With over two decades of creative leadership, Marcela De Masi shapes culture through beauty brands, driving creativity as a force for business growth in Brazil. As Executive Director of Branding & Communications at Grupo Boticário, she leads the strategy for 14 brands reaching over 190 million consumers. Her perspective is shaped by ongoing engagement with business, culture, and innovation, combined with experience across advertising agencies and production, and executive education including Harvard. She champions ideas that sustain relevance and build brands over time.