Professional portfolio · 2026

Senior content writer| Content strategy & SEOfor B2B and service brands.

I create narratives that combine subject-matter expertise, clarity and organic performance.

My focus is content that builds trust, attracts qualified traffic and drives conversions.

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Juliana Tavares Ribeiro, journalist, content writer and copywriter — Juliana Tavares Ribeirojournalist, content writer
and copywriterThe right words. A world of possibilities.

Writing · Content · CopywritingExplore the case studies

01 / Portfolio

What I bring
to the table

Curiosity to investigate. Clarity to get to the point.
Flexibility to find the right voice.

Research & reportingContent marketingCopywritingSEO & webCRMBrand voiceB2B & B2C journeys

Content experience across different...01 / 04

35 brands served

Many worlds.
A voice for every context.

From healthcare and finance to technology, industry, education and culture. Every project calls for listening, research and a distinct identity.

Health & wellness

19 brands

Finance

4 brands

Technology, industry & business

6 brands

Consumer brands, education & culture

6 brands

Professional experience

From newsrooms to in-house.

Journalism, agencies and content consultancies. Most recently, ALFA Consultoria and Dasa.

View my full experience on LinkedIn

01 / Browse by specialty

Choose what
you'd like to explore.

Social, SEO, CRM or campaigns: go straight to the examples relevant to your challenge.

02 / Case studies

Real challenges.
Content that delivers.

Selected case studies showing how I research, adapt the language and turn complex topics into clear communication.

Case study 1 of 2 · Genera + O Boticário

Featured case study · Health, beauty & innovation

Genera O Boticário

Science translated into a clear, relatable and relevant self-care experience.

Landing page for the Genera and O Boticário partnership

Cover of the launch carousel for the Genera and O Boticário partnership

Cover of the educational carousel about the Botik and Genera panel

Landing page Launch carousel Educational carousel

Context

Promoting a first-of-its-kind partnership between Genera and O Boticário. The initiative combined genetic analysis and dermocosmetics to give consumers insight into their skin characteristics and a personalized skincare routine.

Challenge

Turn a concept involving genetics, science and skincare into approachable, clear and relevant content, connecting the two brands while maintaining the care and accuracy the topic demands.

My contribution

I joined the project after it had begun and took part in alignment meetings with the Business and Marketing teams. I helped refine the approach and wrote and adapted content to suit each channel's objective and the brands' voices.

Content formats

Landing pageCarouselsCRM

Solution delivered

The communication connected science with everyday self-care, presenting genetic information as a way to understand skin characteristics and support more personalized product choices. The content was approved and published on Genera's official channels.

About the materials: the work currently available may have been updated since my involvement to reflect business needs, search behavior and changes in the customer journey. This description covers my contribution to a project developed in collaboration with the teams and professionals involved.

Featured case study · B2B technology & demand generation · June 2025

SAP Analytics Cloud webinar

A multichannel campaign turning data governance and artificial intelligence into a relevant invitation for financial decision-makers.

ALFA carousel about data that raises more questions than answers

Invitation to the webinar on artificial intelligence and data governance

Cover of the Reel promoting ALFA's webinar

Context

Promoting the webinar “From chaos to control: how AI is redefining data governance,” presented by ALFA and SAP specialists for CFOs, controllers, business owners and finance directors.

Challenge

Make a technical topic relevant to decision-makers, demonstrate its application in everyday business and encourage the audience to register for the event.

My contribution

I met with specialists to understand the tool and its applications. Based on those discussions, I wrote the landing page, emails, direct messages to first- and second-degree LinkedIn connections, posts, stories, captions, a Reels script and the YouTube livestream description. I also published content on the company's profiles.

Content formats

Landing pageEmailsDirect messagesCarouselsStoriesReelsLinkedInYouTube

Solution delivered

The campaign addressed a recognizable problem — too much data without the clarity needed to make decisions. It used multiple touchpoints to present a practical application of AI and SAP Analytics Cloud, encourage registrations and position ALFA as a partner for implementing the solution.

Watch the webinar Promotional carousel LinkedIn post Reels Campaign launch

Authorship note: this description covers my contribution to a project developed in collaboration with the specialists, spokespeople and other professionals involved.

Explore more work

What communication challenge can I help you solve?

Industries change. My ability to research, adapt and find the right voice carries across every context.

Showing two projects at a time

BTO+ · Claro clube · Activation held November 24–26, 2023

From event to app: Claro clube at the Sul Special Cup.

Content for an in-person activation introducing the loyalty program, explaining how to participate and guiding visitors to register in the app.

Context

During the beach tennis tournament, Claro clube ran an activation to introduce its loyalty program to visitors and encourage new registrations.

Challenge

Capture attention in a busy venue and turn interest into a concrete action: open the app, register and take part in the activation.

My contribution

I researched the brand's communication in previous activations and wrote the display content. I structured the message hierarchy, participation instructions and calls to action leading to the QR code and the Minha Claro Móvel app.

Solution delivered

The materials connected an immediate benefit with the brand's desired action, introducing the program, explaining the activation and clearly showing the next step.

Drive actionAdapt campaignsDisplay standsActivationCTA

Authorship note: this description covers my contribution to researching and writing the content. The activation and materials were developed in collaboration with the other teams and professionals involved.

Alta Diagnósticos page about Genera Metabolic

Alta Diagnósticos · 01 / 08

01 · Editorial strategy & organic search

Web & SEO: content that works.

Research, search intent and information architecture that turn technical subjects into useful pages — for readers and searchers alike.

WebsiteArticlesSEOLanding pages

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03 · Healthcare & diagnostics

Dasa: many brands, every word in place.

In-house work with national and regional brands. Content for different journeys, from patients to healthcare professionals.

WebsiteCRMSocialCampaigns

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04 · B2B technology

SAP without the jargon.

At ALFA Consultoria, I turned technology and management topics into clear content for decision-makers.

ArticlesSEOSocialEmail

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05 · Finance & customer engagement

Finance without the jargon.

Campaign and customer engagement content for brands such as Bradesco, Ágora and Brasilprev, with language tailored to the audience and channel.

CRMWhatsAppCampaigns

Content about marketing for educational institutions

Higher education marketing · 01 / 03

06 · Education & specialist content

Knowledge that invites, not intimidates.

Content for educational institutions and professionals, balancing authority, clarity and a reading experience that holds attention to the end.

ArticlesSEOB2BEducation

Content about sustainability in the printing industry

Printing industry · 01 / 03

07 · Sustainability & industry

Technical topics. Clear reading. Real impact.

Environmental topics made accessible to different audiences, with context, accuracy and practical ways to take action.

ArticlesESGIndustrySEO

Categories help you find. Strategy helps you understand. Each selection shows more than the final piece: it shows how I adapt topics, audiences, channels and voice.

03 / Next challenge

My next challenge could start here.

I'm looking for opportunities to turn diverse topics, goals and contexts into clear, relevant communication with a distinctive voice.

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Senior content writer| Content strategy & SEOfor B2B and service brands.