Adobe wants to be known for marketing professionals in Brazil

It may even sound a bit sexist to ask a Director how important their achievements for women, but running the whole Latin America, marketing in a technology company like Adobe, brings Gabriela Vieira the responsibility of being the only woman leader of the company in the region. "The area is still very male, but the market has changed and we are growing."

The Executive took over in July 2016 as Director of marketing at Adobe Latam, bringing the experiences of your tickets for Giants Motorola, Google and, more recently, Xiaomi. Two weeks ago, participated in his first World Convention company, Adobe Max, held in San Diego, in the United States. Among many meetings with leaders from all regions of the world and exchanges between more and less developed markets, Gabriela feels comfortable in saying that you are working in a company that believes.
Graduated in advertising, the Executive directed his career to work with business, believing that the marketing is evolving very fast and need to upgrade at the same speed, tracking other markets with which it communicates. "Education will undergo a revolution, and Brazil has two big exits: technology and creativity," says Gabriela.
This, indeed, is one of the Executive''s arguments for support from Adobe to Ebac (British School of creative arts), who arrived in Brazil this year. The school was born in England, as a measure of the Government to recover the industry, which was obsolete. Have chosen to invest in creative and innovated, developing great designers, brands and schools that formed these professionals.
"School in Brazil has a wonderful structure and is led by Mauricio Tortosa. The idea of the creative economy is much larger than the Ebac, which is change the perspective of Brazil through creativity. Look at Cannes and we can see what we''re capable of. And Adobe comes with the instrument. We don''t need to have a very high investment to have access to the best technology. We must provide tools that will allow you to create, so we support the Ebac ".
The Adobe brand is very strong in Brazil. Gabriela says that, according to a global survey of the company, the young Brazilian''s believes that creativity is a tool to change the world.
To take command of an area like marketing, Gabriela discusses the challenges ahead in the Brazilian market. "The creatives know exactly who we are, but marketers don''t. We have the best analytics tool in the world, but in Brazil you don''t know well. There is, in my opinion, no other company that attaches the two things: the create and perform. The beauty of what we do is in the Union of the two worlds, and the more Creative and Marketing talking clouds, we become more important, "he says.
The Executive referred to two cars-the company''s cloud-based chiefs, who sell the authoring tools, such as Photoshop and Illustrator, and the performance, such as Analytics, Campaign and Audiencce Manager. "We were selling boxes and had the courage to turn to the financial market and show that changed the way we work. Many companies will die without making this change. 50% of businesses that, in the past decade, were part of the best, there are no more ", exemplifies.
The maturity of some Brazilian companies, explains Gabriela, is coming and the pressure is great. The Brazilian, she adheres to technologies and for being in an emerging country, went over the computer, going straight to your smartphone. "There is today the great mobile traffic. So companies are under pressure to react ".
Gabriela extols the importance of technology. "With our products, we give the brain for business. In Brazil, we will make a very big difference, because we don''t have conflicts, not sell media. So if you use our analytics, you''re not delivering their information, not for me or for your competitor. Do companies absorb, learn and react, "he concludes.