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Fabio Santana
Head of Communications, Latin America, Ieg Global at Tencent @Tencent
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WORK HISTORY
Head of Communications, Latin America, Ieg Global at Tencent @Tencent
São Paulo, BR
As Head of Communications for LATAM at Level Infinite, I support global PR campaigns and ensure their successful localization for regional markets. I manage the annual LATAM PR budget, oversee agencies in Brazil and Mexico, and maintain strong relationships with media, creators, and influencers to amplify brand visibility for mobile, console, and PC titles, as well as safeguarding the reputation of our company and studios.Key Achievements- Supported the successful launch of Honor of Kings in Brazil, the first country outside China to receive the game, followed by its LATAM rollout. Campaigns generated interviews, reviews, and esports coverage, and included a press conference in Sao Paulo- Maintained high visibility for PUBG MOBILE through campaigns for updates, collaborations, and offline tournaments in Sao Paulo, promoted through a press conference with top-tier media- Coordinated PR efforts at local and global events, such as Summer Game Fest in Los Angeles and gamescom in Germany, supporting LATAM media while also handling appointments with international outlets. At Brasil Game Show 2024, managed over 200 media appointments across two booths, driving significant engagement and coverage.I specialize in tailoring global campaigns to resonate with LATAM audiences, incorporating regional nuances like leveraging iconic Brazilian and Latin American voice actors for Honor of Kings. My proactive risk management includes monitoring media trends, public policies, and social conversations to safeguard brand reputation.I lead two agencies, with 10+ professionals across Brazil, Mexico, and Argentina, ensuring consistent results and fostering professional development. Collaborating closely with global PR teams in North America, Europe, and Asia, I ensure campaigns align with global objectives while meeting regional needs.Driven by a commitment to effective communication, I help connect LATAM audiences with some of the most iconic gaming brands in the world.
EDUCATION
Escola Aberje de Comunicação
Executive MBA, Business/Corporate Communications
Faculdade Cultura Inglesa
Bachelor's degree, Translation
USP - Universidade de São Paulo
Bachelor's degree, Portuguese and Japanese Language and Literature
SKILLS
ABOUT FABIO SANTANA
Editor, Journalist, Critic, Translator, Social Media Specialist, and PR professional with over 30 years of experience in the video games industry. I have extensive expertise in the market and media landscape in Brazil and across Latin America.After 16 years in the editorial sector, where I led some of the most prominent video game publications in Brazil, I transitioned to the corporate side over a decade ago. I have since held roles such as Social Media Manager, Localization Consultant, Public Relations Manager, and currently serve as Head of Communications for Latin America. In these positions, I have developed and executed regional strategies, managed PR campaigns, and collaborated with cross-functional teams to deliver impactful results.My skill set includes monitoring media coverage, providing actionable insights, managing vendors, overseeing budgets and deadlines, building strong relationships with industry stakeholders, journalists, creators, and influencers, as well as experience in risk assessment and brand reputation management. I have successfully managed and mentored teams across different functions, fostering collaboration and innovation to drive measurable outcomes.
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