The Cover #05: Alice Rosas

Alice Rosas has a path marked by courage, change and a passion for communication. Born in Manaus, she is today Brand Marketing Manager at Converse in Brazil, but her story began well before she reached major brands and campaigns. Raised in a family that always valued education as an inalienable good, Alice had the freedom to choose her own way from early on.

Her first job was as a tour guide at the Pinacoteca do Amazonas at 18, while she was still studying Public Relations at the Universidade Federal do Amazonas. During that period she also tried Advertising, but decided to focus on PR alone. The world of communication soon expanded, and she found at TV A Crítica, then a Record affiliate, a space to grow professionally. For two and a half years, Alice worked across different areas of the broadcaster, including reality show production and team management, opening doors to new experiences.

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Alice's relationship with fashion developed over time. Still at the broadcaster, she saw an opportunity to connect presenters with brands, creating strategic partnerships that strengthened the image of the programmes. That understanding of branding and fashion communication intensified when, in 2017, she decided to sell her car and move to the United States, where she began an exchange programme in Digital Marketing at the University of California. During the programme, condensed into four months, she plunged into a new model of marketing focused on sales and conversion, in contrast with the Brazilian focus on content creation. That experience widened her understanding of communication strategy and made her see new possibilities within the fashion market.

On returning to Brazil, Alice began working in advertising agencies. First she handled a health insurance account, but she knew her path lay in fashion. At the agency Be Air, she started handling visual merchandising accounts for baby and glassware brands, until the opportunity arose to manage the Converse account. For two and a half years she was involved in building strategy for the brand, until she received a call that changed her path: the client itself invited her to join the internal Converse team.

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Today, as the brand's Brand Marketing Manager, Alice runs communication strategy, campaigns, events and partnerships with influencers and content creators. One of the most memorable projects of her career was bringing Converse to Manaus, her home city, supporting an event of hip hop culture. For her, looking to the North and contributing to the growth of the local cultural scene was a moment of great meaning.

"Fashion is a tool of expression and connection. It lets people communicate without having to speak. My biggest goal as a manager is to create an environment where people do not have to go through the same challenges I faced", Alice says.

Among the things she has learned, the importance of understanding human behaviour and translating those insights into clear strategy in the job market stands out. Her father, who moved from the factory floor to management, is one of her greatest references for dedication and resilience.

The path of Alice Rosas is an example of how authentic careers, built with courage and a view of the future, can transform not only individual paths but also the fashion and communication industry.

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