About
With over 15 years of social media strategy experience, Valter has helped Fortune 500 brands and emerging companies build authentic digital communities and drive measurable business growth across multicultural markets. His approach combines deep cultural insights with data-driven strategy, having managed social media initiatives for globally recognized brands including Coca-Cola, Powerade, AT&T, PepsiCo, and Natura &Co. in the U.S. market. From launching brand presences to scaling engagement across platforms, Valter has developed comprehensive social strategies that translate consumer behavior into compelling creative executions and sustainable audience relationships. Valter's strategic leadership includes serving as Creative Director and Digital Strategist for AT&T's U.S. Hispanic market at Young & Rubicam Miami, where he led a team of creatives to define their social media strategy and brand positioning during their critical social launch phase. At SapientNitro, he managed content creation and social strategy for Coca-Cola's portfolio, including Coke Zero and Powerade. Since founding Samba Rock in 2015, Valter has specialized in helping Latin American brands establish their U.S. market presence through social media, working with clients like Grendene (Brazil's largest shoe exporter), Tropical Fantasy (reviving the iconic Brooklyn beverage by reconnecting with hip-hop culture), KeroCoco (developing PepsiCo's global social strategy), Conchita Foods, and Natura &Co (managing social paid media and analytics for Latin America's #1 beauty brand). Valter leverages AI-powered tools to transform social media strategy development, reducing data aggregation and analysis time while uncovering consumer insights. His methodologies integrate AI throughout the strategic process—from audience segmentation to performance analytics, enabling faster, smarter decision-making with creative quality and cultural relevance.
How Valter helps
The roles Valter steps into. Select one to see how they work in it.
Director of Social Media Strategy
With over 15 years of social media strategy experience, Valter has helped Fortune 500 brands and emerging companies build authentic digital communities and drive measurable business growth across multicultural markets. His approach combines deep cultural insights with data-driven strategy, having managed social media initiatives for globally recognized brands including Coca-Cola, Powerade, AT&T, PepsiCo, and Natura &Co. in the U.S. market. From launching brand presences to scaling engagement across platforms, Valter has developed comprehensive social strategies that translate consumer behavior into compelling creative executions and sustainable audience relationships. Valter's strategic leadership includes serving as Creative Director and Digital Strategist for AT&T's U.S. Hispanic market at Young & Rubicam Miami, where he led a team of creatives to define their social media strategy and brand positioning during their critical social launch phase. At SapientNitro, he managed content creation and social strategy for Coca-Cola's portfolio, including Coke Zero and Powerade. Since founding Samba Rock in 2015, Valter has specialized in helping Latin American brands establish their U.S. market presence through social media, working with clients like Grendene (Brazil's largest shoe exporter), Tropical Fantasy (reviving the iconic Brooklyn beverage by reconnecting with hip-hop culture), KeroCoco (developing PepsiCo's global social strategy), Conchita Foods, and Natura &Co (managing social paid media and analytics for Latin America's #1 beauty brand). Valter leverages AI-powered tools to transform social media strategy development, reducing data aggregation and analysis time while uncovering consumer insights. His methodologies integrate AI throughout the strategic process—from audience segmentation to performance analytics, enabling faster, smarter decision-making with creative quality and cultural relevance.
Selected work in this role
Creative Director at Young & Rubicam
Led multicultural digital creative strategy for AT&T and Bauducco Foods, driving campaigns and team execution that increased customer lifetime value through cultural insights.
Associate Creative Director at SapientNitro
Worked for 6 years in the London and Miami offices, leading creative for PlayStation, Coca-Cola Zero, BBVA, ESPN & Powerade with integrated campaigns and C-level presentations across global markets.
Founder & Chief Creative Strategist at Soundcheck Insights
Founded consultancy serving 40+ global brands (Inter&Co, AB-Inbev, Bauducco) with AI-powered full-funnel campaigns and proprietary A.M.P. methodology.
Focus areas
Selected clients
Free Downloads
Ebook
Thinking Outside of The Borders
A practical guide for Latin American CPG brands to validate demand, launch lean, localize with intent, and scale sustainably in the U.S.
Experience
Fractional CMO - Mineral S.A. (Mineralle and Attiva) at Chameleon Collective
Interim US Marketing Consultant for Guaraná Antarctica (AB-InBev) at Chameleon Collective
Marketing Leader - International Brand Expansion at Chameleon Collective
Founder, CEO and Head of Market Intelligence at Soundcheck Insights
Fractional Marketing Leader @ Conchita Foods at Samba Rock
Expertise
Work With
Valter
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