ABOUT ME

From 2014 until 2019 I worked on brand design, communication, and campaigns at leading agencies in Brazil and Germany for a variety of global companies, such as Adidas, the Elbphilharmonie Hamburg, CDU, Netflix, Natura, Avon, among others.

In Hamburg I had great experiences as part of award-winning teams, having won 1 Bronze Cannes Lion and 9 german ADC awards for the Elbphilharmonie’s opening campaign and brand communication, as well as 4 german ADC awards for CDU's “Walk-In Campaign” spatial design, communication and promotion (which was part of Angela Merkel’s campaign in 2017 resulting in her reelection).

In January 2020 I took on a new challenge in Brazil: to work on strategic plans, brand architecture, and positioning for various brands in Itaú Unibanco’s conglomerate, the largest financial institution in Latin America. While working in cross-functional agile teams, we were responsible for managing brand health and brand architecture, implementing brand strategy, and further developing brand identity. By the end of the first year at Itaú I was pretty happy to win the PRAD, an award for high performance in the team.

Meanwhile, I have also invested in the Accelerated Marketing Leadership Program at Kellogg School of Management, where I have expanded my knowledge on modern marketing operating models, as well as learned about leadership initiatives. 

Since November 2021 I am happy to lead the Brand & Content Marketing team at Raiffeisen Bank International in Vienna. The team has been working on enhancing Raiffeisen Bank International in Austria and across CEE countries through highlighting distinctive brand assets and ensuring relevant communication connected to brand positioning. We also work on centralized automations and on the development of a group-wide design system to improve business efficiency, time-to-market, enable costs savings, and ensure consistency for a future-proof branded communication.

elisapenido@gmail.com