Shoe Collection Launch in the US
FARM RIO (Global)
Led the launch of FARM Rio’s first footwear collection in the U.S., using product as a strategic entry point to expand the brand’s presence in a new category and market.
work
Launch in Nordstrom across 60 stores
$30M+ revenue impact
Strong brand visibility in a new category and market
Successful extension of brand into footwear
$30M+ revenue impact
Strong brand visibility in a new category and market
Successful extension of brand into footwear
Impact:
CHALLENGES:
Product acceptance - Introducing a distinctly Brazilian aesthetic to the U.S. market
Retail scale - Launching in Nordstrom (NYC flagship + 60 stores nationwide)
Go-to-market - Coordinating campaign, PR, influencers, and partnerships
Experience execution - Aligning visual merchandising, event, and brand presence across touchpoints
Remote execution - Leading from Brazil across teams and markets
Product acceptance - Introducing a distinctly Brazilian aesthetic to the U.S. market
Retail scale - Launching in Nordstrom (NYC flagship + 60 stores nationwide)
Go-to-market - Coordinating campaign, PR, influencers, and partnerships
Experience execution - Aligning visual merchandising, event, and brand presence across touchpoints
Remote execution - Leading from Brazil across teams and markets
ROLE:
Brand & Marketing Leadership (U.S. Launch)
KEY RESPONSABILITIES:
Led strategy and execution for the footwear launch in the U.S.
Connected product storytelling with brand positioning
Managed retail, partnerships, and brand experience
Ensured consistency across physical and digital touchpoints
Brand & Marketing Leadership (U.S. Launch)
KEY RESPONSABILITIES:
Led strategy and execution for the footwear launch in the U.S.
Connected product storytelling with brand positioning
Managed retail, partnerships, and brand experience
Ensured consistency across physical and digital touchpoints
INSIGHT: People don’t just buy products, they embrace experiences that let them feel part of something through emotional connection.
CONCEPT: "Farm Rio Market." Inspired by a Sophisticated Brazilian Street Fair:
• Products presented as fruits, with typical brand decorations (crafts, fruits).
• Traditional food, Brazilian music, and interactive activations (flowers, Instax cameras, stickers).
• Products presented as fruits, with typical brand decorations (crafts, fruits).
• Traditional food, Brazilian music, and interactive activations (flowers, Instax cameras, stickers).
PROPOSAL:
Capture the essence of Brazil and offer an engaging, authentic cultural experience with the brand’s identity.
Capture the essence of Brazil and offer an engaging, authentic cultural experience with the brand’s identity.
Go-to-market strategy for a new product category
Narrative connecting product, lifestyle, and brand identity
Retail experience aligned with brand storytelling
Integrated campaign across digital, retail, and partnerships
Visual and communication direction for launch assets
Narrative connecting product, lifestyle, and brand identity
Retail experience aligned with brand storytelling
Integrated campaign across digital, retail, and partnerships
Visual and communication direction for launch assets
What I Built:
Festa de Lançamento Calçados FARM RIO Global
+55 48 992097758
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