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MARKETING, BRANDING & MARKET DEVELOPMENT
Strategic Branding & Positioning
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Marketing, Branding & Market Development

Strategic consultancy in Marketing, Branding and Market Development, with more than 27 years of experience in brand building.

Patrícia Acar Portrait
Patrícia Acar
Marketing & Branding Consultant
Time & Brand Maturation
“Like a fine vintage, a memorable brand matures over time. It preserves its essence, evolves with market changes, and builds an identity strong enough to leave a legacy.”
Patrícia Acar
Patrícia Acar
Marketing, Branding & Market Development
Trajectory & Vision Explore

Acar Comunicação

Patrícia Acar Portrait

Strategic Marketing, Branding and Market Development backed by more than 27 years of executive excellence in building, positioning and scaling high-impact brands.

We bridge strategic intelligence, corporate communication and commercial objectives to turn market vision into sharp competitive differentiation, enduring relevance and sustainable business value.

Partnering with leading Brazilian and multinational corporations, we direct integrated initiatives across Marketing, Branding, Corporate Communication and Omnichannel Digital Presence focused on brand maturity, strategic positioning and scalable market expansion.

Key Differentiations:

  • More than 27 years of experience
  • Experience across multiple industries
  • Interaction between Marketing and Sales
  • International recognition for our projects
  • Focus on sustainable growth and value creation
Patrícia Acar
Marketing, Branding & Market Development

Acar Comunicação in Numbers

Metrics that reflect experience, results, and impact.

27+
years of experience
Nearly three decades turning Marketing strategy into positioning, growth and business value.
2
International Awards
in recognition of outstanding Marketing projects: the Customer Centric Award (FY24 Q4) and the Challenger Brand Award (FY25 Q1).
620%
organic growth
on Hitachi Cooling & Heating Brazil’s Instagram profile (August 2023 – March 2026)
27
companies
served through Marketing projects across 7 market segments
3
working languages
connecting global markets (Portuguese, English and French)
2022
Start of Postgraduate Teaching
Course: Usability and Content Creation Strategies

Principles that guide our strategy

Three foundations that shape how we turn Marketing into positioning, growth and business value.

01 — STRATEGY WITH DIRECTION

Clarity before execution

Every Marketing initiative must begin with a clear direction. Understanding the business, market, audience and objectives is what turns isolated initiatives into a consistent strategy.

02 — POSITIONING THAT CREATES VALUE

Relevance before presence

Being present is not enough. Strong brands occupy a clear space in the market’s mind, build differentiation and ensure their value is perceived even before the purchasing decision.

03 — RESULTS AS A CRITERION

Marketing connected to the business

Marketing must contribute to concrete objectives. Strategy, brand, communication, channels and performance should work together to generate growth and strengthen the business over time.

From Digital Pioneering
to Brand Strategy

Nearly three decades connecting Marketing, branding, digital and growth through B2B and B2C projects for Brazilian and multinational companies.

Where Strategy Creates Value

Marketing strategy, Branding, positioning, multichannel communication, digital growth and market development, integrating brand, performance and business objectives.

2023 — 2026

Marketing Leadership & Brand Transformation

Johnson Controls-Hitachi | Bosch Home Comfort
Led the Marketing strategy and brand transition in Brazil, integrating communication, digital, Branding, influence, PR and offline initiatives. Result: +620% organic growth on Hitachi Cooling & Heating Brazil’s Instagram profile and two international Marketing awards.
2017 — PRESENT

Founder & Strategic Marketing Consultant

Acar Comunicação
Development of strategies for companies across different industries, connecting Branding, digital presence, e-commerce, content, performance and market intelligence. Projects for brands including Midea Carrier, Clima Rio, Consulta Carioca, GenLab Diagnósticos, Fluxo Diagnósticos, Fontaine Brasil and other B2B and B2C companies.
1999 — 2017

From Digital Transformation to Marketing Management

E-commerce | Retail | Technology | HVAC
Experience dating back to the early years of e-commerce in Brazil, evolving from e-commerce, SEO and digital relationships to integrated management of Marketing, Branding, media, social media and Trade Marketing. Experience at companies including YC Comércio, GADP, Artigos QFesta, Aviator and Única Ar Condicionado.

