developing diverse new business to the company such as blockchain, digital retail (O2O), VR, AR and education scholarship.

> Led new digital ad solutions for VEJA that achieved 54% revenue growth in the first two quarters of 2014. Awarded Abril Marketing Prize for best Social Media Case: “Personality of the Year VEJA + Twitter".
Experience

Head Of Digital at Abril

Dec 2016 - Present

Lead the digital strategy and operations for all brands and businesses of the company – product development, audience acquisition, strategic partnerships, BI, advertising operations and marketing. Responsible for accelerating the process between innovation and monetization. >> New business models for on and off site platforms – advertising, content distribution, branded content productions, paid subscriptions. >> Deep dive in digital intelligence – insights based on new metrics for branding, performance and user experience. >> Evangelize clients and internal teams - trainings, workshops, supporting materials. >> Establish strategic partnerships and relations – Diverse areas and expertise - innovation, performance, videos, social media. >> Leverage new ventures connecting Grupo Abril with startups and working as an accelerator identifying synergy among businesses.

Chairman - Trends and Innovation Committee at IAB Brasil

Nov 2016 - Present

Lead discussions and initiatives with professionals from several companies of the digital environment to develop global trends in the local market and create a daily basis behavior of innovation and creativity. Topics that will be covered by the committee during 2017: VR content, IoT, SoLoMo behaviors, VoD, Games and trends studies for the next years.

Marketing Lectures at Several Companies and Universities

May 2008 - Present

Lectures for companies and universities such as Adobe, IAB, NextTV, Mediamorphosis, Grupo Abril, USJT, Unip, FAM, Campos Salles, among other. Topics covered include: Digital Marketing, Trends & Innovation, Trade Marketing, Communication Planning and Branding.

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