Marketing, technology, and innovation. The videocast CMO Agenda, presented by Mundo do Marketing portal, welcomed Braze in April, the leading customer engagement platform.
Representing female leadership in the field of customer experience and engagement, Raquel Braga, Regional Marketing Director for Latin America, shared insights from her over 25 years of marketing experience and incredible journey leading global technology companies. She offered a privileged view of her professional journey, revealing that her entry into the marketing world happened by chance. Graduated in Business Administration from the Federal University of Viçosa, Raquel started her career in Human Resources, a field aligned with her passion for personal development. However, a marketing opportunity at Guardian Industries — also influenced by personal reasons — marked the beginning of a path that would merge creativity, strategy, and interpersonal relationships, elements she quickly fell in love with.
Since then, Raquel has built an impressive track record in multinational technology companies like Zendesk and Bentley Systems, leading marketing strategies focused on SaaS, B2B, and Demand Generation. She has helped transform these companies into beloved and valued brands, leveraging strategic partnerships and creative positioning campaigns. Since joining Braze last year, she has actively contributed to building the brand presence in the region from the start.
Braze LATAM – The operations of Braze in Latin America, initially focused on Brazil, have been steadily growing and already have a solid customer base. “We were already working with major clients like iFood, Max, and Petlove directly from the USA. Since Latin America is a priority region for us, São Paulo was chosen as the headquarters for our office due to its size, potential, and market maturity. In just one year, our office in Brazil has grown to around 60 employees – and we are still hiring,” explains Raquel.
Another important point highlighted by the executive was the outlook for 2025 in customer engagement, based on insights from Braze’s annual report: the Customer Engagement Review (CER). In its 5th edition, the report interviewed over 2,300 marketing executives in 18 countries and is available for free download in Portuguese. It identifies three major trends that will shape the future of customer engagement: “Shape your message,” “Build trust through transparency,” and “Enhance experiences over time with AI.”
The orchestration of the customer journey through artificial intelligence was the highlight of the conversation. With BrazeAI™, marketing professionals can create highly personalized campaigns tailored to each consumer’s profile more quickly and easily, freeing up more time to focus on creativity. “The solution suggests the best moments to engage with customers, personalized messages and content, and even the customer’s preferred communication channel. But it’s not just that — marketing professionals can manage everything from a single platform, a sort of canvas, that builds a multichannel journey, delivering messages through email, WhatsApp, SMS, push notifications, social media, and much more — all in real time and at scale,” Raquel emphasized, sharing real examples of Braze’s customers.
