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Regina Macedo

marketing & communication

Work experience

Latin America Communication Head HSBC

Aug 2014Present
São Paulo, SP, Brazil, since Drive a cohesive employee communications and media relations strategy for the business segments and strong positioning in Latin America that attracts customers from our target segments and reinforces our leadership with existing customers. Actively engage with functional and business peers to build and safeguard the reputation of HSBC regionally, including in-depth understanding and risk escalation of business and customer trends that could impact the businesses' reputation and performance.

Corporate Communications Director

São Paulo, SP, Brazil Corporate Communications Director, Responsible for driving HP local brand value, enhancing corporate reputation and exceeding business goals while consolidating resources to improve efficiency of communications activities. During the first year, brand recall linked to sustainability and innovation was up 50% in Brazilian media. Provided direction, support and leadership to all businesses, functions and geographies involved and developed strategies and tools with global vision and local implementation. Orchestrated internal networks and communication channels that inspired collaboration, knowledge sharing and active problem solving. Also built brand-enriching relations with all stakeholders, championing the use of interactive engaging platforms. Conducted continuous scanning of the broader external landscape for innovative practices and business opportunities.

Communication Superintendent

Real, São Paulo, SP, Brazil Communication Superintendent, Management of the communication agencies group, in order to ensure the best cost benefit deals, as well as high standard performance at every job. Attended as member of local leadership commitees responsible for strategic brand planning and implementation. Responsible for all media campaigns, using brand scorecard to continuously track the results. SIEMENS MOBILE, São Paulo, SP, Brazil

Product Manager

Gradiente Telecom
Product Manager

Merchandising Manager

Gradiente Entertainment
Merchandising Manager

Project Manager

IBM Brasil
Project Manager

Account Manager

A.C. Nielsen Marketing & Media
Account Manager



Fundação Getúlio Vargas Business School


  • Results oriented executive, with focus on branding, strategic planning, project management and budget administration.
  • Leadership: Ability to build, manage and participate in cross functional teams.
  • Multidisciplinary background in Marketing, including BI, Communication, PR and Trade.
  • Unique vision of sustainability as a strategic business driver to improve communication among organizations, stakeholders and society as a whole, leveraging brand recall.
  • Deep knowledge of technology, with experience in IT solutions projects and telecom activity.

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Junior Achievement Sao Paulo

Economic Empowerment Mentoring Program

Participation on the Social Innovation Relay: one of the biggest initiatives of developing entrepreneurship in education, where the mentors provides guidance to the young student that present their projects based on a sustainable economy, competing for the best project of the year.