Thales M.
Senior Influencer Partnerships & Creator Marketing Lead
Notable Highlight
Built and scaled creator programs from zero for LI Brazil and led large-scale creator ecosystems at CC, impacting platform growth and GMV.
Experience Summary
is a senior Influencer Partnerships and Creator Marketing leader with 13+ years of experience across global media, technology, gaming, and consumer brands. He held both leadership and hands-on roles at CC (ByteDance), LI, Twi., a previous company, PokerStars, and a previous company, working across LATAM, the US, Europe, and China. His expertise spans end-to-end influencer strategy, including creator sourcing, negotiations, contracts, usage rights, and multi-market execution. He built and scaled influencer and ambassador programs from scratch while partnering closely with paid media, legal, creative, and data teams. He brings a strong balance of creative direction and data-driven performance optimization across TikTok, Instagram, YouTube, Twitch, and X.
Key Achievements
Launched LI's Creator Program in Brazil as the first local hire, building the program from zero. Led and scaled multi-market influencer and ambassador programs for PokerStars and a previous company tied to sponsorship and revenue growth. Managed large-scale creator programs at CC involving thousands of creators through gamification and AI-driven activations.
Skills
Work Experience
Creator Operation Manager
CC · 03/2025 – Present
- Report to the Chinese Americas Lead POC, overseeing the CC Influencer Program, designing the gamification of the system, collaborating with creators to design social media campaigns, planning in-app activations, and using data to build growth to the platform and generate GMV for the company.
- Manage a team of 10 full-time contractors to manage creator community operations.
- Lead the launch of the CC AI Lab in Brazil, responsible for all AI vertical and content development, teaching and guiding creators through new effects and tools such as Seedream and NanoBanana.
Head of Partnerships and Influencer Marketing
a previous company · 02/2024 – 03/2025
- Report to the C-Level of Operations (COO), overseeing the development and management of the ambassador team, the Influencer Marketing strategy for PokerStars in Brazil, and managing partnerships and sponsorships such as BSOP and a previous company.
- Manage and interface with data partners like CreatorIQ, responsible for analyzing data that demonstrates campaign success and making course corrections.
- Develop UGC strategies for use on social media.
- Organize projects and events involving creators, always focusing on growth marketing for the client.
Head of Creators
a previous company · 02/2023 – 02/2024
- Report to the CEO with a team of 1 collaborator, responsible for the strategic and operational management of the creator portfolio in Brazil and the US, monetization, and partnerships with platforms such as TikTok, Twitch, and YouTube.
- Develop commercial proposals and create strategies involving creators for a previous company's sponsors, including RedBull, PokerStars, and Lenovo. Co-participate in events, brand activations, and manage and operate the creators.
- Negotiate contracts, working with the legal and financial teams to develop smart strategies for operating in a market with constantly changing regulations.
Creator and Community Manager
LI · 10/2021 – 02/2023
- Report to the Global Head of Community, responsible for prospecting creators for the LI Creators Program, developing strategies to promote LI among influencers, CEOs, and notable celebrities on the platform.
- Manage relationships with several B2B creators, including CEOs of companies such as AmBev, Airbnb, Magazine Luiza, and celebrities like Caito Maia, Joel Jota, Fernando Meligeni, and Gustavo Cerbasi.
- Manage the LI project at YP, the largest Influencer Marketing event in Latin America, which involves negotiating sponsorship for the event, managing suppliers for the booth, and presenting the panel.
- Lead the Creators Acceleration Program, the largest community project LI has ever done, a 6-week incubation program that selected 100 creators for development.
Content Project Manager
Twi. · 03/2021 – 10/2021
- Report to the Head of Arthouse LATAM, managing a team of 8 influencers, 2 illustrators, and 2 editors during the BBB campaign, Copa Libertadores da América, and Pride Month.
- Drive Avon to become the number 1 brand in share of voice throughout the entire BBB campaign.
Monetization and Creators Manager
M(TA · 03/2019 – 11/2019
- Report to the CEO in China, with a team of 2 Chinese collaborators covering creator prospecting for the platform.
- Develop monetization partnerships with MCNs and influencer agencies.
Co-Founder
MEN. · 10/2018 – 03/2021
- Co-found an influencer management agency and content projects with two partners with the goal of managing 20 content creators who lacked commercial representation and had amazing projects requiring investment.
- Take on commercial and prospecting responsibilities among the partners.
Commercial Executive - Entertainment, Media and Sports Portfolio
Twi. · 06/2016 – 02/2019
- Report to the Head of Industries and manage an intern, taking care of a portfolio of around 50 clients directly and via their media agencies.
- Create a strategy with Fox Films to transform the "Assassin's Creed" movie into a gamified experience on Twi.
- Drive the campaign to be a major success among game fans and featured in specialized media outlets.
Content Partnerships Intern
Twi. · 06/2015 – 06/2016
- Report to the Head of Content Partnerships for Latin America, handling all partnerships with media outlets such as UFC, Globo, Band, TV Azteca, Disney, and a previous company.
- Generate insights for prospecting partners and localizing global strategies.
- Manage advertising campaigns involving content, moderating between the commercial team, clients, media partners, and media reports.
Creative Solutions Trainee
a previous company · 10/2018 – 03/2021
- Report to the Head of Creative Solutions in a team of two, handling all advertising that requires content involvement.
- Participate in commercial meetings presenting content projects, including the NFL Super Bowl, X-Games, and Premier League.