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As part of the business development team, I was responsible for data curation in three different markets. I also assisted with Portuguese translation, route testing and market research for current and future cities in Latin America. The start-up environment allowed me to closely interact with a variety of teams to deliver excellence and learn new skills. I also worked on the development of new features, which requires multi-tasking, attention to detail, contextualisation and ability to dig hidden information. Finally, dealing directly with customers has taught me how turn anger into support and loyalty.
I worked closely with the creative, account and technology teams to devise, produce and measure the effectiveness of digital content and social media campaigns for KFC, which is now the second biggest fast-food brand on social media, with 38 million followers. I produced weekly reports to illustrate, analyse and compare different campaigns based on KPIs. Together with senior strategists, I planned and presented the strategic approach for a global media agency website redevelopment. Additionally, I contributed with analysis and reporting on several accounts. In addition to my role as a planner, I often worked with the account management team to assure the success of online competitions for Heineken, which saw a two-digit growth in sales.
The course was heavily based on creative executions and required a twist in every assignment. Units ranged from Content Creation and Elevator Pitch to Futurising and Persuasion. I have acquired technical skills that let me realise effective strategies and in-depth research to produce accurate and actionable insights. As I am interested in the relationship between humans and technology, and its enabling uses, my final and major project looked at public transport open data to offer step-free routes in a mobile application. My dissertation studied the use of data by the entertainment industry to produce tailored content. Coursework included producing websites, mobile applications, transmedia campaigns and presentations.
It was here that I first realised the wonders of working with a truly great team. The course was intense, with workshops and seminars teaching different planning methods and approaches. We were challenged to present our main projects to clients, which included an integrated global communications strategy to Jägermeister, commended for our thorough research and insight. We also produced a social and marketing trends report to Germany-based ECE.