Strategies that Turn into Results

A selection of projects reflecting nearly three decades of experience addressing real challenges in branding, growth and digital transformation. Strategy, positioning and execution applied to Brazilian and multinational B2B and B2C companies.

Hitachi Cooling & Heating Brazil
+620% Organic · 2 Awards CASE 01 — OMNICHANNEL & BRAND GROWTH

Hitachi Cooling & Heating Brazil

“An omnichannel strategy integrating content, digital presence, Branding, influence, PR, offline media and distributor initiatives, strengthening the brand in Brazil and driving 620% organic growth on Instagram.”

View Case Study
Midea Carrier Brazil
B2B + B2C · Live Content CASE 02 — CONTENT, RELATIONSHIPS & BRAND ENGAGEMENT

Midea Carrier Brazil

“Content and brand relationship strategies, including institutional live streams, initiatives for women and participation in technical content to bring the brand closer to different audiences.”

View Case Study
Consulta Carioca
Omnichannel · Medical Authority CASE 03 — BRAND, CONTENT & RELATIONSHIPS

Consulta Carioca

“An ongoing communication and brand-strengthening strategy involving digital presence, visual identity, content and brand partnership initiatives to increase credibility and market relevance.”

View Case Study
Grupo Discabos: Technology & Distribution
B2B + B2C · E-Commerce & CRM CASE 04 — OMNICHANNEL & COMMERCIAL DEVELOPMENT

Grupo Discabos: Technology & Distribution

“An integrated strategy for a B2B and B2C operation, connecting e-commerce, marketplaces, social media, e-mail marketing, paid media, pricing, the customer base and after-sales to strengthen digital presence and support the brand’s commercial development.”

View Case Study
Aviator: Fashion, Retail & Brand Experience
Fashion & Retail · Brand Experience CASE 05 — FASHION & BRAND EXPERIENCE

Aviator: Fashion, Retail & Brand Experience

“A strategy that connected product, content, environment and communication to increase the consistency of the brand experience across digital and physical retail.”

View Case Study

CREDENTIALS & RECOGNITION

Practical experience, academic work and international recognition

Postgraduate Professor in Digital Media Strategies
UniCarioca
Education of professionals and executives in strategy, communication and the digital environment.
2022 — Present
Founder & Strategic Marketing Consultant
ACAR Comunicação
Consulting for B2B and B2C companies in Branding, communication, digital presence, e-commerce and market development.
2017 — Present
Marketing Leadership at a Multinational Company
Johnson Controls-Hitachi
Integrated management of Branding, content, digital channels, PR, media, Trade Marketing and distributor relationships.
2023 — 2026
Pioneering Experience in Digital Marketing & E-commerce
Brazil
Experience in e-commerce, SEO, digital relationships and multichannel strategies since the early years of Brazilian e-commerce.
Since 1999

Awards & Impact

Customer Centric Award
Johnson Controls-Hitachi
International Marketing recognition earned while leading the brand’s strategies in Brazil.
FY24
Challenger Brand Award
Johnson Controls-Hitachi
A second international award recognizing the Marketing performance of the Brazilian operation.
FY25
+620% Organic Growth
Hitachi Cooling & Heating Brazil
Instagram audience growth achieved through an organic content strategy and a stronger brand presence.
2023 — 2026
Results Presented to the Global Team
Johnson Controls-Hitachi
Presentation of strategies and results to the company’s international structure, contributing to greater visibility and Marketing investment in the Brazilian market.
Brazil & Global
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What People Say About Our Work

Perspectives from leaders, partners, and executives.

