About Us

A Zmes (from Slovak - Blend) was born in November 2020 and has already generated over R$2 billion in financial impact for its clients. We are a unique combination of an agency with business consulting supported by technology and AI. Our value proposition combines three areas of knowledge that only exist in a fragmented form in the market into a single culture:

Business Consulting,
Digital Strategy, and Growth:

Our consulting practice has been utilized by hundreds of large companies in over 15 countries. We don’t believe in generalist consultants or consulting firms. Our team has a deep expertise in industries such as finance, consumer goods, retail, telecommunications, and digital companies, with talented individuals who specialize in revenue generation and marketing cost reduction.

Creativity
and Storytelling:

Our creative and content team is composed of the best art directors, designers, copywriters, motion designers, videomakers, journalists, and creators in the market. They all work together in an integrated way and think natively for each platform. We are strategic partners of TikTok, Meta, Google, and other platforms, which allows us to stay updated on the best practices and constantly test new formats.

Martech for AI-based automation
and personalization:

Our Tech team includes senior developers, engineers, and data scientists who ensure continuous optimization of the consumer journey, as well as the implementation of automation processes and personalization algorithms that lead to maximum sales performance and ROI. We strategically operate on major platforms in the market, such as Google, Salesforce, OpenAI, and others.

Work methodology

Our teams are always customized and fully dedicated to each client, acting as an extension of the company, and, if necessary, operating physically at the client's office.

Commitment and Results

All our contracts have a significant variable remuneration component: Zmes only wins when the client wins.

Why Zmes?

Leadership:

Marcelo Tripoli

Co-Founder e CEO

A visionary in the digital marketing field in Brazil, our CEO and founder was a vice president at McKinsey and the founder of iThink, leading the digital transformation of companies in various sectors. Tripoli was named by GQ Brazil as one of the 15 biggest internet influencers in Brazil in 2015 and is the author of the book "Meaningful Marketing".

In 2019, he served as a judge for Innovation at Cannes Lions, highlighting his expertise in the digital marketing industry.

Leadership:

Daniel Ottoni

Chief Creative Officer

With over 20 years of experience in the industry and more than 140 awards at the most important festivals in the field, Ottoni has also served as a judge at festivals such as Cannes, The One Show, and D&AD. He has led teams at agencies such as DM9, Africa, R/GA, BFerraz, and TracyLocke, where he was a part of the creative board of DDB Latina and contributed to the agency's greatest achievements in its global history.

Leadership:

Davi Cortez

Consulting Director

Strategic consultant with over 10 years of experience in major companies in Latin America and France. Graduated engineer from the University of São Paulo with an MBA in Strategic Management. Led strategic consulting projects, acquiring in-depth knowledge in various sectors.

Leadership:

Filipe Ferminiano

Growth Director

Former McKinsey consultant with experience in various sectors and functions, having generated millions of dollars in measurable impact.

Leadership:

Henrique Makauskas

Technology Director

Co-founder of Zmes, with 15 years of experience in digital transformation, focused on Martech, data, and scale personalization.

Leadership:

Juliene Nigro

Executive Director of Client Services

With over 15 years of experience in client services at prestigious agencies, she will lead the development of the client services and business area.

Leadership:

Carlos Borges

Planning & Insights Director

With over 20 years of experience in communication and leading planning, media, and BI areas for major FMCG players.

Leadership:

Alvaro José Mendonça Junior

Chief Financial Officer

Graduated in Business Administration from Insper with an MBA from FIA/Vanderbilt, he started in consulting, accumulating 8 years of experience in various sectors. Later, he transitioned to finance, working in Planning, Controlling, IR, and Finance in the real estate industry.

Shareholders & Board Members:

Artur Grynbaum

Grupo Boticário

Artur, who was CEO of Grupo Boticário for 13 years, currently serves as its vice president. He is known for his visionary and strategic leadership, expanding the company's operations, and promoting innovation and sustainability.

Miguel Krigsner

Grupo Boticário

Founder and chairman of the board of Grupo Boticário, one of the largest cosmetics companies in Brazil, is known for his entrepreneurial vision and for leading Grupo Boticário to its successful trajectory, establishing the company as a reference in the cosmetics industry.

Shareholders & Board Members:

Helio Rotenberg

Positivo Tecnologia S.A.

The founder and chairman of Positivo Tecnologia S.A., one of the largest technology companies in Brazil, has been leading the brand's expansion and consolidation in the market ever since. Rotenberg is known for his contribution to the development of the technology sector in Brazil.

Why Zmes?

We are the only company that offers in one place the best of business consulting, the creativity of the most talented agencies, and cutting-edge technology from Big Techs.

