“Purpose is the essence of an organization. It provides meaning, sets direction, and creates value. It is a perennial strategic asset – the foundation of positioning and narrative for relevant and consistent brands.”
I have decades of entrepreneurial and consulting experience, working at the intersection of corporate and public interests and bridging tangible and reputational assets.
Throughout this journey, I have come to admire companies that have a clear sense of purpose and create value by sharing their vision. These organizations are stronger, more enduring, and widely recognized.
Today, I work independently at the strategic level, helping organizations reveal their purpose, structure their positioning, and build their narrative, ensuring coherence between their essence, operations, and communication.
journeyThe rapid pace of change and increasing complexity of relationships have expanded both risks and opportunities for businesses and society.
In this context, it is crucial for an organization to have clarity about why it exists, what it does, how it operates, and for whom it creates value.
This strategic foundation is critical for:
CEO at Mãe Terra / Unilever.
Member of the Global Leadership Team and LatAm Leader at Ashoka; member of the Boards of Directors at the São Paulo Sustainable Institute, Avina Foundation and Conectas Human Rights, and …
CEO at Carol Cone On Purpose.
Executive Director at ICE - Business Citizenship Institute; former Executive Director at Ashoka.
Full Professor at ECA - School of Communications and Arts at USP, University of São Paulo; Member of the Scientific Council at IdEA - Institute of Advanced Studies of Unicamp, Administrative Council…
Member of the Board of Directors and former President at Porto Seguro.
Founder and Co-Chairman of the Board of Directors at Natura &Co (Natura, Avon, The Body Shop and Aesop); Chairman of the Board of Directors at RAPS - Network for Political Action for Sustainability …
President of the Akatu Institute for Conscious Consumption; former Director and Adviser at the Ethos Institute.
Director at G&R Gestão Empresarial; Member of the Boards of Directors at Repsol YPF, Latam and TAM; Chairman of the Board of Directors at Fives Group; Member of the Supervisory Board at Peugeot …
Chairman at Klabin's Board of Directors and member of the Boards of Directors at Martins, Tarpon, Cataratas, Baumgart Group and TCP; former president of FIESP and Sebrae-SP.
CEO at Sonae Sierra Brasil.
Chairman and Founding Partner of Lew'Lara \ TBWA; Member of the Superior Council of ABAP - Brazilian Association of Advertising …
Founder and Co-Chairman of the Board of Directors at Natura &Co (Natura, Avon, The Body Shop and Aesop).
CEO at EDP Brasil, Vice-Chairman at EDP, President at the EDP Institute
Chief Executive Officer at ABERJE - Brazilian Business Communication Association; Full Professor at ECA - School of Communications and Arts, University of São Paulo.
Founder and Co-Chairman of the Board of Directors at Natura &Co (Natura, Avon, The Body Shop and Aesop); Former president at the SOS Mata Atlântica Foundation and IEDI …
President and CEO at Edelman worldwide
Chairman of the Board of Directors and Shareholder at Grupo Estado.
Associate Researcher at IBRE - Brazilian Institute of Economics at FGV - Getúlio Vargas Foundation; Partner of Reliance, Folha de S. Paulo columnist …
President Latin America at Kimberly-Clark Corp.
Executive Superintendent at FFHC - Fernando Henrique Cardoso Foundation.
General Superintendent at the Amazonas Sustentável Foundation, former Secretary of State for Environment and Sustainable Development of Amazonas.