✦ In Memoriam ✦
“Patrícia Acar is a PERFECTIONIST, the kind of professional who TRULY loves what she does.”
Guilherme A. D. Pereira
Systems and Methods Analyst - Risk Manager - Advisor to the Government of the State of Rio de Janeiro for three terms – IGHMB Full Member.
“Patrícia Acar is a truly distinctive Marketing professional. Her execution, ability to identify opportunities and creativity place her in a unique position to support market communication, both online and offline. While I managed her work for JCH-BR, we received two global awards for distinctive content or campaigns. I genuinely recommend Acar Comunicação and its principal consultant.”
Gerson Robaina
C-Level Executive, Director, Head, Strategic Planning, Board Member, HVAC

“Those who have worked with Patricia are instantly impressed by her can-do attitude, positivity and open minded approach to collaboration and problem solving. It's not often that you have the opportunity to work with someone in marketing who truly has their finger on the pulse, and the Brazil and Global team have been fortunate to so.

Whether she’s jumping on a trending topic, integrating AI into content workflows, taking part in offline actions, or delivering a surprising collaboration with a renowned company, Patricia is at the heart of it. Her contributions have played a key role in the success of the Brazilian team.

Patricia is proactive, engaged, and always ready to take on new challenges. Collaborating with her is not only a pleasure—it’s a guarantee that something exciting and impactful is on the horizon.”

Ben Taylor
Digital Content & Strategy Manager

“I’ve had the pleasure of working with Patricia, and I can confidently say she is one of the most passionate marketing professionals I’ve met. Her enthusiasm for marketing is truly inspiring, and it reflects in everything she does.

She brings exceptional creativity and professionalism to all marketing initiatives, consistently delivering thoughtful, innovative, and impactful work. Beyond these, she is always open to communication, approachable, and incredibly supportive of her colleagues. Her collaborative mindset and positive energy make working with her both productive and enjoyable.

She is a tremendous asset to any team, and I have personally been inspired by her passion and dedication. I highly recommend her to anyone looking for a talented and committed marketing professional.”

Juana Xia Huang (MBA, PMP, NPDP) — Bosch Home Comfort Group
Sales Engagement Manager
“It was a pleasure collaborating with Patricia at Johnson Controls - Hitachi. Her exceptional communication skills ensured clarity and alignment across global and local teams. More importantly, her deep marketing knowledge was invaluable when adapting global initiatives for our local market. She provided outstanding support, translating complex strategies into actionable, locally relevant plans. Patricia is a strategic thinker and a fantastic communicator – any team would benefit greatly from her expertise.”
Wenyang Lan
Global GTM Lead

“Having Patrícia Acar on your team means knowing you will have a professional who is 100% committed to excellent results. She brings all her expertise, experience and creativity to every assignment, always striving for the best possible outcome.

Her generosity and teaching skills are exemplary, and she stands out for bringing her extensive practical experience into the classroom, making a decisive contribution to the education of the next generation of communication and Marketing professionals.

Her classes are consistently highly rated. Patrícia Acar is an excellent professional and educator. I strongly recommend her, confident that her contribution would be a valuable asset to any organisation.”

Thais Vieira de Lima
Postgraduate Programme Coordinator | MBA Professor | INEP/MEC Evaluator | Master’s in Administration | Innovation Management & Marketing

“I had the privilege of working with Paty Acar at Única Rio, and even then her strategic capabilities and the excellence with which she leads communication and Marketing projects were clear. Her work has always been marked by clarity, professionalism and a focus on results.

My confidence in her work was so strong that, when I provided services to Grupo Discabos, I had no hesitation in recommending her to develop a strategic Marketing project. Her delivery was impeccable and generated highly positive results, once again confirming her talent and commitment.

Paty combines strategic vision, efficient execution and the ability to build strong relationships. Her systemic thinking and ability to lead initiatives with autonomy and sensitivity make her a true differentiator in the market.

I recommend Paty with complete confidence. Professionals like her raise the standard of delivery, strengthen brands and drive businesses forward. She is undoubtedly one of the best Marketing specialists I have had the opportunity to work with.”

