Renan BoerMarketing · Brand · CommunicationsSão Paulo, Brazil

Brand is a business decision.

Brand and marketing as a business lever — branding, go-to-market and integrated communications in the age of Artificial Intelligence.

See cases → Get in touch

Marketing leader who connects brand, business and consumer. With 10+ years at leading insurance, manufacturing and retail companies, I turn brand strategy into launches, partnerships and integrated campaigns with measurable results.

Career at
ZurichMidea CarrierWhirlpoolConsulBrastempMarisaHSBC
01 — Results

What brand delivered for the business.

Figures from projects I led or was directly accountable for, from strategy to execution with teams, agencies and partners.

1B

impressions with the “Minha Ideia de Casa” (My Idea of Home) platform

Midea Carrier
506M

impressions and 17M people reached with the CRM43 “Vai Ter que Rebolar” campaign

Consul · Whirlpool
+700

leads in 1 month with Zurich Conecta, 42% above target

Zurich
111M

impressions on TikTok Brand Mission

Midea Carrier
4th

place in brand awareness (Kantar)

Marisa
3×

more assets with a 5-person in-house agency and 5% lower agency costs

Midea Carrier
−15%

churn on Assurant insurance with a CRM journey built with Marketdata

Marisa
+39%

press coverage with the new communications to 110+ partners

Zurich
02 — Cases

Challenge → decision → result.

Four stories of brand, product and communications turned into results. Tap each one to open it.

Zurich

Partnerships as a growth engine

Partnerships Marketing Coordinator · Aug 2025 – present +700 leadsin 1 month · 42% above target

Challenge

  • Partnerships had no trade marketing communications function.
  • SUSEP (insurance regulator) communications to 110+ partners.

Decision

  • Built the trade marketing communications function, with a team of 3 analysts.
  • Led the repositioning of Partnerships and launched Zurich Conecta.
  • Set up the partner relationship journey on Dynamics CRM and the use of AI with agencies and partners.

Result

  • +700 leads in 1 month, 42% above target.
  • +39% press coverage.

Evidence

YouTubeVideoYouTubeZurich Partnerships Cocktail 2025: Connections that transformWatch video
Midea

One brand platform for the whole home

Marketing Coordinator · Jul 2023 – Sep 2024 1Bimpressions

Challenge

  • Build brand relevance across several simultaneous launches: inverter air conditioners, refrigerators, washers and air fryers.
  • Produce more content without raising agency costs.

Decision

  • “Minha Ideia de Casa” brand platform and go-to-market for the inverter AC (R32 gas, Inmetro rating).
  • Activations on Estrela da Casa, Hora do Faro and FEBRAVA; “Histórias de Geladeira” web series with MField and Tata Werneck; TikTok Brand Mission.
  • 5-person in-house agency; team of 3 analysts.

Result

  • 1 billion impressions and a top-3 home appliance brand.
  • 3× more assets with 5% lower agency costs.
  • 2.3M impressions for the web series and 111M on TikTok.

Evidence

Marcas pelo MundoArticleMarcas pelo MundoMidea unveils new phase of its “Minha Ideia de Casa” campaignRead article MFieldCaseMField“Histórias de Geladeira” with Tata WerneckRead article YouTubeVideoYouTubeMidea at Febrava 2023Watch video
WhirlpoolConsulBrastemp

Consul and Brastemp in refrigeration

Senior Marketing Analyst – Brands & Product · Apr 2021 – Jul 2023 506Mimpressions · CRM43

Challenge

  • Defend share leadership in refrigeration with a product launch.
  • Refresh the brands’ positioning.

Decision

  • CRM43 “Vai Ter que Rebolar” campaign.
  • Repositioning with Ana Couto.
  • “Vem que Tem” Black Friday on TV Globo, with an on-screen QR code.

Result

  • Share leadership, 506M impressions and 17M people reached.
  • Black Friday: +1.9M impressions, +27M viewers and +389K QR code scans.

