With more than 20 years of experience, Paula Barifouse is responsible for shaping Heidrick & Struggles' marketing and communications strategy in Latin America. Her responsibilities includes corporate branding, positioning events and seminars, strategic alliances, as well as external communications, media relations and platforms marketing, focusing on the strategic leveraging of Heidrick & Struggles thought leadership.She joint Heidrick & Struggles from Booz & Company, the global consulting firm, where she was head of marketing and communications for Brazil for two years, strengthening a professional services background on the marketing arena. Prior to that, she held senior marketing communications positions in local and multinational companies, with a track record career. She was the Corporate Communications Director for the Brazilian operations of Telmex, the leading telecommunications company in LTA; launched AT&T LA operations in Brazil. Prior to that, she was Corporate Communications Manager with Nokia, where she held different positions in Brazil, the Southern Cone and Latin America; led the manufacturer Marketing area for almost an year, launching the first low-end product of the company. With BA in Communications (Journalism) from Universidade Gama Filho (RJ), Paula has also worked at AT&T, White Martins and Texaco, and with reputed national and international PR agencies, such as global Burson-Marsteller Brazil, and locals FSB Comunicações e SPS Comunicação.
Aug 2007 - Present
Marketing Director, Latin America
Responsible for shaping marketing and communications strategy for the Latin America, which includes corporate branding, advertising and marketing initiatives.
Dec 2005 - Aug 2007
Head of Marketing & Communications, Brazil
Area of Focus - Marketing- External Public Relations- Internal CommunicationsCapabilities and Expertise- Communications planning and implementation, including crisis management media training (+100 spokespersons), communications policies and manual development, editing internal and external vehicles - Brand positioning and launching of products, technologies, projects and campaigns- Direct marketing/Lead generation programs, events marketing, alumni, corporate identity alignment, PR
Aug 2003 - Nov 2005
Corporate Communications Director
Telmex do Brasil (former AT&T Latin America, Brazil)
Oct 2000 - Jun 2003
Corporate Communications Manager, Brazil and Latin America
Structured Communications area. Responsible for leveraging company's image among journalists & for a 40% increase of coverage w/ quotes; Also for the overall coverage space focusing the favorability rateCoordinated launching/sustaining campaigns for +20 productsManaged crisis communicationsTrained +50 spokespeopleCoordinated top executives positioning & global executives visits media activities(LTA)Act as spokesperson; coordinated interface with + 700 journalists/year;Coordinated +300 media requests/year, with 70% answering rate;Coordinated all employee communicationsCoordinated Se Liga Goiás Ayrton Senna Institute program expansion: to help illiterate children succeed in elementary schoolImplemented Brazilian version of global corporate social responsibility program, focused on reading mediation for children; expanded to several cities;Developed BR version of the global corporate volunteerism program
Apr 2001 - Mar 2002
Head of Marketing, Brazil
▪ Led a 15 people team with total coordination of the following areas: Media (media advertising and production), Internet, Trade Marketing (Retail Program, POP material), Events and sponsoring, Call Center, area of Products and New Products and Market Research;▪ Managed several agencies, such as: advertising agency in the development of campaigns for product launchings; research agencies, including Brand Campaigns and Brand Audits; trade marketing agencies, with a retail programs; Internet, with the website of the company and electronic promotion actions; of Call Center;▪ Coordinated several cultural and sports sponsorship projects
Jun 1998 - Mar 2000
Public Relations and Marketing Communications Manager
I was a BM employee, leading the AT&T Brazil account from the client's office. Reporting to local leadership, as well as to AT&T and BM in the US, this was one of the greatest learning times ever. Not only about telecommunications, PR and Mkt Comms, but as multinational environment and matrix relationship.
Aug 1996 - Jun 1998
Especialista em Comunicação
Internal Communications and Press Relations