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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.

Work experience

Aug 2007Present

Marketing Director, Latin America

Heidrick & Struggles

Responsible for shaping marketing and communications strategy for the Latin America, which includes corporate branding, advertising and marketing initiatives.

Dec 2005Aug 2007

Head of Marketing & Communications, Brazil

Booz & Company (former Booz Allen Hamilton)

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 2003Nov 2005

Corporate Communications Director

Telmex do Brasil (former AT&T Latin America, Brazil)
Media Relations: Create positive exposure (company, products, services); Industry keynote spokespeople positioning of main executives; Development of Communications strategies/plans for products/technologies/projects launching; Crisis management and executive media training; Managed daily media interface and PR agency, focusing the improvement of media�s perception, coverage share of voice and favorability Employee Communications: Develop, along with the top management, communication strategies to engage employees to company�s goals & plans execution - Create and coordinate communication tools (channels) Marketing and Customer Comms: Develop, with the Sales & Mkt areas, communication strategies and use of all mkt tools (DM, relationship programs, events) Communication to Other Audiences: Support Government Affairs in formal communication; Coordinating community activities Social Responsibility: Develop & coordinate company programs on communities under high social risk situations
Oct 2000Jun 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 2001Mar 2002

Head of Marketing, Brazil

Nokia do Brasil

▪ 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 1998Mar 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 1996Jun 1998

Especialista em Comunicação

White Martins

Internal Communications and Press Relations




Universidade Gama Filho