Evidence

Clube de CriaçãoArticleClube de CriaçãoVai Ter que Rebolar — ConsulRead article
Marisa

Brand, efficiency and relationships

Coordinator (Nov 2020 – Apr 2021) · Senior Analyst (Sep 2016 – Nov 2020) 4thin brand awareness · Kantar

Challenge

  • Grow brand awareness in fashion retail.
  • Produce more creative with less budget and retain financial services customers.

Decision

  • Reworked the agency model to double creative output.
  • CRM journey with Marketdata for Assurant insurance.
  • Led 2 analysts and 1 intern.

Result

  • 4th place in brand awareness (Kantar).
  • 10% lower agency costs with twice the creative output.
  • −15% churn on Assurant insurance and +5 p.p. engagement.

Evidence

Clube de CriaçãoArticleClube de CriaçãoAfter its makeover, Marisa invites: #VemProvarRead article Grandes Nomes da PropagandaArticleGrandes Nomes da PropagandaMarisa launches campaign with product and communications changesRead article
03 — How I work

Three levers, one goal: grow the business.

Branding

Brand with a business thesis

Positioning and brand platforms that guide product, channel and communications, measured by awareness, share and revenue.

Consumer

The Brazilian consumer at the center

10+ years talking to Brazilian consumers in insurance, home appliances and fashion. I use data, CRM and popular culture, such as broadcast TV, creators and celebrities, to build brands that feel close and relevant.

Integrated communications & go-to-market

From launch to channel, with results

Product launches, partnerships and trade, aligning sales, product and partners. In-house teams, agency management, CRM and applied AI to produce more, at lower cost, with measurable results.

04 — Career

Insurance, manufacturing and retail.

Aug 2025 – presentZurichPartnerships Marketing Coordinator
Jul 2023 – Sep 2024Midea CarrierMarketing Coordinator
Apr 2021 – Jul 2023WhirlpoolSenior Marketing Analyst – Refrigeration Brands & Product (Consul and Brastemp)
Sep 2016 – Apr 2021MarisaMarketing Coordinator and Senior Analyst
2008 – 2016Early careerHSBC, Gazeta do Povo, i-Cherry and Veibras
05 — Education

Always learning.

Professional photo of Renan Boer
Renan BoerMarketing · Brand · Communications

Education

  • ESPMMaster’s in Digital Business, BI and Artificial IntelligenceESPM · 2023–2025
  • PUCPRBachelor’s in AdvertisingPUCPR · 2012–2016

Certifications

  • Great Place to WorkLíder For AllGPTW · 2024
  • Brand Management2022
  • Marketing Ponta a Ponta2022
  • MetaCreative StrategyMeta · 2021
  • SalesforceMarketing Cloud Email SpecialistSalesforce · 2020–2021 · view credential ↗
  • ESPMKPIs and OKRsESPM · 2019
  • GoogleGoogle AdWordsGoogle · 2013–2015

Languages and volunteering

  • English (fluent)Spanish (intermediate)
  • Instituto CEO do Futuro
  • Fundação Telefônica VivoFundação Telefônica Vivo (DVT)
  • Instituto AliançaInstituto Aliança
  • ZurichZurich volunteering#CadaHoraConta

Volunteering in action

Renovation at Etec Abdias Nascimento
Fundação Telefônica Vivo · DVTRenovation at Etec Abdias Nascimento
Gathering of volunteers from partner companies
Fundação Telefônica Vivo · DVTGathering of volunteers from partner companies
Volunteering at CEU Barro Branco, Cidade Tiradentes
Zurich · #CadaHoraContaVolunteering at CEU Barro Branco, Cidade Tiradentes
Zurich volunteer team at the CEU
Zurich · #CadaHoraContaZurich volunteer team at the CEU
06 — Contact

Let’s connect brand and business?

E-mailreenanboer@gmail.com Phone(11) 91184-1333 LinkedInlinkedin.com/in/renanboer Websiteboerconectamarketing.com