Braze, a customer engagement platform, ended the year with great news. As part of its global expansion, the company focused efforts in Latin America and, in 2024, opened its first office in the city of São Paulo. Throughout the year, Braze swiftly moved to establish a strong presence in Brazil, hiring key executives, participating in and hosting relevant events, delivering continuous innovations in its products, and reinforcing its commitment to the local market. These initiatives demonstrate the company’s dedication to meeting the specific demands of the region and solidifying its position as a leader in customer engagement.
Hiring in Full Swing
In addition to announcing the hiring of two prominent executives, such as Rene Lima, VP of Sales and former Salesforce, and Raquel Braga, Marketing Director, former Zendesk, the company continues to seek talent as it sustains its growth in the areas of Engineering, Technical Support, Marketing, Sales, Customer Success, People, and Professional Services.
In 2024, the brand was also present at key market events: Web Summit Rio, which saw the presence of President Myles Kleeger, MAMA São Paulo, Forum eCommerce Brazil, Digitalks, and CMO Summit.
City X City São Paulo
In October, Braze brought one of its main events, City X City, to Brazil. “Holding a proprietary event in Brazil for the first time was a significant milestone for Braze, demonstrating its commitment to the local market and its recognition of the region’s strategic importance. This initiative provided a unique opportunity to connect directly with local customers, partners, and stakeholders, promoting a closer and more relevant dialogue. We had the founder of Braze, Bill Magnuson, as well as other renowned professionals, providing valuable insights into the marketing market and trends in Brazil,” explains Raquel Braga, responsible for curating the first edition.
What’s to come
With over 10 years of continuous innovation in Artificial Intelligence, Braze offers a range of features from its BrazeAI™ solution to help marketers experiment and create experiences for customers more quickly and effectively. The company’s latest innovation, called Project Catalyst (Beta planned for the first half of the fiscal year 2026), is an agent that brings together investments across the BrazeAI™ spectrum to help marketers create and discover the best experience for each individual consumer.
How Project Catalyst works: marketers provide high-level guidance for journeys, content, items, and incentives, and specify a target audience and goal. The agent then generates hundreds of variants for each component of this experience—the subject, tone of the message, various offers available, mix of channels, the best timing, and more. It combines the best of each component to create an individual and unique experience for each consumer.
Marketing professionals using Project Catalyst benefit from Braze’s integrated technology, combining rich data integrations, real-time stream processor, and multichannel architecture to create relevant experiences across a variety of digital touchpoints. Additionally, marketers can leverage capabilities between Project Catalyst and Braze Canvas, a no-code journey orchestration solution, to fuse hand-crafted experiences with machine-generated scale.
