Braze, the customer engagement platform, ended the year with great news. As part of its global expansion, the company focused efforts on Latin America and, in 2024, opened its first office in São Paulo. Throughout the year, Braze moved quickly to establish a strong presence in Brazil, hiring key executives, participating in and organizing relevant events, delivering continuous innovations in its products, and reinforcing its commitment to the local market. These initiatives demonstrate the company's commitment to meeting the region's specific demands and consolidating 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, Vice President of Sales and former Salesforce, and Raquel Braga, Director of Marketing, former Zendesk, the company continues to seek talent as it continues to grow in the areas of Engineering, Technical Support, Marketing, Sales, Customer Success, People and Professional Services.
In 2024, the brand was also present at the main market events: Web Summit Rio, which was attended by President Myles Kleeger, MAMA São Paulo, Fórum eCommerce Brasil, Digitalks and CMO Summit.
City X City Sao Paulo
In October, Braze brought one of its main events, City X City, to Brazil. Hosting 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 clients, partners, and stakeholders, fostering a closer and more relevant dialogue. We also hosted Braze's founder, Bill Magnuson, along with other renowned professionals, generating valuable insights into the marketing industry and trends in Brazil, explains Raquel Braga, responsible for curating the first edition.
What's coming next
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 customer experiences more quickly and effectively. The company's newest innovation, titled Project Catalyst (Beta planned for the first half of the 2026 fiscal year), is an agent that consolidates investments across the entire BrazeAI™ spectrum to help marketers create and discover the best experience for each individual consumer.
How Project Catalyst works:Marketing professionals provide high-level guidelines for journeys, content, items, and incentives, and specify a target audience and a goal. The agent then generates hundreds of variants for each component of this experience— the subject, the tone of the message, the various available offers, the mix of channels, the best timing, and more. It combines the best of each component to create a personalized and unique experience for each consumer.
Marketing professionals using Project Catalyst benefit from Braze's integrated technology, combining rich data integrations, real-time flow processing, and multichannel architecture to create relevant experiences across a variety of digital touchpoints. Additionally, marketing professionals can combine capabilities between Project Catalyst and Braze Canvas, a no-code journey orchestration solution, to merge handcrafted experiences with machine-generated scale.
