Ana Laura Sivieri
Ana Laura Sivieri has over 25 years of experience in Marketing & Corporate Communications. She worked for the last 6 years as Global Director of Marketing & Corporate Communications at Braskem, where she was responsible for Reputation and Crisis Management, Advertising, Social Media, and Press Relations. Passionate about materializing brand purpose, she has worked in credit cards, brand & design agencies, and international marketing.
Executive as Media Asset: Personal Brand as Currency
In the attention economy era, the founder's image has shifted from a vanity accessory to a strategic financial asset capable of reducing customer acquisition costs, optimizing employer branding, and accelerating the closing of major contracts. This session explores how to structure the leader's personal brand as an institutional "bargaining chip," contrasting Chico Barney's pop perspective with Ana Laura Sivieri's corporate vision. We will debate practical strategies to transform opinions into market theses and digital presence into algorithmic trust, demonstrating why the "founder-media" is today a crucial competitive advantage for raising investment, managing crises, and ensuring the company is the dominant voice in its sector even before starting a sales conversation.