Our remuneration is tied to the impact generated: every investment is 100% measurable and based on the business case.

We operate at all stages of the consumer journey, from the brand-building/branding process to sales (performance).

Our teams are composed of multidisciplinary talents, dedicated, and used to working with the agile methodology. We allocate our professionals within our clients, ensuring maximum synergy.

All our work is supported by a technology team that operates at the state of the art, in the areas of technical journey optimization, scale personalization, and automation based on multiple sources of data.

What we do?

Zmes is a one-stop-shop for the digital transformation of marketing. We were born in 2020 to create a culture that would unite solutions that were previously offered in a fragmented way, by companies such as creative agencies, performance media, business consulting, and technology.

We operate in a 100% integrated way, and in just two years, this new business model has generated over R$2 billion in financial impact for our clients. We work in squads, composed of multidisciplinary teams, fully integrated into our clients' teams in a continuous Test & Learn process.

Practices

Business Consulting

We are responsible for building long-term business strategies and connecting them with effective implementation, supporting our partners in achieving their desired results. Each solution is customized, considering the financial potential, current market conditions, and impacted stakeholders. We ensure our delivery through a joint four-handed approach combining strategy, cultural transformation, and quantitative gains.

Davi Cortez Consulting Director

With over 10 years of versatile experience, he worked for eight years on strategic consulting projects for major players in Latin America, covering various sectors and themes. For two and a half years, he worked in industries in Brazil and France.

What we do?

Definition of long-term strategic plans;
Building business cases and roadmaps;
Definition of management and leadership models;
Development and management of organizational transformation processes;
Integration of marketing and sales processes;
Optimization of operational models;
Outsourced marketing team operations through dedicated squads;
Implementation of agile marketing;

+20%

After a detailed diagnostic process and strategic redesign, we implemented a new operational model for one of the largest retailers in the country, increasing the efficiency of the structure by 20%.

+10x

In the pharmaceutical retail sector, we redefined our partner's digital strategy, increasing their relevance in a market largely physical. We achieved the constructed business case, with +70% revenue coming from digital, +10x app users, and +20% average ticket.

Consumer Insights

The goal of this area is to provide deep understanding of our clients' business target audience. Our team translates the consumer voice, using data, tools, and research to build effective strategic directions, either for a campaign or to refine marketing and communication departments' understanding in decision making.

Our insights help define territories, building personas and journeys that guide the development of creative concepts and high-impact messages for the target audience. In addition, we actively work towards trends, using both qualitative and quantitative research methods, obtaining a comprehensive understanding of consumer behavior.

By integrating consumer insights into the creative process, we ensure that each campaign is planned to meet specific needs and desires, bringing more effective results and efficient actions by connecting consumer truths.

Carlos Borges Planning & Insights Director

With over 20 years of experience in major communications groups, Carlos has led, developed, and integrated planning, media, and BI areas, contributing to the acceleration of digital strategies for the largest global FMCG players.

What we do?

Identification of trends and insights;
Development of consumer segmentation and personas;
Design and tracking of consumer journeys;
Preparation and conduct of qualitative and quantitative research;
Understanding of consumer behavior and preferences;
Building strategic direction;
Development of data-based creative strategies.

+20

We conducted research with the top 20 FMCG companies and consumers in Brazil to understand how digital behavior has transformed the communication and sales of non-durable consumer products. We analyzed buying habits and omnichannel profiles, as well as the companies' performance throughout the sales funnel. The results helped our clients allocate investments in a balanced way, prioritize channels, and improve their digital trade strategies.

Access the research for: top of the funnel and bottom of the funnel.

+10x

Sectorial research was conducted to understand the motivations and acquisition process of customers for digital banks. We mapped the buying journey, motivations, and pain points in opening accounts in Brazil's major digital banks. We identified the best approaches and major obstacles to develop solutions that reduce friction, improve user experience, and reward their choice.

Digital Products & UX

We design digital products to increase brand growth and sales, creating unique customer experiences. With our expertise in business consulting, research, creativity, storytelling, design, and technology, we help digital product ideas come to life, from planning to implementation and operation.

Henrique Makauskas Director of Technology

Co-founder of Zmes, he has 15 years of experience in digital transformation, the last eight years with a strong focus on the Martech ecosystem, data, and personalization at scale. He works in various industry segments, which has generated millions of measurable impact dollars.

What we do?

CX Strategy & Performance;
Customer research & Insights;
UI/UX audit and design;
Product strategy & build;
Innovation consulting and prototyping;
Brand identity and visual design;
Websites, mobile apps, and native apps;
HTML/CSS/JS, Backend, API integrations;
Copywriting, video, animation, iconography, and 2D/3D graphics.

