Jaqueline Roeher Backa
th
February 03 , 2025
101, Constantina Doria de Oliveira
Curitiba, PR, Brazil -
+55 --
EDUCATION
Graduate Certificate in Marketing and Digital Business, 2022 to 2023
Attitude College of Continuing Education - FAEC, be.academy
(GPA 4)
Corporate Communication, 2011 to 2014
Federal Technological University of Paraná - UTFPR Curitiba, Paraná, Brazil
(GPA 3,5)
(Concluded 99% of this non degree-seeking, including Final Project)
Bachelor in Business Management, 2006 to 2009
(GPA 3,5)
Parana Society of Education and Informatics SPEI College, Curitiba, Paraná, Brazil
PROFESSIONAL EXPERIENCE
Head 360ª Marketing Strategy & Operations: 10/2024 - Present
Glow Holding Branding & Marketing Ecosystem
● Align ecosystem services under a unified strategic plan
● Oversee 360° marketing execution, ensuring quality across all deliverables
● Lead teams in paid media, branding, marketing strategy, content, web, video, and
technology
● Manage operations, processes, and strategic projects
Marketing and Innovation Consulting: 10/2023 - Present
Open Marketing - Brazil
● I drive marketing results and build brands differently, by incorporating Open
Innovation into the process
● I bring transformation to all aspects of the marketing mix ('4 Ps') and guide
strategic, future-oriented decisions
Startup - Mentor: 10/2023 - Present
PUC Angels
PUC Angels is a non-profit association founded by students and alumni of the University.
As a Mentor, my goal is to collaborate with entrepreneurs, startups, and future leaders by
offering my expertise in Marketing, Branding, Growth, Sales, Open Innovation, Corporate
Communication, Fundraising, Leadership, and team building.
Head of Marketing: 10/2023 to 10/2024
Goshen Land Business Expansion Ecosystem - São Paulo/SP, Brazil
● Managed overall marketing and branding strategies
● Led strategic planning, events and business fairs, growth and performance initiatives,
development and promotion of educational products with strong involvement with
sales
● Conducted research on educational materials, content, and market trends
Head of Innovation & Startups: 02/2023 to 08/2023
Vellore Ventures Corporate Venture Builder Construction & Retail Market - Curitiba/PR, Brazil
● Led startup scouting, investment analysis, and deal flow management, assisting with
document preparation (Due Diligence, NDA, MOU, and others)
● Managed relationships with key innovation ecosystem stakeholders (investors,
accelerators, corporations)
● Mentored startup founders in pitch construction and business development,
impacting over 300 early-stage businesses
● Drove open innovation initiatives to address corporate challenges
Marketing Coordinator: 01/2021 to 02/2023
Nitro InHouse Marketing Agency - Curitiba/PR, Brazil
● Developed and executed strategic marketing and communication plans while
managing internal and external client relationships
● Led a multifunctional team of 6 members and managed suppliers
● Oversaw marketing efforts for diverse products, including financial intelligence,
investments (Órama Investment Brokerage), real estate, solar energy, digital
banking apps, insurance, investment crowdfunding, and Banking as a Service (BaaS)
● Fostered a culture of digital product innovation
Marketing Strategist - Owner: 08/2018 to 07/2022
Summit Criativa Marketing Agency - São José dos Pinhais/PR, Brazil
● Developed digital marketing plans, including branded content and paid traffic
strategies
● Conducted research on the investment market to produce valuable content
● Advised clients on digital channel strategies while overseeing the team
● Served a diverse range of fields, including consulting, health, retail, technology
Independent Marketing Specialist: 11/2011 to 08/2018
Sectors served in Brazil: fashion, e-commerce, retail, consulting, technology, education, and
politics.
