Sérgio Eleutério

Six weeks after a brand strategy session I was proud of, the first creative brief landed — and it could have been written for any brand in the category. The 40-page positioning document had become three adjectives in a box. That's the moment I started building against.

Creative OS is a system where the strategy never leaves the room. Every brief, campaign, and creative direction runs on the same persistent brand context — automatically, without anyone having to remember to attach the PDF. It's the system I wished I had in every strategy room I sat in over the last twenty years.

Where I've built brands

• McDonald's Brazil (Arcos Dorados) — CMO Brasil, 2023–2024
• NotCo — Global Brand VP and Marketing VP North America, 2020–2022
• Kraft Heinz — five years across Brazil, the UK and the US, including founding and running Springboard Brands, the company's startup incubator, which led the acquisition of Primal Kitchen
• Grupo Boticário — built the positioning and go-to-market for quem disse, berenice?, now 300+ stores across Brazil, LatAm and Europe
• Ambev — brand building for Skol and Brahma, two of Brazil's largest beer brands
• Unilever — started in oral care and home care across Latin America and Europe

Full career history on LinkedIn. linkedin.com/in/sergioaeleuterio/