ANNA MONTENEGRO PORTFOLIO 2026
Content and positioning strategist, senior creative copywriter and branding consultant, with over 9 years of experience in growth, digital narratives, product communication and cultural production.
Available for on-site, hybrid and remote work throughout Brazil.
01 · LAJE · ANA COUTO · 2023 TO 2026
LAJE is the branding and marketing education platform of the anacouto agency. I worked as the brand’s strategic copywriter for three years, from strategy development to final copy, across organic channels, paid media, CRM, products, campaigns and inbound assets.
My work unfolded in two phases. In the first, I built the voice, editorial criteria and content system that strengthened the platform’s authority. In the second, I translated its 10th-anniversary repositioning into communication for channels, products, launches and the growth plan, in partnership with the team.
+43 thousand followers in 12 months
Community growth from around 38 thousand to over 81 thousand followers between March 2025 and March 2026, an increase of approximately 113%.
40 million views
Instagram views in August 2025, through educational content, case analyses and topics covering culture, behavior and branding.
403 thousand interactions
Likes, comments, saves and shares recorded on Instagram in August 2025.
2.02% engagement rate
Rate recorded in the performance report, according to the calculation criteria of the tool used.
52% to 54% conversion on lead capture pages
Thought leadership materials with 2,300 to 2,450 downloads per edition and acquisition costs between R$ 0.38 and R$ 0.40.
Attribution note: The metrics presented have specific sources and time periods. My work included editorial strategy, narrative, copywriting, messaging architecture, lead capture materials and product communication.
I was responsible for the content strategy, narrative and copywriting of the materials presented in this section.
Design, audiovisual production and media were handled by partner professionals and internal teams.
My work included:
I built LAJE’s growth-focused verbal identity, including tone of voice, editorial criteria, topic hierarchy and a distinctive vocabulary for the platform’s communication.
My work created consistency across brand strategy, content, product and conversion, using language that brought together cultural knowledge, clarity and professional ambition.
Results include over 40 million views, 403 thousand interactions, community growth from around 38 thousand to over 81 thousand followers in 12 months, and posts with over 9,300 interactions.
Leading LAJE’s content and social media strategy since early 2023, I spearheaded the restructuring of the brand’s digital presence. We moved from posts with limited organic reach (averaging 1 thousand views) to highly viral, highly shareable content, with over 200 thousand views on standout posts. With an editorial focus on sharp cultural analysis, branding, behavior and market trends, I multiplied average engagement (likes, comments and shares per post) dozens of times and turned the profile into a reference in the sector.
Over 20 products, campaigns and communication assets.
Each offer received its own promise, aligned with the brand personality, audience, journey stage and role within the product portfolio.
I connected brand, sales proposition, product experience and demand generation.
I developed the product narrative for an executive audience, focusing on the evolution of brand leadership and the integration of strategy, experience, communication, growth and reputation.
I structured sales communication using language suited to CEOs, CMOs and directors.
Branding Aplicado is LAJE’s flagship program.
I was responsible for acquisition, launch, sales and relationship communication over three years, with more than 15 cohorts brought to life through my copy.
I developed the narrative of ongoing access to content, community, professional development and networking. I wrote communications for different stages of the members’ journey.
In July 2025, LAJE celebrated its 10th anniversary and introduced a new brand and positioning, developed by the anacouto team. My responsibility was to turn this strategy into a launch narrative and a communication system for every touchpoint.
I led the anniversary campaign, the brand transition across channels, communication of the new portfolio, copy for the institutional website and every product sales page, the masterclass registration page and launch materials.
Building on the new tagline, I created the title and concept that guided the entire relaunch narrative and defined the brand’s role in every piece:
“You are the talent. We are the momentum.”
I selected students and partners for the Histórias de Impacto series, focusing on journeys that embodied the promise of the new LAJE.
The content presented real stories of learning, professional application and career growth, putting those who lived the experience at the forefront.