Social Media: 01/2014 to 09/2015
Zero Cinco Advertising Agency - Curitiba/PR, Brazil
HR Administration Analyst: 10/2009 to 11/2010
Votorantim S.A - Curitiba/PR, Brazil
Human Resources Analyst Jr: 09/2008 to 05/2009
Trane of Brazil - now Ingersoll Rand - Air Conditioning Industry - Araucária/PR, Brazil
HR Assistant: 07/2007 to 08/2008
Bergerson Jewelry - Curitiba/PR, Brazil
HR Manager: 01/2006 to 06/2007
Confialtiva Accounting & Consulting firm - Curitiba/PR, Brazil
RESEARCH EXPERIENCE
Undergraduate Research
From the Audience to Fashion Content: A Discursive Analysis of Vogue and Capricho
Magazine Covers, 2014
Advisor: Dr. Carolina Fernandes da Silva Mandaji
Federal Technological University of Paraná - UTFPR, Curitiba, Paraná, Brazil
SOFTWARE SKILLS
Photoshop, Illustrator, Lightroom, ChatGPT, Gama, Perplexity, Basic HTML, RD Station,
Hubspot, Asana, Notion, Clickup, Miro, SAP, EBS Systems.
INVITED TALKS
Workshop: Audiences and Personas - Knowing to Engage – 08/2017
Event: ALÇAR – Project with a Focus on Social Events Market - Curitiba/ PR - Brazil
Workshop: Digital Marketing in Practice - 04/2019
Company: Airton Mann Music Institute - Curitiba/ PR - Brazil
Speaker: Marketing Guidelines and News - 10/2021 and 05/2022
- Financial Market - São Paulo/SP - Brazil
Corporate Event
POPULAR MEDIA PUBLICATIONS
Article: Answers and Questions about Investment Thesis, 08/2023
Startups - Innovation & Business Portal:
https://startups.com.br/artigo/perguntas-e-respostas-sobre-teses-de-investimento-em-star
tups/
Terra - News Portal:
https://www.terra.com.br/economia/meu-negocio/perguntas-e-respostas-sobre-teses-de-investi
mento-em-startups,-c779428f35f93353acfd5a518ov2igqgx.html
SCHOLARSHIPS AND AWARDS
Best Startup Pitch in B2MAMY Accelerator Program, 2021
The project: bloom.ages, an early stage startup in the "longevity economy”. In 2021, we
were selected by the B2MAMY accelerator for the PULSE program powered by Google for
Startups, and we won the Pitch competition.
Undergraduate Scholarship, 2006 to 2009
PROUNI - University for All Program - SPEI - Curitiba, Paraná, Brazil
Undergraduate Scholarship, 2011 to 2014
Full Tuition Waiver, Brazil’s Government - UTFPR - Curitiba, Paraná, Brazil
COMPLEMENTARY EDUCATION & CERTIFICATIONS
Branding - Vinci Society with Tay Dantas, 2025 - 20 hours - Online
Valuation - ANBIMA, ongoing - Online
7 Intelligences in Business Expansion - Goshen Land, 2024 - 14 hours - São Paulo/BR
Agile Advisor/Board Member Certificate - Weagle Governance, 2023 - 70 hours - Online
Startup Investment Analysis - Bossa Invest, 2022 - 8 hours - São Paulo/BR
Predictive Revenue: Sales Acceleration - Predictive University, 2022 - Online
Mentoring: How to Create a 360º Content Platform - Condé Nast, 2020 - Online
E-commerce Management - Bootcamp Aldeia, 2020 - Online
Inbound Marketing – Rock Content, 2020 - Online
Branded Content – Aldeia - with Luísa Barwinski, 2014 - Curitiba/BR
Fashion Journalism - EnModa, 2013 - Online
Digital Strategic Planning - with Felipe Morais, 2013 - Online
Online Media - Aldeia - with Letícia Predralli, 2012 - Curitiba/BR
Writing course - State School of Paraná, 2005 - Curitiba/BR - Brazil
VOLUNTEERING
TEDx Curitiba - Magazine Editor - 10/2011 to dez/2012 - Curitiba/PR - BR
Communication Coordinator - Church - 2013 to 2018 - São José dos Pinhais/PR - BR
Ambassador - Aging 2.0 (a Global Community) - 09/2019 to 03/2021 - Curitiba/PR - BR