Jorge Ardito
Chief Operating Officer (COO) | Business Strategy | Supply Chain & Procurement | Digital Transformation | Operational Excellence | Financial Management | KPIs & Data-Driven Management | High-Performance Team Leadership

“I had the privilege of working with Patricia and can say that she stands out not only for her technical expertise, but also for her strong Marketing knowledge and strategic business vision.

Patricia combines structured thinking with remarkable agility in execution, quickly turning ideas into concrete actions. Her ability to read the market and develop strategic positioning consistently adds relevant value to Marketing projects and campaigns.

Her collaborative approach and ability to build relationships make teamwork smoother and more productive, even in dynamic, high-pressure environments.

Another point worth highlighting is her proactivity. She does more than respond to demands: she anticipates needs, proposes improvements and continually raises the level of discussion.

She is undoubtedly a professional who adds significant value and makes a difference wherever she works.”

Marcio José Pereira Hoffchneider — Bosch Home Comfort Group
LATAM | SR Product Manager | HVAC | Product Engineering | Air Conditioning | Product Marketing | Project Management | MBA | Product Management
“Patrícia was responsible for the success of our e-commerce operation when she worked with me at Pintando e Bordando.”
Paulo Chor
Director at Consulta Carioca

Media Coverage

Interviews and media appearances discussing Marketing, consumer behaviour, entrepreneurship and the movements transforming brands and businesses.

01
01 — REDETV!

Entrepreneurship in a Changing Market

LIVE INTERVIEW · 2026
02
02 — JOVEM PAN JOINVILLE

When a Major Event Drives Brands and Consumption

INTERVIEW · 2026
03
03 — TRIBUNA DE MINAS / ANTENA 1

Strategy for Growth in More Competitive Markets

INTERVIEW · 2026
04
04 — DR1

The World Cup Beyond Advertising

INTERVIEW · 2026
01
01 — REDETV! Entrepreneurship & Market LIVE INTERVIEW · 2026

Entrepreneurship in a Changing Market

Live appearance on RedeTV! analysing the challenges of entrepreneurship, changes in consumer behaviour, and the importance of strategy and positioning to business competitiveness.

02
02 — JOVEM PAN JOINVILLE Marketing & the World Cup INTERVIEW · 2026

When a Major Event Drives Brands and Consumption

An analysis of the Marketing opportunities created by the World Cup, from brand behaviour to the planning of campaigns capable of turning attention into results.

03
03 — TRIBUNA DE MINAS / ANTENA 1 Entrepreneurship & Strategy INTERVIEW · 2026

Strategy for Growth in More Competitive Markets

Insights on entrepreneurship, positioning and Marketing in a landscape where companies need to combine differentiation, consumer knowledge and adaptability.

04
04 — DR1 Consumer Behaviour & Major Events INTERVIEW · 2026

The World Cup Beyond Advertising

How major events reshape attention, consumption and behaviour, creating opportunities that require brands to do much more than simply join the conversation of the moment.

Approach

How Strategy Takes Shape

Every project begins with an understanding of the business and evolves into brand, communication and growth decisions built on method, experience and analysis.

01 — CLARITY & DIAGNOSIS

Understand before proposing

The market, business, competition, audience and objectives are analysed before strategic directions are defined.

EXPLORE APPROACH →
02 — POSITIONING & VALUE

Build a relevant position

Strong brands need a clear, consistent proposition capable of turning differentiation into perceived value.

EXPLORE APPROACH →
03 — CHANNEL INTEGRATION

Connect strategy and execution

Branding, content, digital, media, relationships and sales need to work together to increase consistency and results.

EXPLORE APPROACH →
04 — DATA & EVOLUTION

Measure to make better decisions

Performance indicators, market behaviour and continuous learning guide adjustments, priorities and new growth opportunities.

EXPLORE APPROACH →

Let’s Talk About Your Next Move

Tell us a little about your business, its challenges and the current stage of your brand. From there, we can identify opportunities and assess how Acar Comunicação can contribute.

Direct Contact

Prefer to speak directly? Contact us through Acar Comunicação’s official channels or send your message using the form.

Average response: within 24 business hours
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