MARINA ERTHAL

Marketing, Creative & Communication Director
SteelCorp Group

• Lead brand positioning, marketing strategy, and creative direction for one of the largest ecosystems in industrialized construction, founded by Brazilian entrepreneur Roberto Justus, operating across Brazil and the U.S.
• Manage the in-house marketing team and internal agency, developing all campaigns, branding, and communication across multiple business units.
• Drive the strategic narrative for an innovative construction method, translating complex technical solutions into clear, compelling stories for architects, builders, and end consumers.
• Play a key role in educating the market and accelerating adoption of a new way of building, one of the company’s core growth challenges.
• Contributed to the company’s rapid expansion to 600+ employees in under two years, supporting growth across multiple regions and verticals.
• Led crisis communication and reputation management, ensuring clear, strategic messaging during high-pressure situations.

Creative Director for Claro, one of the largest telecommunications companies in the world and the agency’s biggest account.

Led a team of 20 creatives, developing work across all products and verticals within the account.

Gained deep experience in the retail market while handling 100% of Claro’s communication needs, managing a high-volume, high-complexity operation that included internal and external communications, TV, B2B, B2C, CRM, SEO, and social media—covering a wide range of topics and business challenges.

R/GA New York & SP

• Hired to build and lead a new international creative hub, working closely with teams across New York, London, Los Angeles, and other global offices.
• Operated with a high level of autonomy, managing the entire international unit and gaining strong executive leadership experience.
• Recruited and led a team of 20+ creatives, establishing a new structure to deliver global campaigns.
• Led creative work for major global clients including Meta, Samsung, American Express, Nike, Verizon, and Ally.
• Drove revenue growth by improving financial forecasting, strengthening budget management, and aligning creative strategy with business objectives.

Creative Director for Spotify, TikTok, Audi, O Boticário, and Eudora, developing deep expertise in innovation and technology while working with brands that prioritize creativity at their core.

• Led the launch of TikTok’s first campaigns in Brazil and Mexico, as well as regional campaigns for Spotify across Latin America.
• Partnered closely with clients to define marketing and design concepts, scope projects, and establish realistic budgets and timelines.
• Managed end-to-end creative processes, ensuring alignment between strategic vision and execution across multiple markets.

One of the most defining experiences of my career, where I spent 11 years growing from Junior Copywriter to Senior, learning from some of the most respected names in advertising and marketing.

• Worked across a diverse portfolio of major clients, including LG, Bradesco, Santander, Ministério Público, Habib's, Crystal, Itaipava, Grupo Petrópolis, Estomazil, Buscofem, Honda, Peugeot, and others.
• Built a strong foundation in creative development, campaign execution, and brand communication across multiple industries.
• Managed day-to-day workflow, ensuring organization, efficiency, and quality across projects.
• Presented ideas and campaigns directly to clients, developing strong communication and storytelling skills.

Early experience in Account Management, where I developed essential skills in client relations, project and campaign presentation, and selling ideas, alongside building a strong strategic mindset.

• Managed direct client interactions, fostering strong relationships through a personable and attentive approach.
• Presented projects and campaigns, translating creative ideas into clear and persuasive narratives.
• Contributed to the development of strategic thinking by working closely with both clients and internal teams.

Began my career as a Copywriter in Cuiabá, Brazil, developing foundational skills in advertising and communication.

Winner of O Aprendiz (The Apprentice Brazil), hosted by Roberto Justus, recognized for strong leadership, strategic thinking, and high-stakes decision-making in a competitive business environment. Previously worked with him for 11 years, and in 2024 was invited to collaborate again at SteelCorp Group as Marketing & Creative Director.