Fernanda Z.
Senior VP Global Marketing & Education @Aleph | Brand Strategy, Digital Transformation & Purpose-Driven Growth in Fintech, Adtech & Edtech
Key Biscayne, Florida
Overview
Work Experience
Senior Vice President Global Marketing & Education
2025 - Current
As SVP of Global Marketing & Education, I lead the global vision and execution of Aleph’s brand, communications, and learning strategy spanning over 130 countries and three verticals: digital advertising, payments, and education. I oversee Aleph’s corporate narrative and positioning, ensuring we reflect the company’s evolution as a global enabler of digital transformation. My role integrates strategic brand development, go-to-market leadership, executive communications, and education-led social impact. I manage a 35+ team distributed across the globe through +13 timezones delivering world-class marketing and educational programming that supports the entire scope of Aleph’s operations. Together, we drive scalable growth, deepen platform and partner trust, and strengthen our presence across regions and sectors. This role builds on years of leadership within Aleph, where I’ve helped shape the company’s voice, scale its programs, and elevate its influence on a global stage.
Global Chief of Staff
2021 - 2025
As Chief of Staff to the CEO, I served as a strategic partner at the center of Aleph’s global transformation working across functions, geographies, and business units to translate vision into execution. In this role, I had a unique vantage point into every aspect of Aleph’s operations. I collaborated closely with leadership to drive alignment around the company’s growth strategy, operational excellence, and IPO-readiness. My work supported the evolution of Aleph integrating fintech and education into a unified vision of digital enablement. One of my proudest contributions was helping scale Aleph’s education efforts from a social initiative into a globally recognized platform. I leaded the global rollout of Digital Ad Expert by Aleph, built on key institutional alliances, and helped secure its recognition by UNESCO’s Global Skills Coalition. I also had the privilege of contributing to the strategic positioning that led to Aleph’s founder, Gastón Taratuta, being named EY World Entrepreneur of the Year in 2022. As a bridge between the CEO, executive leadership, and regional teams, I ensured transparency, strategic alignment, and focus on high-impact initiatives. I played an active role in decision-making, investor communications, and governance preparation as Aleph entered its pre-IPO phase. This experience gave me a 360-degree view of the business shaping my understanding of what it takes to scale, lead, and operate a company at global level.
Sr Global Marketing & Product Director
2020 - 2021
As Global Senior Director for Strategic Marketing & Product, I led brand, product, and communication strategy across Aleph’s global subsidiaries—including IMS, Httpool, Social Snack, and Wise.Blue—spanning over 70 markets worldwide. Reporting directly to the CEO, I played a key role in defining Aleph’s global marketing architecture, aligning business intelligence, customer insight, product evolution, and public positioning into a cohesive strategy for growth. My work bridged disciplines: from brand development and PR to go-to-market planning, strategic partnerships, and internal culture building. One of the defining moments of this role was leading the global launch of Aleph as a unified parent company, establishing its identity across brands and regions. I also led the early strategy and global rollout of Digital Ad Expert by Aleph, our education platform designed to democratize access to digital advertising knowledge in underserved markets. This role was foundational in shaping Aleph’s long-term vision connecting business units, audiences, and platforms into one global brand experience, while embedding purpose at the core of our growth.
Sr. Product Strategy Director
2017 - 2020
I joined Aleph bringing over a decade of experience from the “client side,” with a deep understanding of how global brands think, invest, and grow. My transition into the “media side” allowed me to bridge those worlds translating client needs into scalable product strategies and commercial solutions across emerging markets. As the regional lead for Strategic Marketing, I was responsible for aligning research, business intelligence, competitive insights, and product development into one unified growth strategy. I worked across teams to shape value propositions, uncover regional market dynamics, and support commercial initiatives that unlocked new opportunities for both clients and partners. This role was instrumental in helping position Aleph as a strategic enabler by embedding a deeper understanding of brand needs into our product, marketing, and platform relationships.
SR Media & Communication Manager- South Latin
2016 - 2017
At Coca-Cola, I led media and communications strategy across the full brand portfolio both sparkling and still beverages overseeing the planning, execution, and investment of 50+ media campaigns annually. I directed a team of 35 agency professionals and managed end-to-end brand connection plans for over 15 Coca-Cola brands. My role included developing integrated media strategies, managing creative execution, and ensuring optimal media spend across platforms. I served as Coca-Cola’s lead in negotiations with key media vendors, forging long-term partnerships and protecting the company’s commercial interests through effective rate negotiations and value-added deals. In close collaboration with the finance and brand teams, I aligned media investment with broader marketing and business objectives delivering both impact and efficiency across every campaign. This experience grounded my career in high-stakes brand building, complex stakeholder management, and results-driven communication strategy insights I continue to carry into my work today.
