Marcela is a PhD candidate in Communication Studies at Universidade Católica Portuguesa (since 2022). She holds a master’s degree in Business Administration (Unihorizontes), an MBA in Marketing (FGV), and a postgraduate degree in Strategic Business Management (PUC Minas). She has extensive experience in both academic and market settings. She has worked as an organizational consultant, mentor, speaker, and trainer in various companies. She is an expert in the Disney Management Methodology, with work experience at the Walt Disney World Resort (2003/2004) and a course from the Disney Institute (2011), acquiring profound knowledge in service excellence and customer experience. From 2008 to 2022, she worked as a university lecturer in undergraduate and postgraduate programs, including executive education at renowned institutions in Brazil such as Fundação Getúlio Vargas – FGV. At Senac Minas, she worked as a lecturer and a coordinator of the postgraduate program in Marketing, where she also led the team that developed the technical program in Marketing at the institution. She is currently an invited assistant lecturer at the Faculty of Human Sciences (FCH) and a researcher on projects at the Research Centre on Peoples and Cultures (CEPCEP), in addition to being affiliated with the Research Centre for Communication and Culture (CECC) at Universidade Católica Portuguesa. Her main research interests are marketing, digital communication, and digital transformation, encompassing topics such as social media, AI, and emerging technologies.