• Solo Mascarenhas

    Advertiser, Creative Writer, Copywriter and Project Manager

    I am a Creative Writer and Copywriter, bachelor in Social Communication and Advertisement, now, six years in the Video Games' Industry. During this period,

    I have been working for a multinational company, where I started on the floor and quickly got to the managerial level. First as a QA Project Coordinator – where I lead multicultural teams of localisation and compliance, in an effort to make video games' universes more accessible, to millions of people, all across the world – and then as a Technical Support Team Leader, delivering first-class costumer experience, together with my teams, to players, everywhere. In my job, I also have the opportunity to work as a Language Owner and Translator, which allows me to keep creating and writing, putting to good use my ongoing 17-years-old career as a Creative Advertiser.

  • How I create

    When copywriting and creative writing

    As a Copywriter and Creative Writer I am responsible for taking the client's advertising brief and generating original copy ideas that grab the attention of the target audience. I am involved in creating a campaign that has an instant, positive impact on the consumer in order to promote the product or brand being advertised. This may include creating straplines, slogans, body copy, jingles and scripts that accompany advertising visuals. I work in close partnership with Art Directors and Designers and I also have inputs to the visual elements as well, producing small to big picture advertising for small to big picture clients.

     

    Knowledge Areas 

    I actively seek inspiration from the external environment to influence my creativity. Being a natural curious helps me a lot to remain up-to-date with new ideas, techniques and styles (i.e. art, films, TV programmes, apps, music, fashion, trends, games and so on). With this kind of effort, I can evolve my ability to generate lots of fresh, original ideas from a brief.
     
    But let us not forget about the clients
    Understanding and appreciating the nature and value of my clients' brand, while familiarising myself with the product and competitor activities in the market, is what makes me proficient in discussing their core message and target audience.
     
    Team Management & Internal Relationships
    It is all about team work. Building key relationships with the Account Management, Planning, Traffic and any other departments is essencial. These relevant meetings to discuss the client's requirements and core messages keep everything and everyone on track. They also portray a helpful and innovative image for the Creative Department.
     
    Being a Creative (and an Advertiser) is
    • To think creatively and devise imaginative and intelligent advertisements based on the client's briefs.
    • To push boundaries of original thinking to explore new creative solutions.
    • To communicate creative ideas effectively to a wide audience of varying levels of creative knowledge.
    • To translate the strategic creative concept into different creative executions to be presented to the client.
    • To execute creative ideas to the highest standard involving and communicating with the necessary creative team.
    • To modify initial ideas into workable concepts until the client is satisfied.
    • To align the copy with art direction and vice versa.
    • To deliver work to brief on time and on budget, to the highest quality.
    • To oversee the production phase, booking and liaising with designers, illustrators, printers, photographers and production companies.
     
    Some of my creative beliefs
    • Creativity is all about looking for the right questions, instead of looking for the right answers.
    • Team work (cooperation) is essential if we are trying to do some good CO-mmunication.
    • If we are not having fun, we’re probably doing something wrong.
    • If you are not ready to be wrong, you are not ready to be original.
    • “Interactive” is not a medium. It’s a behavior.

  • What exactly is?

    Quality Assurance of Video Games and Technical Support

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    Technical Support Team Leader

    Everyday responsibilities:

    • Managing a team of up to 20 multilingual Technical Customer Support Representatives. 
    • Managing resourcing to ensure SLAs are met. 
    • Evaluating team performance to improve the campaign delivery process. 
    • Conducting team one to ones and performance reviews. 
    • Coaching and training TSRs to ensure a first-class customer experience. 
    • Contact quality monitoring. 
    • Taking an active role in planning for game release peaks in volume. 
    • Setting KPIs and development plans. 
    • Dealing with escalated customer issues. 
    • Any other reasonable duties as directed by line manager.
    • Managing customer or technical support teams. 
    • Managing teams delivering customer support via live chat, email and phone. 
    • Managing multilingual/bilingual teams and/or in an outsourced environment. 
    • Handling technical escalations/complaints. 
    • Understanding of contact centre operations and metrics.
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    Project Coordenator's

    Everyday responsibilities:

    •  Leading and managing a team of up to 30 Testers, including Senior Testers
    • Confirming and validating bugs in database platforms such as Redmine, Jira, Bonsai.
    • Bug fixing on text files' databases like Byblos and Codex, just to name a couple.
    • Mastering project media and hardware security.
    • Communicating with clients, including reporting.
    • Organising and maintaining employee shift patterns.
    • HR tasks related to managing a team such as interviewing, verifying hours, conducting disciplinaries, coaching, training, amongst other tasks.
    • Assisting the sales team in preparing quotes and contracts.
    • Ad hoc translations.
    • Language ownership of *AAA titles, which covers the responsibility and final saying over the entirety of the localised material in a given language or languages.

    *AAA games are the blockbusters from the video game's industry.

