Cely Giraldes

Managing Director / Brazil

Cely Carmo Giraldes has over 25 years of experience in Communications, Digital Marketing, and Public Relations. As Managing Director, she oversees the Brazilian market for Perceptual Advisors.

Recently she founded Shield Communications, a hub of coworkers to provide strategic counseling and data-driven planning to their clients, bringing a collaborative and independent vision to the market, looking at your company from the outside in. Before founding Shield, she worked in some of Brazil’s top public relations agencies, as CDN, Máquina, BCW (former Burson-Marsteller) and CDI and helped them develop their digital business and analytics in Brazil and Latin America.

She pioneered the concept of working with influencers in Brazil and in 2007 launched the first RP Digital service for digital communication agencies. In 2012, she created the first communication diagnosis service specialized in applying Big Data.
Cely advised many of the largest Brazilian and international companies, including Ford, Intel, HP, Electrolux, Sony, Gol, L’Oréal, Yara, Tereos, Dow, Pfizer, Bayer, AbbVie, Boehringer, Aché, Allergan, Nestlé, McDonald’s, Pepsico, Telefonica and Votorantim.

Cely has a degree in Journalism from the University of São Paulo (USP) and an MBA in Business Analytics – Big Date from the Getulio Vargas Foundation of São Paulo (FGV-SP).