I took the new brand beyond its own channels through collaborations with creators aligned with LAJE’s repositioning. I mapped profiles, led outreach and helped coordinate partnerships with @conteudalista and @digi.girls.
The collaborations expanded the launch’s distribution and doubled its reach compared with performance concentrated on the brand’s own channels.
I led and authored the LAJE Week 2025 campaign, from the concept and art direction moodboard to the narrative, ads, landing pages, emails, stories and sales materials.
The campaign achieved an average order value three times higher than planned, a result associated with the value proposition and communication of the different product tiers.
I worked on campaigns including Semana do Publicitário, Semana do Consumidor, Virada LAJE, the Naming course, Oficina Gestão de Portfólio, Programa de Formação de Agências, the Growth Essencial course and Imersão Poder Criativo.
For each campaign, I defined the narrative, concept, copy and adaptations for ads, landing pages, emails, social media, WhatsApp and sales support materials.
To communicate the subscription’s new free course, O Impacto do Branding, launched in early 2025, I chose to continue the narrative of (R)Evolução do Branding, a free course launched by LAJE the previous year.
I started with a question: how is a revolution born? It begins quietly, with questions, frustrations and new visions of the future. As it gathers strength, it creates effects: ideas, attitudes, decisions and changes that spread and generate impact.
This reasoning guided the course communication and connected with the logic of branding. Branding recovers a brand’s essence at its origin, guides choices in the present and prepares the brand for the future through a careful reading of the zeitgeist.
I developed a series of always-on ads for discovery, consideration, belonging, remarketing and lead reactivation. I also led the narrative for entry-level products, new courses and initiatives for entrepreneurs, with messaging suited to each stage of the journey.
I developed LAJE’s sales communication architecture, from discovery to enrollment, from product experience to retention.
Each funnel organized messages around interest, nurturing, social proof, methodology, modules, investment, objections, pricing tier changes, registration, onboarding and relationships.
The structure guided entry-level products, courses, training programs, executive programs, events, free initiatives and the LAJE Subscription.
I structured in-depth materials and articles that connected branding knowledge, market insights and demand generation. The Guia de Carreiras em Branding 2026 served as a lead capture and nurturing asset for LAJE’s ecosystem.
The papers’ lead capture pages achieved conversion rates between 52% and 54%, with around 2,300 to 2,450 downloads per edition and acquisition costs between R$ 0.38 and R$ 0.40.
My communication work came to organize LAJE’s product portfolio by function, audience and stage of the journey. Each offer gained a clear value proposition, promise, language and role within the ecosystem. The architecture I consolidated underpinned the group’s expansion plan: from 7 courses at the 2025 repositioning to a target of 40 programs and R$ 60 million by 2030.
I adapted the branding territories to each post, always starting with a question: what is the purpose of this content and how does it affect the person receiving it?
02 • Palácio das Artes
Volunteer workCULTURAL PRODUCTION · COMMUNICATION · DIGITAL STRATEGY, CONCEPT AND COPYWRITING
Palácio das Artes is a cultural occupation in Morro do Palácio, Niterói, that brought the community eight months of free workshops (capoeira angola, Afro dance, graffiti, circus, freestyle rap circles and synthesizer) and two public events, with support from the City of Niterói.
I joined as a volunteer and took charge of the project’s communication. I created the strategy, concept, schedule, copy, scripts, creative briefs and promotional workflow.
The challenge was to bring visibility to the initiative while respecting the territory, residents’ self-esteem and local artists’ authorship. The campaign drew on the identity of the hill itself:
“Those who live in the Palácio are royalty.”
The idea of royalty turned the territory’s name into a campaign, signature line and language principle. The concept celebrated residents, artists, collectives and the cultural strength already present in the community.
Before promoting the workshops, I introduced the people who made the Palácio happen. I researched local collectives, selected artists, producers and projects from the area, and wrote a series of profiles for the feed.
The strategy placed the territory’s faces, stories and cultural references at the center of the communication.
The promotional journey began by introducing the territory and its people. The workshops came at a later stage, when the audience already recognized the project, its faces and its purpose.
