Gustavo de Mello
"Wisdom Begins In Wonder” by Socrates, is my motto
I love sports, wine, travel, motorcycles, movies, geopolitics and behavioral economics.
A Progressive Marketing Executive Who Build Teams, Brands and Business.
I’ve seen it all, and want to see more.
Because I’ve been an entrepreneur, was at the agency side and was a client, I understand the nuances, the levers, the trigger and what it takes to successfully Market brands and services in the USA and Globally.
As a client, I led the NBA (National Basketball Association) Global Marketing for more than 3 years, making the game relevant to a young and loyal audience that keeps coming back. From Media, Advertising, Brand, Youth, Event Strategy, Planning and Integration, reinventing the game to embrace digital behavior was both energizing and humbling.
At the agency, I run strategy departments and worked with clients as complex as State Farm and McDonald’s Global, as iconic as as Coca-Cola and Kellogg’s and as entertaining as Disney Parks, Tecate/Beck’s Beer, Jack Daniel’s, Las Vegas and the LV Raiders.
Being able to say that I was in the room when “Jake, from State Farm” happened is rewarding and fun.
As an entrepreneur, I brought the discipline of Content Marketing to Brazil (with my family), I lam a partner at a Sports Tech start up app, launched a FinTech product at another start up and completely rebranded a Broadcast company in the US, working directly on their identity and digital strategy.
Using the present to set up the future is one of my strengths.
I like to focus on identifying business problems and impacting behavior through creative and relevant solutions that make consumers love and buy brands. I'm comfortable with ambiguity and use my strategic thinking skills to help the business navigate that.
By motivating, allowing people to succeed and prioritizing speed and action, I lead by example. My success comes from loving what I do, caring about and listening to those I work with and having a strong point of view on almost everything...
Here are more details of I can do for you:
MARKETING TRANSFORMATION AND STRATEGY
. Designed and implemented Go To Market for FinTech, Sports, Media, CPG, Entertainment and others
. Brought Strategy to NBA’s Marketing
. Integrated CRM, Data gathering, analysis and measurement into NBA’s Marketing . Reinvented Media investment from 15% digital to 80% digital
. Rebranded Estrella Media, reinventing its Identity, creating its Vision/Mission and working on its Digital Strategy and new products
. Structured McDonald's Global Strategy Advertising team
. Strategy lead on iconic advertising campaigns (ie: “Jake, from State Farm”)
GROWTH & OPERATIONS:
. Structured Marketing Organizations for businesses in Brazil, Korea and Japan.
. Led Global audience expansion for the NBA (NA, China, Latin America, Europe, Africa, India and rest of Asia), growing fan base by +20% in 2 years
. Led McDonald's Advertising Strategy globally, with 52 countries under my responsibility
. Built and advised on structuring Marketing Organizations in multiple industries . Grew audience beyond traditional Hispanics to English dominants for multiple businesses
. P&L accountability and asset management worth north of $200MM
. Experienced Executive Management (Ad agencies, US Broadcast company and Entrepreneur)
. Launched and developed new business streams: NBA 2K League (eSports) and NBA Gatorade League, State Farm Financial Services
CULTURE & LEADERSHIP:
. Wrote and designed implementation strategies for Value Propositions, Employee Relations and companies Vision & Mission
. Developed cross-functional processes to incorporate Broadcast, Retail and Marketing partners
. Keen ability to assess talent positioning them to perform their best
. Excellent motivator, allowing people to succeed and prioritizing speed
. Able to manage through uncertainty and ambiguity.