Cristiane Namiuti is dedicated to telling the story. As a brand marketing manager for numerous companies over the past ten years, she has deepened her understanding of the connection between brands and consumers, and is a passionate advocate for improving people’s lives through brand innovation and communications.

As a brand marketing manager for Unilever, where she began her career, Cristiane worked in a groundbreaking project in which she and her team re-positioned OMO Multiacao, the top of mind laundry detergent brand in Brazil. This project became a smash success as a result of a fresher and more emotional message. The conceptual framework of the brand’s re-positioning was centered on a typical household dilemma: children needing to play and get dirty in order to grow and develop in a healthy way while their mothers’ are concerned about keeping their kids’ clothes clean. The new OMO Multiacao communications campaign spoke to those moms’ hearts: It stimulated moms to let their kids play and get dirty reassuring that they would be able to breathe freely because OMO Multiacao would help them get the stains out with no problem. This campaign was first launched in Brazil and later rolled out to Latin America and the global market. It was aired across several channels, such as TV, magazines, events, promotions, the Internet, tradeshows, and more, to truly build a multi-faceted view that could make the brand alive inside its consumers lives, positioning the OMO brand as the moms’ reliable partner.

This project’s success was partly due to the holistic approach that was taken to strengthen the brands visibility and relevance, while building emotional values. By partnering with numerous non-profit organizations that focus on child development, the OMO brand was able to permeate the community and eventually achieve all brand and marketing objectives. As a result, Cristiane Namiuti projects won numerous internal awards with Unilever, such as “Best Creative Media”, “Best Innovation Project” and “Best Integrated Communications Plan.” This success was a perfect example of how marketing is a vehicle for good, to impart values that help bring families together and function more happily.

About: Cristiane Namiuti is a dedicated and driven marketing and advertising professional with extensive experience in marketing and branding with companies such as Unilever and Bare Escentuals, among others.

After completing her BA in Communications, Marketing, and Advertising at Escola Superior de Propaganda e Marketing in São Paulo, Brazil, Cristiane went on to complete her MBA at Babson College. There she was selected as a Fast Track Scholarship Finalist as a result of her work’s focus on entrepreneurship and innovation. After leaving Unilever, she went on to support companies such as Bare Escentuals and other smaller companies to develop top-of-the-line brands. She lives in the San Francisco Bay Area and is currently in the process of building a new technology startup with two former classmates from Babson College.

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