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    Localisation and Compliance Tester

    Everyday responsibilities:

    • English and Brazilian Portuguese certification and localisation testing of AAA video games.
    • Clearing the game of any grammar and spelling mistakes.
    • Looking out for any punctuation errors and correct them.
    • Keeping an eye on what has been said and how has been said so there is consistency throughout the game.
    • Applying judgement to change only what needs to be changed.
    • Ensuring the text complies with the countries’ laws and policies.
    • Adapting the text to the target market.
    • Adapting the text to the given context.
    • Watching for functionality issues that may be only language dependant.
    • Being aware of terminology and compliance.
    • Adhering to test plans.
    • Performing ad hoc tasks.
    • Providing a daily report to the leads.

  • Been there

    Fourteen years as a Creative Writer and Copywriter in advertising, three as a QA Lead tester in the Video Game Industry. Below you can see the many families I had and still have.

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    Pole To Win UK Ltd.

    Technical Support Team Leader

    Jan 2019 - Current

    • Managing a team of up to 20 multilingual Technical Customer Support Representatives.
    • Managing resourcing to ensure SLAs are met. 
    • Evaluating team performance to improve the campaign delivery process. 
    • Conducting team one to ones and performance reviews. 
    • Coaching and training TSRs to ensure a first-class customer experience. 
    • Contact quality monitoring. 
    • Taking an active role in planning for game release peaks in volume. 
    • Setting KPIs and development plans. 
    • Dealing with escalated customer issues. 
    • Any other reasonable duties as directed by line manager.
    • Managing customer or technical support teams. 
    • Managing teams delivering customer support via live chat, email and phone. 
    • Managing multilingual/bilingual teams and/or in an outsourced environment. 
    • Handling technical escalations/complaints.
    • Understanding of contact centre operations and metrics.
    • Working with several major costumer experience tools.

    Project Coordinator Video Games QA Localisation

    Jan 2016 - Dec 2018

    • Leading and managing a team of up to 30 Testers, including Senior Testers
    • Confirming and validating bugs in database platforms such as Redmine, Jira, Bonsai.
    • Bug fixing on text files' databases like Byblos and Codex, just to name a couple.
    • Mastering project media and hardware security.
    • Communicating with clients, including reporting.
    • Organising and maintaining employee shift patterns.
    • HR tasks related to managing a team such as interviewing, verifying hours, conducting disciplinaries, coaching, training, amongst other tasks.
    • Assisting the sales team in preparing quotes and contracts.
    • Ad hoc translations.
    • Language ownership of *AAA titles, which covers the responsibility and final saying over the entirety of the localised material in a given language or languages.

    *AAA games are the blockbusters from the video game's industry.

     

    Video Games QA Localisation Tester

    Mar 2015 - Jan 2016

     

    - English and Brazilian Portuguese certification and localisation testing of AAA video games whilst being aware of terminology and compliance.

    - Clearing the game of any grammar, spelling and punctuation mistakes.

    - Keeping an eye on what has been said and how has been said so there is consistency throughout the game.

    - Applying judgement to change only what needs to be changed.

    - Ensuring the text complies with the countries’ laws and policies.

    - Adapting the text to the target market and given context.

    - Watching for functionality issues that may be only language dependant.

    - Adhering to test plans.

    - Performing ad hoc tasks.

    - Providing a daily report to the leads.

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    Pro Brasil Propaganda

    Freelancer Creative Writer/Copywriter
    Jan 2015 - Feb 2015
     
    Creation of advertising campaigns and texts.
     
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    Tom Comunicação

    Freelancer - Creative Writer/Copywriter
    Nov 2014 - Dec 2014
     
    Creation of advertising campaigns and texts.
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    Pro Brasil Propaganda

    Creative Writer/Copywriter
    Mar 2014 - Nov 2014
     
    Creation of advertising campaigns and texts.
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    On Ideias Interativas

    Freelancer - Senior Creative Writer/Senior Copywriter
    Feb 2014 - Mar 2014
     
    Creation of advertising campaigns and texts.
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    Solution Comunicação Estratégica

    Senior Copywriter / Senior Creative Writer
    Oct 2012 - Dec 2013
     
    Creation of advertising campaigns and texts.
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    Jbis Propaganda

    Freelancer - Senior Copywriter / Senior Creative Writer
    Oct 2012 - Oct 2012
     
    Creation of advertising campaigns and texts.
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    DeBRITO Propaganda

    Freelancer - Senior Copywriter / Senior Creative Writer
    Jul 2012 - Oct 2012
     
    Creation of advertising campaigns and texts for PT Party's candidate Patrus Ananias' campaign for mayorship of Belo Horizonte.
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    Percepttiva Inteligência e Comunicação

    Senior Copywriter / Senior Creative Writer
    Feb 2012 - Jul 2012
     
    Creation of advertising campaigns and texts.
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    2 Pontos Wide Business

    Senior Copywriter / Senior Creative Writer
    Apr 2011 - Feb 2012
     
    Creation of advertising campaigns and texts.
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    Casablanca Comunicação e Marketing

    Copywriter / Creative Writer
    Apr 2010 - Apr 2011
     
    Creation of advertising campaigns and texts.
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    Big Bang Comunicação
     

    Owner / Creative Writer / Copywriter
    Mar 2008 - Mar 2010

    Account management and creation of advertising campaigns and texts.
     
