Braze, a customer engagement platform, ended the year with great news. As part of its global expansion, the company focused its efforts on Latin America and, in 2024, opened its first office in the city of 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 specific demands of the region 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 executive, and Raquel Braga, Marketing Director, formerly of Zendesk, the company continues to seek talent as it maintains 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 the main market events: Web Summit Rio, which was attended by President Myles Kleeger, MAMA São Paulo, eCommerce Brazil Forum, Digitalks and CMO Summit.
City vs. 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 offered a unique opportunity to connect directly with local clients, partners, and stakeholders, fostering a closer and more relevant dialogue. We were honored to have Braze's founder, Bill Magnuson, in attendance, along with other renowned professionals, generating 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 capabilities from its BrazeAI™ solution to help marketers experiment with and create customer experiences faster and more effectively. The company's newest innovation, titled Project Catalyst (Beta planned for the first half of fiscal year 2026), is an agent that brings together investments across the entire BrazeAI™ spectrum to help marketers create and discover the best experience for each individual consumer.
How Project Catalyst works: Marketers provide high-level guidelines for journeys, content, items, and incentives, and specify a target audience and objective. The agent then generates hundreds of variations for each component of that experience—the subject matter, the tone of the message, the various offers available, the channel mix, the best timing, and more. It combines the best of each component to create an individual and unique experience for each consumer.
Marketers using Project Catalyst benefit from Braze's integrated technology, combining its rich data integrations, real-time stream processor, and multi-channel architecture to create relevant experiences across a variety of digital touchpoints. Furthermore, marketers can combine capabilities between Project Catalyst and Braze Canvas, a no-code journey orchestration solution, to unite handcrafted experiences with machine-generated scale.
