Born and raised in São Paulo, she carries her culture with her wherever she goes. A passionate traveler who loves connecting with cultures around the world, she has worked with US-based companies since 2021 and led creative strategy for multinational brands, including APAC and EMEA campaigns for global organizations.
Paola's path started in journalism. She earned her degree in the field, later adding an MBA in Project Management — a combination that means she can find the story and ship it on deadline. The turning point came when she realized her true passion was storytelling, no matter the shape or form, and that a newsroom wasn't the only place to tell great stories. That epiphany led her into brand and creative strategy, where she now helps clients articulate who they are and why audiences should care. Colleagues describe her as resilient and relentlessly upbeat; she describes herself, proudly, as a nerd.
At Focus Lab, she works as a Brand Strategist. She loves diving deep into each client's universe. Every project feels like opening a new book: meeting the characters, figuring out the plot, and helping write the sequel.
Off the clock, you'll find her at Saturday brunch with friends, wandering an exhibition, or dancing Forró and Samba downtown. A perfect Sunday starts with a slow morning and a late breakfast at the local street market, because in Brazil, there’s a saying: “a pressa é inimiga da perfeição” - haste is the enemy of perfection.
