Malu Gouveia is a senior executive with extensive experience in the Consumer Goods and Education sectors. Throughout her career, she has developed skills in B2B and B2C commerce, working with sales and marketing in companies with different cultures and organizational environments, including multinational and national groups, as well as private equity-backed companies.

She is known for her high-performance professional style, energy, and sense of humor; she is a determined strategist and executor; and she has strong leadership skills to manage and build engaged teams.

In her experience in multinational consumer goods companies such as Reckitt Benckiser, Mondelez, and Mars, she led multidisciplinary teams and achieved gains in market share and category leadership, which led her to lead projects in Latin America and negotiate contracts with global key accounts. Additionally, she worked at private equity firms such as Actis, where she used her knowledge to evaluate companies and define acquisition projects, as well as monitor the growth and sale strategy of acquired companies.

After 13 years of working in consumer goods companies, she transitioned to the Education sector, joining Laureate Brazil in 2013. There, she was responsible for the commercial and marketing structures of 10 institutions, achieving around 250,000 enrollments. She led a team composed of eight commercial directors and eight managers (marketing, planning, market intelligence, digital marketing, customer experience, contact center, and PMO), totaling over 500 people in four regions of Brazil.

Still in the Education sector, she worked at an OPM company, being responsible for the distance learning business unit for 24 regular education brands and 10 postgraduate brands in Brazil.

Malu has experience in turnaround, restructuring, mergers, and acquisitions processes, building a consistent track record of results and growth. Her focus is on mapping the customer experience and implementing strategic plans, including market intelligence, branding, communication, and digital marketing, structuring sales channels and go-to-market.

Now, Malu Gouveia joins Cintana as VP of Enrollments and Re-enrollments, working closely with our direct teams and sharing her expertise with the teams of our partner institutions.