Marcela De Masi

About

As Executive Director of Branding and Communications at Grupo Boticário, I lead multidisciplinary teams that use creativity to enhance the value of our 14 brands — which together reach more than 190 million consumers. With over 20 years of experience, I began my career in advertising agencies before moving into the corporate world, and I hold advanced studies in business marketing, economics, and project management. Throughout this journey, I’ve built a professional journey that bridges creative processes and business results. Since 2023, we’ve been expanding Grupo Boticário’s creative and international presence, with more than 500 cases that have contributed to the growth of our brands. We’ve submitted our works in the most prestigious industry awards and earned over 130 first-place trophies — including recognitions from Cannes Lions, Effie Brazil and Latam, El Ojo, MMA, Profissionais do Ano, Clube de Criação, and TikTok Ad Awards. I have the privilege of working with an exceptional team that develops campaigns inspired by consumer behavior — stories with purpose that strengthen our brands’ relevance and amplify our positive impact on the market and society.