Cheil introduces its new Chief Strategy Officer, Ira Finkelstein, this week. With 25 years of experience in the national and international market, having started her career in Germany, the executive has established herself as an expert in brand management, corporate planning, consulting and insight, brand purpose, digital transformation and innovation. She arrives at the agency to lead the Planning and Business Intelligence areas, focused on working on the integration of methodologies, team management and project development, adopting an amplified and connected view of three main points: the needs of customers, consumers and businesses. .
Graduated in Social Communication from ESPM and specialized in Branding and UX Strategy, Ira has skills in the areas of Sociology, Consumer Psychology, People Management, Leadership and Professional Coach. Its performance is solidly based on Brand Strategy & Intelligence, built with experience at important consumer products companies such as Unilever and Natura, and at international and national agencies such as Leo Burnett, Publicis, Talent (digital division), Dentsu Aegis, Fischer and Heads Propaganda. In his career he has worked with brands of the most diverse types of segment, among them are Hering, Fiat, Vigor, Melitta, Pampers, Dove, Bradesco, Sony, Johnnie Walker, Visa, Petrobras, Ariel, Always, Gillette, Brastemp, Carrefour, Buscopan , Dr. Oetker, Whiskas, Lux, Havaianas, XP Investimentos, Unimed, TetraPak, Rossi, O Boticário, 3M and Piracanjuba.
Ira Finkelstein commented on his arrival:
“My work is based on the purpose of connecting people to brands, which combines with Cheil’s proposal to offer the most diverse communication and marketing solutions to achieve customers’ goals in a more intelligent, technological and innovative way, going beyond deliveries. traditional market. To make this match more than successful, I am bringing to this challenge my notions of implementing corporate causes and values, BI, consumer intelligence, conceptualization of brands and international businesses and the use of digital tools in order to optimize processes and , automatically make them more objective.”
Applying the belief that the combination of core competencies, direction and motivation results in happier and more efficient professionals, Ira Finkelstein is also recognized in the market as a leader capable of developing high performance teams in a collaborative and human organizational climate.
According to Tatiana Pacheco, managing director of Cheil Brasil, “Ira’s arrival at Cheil is synonymous with maturity in the operation, with the serenity of someone who has knowledge in the entire communication ecosystem and consulting experience, bringing an even more strategic vision to the agency. .”
Ira’s career was also marked by his work with the Brazilian Planning Group and as a member of the UN Women’s Committee, as well as participation in the jury of different national and international festivals in the market, including the Effie Awards, and works recognized in awards such as Cannes Lions and New York Festivals. In 2019, she decided to undertake and founded FINKERS, a Branding & Digital Transformation consultancy that currently serves large advertising agencies in Brazil, as well as from renowned companies to startups.
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