Jaqueline Roeher Backa

I’m a strategic marketing and innovation professional with 15+ years of experience delivering results at the intersection of marketing, business growth, and brand development. With a multidisciplinary background that includes marketing leadership, brand communication, corporate innovation, and startup programs, I bring a practical and integrative perspective to building strategies that generate value and impact.

Throughout my career, I’ve worked with startups and corporate clients in Brazil, helping them create customer-centered marketing plans, strengthen brand positioning, and design go-to-market strategies across diverse industries — including technology, wellness, real estate, consulting firms, agencies, fashion & beauty, and manufacturing. Currently, I serve as Head of Marketing & Multi-brand Strategy in a communication and technology holding company, leading cross-functional initiatives that align marketing, brand, product, and operations.

Before my current role, I led corporate innovation initiatives such as startup acceleration programs and open innovation challenges, aiming to identify new revenue opportunities and connect companies with emerging solutions. My work supported innovation strategy design and strengthened relationships with the innovation ecosystem.

My professional strengths include:

• Strategic marketing and brand positioning across different industries
• Strong collaboration with sales teams, with practical experience in CRM, inside sales, and outbound strategies
• Cross-functional leadership connecting marketing, sales, product, and customer experience
• Corporate innovation strategy and startup engagement
• Clear and effective communication with the market and internal stakeholders at all levels
• Creativity, interpersonal skills, and flexibility to adapt to different contexts and team dynamics
• Intrapreneurial mindset, hands-on attitude, and approachable leadership style
• Continuous exploration of futures thinking, market trends, and consumer behavior to anticipate change and guide innovation and brand strategies

I value teamwork, data-informed decisions, and meaningful storytelling as tools to connect business goals with customer needs. My approach is both structured and flexible, allowing me to support teams through change while maintaining focus on delivery and growth.

If you're looking for a collaborative, experienced professional to support your marketing and innovation initiatives — and help build alignment between business strategy, team execution, and customer value — I’d be happy to connect.