Integrated Marketing Communications Manager- Real Time Marketing Global taskforce
2014 - 2016
Based in Rio de Janeiro, I held a regional and global-facing role at The Coca-Cola Company during a period of high visibility and global engagement, leading real-time communications and digital activations across major sporting events and corporate initiatives. I was one of the youngest professionals globally selected for a short-term assignment at Coca-Cola’s Atlanta headquarters an opportunity that accelerated my exposure to global operations and sharpened my expertise in brand-building at scale. In Brazil, I was a core part of the team responsible for Coca-Cola’s activations during two historic global events: the FIFA World Cup 2014 and the Rio 2016 Olympic Games. I ws part of the real-time influencer and social media strategy for the World Cup, and later managed the global real-time content operation for the Olympics connecting live brand moments with global audiences across platforms. I also served as Coca-Cola’s social media crisis management lead under the IMCR (Incident Management & Crisis Resolution) framework, building and operationalizing real-time response capabilities to protect brand trust. This project scaled globally. In this role, I worked cross-functionally with global category teams and legal/comms leadership to navigate high-stakes scenarios with agility and transparency. This chapter solidified my foundations in global brand governance, digital innovation, and integrated marketing strategy all within one of the most complex and dynamic media environments in the world.
Consumer Connections Jr Manager
2012 - 2014
As part of the Consumer Connections team in Brazil, I was responsible for leading digital communications and campaign implementation for a diverse portfolio of brands including Coca-Cola Zero, Fanta, Schweppes, Sprite, Kuat, FUZE Infusions, and Crystal Water. My role focused on delivering 360° marketing execution, from content production to media amplification, ensuring alignment with brand positioning and business objectives. I worked closely with creative, media, and insights teams to activate integrated campaigns across digital, social, and mobile platforms adapting global guidelines to local realities. I also defined and tracked key performance metrics to monitor campaign effectiveness and consumer engagement. By leveraging real-time data and market feedback, I optimized strategies to drive awareness, relevance, and conversion in one of Coca-Cola’s most dynamic markets. This position deepened my expertise in brand storytelling, cross-functional coordination, and performance-based marketing all foundational to the global leadership roles that followed.
The Coca-Cola Company is a soft drink manufacturer & distributor that makes a variety of soft drinks, including diet coke and regular coke.
Product & Marketing Coordinator Web Classifieds
2010 - 2012
At Clarín Digital, the digital arm of one of Argentina’s largest media groups, I was responsible for the product and marketing development of key online classified platforms: DeAutos.com, Autos.Clarin.com, DeMotos.com, and BuscaFierros.com. In this role, I led the end-to-end management of digital product strategy—working closely with IT, design, and editorial teams to improve user experience, increase engagement, and grow platform reach. I bridged the gap between business objectives and technical execution, shaping product roadmaps and ensuring platform updates aligned with evolving market and consumer needs. This experience deepened my understanding of the digital ecosystem early on—giving me hands-on knowledge in product lifecycle management, agile collaboration, and monetization models within high-traffic media platforms.At Clarín Digital, the digital arm of one of Argentina’s largest media groups, I was responsible for the product and marketing development of key online classified platforms: DeAutos.com, Autos.Clarin.com, DeMotos.com, and BuscaFierros.com. In this role, I led the end-to-end management of digital product strategy working closely with IT, design, and editorial teams to improve user experience, increase engagement, and grow platform reach. I bridged the gap between business objectives and technical execution, shaping product roadmaps and ensuring platform updates aligned with evolving market and consumer needs. This experience deepened my understanding of the digital ecosystem early on giving me hands-on knowledge in product lifecycle management, agile collaboration, and monetization models within high-traffic media platforms. It was also foundational in developing my long-term approach: combining product thinking with marketing strategy to build platforms that perform, scale, and evolve with purpose.
Account Supervisor at @diageo
2009 - 2010
As Account Supervisor for the Diageo portfolio at Wunderman, I oversaw creative development and digital activation for some of the world’s most iconic spirits brands across the South Latin America region. My responsibilities included end-to-end campaign execution for Baileys (LatAm), Johnnie Walker, Smirnoff, and J&B (SouthLAC) and brand communications. I led integrated campaign planning, working closely with creative, strategy, and production teams to deliver bold, insight-driven content and activations tailored to regional audiences. My role also involved direct client engagement, overseeing timelines, budgets, and campaign performance across digital and experiential touchpoints. This experience sharpened my creative instinct, client management skills, and understanding of how to bring global brands to life with local relevance laying a strong foundation for my transition into global marketing leadership.
Nokia Online key User for Latin America.
2008 - 2009
At Nokia, I was part of the regional team responsible for launching and maintaining the company’s first-ever digital eCommerce infrastructure across Latin America helping drive a shift from product-centered communication to consumer-driven digital experiences. I managed Nokia Online for the South Cone, North Cone, and Brazil, overseeing all internal product websites and ensuring consistency, accuracy, and performance across markets. My role involved close collaboration with global product, IT, and marketing teams to deploy localized content, optimize user journeys, and support the transition toward a fully integrated digital retail environment allowing me to have my first experience to work across functions, languages, and regions.
Marketing & Business Development Analyst
2006 - 2008
My career in digital marketing began at UOL one of Latin America’s leading internet and content platforms where I managed and developed DSL services and content portal initiatives during a pivotal time of digital growth in the region. In this role, I was responsible for executing strategic marketing proposals, media planning, promotional campaigns, and the launch of new digital products and services. I worked cross-functionally with content, tech, and commercial teams to bring innovative online experiences to market, while also building relationships with key industry stakeholders including the Internet Advertising Bureau (IAB) and Chamber of Online Commerce. This formative experience introduced me to the full spectrum of digital business strategy, execution, and industry advocacy and laid the foundation for my continued path in tech, platforms, and global brand building.