Reputed for its engaging business news coverage, The CIO World magazine is pleased to feature Adriana Pirela, the visionary CMO of Brava, has dedicated her career to balancing a successful professional life with the ever-changing demands of her personal life.
From investing in developing brand capability from the ground up, to building individual capability for expansion, she has demonstrated tremendous commitment to creating impact. She has built a multi-dimensional career, transforming the way organizations connect with their audiences, succeeding in entering first-time markets, and leading results-driven teams.
In all her positions, she shone at restructurings teams, redesigning product and services, and uncovering new market opportunities.
Over over two decades since she emigrated from Latin America to the US, Adriana’s career has been driven by her passion for marketing and commercial strategy. She has worked with leading technology and financial services companies, transitioning between different markets and leading high-performing teams.
Her core driving passion has always been to make a positive difference in people’s lives by way of innovation and digital revolution. She would like to empower others and make her work accessible to those who need it the most, and hence contribute towards democratization of technology, either through a digital wallet or by way of affordable end devices that keep people connected.
At Brava, Adriana Pirela and her team differentiated the brand by focusing it on human beings and not technical solutions alone. They listened to their customers so that Brava became a customer-centric brand that simplifies business solutions to understand, buy, and manage them.
This approach has established Brava as a genuine differentiator in a highly saturated market, offering a unique and accessible experience tailored to customer needs. Adriana’s international vision and passion redefined the approach of Brava to going to market, emphasizing customer-centricity as an important aspect of business success.
She established Brava as a customer-focused brand, rather than a solutions-focused one.
Its approach was to learn and respond to customer needs by means of advanced segmentation techniques and market data analysis, and therefore Brava established itself as the quality challenger in the B2B business solution segment in the four markets in which it operates.
Adriana Pirela subscribes to in-depth research and cross-functional cooperation to target diverse markets in a cost-effective way. She operates in local teams, conducts cultural studies, and modifies plans to fit the local needs of each market. Marketing plans for diverse markets need a detailed and tailored approach.
Her organization does extensive market research to get familiar with cultural, economic, and social details, and then adapts their messages and strategies to communicate with local audiences. By continuing the practice of taking customers’ feedback through local staff, they make real-time changes in approaches to keep them contextually relevant and impactful. This practice has made Brava a true differentiator in an oversaturated market.
