Marcello
With over 20 years of experience in technology and digital advertising, Marcello Vieira has been at TikTok Brazil for three years, where he started as head of agencies and now leads the client team encompassing Finance/FinTech, Auto, Telecom, Education, and Media & Entertainment industries. A business administrator by training, he worked at Microsoft in the software and online advertising division, and later at Google and Twitter/X, where he held the position of general manager of the social network in Brazil in 2023, following the company's acquisition. Additionally, he has held leadership roles always focused on connecting brands and consumers in the digital environment.
From feed to invoice: when algorithms shape desire
The digitalization of consumption has transformed the way purchasing decisions are stimulated, facilitated, and rewarded. Digital platforms, instant payment methods, and personalization strategies use data and behavioral design to influence choices in real time.