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    Grupo Vale Verde

    Communication and Marketing
    Jan 2008 - Jun 2009
     
    Creation, research, development and production of advertising campaigns,
    sponsorship projects and new products.
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    ASA Comunicação

    Freelancer Copywriter / Creative Writer
    Jul 2008 - Aug 2008
     
    Creation of advertising campaigns and texts.
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    Vale Verde Alambique e Parque Ecológico

    Communication and Marketing Trainee
    Sep 2007 - Dec 2007
     
    Creation and development of internal marketing pieces and campaigns, advices on
    marketing and advertising, creation and reformulations of projects.
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    EVIDÊNCIA COMUNICAÇÃO VISUAL

    Copywriter/Creative Writer
    Feb 2006 - Aug 2006
     
    Creation of advertising campaigns and texts.
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    AGÊNCIA MODELO FUMEC
     

    Copywriter/Creative Writer
    Feb 2005 - Aug 2005
     
    Creation of advertising campaigns and texts.
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    KOT – FÁBRICA DE DESENHOS

    Designer
    Feb 2004 - Aug 2004

    Creation of brands, visual identities, images and concepts.
     

  • Clients

    Being an advertiser for more than a decade taught me several things. But the most important was how to adapt and overcome, since no client is ever the same and creativity needs movement to keep breathing.

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    From tractors to fine perfumes, degrees to caramel candy, dreams to B2B. I have been out and about, creating for all kinds of customers. This gave me the experience and versatility to adapt to whichever businesses I work for whilst also providing a valuable outsider view, beneficial to both the creation and the development of advertising pieces and campaigns.

     

    Strong experience in multiple sectors

    Education
    UniBH • UNA • Grupo Ânima

     

    Banking
    Banco BMG • Crefisa

     

    Mining 
    Vale (Brazil) • Vale (Angola)

     

    Logistics
    Vale Valor da Logística Integrada (VLI) • Ferrovia Centro-Atlântica (FCA)

     

    Steel Manufacturing 
    Arcelor Mittal • Aperam • Belgo Bekaert Arames

     

    Heavy Machinery and Construction Equipment 
    Tracbel • Tracbraz • Volvo

    State and City Governments (Brazil)
    Governo de Minas • Governo de Roraima • Several cities in the state of Minas Gerais

    Insurance 
    Pottencial Seguradora

    Construction and Real Estate 
    Patrimar • Direcional • Dominus • Novolar • Formula One • Holiday Inn

    Automotive 
    JAC Motors

    Health
    Hermes Pardini Medicina Diagnóstica e Preventiva
     

    Foundation
    Fundação FIAT • Associação Brasileira dos Criadores do Cavalo Mangalarga Marchador (ABCCMM) (Livestock Farming)


    Car Rental
    Localiza • SemiNovos Localiza • Localiza Rent a Car (Latin America)

    Car Dealership
    Total Fleet • Euroville BMW/MINI • Several Fiat dealerships • Several Ford dealerships

    Telecommunication 
    Vivo

    Food Industry
    Embaré Camponesa • Santa Amália • Associação Brasileira das Indústrias de Massas (ABIMA)

    Newspapers, Magazines and Television Networks
    Rede Globo Minas • SBT - TV Alterosa • Jornal Hoje em Dia • Jornal Estado de Minas • Revista Encontro • Minas em Cena

    Shopping Malls
    Shopping Cidade • Pátio Savassi • Ponteio Lar Shopping • Shopping Del Rey • Shopping Estação • Shopping Contagem

    Fashion Industry
    Griffe Show

    Retail
    Supermercados ABC • Selfshop • ABC da Construção

    Food Franchising
    Doce Cacau

    Perfume Industry
    L’Acqua di Fiori

  • Shortlist of skills

    Learn, as soon as you can, that you will never stop learning.

    Creative Direction

    Creative Writing

    Copywriting

    Business and
    technical writing

    Transcreation

    Online and offline writting

    QA Localisation for
    Video Games

    Content creation, curation, editing and managing

    Fluency in English and Brazilian Portuguese

    Planning

    Researching

    Strategy

    Team Player 

    Eternal Curiosity 
     

    Proactive and busy bee

    The old, the new and the digital Marketings

    Team leading and managing

    B2B

    Language Owner

  • Let's chat

    Get in touch with me if you would like to do business together or hire me.

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    Glasgow, United Kingdom
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    44 07541 256920
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    solomascarenhas
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    I'm Solo and Bored
    Content Creation Blog
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