Rakky Curvelo

About & Skills

I sit at the intersection of editorial thinking and marketing performance

A journalist’s instinct for what makes a story worth telling, and a marketer’s discipline for making sure it actually lands. My background spans journalism, digital marketing, SEO, internal communications and financial PR — across banking, construction and B2B SaaS.

In my own words

Today I lead brand awareness and communications for HubSpot in Brazil, working remotely from Drogheda, Co. Louth. My scope spans earned media, executive positioning, PR agency coordination, social media, content strategy and acquisition — and I use AI actively to make all of it sharper, faster and more measurable.

What makes the approach a little different: I built media briefing automation systems, helped lead Brazil’s content strategy transition toward AEO before it became an industry talking point, and supported the AEO Grader launch across QA, localisation, promotion and positioning.

I’ve ghostwritten executives, managed crisis moments, pitched journalists in two languages, and built content systems that outlast the campaigns they were created for. I taught myself English and guitar. I’m currently learning Irish and the piano.

What I'm accountable for

01

PR & earned media at scale

504 placements in 2025, 126 Tier-1 at an average GPA of 7.36 — Forbes Brasil, Exame, Valor Econômico, Canaltech and key trade press.

02

Brand awareness & executive positioning

Rebrand rollout, Spotlight campaigns, and an executive comms programme: bios, spokesperson prep, podcast briefings and bylined articles.

03

AI-augmented content, SEO & AEO

Automated media briefing frameworks, Brazil's AEO transition, and the AEO Grader launch across QA, localisation and positioning.

04

Demand generation that compounds

+134% YoY organic traffic and +20% YoY lead growth (2022–2023), plus co-marketing across Lusophone markets.

Skills

Grouped by discipline

Brand & PR

  • Earned media strategy
  • Media relations (BR & IE)
  • Executive positioning
  • Ghostwriting
  • Crisis communications
  • Agency management

AI & search

  • AEO strategy
  • SEO programmes
  • AI content workflows
  • Automated media briefings
  • Content audits
  • Localisation at scale

Demand & growth

  • Content strategy
  • CRO & funnel conversion
  • Email & newsletters
  • Paid social & search
  • Co-marketing partnerships
  • Analytics & reporting

Editorial craft

  • Journalism (20+ years)
  • Long-form writing EN/PT
  • Interviewing
  • Public speaking
  • Panel moderation
  • Internal communications

Career

2024 — now

HubSpot

Senior Brand & PR Marketing Manager, Brazil

Brand awareness and communications for HubSpot Brasil from Ireland: earned media, executive positioning, agency coordination, social, content, plus acquisition and SEO/AEO campaigns.

2021 — 2024

HubSpot

Demand Generation Marketing Manager, Brazil

Owned content, SEO, CRO and acquisition for MQL growth: +134% YoY organic traffic, +20% YoY lead growth, and the full Brazilian and Portuguese editorial calendar.

2022 — 2023

Tiwi

Marketing Communications Executive

Built the marketing and comms function from scratch for a sustainable mobility startup — strategy, customer comms, SEO, CRO and website development as a team of one.

2019 — 2021

Matrix Internet

Social Media & Content Marketing Specialist

First full-time role in Ireland: content calendars, paid social, SEO copywriting and digital audits for a portfolio of Irish SME clients.

2012 — 2024

Tenho Mais Discos Que Amigos!

Journalist, later International Correspondent

1,000+ articles and interviews across twelve years, alongside a full-time career. Official representative at Lollapalooza Brasil (2013–2017), João Rock and Porão do Rock.

2015 — 2017

Saint-Gobain Distribuição Brasil

Senior Marketing Analyst

Restructured internal comms for 3,200 employees with a 40% improvement in information accessibility; launched an internal TV channel and a sales-force mobile app for 1,300 people.

2009 — 2015

Banco Santander

Social Media & Marketing Analyst

Six years from internship to analyst across internal comms, press relations and social media — content read by 50,000+ employees, and crisis periods on public platforms.

Advanced AI for Business

  • UCD Professional Academy — Diploma, 2026

MSc Computer Science

  • Griffith College Dublin, 2018

BA Journalism

  • Universidade Paulista, 2010

Languages

  • Portuguese & English native
  • Spanish working

Let's talk strategy

Marketing leadership, AI-driven content, or bridging an Irish and a Brazilian audience — tell me what you're building.

Get in touch