-40%

With the goal of accelerating digital transformation, increasing brand preference, we designed a new digital platform for a major automotive industry bank with the potential to reduce 40% of costs with customer service and after-sales, through journey optimization and new functionalities.

360º

Working end-to-end, from the positioning of the new business front to its construction, we created a product evaluation and recommendation platform within one of the largest newspapers in the country.

Growth & Performance

The Growth & Performance area is responsible for increasing client’s revenue and reducing costs through the implementation of a new modern marketing playbook. The team is composed of interdisciplinary professionals led by a digital sales expert, working in collaboration with the client, technology partners, and media. The model is based on measurable impact, and compensation is tied to performance, creating a sustainable long-term partnership with aligned incentives.

Filipe Ferminiano Director of Growth

Former McKinsey consultant with experience in sectors such as TMT (Telecom, Media, and Tech), financial services, retail, pharmaceuticals, and healthcare. Operating in marketing and sales roles, digital transformation, merger management, and due diligence with millions of dollars in measurable impact.

What we do?

Media operation and attribution modeling;
Allocation of marketing investments;
Creation and personalization of CRM journeys;
Use of test and learn methodologies with agile squad operation;
Optimization of checkout and implementation of automation tools;
Increase in organic traffic and implementation of SEO best practices;
Creation of landing pages and full-funnel operation;
Industry-focused benchmarking for the client;
Creation of governance with client leaders;

+2x

For a client in the food and convenience market, we created a squad focused on the acquisition of delivery drivers. The project resulted in a 200% increase in acquisition volume and a 40% reduction in cost.

+10x

We worked together with one of the largest companies in the telecommunications industry. We developed an interdisciplinary team with the goal of customer acquisition. As a result, we were able to increase sales by 10 times in less than 6 months.

Martech & Data

In the modern marketing playbook, data utilization is paramount, and scaling is impossible without the use of technology. That's why, using data engineering - the foundation of all businesses - we work to develop a customized marketing structure that meets each client's individual needs, allowing them to capture the benefits of digital transformation.

Through our reference Martech architecture, we can structure the entire ecosystem necessary to achieve the highest level of personalized scaling, maximizing the customer experience and delivering the right message to the right person at the right time.

Henrique Makauskas Technology Director

Co-founder of Zmes, has 15 years of experience in digital transformation, with the last eight years focused heavily on the Martech, data, and personalized scaling ecosystem. He works in various industry segments, which have generated millions of dollars in measurable impact.

What we do?

Marketing Data Architecture;
Data Engineering for Marketing;
Marketing Automation Expertise in platforms such as Google, Salesforce & Oracle Marketing Cloud;
Website tracking, app tracking, cross-device tracking;
Tag management system, web analytics, enhanced ecommerce tracking;
Reporting, dashboard, and data visualization;
Personalization in scale;

+22%

In repurchase rate for a major national retailer, after a customer retention strategy. Leveraging our deep consumer knowledge, we personalized omnichannel and full-funnel actions.

360º

With our focus on digital transformation and performance, we have a comprehensive view. The analytics team carried out projects that integrated and correlated business metrics and productivity, enabling the management of the agile marketing model's evolution and maximizing the management of financial indicators, metrics, and promoting transparency of results and performance of multidisciplinary teams to the client and leadership.

Storytelling

The Storytelling department aims to conceive and develop ideas and concepts that connect brands to people through a compelling story, regardless of the medium used. To achieve this, we work in close collaboration with the Consumer Insights team to understand consumer motivations, behaviors, and preferences to create personalized and effective campaigns.

With a team composed of multidisciplinary professionals, we strive to bring creative diversity capable of transforming ideas into engaging and memorable narratives, positively impacting our clients' business.

Daniel Ottoni Planning & Insights Director

What we do?

Development of campaign concepts with a focus on results;
Conceptualization of narrative execution across multiple channels;
Design, production, and management of content marketing initiatives;
Planning and management of social media networks and influencers;

19%

We had the pleasure of working on a campaign for the launch of a new flavor of snack for a major global player. To achieve this, we created a strategy with influencers that encouraged people to show how much they love cheese. The results were amazing, with a reach of 6.2 million people and 1.4 million views on generated content. In addition, the campaign had a direct impact on sales, with a 19% increase in customer retention. These numbers prove that the digital strategy was essential to the success of the launch.

+17

Our team had the opportunity to work with a beauty brand to create strategies that would boost their business. The challenge was to produce 17 annual cycles, each composed of campaigns, projects, attractive visual design, brand-aligned content and trends, and creator curation. The result was accelerated growth in the digital and sales realms, proving that this strategy, combined with brand content, can be highly effective in achieving success in the beauty market.