Brand & marketing strategist · Brazil-rooted, global reach
I build brands through experience.
Brand and marketing strategy, brought to life where people actually are — and measured like every other channel.
Head of Seller Events & Brand Experiences · Amazon Brazil
Master's, FGV · Economics, USP · ex-Google · ex-Ashoka
2.7x
audience growth — sold-out Amazon Conecta 2026
+268%
sponsorship revenue, 3 years
40+
countries — Ashoka global program
11+
years in brand & marketing strategy
Source: Fernando Balbino, career record — Amazon, Ashoka, Google.
About
Strategy first. Live experience is the craft.
I'm a brand and marketing strategist. I build brands where people actually are — live, in the room — and I hold every experience to the same standard as any other channel: define the commercial objective, design for it, measure what happens after.
Today I lead events and brand experiences for Amazon in Brazil — a 26-event national portfolio on a seven-figure budget. Before Amazon, four years running a global program at Ashoka across 40+ countries with Fortune 500 partners, and three years at Google in commercial operations, where I was named GCE MVP.
The way I work traces back to my training — an economics degree from USP taught me to treat every investment as a hypothesis to test; my master's from FGV is why measurement sits at the center of everything I build.
Studied at
2011–2015
USP
2011–2015
USP
BASc. Economics
An economics degree that taught me to treat every investment as a hypothesis to test, not an assumption.
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2014
Kedge Business School
2014
Kedge Business School
Exchange programme, Marketing & Strategy — Marseille
A semester abroad studying how brand strategy is taught and practiced outside Brazil — the first sign my career wouldn't stay local.
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2018
Amani Institute
2018
Amani Institute
Post-graduate, Social Innovation Management
Training in how mission-driven organizations design for impact at scale — the same year I joined Ashoka to put it into practice.
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2021–2023
FGV EAESP
2021–2023
FGV EAESP
MSc. IT Management for Competitiveness
The reason measurement infrastructure — not intuition — sits at the center of every program I build.
Visit ↗Worked at
2015–2018
Google
2015–2018
SMB Account Strategist Intern → Account Manager
Named GCE MVP (Q4 2016) among 14 Online Specialists — and co-founded Afrogooglers Brazil.
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2018–2022
Ashoka
2018–2022
Ashoka
Platform Manager → Head of Platforms, Changemakers Program
Built and led a distributed team of 7 across 5 countries, running a program that reached 10,000+ social innovators in 40+ countries.
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2022–present
Amazon
2022–present
Amazon
Marketing Manager → Head of Seller Events & Brand Experiences
Scaled the events portfolio from 3 to 28 a year and led Amazon Conecta to its first-ever sell-out.
Visit ↗Work
Proof, not adjectives.
Amazon Brazil · 2023 – 2026
Amazon Conecta
Scale Amazon's flagship seller event to its first sell-out — and hold it to the same standard as any other growth channel.
2.7x
audience growth, 2023 to 2026
Amazon Brazil · 2022 – present
The events portfolio & Seller Hub
Run a national events portfolio and a high-touch seller support program at scale, without adding headcount.
28
national events per year
Ashoka · 4 years, pre-Amazon
Ashoka Changemakers
Run a 40+ country program serving 10,000+ social innovators, with a fully distributed team and Fortune 500 partners — without central micromanagement.
40+
countries
Google · 3 years, pre-Ashoka
Earn trust with Google's largest Brazilian advertisers, and turn that trust into region-wide programs.
MVP
GCE MVP, Q4 2016 — among 14 Online Specialists
As seen on LinkedIn
Straight from the field.
View all posts on LinkedIn →The work, in real time — posted, not polished.
Watch
Amazon Conecta 2026 — sold out.
2.7x
audience growth — first sell-out
Excellent
attendee NPS
2.2x
sponsor growth
FAQ
Questions, answered.
What is The Business of Events? +
A weekly newsletter — 5 minutes on how brands turn events and experiences into real growth: the strategy, the money, the measurement.
Who is it for? +
Marketers, brand leaders, founders, and event professionals — in Brazil and internationally — who want to run experiences that get measured like any other channel.
Do you speak at events or on podcasts? +
Yes — on brand experience, event ROI, and treating events like any other growth channel. See Work with me below.
Do you offer mentoring? +
Yes, for marketers and event professionals building a strategy practice, not just a run-of-show.
How can I get in touch? +
Email [email protected] — I personally respond within 48 hours.
Work with me
Speaking
On brand experience, event ROI, and treating events like any other growth channel.
Mentoring
For marketers and event professionals building a strategy practice, not just a run-of-show.
I personally respond within 48 hours.