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Mirela de Lacerda

Archetypal branding strategist

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  • LevelSenior
  • LocationLondon, United Kingdom
  • AvailabilityLocked Pro Plan feature
  • ProfessionsMarketer - Strategist & Planner - Consultant

About me

With 15 years’ experience in the fashion and beauty industries, my work combines research, strategy and cultural aspects in order to create strong brand stories. A background as a fashion journalist and lecturer, allowed me to understand the market challenges from different perspectives, which motivated the creation of my first consulting business, Modalogia. Working with major fashion companies, I realised that a lack of clear identity was the main obstacle in their growth, leading to the research of Jung's archetypes as a branding strategy. During my MA course at London College of Fashion, the concept was further explored on case studies about British brands. After identifying a market gap, I created Project M London, an emotional branding consultancy aimed at startups and middle-size businesses, tailored to find the motivation behind the brand, create its meaning and develop a mindset. The services also include workshops, training and mentoring sessions. I believe that consistency, honesty and passion build unique brands

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  • Fashion
  • Digital Media
  • Marketing PR
  • Branding
  • Copywriting
  • Editing
  • Marketing Strategy
  • Social Media Marketing
  • Communications
  • Creative Thinking
  • Office
  • Photoshop
  • Powerpoint
  • Word
  • Content and Media Writing
  • Buisness Mentoring
  • Lecturing
  • Brand Management

Work history


Jul 2016
  • London, United Kingdom
  • Full Time
  • Project M London is an emotional branding consultancy aimed at fashion and beauty companies. Applying the concept of archetypes, the work is tailored to develop meaningful brands, with engaging motivation and clear mindset, translated in strategic positioning, marketing & visual communication plans and mentoring sessions that tackle the business core. Some of my past and current clients include L'Oréal, Tateossian, SabryMarouf, Prim & Clover, Stasa Design, OMINISS and Hunter Collective


Jun 2015 - Jul 2015
  • London, United Kingdom
  • Freelance
  • Working with the marketing manager, I planned and implemented online marketing campaigns for different social media channels and produced content for newsletters and websites (CFE and FIA London).


Freelancer Social Media Consultant

Malée Natural Science

May 2015 - Jun 2015
  • London, United Kingdom
  • Freelance
  • Developed the brand persona and social media content plan


Marketing Assistant

Lily and Lionel

Jan 2015 - Mar 2015
  • London, United Kingdom
  • Freelance
  • Working with the creative director and the marketing manager, developed and implemented a plan to communicate the brand identity across different social media channels, generating awareness and engagement


Social Media Content Manager


Mar 2014 - Jul 2014
  • Rio de Janeiro, Brazil
  • Full Time
  • • Created brand personas, developed and managed content plans and social media campaigns for Lancôme, Kiehl’s, Redken, Roger & Gallet, Essie, SkinCeuticals, Inneov and Matrix. • Worked closely to the e-commerce, marketing and product development teams at L’Oréal to ensure brand awareness and traffic growth • Led, motivated and guided a team of 5 copywriters and designers • Allocated budget for paid campaigns • Analysed audience and conversion reports in order to maximize ROI




Jan 2009 - Jul 2014
  • Rio de Janeiro, Brazil
  • Full Time
  • • Adapted and successfully applied a method of brand identity strategy based on the study of Jung’s archetypes to position fashion brands in the Brazilian market; • Developed digital strategies, edited and wrote content for blogs and social media channels; • Presented trend forecasting, selling techniques and dress code workshops to design, marketing and sales teams at fashion companies


Co-founder and Editor

Meninas da Moda

Apr 2005 - Dec 2008
  • Rio de Janeiro, Brazil
  • Full Time
  • • Along with 4 partners, created and developed the innovative concept of a fashion business blog, edited content and wrote daily posts about fashion marketing, trends and history; • In collaboration with the TV channel GNT, the team covered 3 fashion weeks, in Rio de Janeiro and São Paulo, reporting for GNT Fashion show and for the online channel.


Jul 2003 - Dec 2009
  • Rio de Janeiro, Brazil
  • Full Time
  • As teacher and lecturer of subjects such as Contemporary Fashion, Fashion Research, Fashion and Consumption, Fashion Communication, and Fashion History in some of the most recognized Brazilian institutions, I had the chance to develop my research, presentation and speech skills, and discovered great pleasure in orientate future professionals.



MA Fashion Entrepreneurship and Innovation

London College of Fashion

Aug 2014 - Jan 2015
  • London, United Kingdom
  • The ethos that entrepreneurship serves as a catalyst for economic development underpins the philosophy of this specialist course. Strengthened by London College of Fashion’s unparalleled external and internal industry networks, MA Fashion Entrepreneurship aims to develop new fashion concepts through to commercialization. Addressing the need for the fashion entrepreneur who can identify market opportunities in the industry, this programme is firmly aligned to 21st century, global business with all the challenges and potential this brings. MA Fashion Entrepreneurship is a dynamic and interactive learning experience that is built through key collaborative relationships in education (such as IFM in Paris) and industry. Through a supported and structured programme that includes entrepreneurial practice, new business models and planning and management of creative enterprise, participants are encouraged to develop new thinking and innovative concepts