About Juliana
Marketing & Commercial Growth Leader | B2B & B2C | Omnichannel | eCommerce
Driven marketing and sales leader with extensive experience growing global brands and delivering high-impact B2B and B2C strategies across content, paid media, retail and eCommerce.
I specialise in building integrated, full-funnel strategies that increase conversion, revenue, ROI, and long-term brand equity. With international experience leading cross-functional teams across multiple markets, I bring a strong global perspective, commercial acumen, and execution excellence to every engagement.
I combine ownership, resilience, and a consumer-centric mindset to turn strategy into measurable results.
What I Offer
• Brand Strategy & Positioning
• Commercial & Revenue Growth Strategy
• Full-Funnel Media Strategy & Performance Optimisation
• eCommerce Strategy (Amazon, eRetail, DTC)
• Go-to-Market Strategy
• Sales Enablement & Messaging
Career Highlights
Business Director, L’Oréal – Publicis Media
Led retail media strategy across 18 brands with a multimillion-dollar budget.
• Increased media revenue by 60% and improved ROAS by 10%
• Built structured test-and-learn frameworks and scalable playbooks
• Launched 2 brands on Amazon end-to-end
AB InBev (9 years) – Global Brand & eCommerce Leadership
Grew billion-dollar brands including Corona, Budweiser, and Stella Artois.
• Quadrupled Amazon revenue in 18 months
• Delivered pan-European omnichannel campaigns (Olympics, Corona Island)
• Improved VTR (+7.5%), CTR (+24%), reduced CAC (-71%), tripled campaign ROI
• Led award-winning FIFA World Cup eCommerce activation
Founder, Amplify Growth Studio
Partnering with B2B tech companies to drive revenue growth through:
• Value proposition & positioning refinement
• Go-to-market strategy & demand generation
• Fractional sales leadership & sales enablement
Mentor & Advisor to AI and Blockchain startups.
Let’s build strategies that drive growth and lasting impact.
Portuguese
Native or bilingual
English
Fluent
French
Fluent
Spanish
Conversational
Italian
Basic
Can work on-site
London (up to 50km)
Experience
- Publicis MediaBusiness Director L’OréalFASHION AND COSMETICSFebruary 2025 - August 2025 (6 months)London, United KingdomSenior strategic leadership role driving integrated commerce and retail media strategy and execution.
- Strategic Leadership: Led the team responsible for the strategy, activation and optimisation of retail media across 18 brands and multiple retail partners, managing a multimillion-dollar budget and ensuring quality, consistency and delivery excellence.
- Client Partnership & Influence: Acted as a senior strategic partner to L’Oréal leadership, influencing investment decisions, challenging briefs and elevating the role of commerce media within the broader brand ecosystem.
- Performance Media & Commercial Impact: Established processes, routines and frameworks that improved operational efficiency, performance outcomes and client satisfaction, delivering a 60% increase in media revenue and a 14% improvement in ROAS.
- Insight & Test-and-Learn: Designed structured learning agendas combining quantitative performance data with qualitative insight, generating scalable playbooks that improved effectiveness and informed future brand strategy.
- Integrated Commerce Strategy: Led multiple strategic workstreams such as quarterly and yearly planning and TikTok Shop playbook, translating brand objectives into actionable commerce plans.
- Pure player & Marketplace Strategy: Led the end-to-end strategic launch of two brands on Amazon, aligning positioning, messaging and channel strategy to support broader brand growth.
- Amplify Growth StudioFounder & CEOCONSULTING AND AUDITSAugust 2024 - Today (1 year and 10 months)Founder of a growth and strategy consultancy partnering with companies to define positioning, clarify brand narratives and build scalable go-to-market strategies.
- Brand Positioning: Redefined value propositions, audience strategy and messaging architectures to create sharper market differentiation.
- Go-to-Market Strategy: Designed and executed integrated campaigns grounded in customer insight, generating predictable pipeline and improving lead quality.
- Executive Advisory: Operated as a fractional strategy lead across marketing and sales, aligning commercial and brand strategy, helping the client land partnerships with Coca-Cola and Carlsberg.
- AB InbevDigital Marketing Lead Corona - Zone EuropeWINE AND SPIRITSJanuary 2023 - March 2024 (1 year and 3 months)London, UKLeadership role responsible for full-funnel media and omnichannel activation of Corona (most valuable beer brand in the world) across Europe.
- Multi-market Leadership: Led Corona’s two largest platforms (Olympics & Corona Island) localising global campaigns into 15+ markets and delivering 360° activation across media, e-commerce, in-store, creative, promotions and packaging; contributed to achieving Europe-wide revenue targets.
- Performance Marketing: Developed Corona full-funnel media strategy which improved VTR by 7.5%, CTR by 24%, ROAS by 300% and reduced CPA by 71% through funnel optimisation, message testing and audience refinement.
- Stakeholder Management: Created strong partnerships with cross-functional teams, retailers and agencies across multiple countries. This resulted in record-time campaign delivery and a 4.9 customer net promoter score (NPS).
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Education
- Master of Science in ManagementRotterdam School of Management (RSM). Erasmus University2015GPA: 8.3/10 | Chairwoman of the Study Trip Committee at STAR (Study Association of Rotterdam School of Management – 6500 alumni)
- Bachelor of ScienceFederal University of Ceará2013Honours: Magna Cum Laude | GPA: 9.2/10 | Graduation Thesis graded 10/10