Marketing, technology, and innovation. The videocast CMO Agenda, presented by Mundo do Marketing, featured 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 experience in Marketing and her remarkable journey leading global technology companies. She offered a privileged view of her professional journey, revealing that her entry into the world of Marketing happened by chance. Graduating in Business Administration from the Federal University of Viçosa, Raquel began her career in Human Resources, a field aligned with her passion for people development. However, a Marketing opportunity at Guardian Industries—also influenced by personal reasons—marked the beginning of a path that would unite creativity, strategy, and interpersonal relationships, elements she quickly fell in love with.
Since then, Raquel has built an impressive track record at multinational technology companies like Zendesk and Bentley Systems, leading marketing strategies focused on SaaS, B2B, and Demand Generation. She helped transform these companies into beloved and valued brands, leveraging strategic partnerships and creative positioning campaigns. Since joining Braze last year, she has been actively involved in building the brand’s presence in the region from the ground up.
Braze LATAM – Braze’s operations in Latin America, initially focused on Brazil, have been growing steadily and now boast a solid customer base. ‘We were already working with major clients like iFood, Max, and Petlove directly from the U.S. 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 Brazil office grew to about 60 employees—and we’re still hiring,’ explains Raquel.
Another key 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 surveyed over 2,300 marketing executives across 18 countries and is available for free download in Portuguese. It identifies three major trends shaping the future of customer engagement: ‘Tailor 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™, marketers 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 times to engage with customers, personalized messages and content, and even the customer’s preferred communication channel. But that’s not all—marketers can manage everything from a single platform, a kind of canvas, that builds a multichannel journey, delivering messages via email, WhatsApp, SMS, push notifications, social media, and more—all in real time and at scale,’ emphasized Raquel, sharing real-world examples from Braze customers.
