Rio Bravo Investimentos has just hired Gal Barradas as director of growth.
The former co-CEO of the BETC agency arrives at the management company with the mission of making Rio Bravo talk more to retailers.
Currently, the average investment ticket for Rio Bravo’s individual clients is around R$60,000 and is focused on real estate funds. But Gal has ambitions to reach a much wider audience and also launch new products.
“There is a perception that the manager only works with very high tickets,” Gal told Brazil Journal. “But a client who has R$100 can now invest in Rio Bravo and maybe people don’t know and we’re going after these new audiences.”
With 30 years on the road, the new director worked for large agencies such as F/Nazca, F.biz and BETC, and took care of accounts such as Skol, Pão de Açúcar and Unilever.
In the last two years Gal has dedicated himself to startup consultancy, which gave him experience precisely in growth and data.
Gal also has extensive experience in influencer marketing, an expertise that could be fundamental in making Rio Bravo grow.
“Will Gustavo Franco become an influencer?” I ask like someone who doesn’t want anything.
“He wouldn’t agree,” laughs Gal. “But we do intend to have very active social networks and build relationships with influencers.”
Podcasts, influencers, high-audience courses: everything is on Gal’s list as new communication strategies. As well as the idea of starting to create content, following the trend of investment sites that have proliferated in the market.
The objective is to seek customers from all types of audiences. So Rio Bravo wants to reach from Generation Z to the millions of Brazilians who still leave their resources in savings.
She promises to manage data-driven with the aim of not only helping marketing but also other areas of the company – which can create new products with this.
Gal met Rio Bravo’s CEO, Paulo Bilyk, through mutual friends in the financial market.
Bilyk was looking for someone with the advertising profile to execute the manager’s rebranding plan carried out by the Ana Couto agency. The work ended in 2022 and resulted in Rio Bravo’s current slogan: “your investment has power.”
Rio Bravo has R$13.2 billion in resources under management, of which R$11 billion is in real estate funds. Current individual clients are very high-income and represent 46% of the manager’s assets.
“Understanding audiences and offering the best experiences is a basic step for any company that wants to innovate, broaden horizons and differentiate itself,” said Bilyk.
The phrase that the new director of growth uses to define his new phase is that “leadership is not guaranteed for anyone.”
Josette Goulart
