ABOUT RENATO
21 years in marketing. Strategy for the next move.
I am Renato Paes Leme, advertising professional, entrepreneur and 21 years leading Arte com Pimenta. My work brings together communication, business vision and the study of technologies that can expand a company's capacity.
Background
The experience behind my view.
Leading the agency, I followed businesses through different moments: growth, market shifts, changes of course and the need to do more with the structure at hand. I learned to look at the whole business, not only at communication.
That trajectory sustains my reading of communication, customer relationships and business decisions. Today, I broaden that perspective with the study and application of artificial intelligence, automation and systems. What I take from it is the habit of understanding the context, listening to the people involved and deciding from what is concrete, before proposing any solution.
Business view
From communication to the conditions to deliver.
My experience in communication taught me that the expectation created by the promise reaches sales, service and delivery. When one of these steps falls behind, the problem shows up as rework, dissatisfaction and squeezed margins.
That is why I treat communication and operations as one subject. Before expanding the promise, I try to understand whether the company can keep it — and what needs to change so it can.
Artificial intelligence
Artificial intelligence as an expansion of the work.
Since the beginning of the expansion of artificial intelligence, I began studying it to understand, in practice, what it changes in the way we work — and where it makes sense, and where it does not.
Two fronts, different roles
Arte com Pimenta and Centriu.
Arte com Pimenta
A 21-year trajectory in marketing, advertising and entrepreneurship. It is the origin of my view on business, brands and relationships with clients.
Centriu
Work in technology, artificial intelligence, automation, data and business systems. It is where that view is applied to improving companies' operations.
My role in the projects
What stays with me, in any format.
- I understand the context and the problem before proposing any path.
- I set priorities: what comes first and what stays out of scope.
- I assess the alternatives, the effort and the risk of each one.
- I validate the direction before implementing.
- I follow the execution and present the conclusions to leadership.
- I take professional responsibility for the work delivered.