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 product innovations, and reinforcing its commitment to the local market. These initiatives demonstrate the company’s dedication to meeting the region’s specific demands and solidifying its position as a leader in customer engagement.
Hiring at Full Speed
In addition to announcing the hiring of two prominent executives—Rene Lima, Vice President of Sales and former Salesforce employee, and Raquel Braga, Marketing Director and former Zendesk employee—the company continues to seek talent to sustain its growth in Engineering, Technical Support, Marketing, Sales, Customer Success, People, and Professional Services.
In 2024, the brand was also present at major industry events: Web Summit Rio, which featured the presence of President Myles Kleeger; MAMA São Paulo; eCommerce Brasil Forum; Digitalks; and CMO Summit.
City X City São Paulo
In October, Braze brought one of its flagship 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 customers, partners, and stakeholders, fostering closer and more relevant dialogue. The event featured Braze founder Bill Magnuson, along with other renowned professionals, generating valuable insights into the marketing landscape and trends in Brazil,’ explains Raquel Braga, who curated the first edition.
What’s 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 latest innovation, titled Project Catalyst (Beta planned for the first half of 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 consumer individually.
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 variants for each component of the experience—the subject, the message tone, the available offers, the channel mix, the optimal timing, and more. It combines the best of each component to create a unique and personalized 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 various digital touchpoints. Additionally, marketers can combine Project Catalyst’s capabilities with Braze Canvas, a no-code journey orchestration solution, to blend handcrafted experiences with machine-generated scale.
