Tata Consultancy Services São Paulo, Brazil 2025 Event Marketing · B2B · Financial Sector

The biggest banking
event in Latin America —
led from the inside

How I took near-full creative and digital lead on TCS's presence at FEBRABAN Tech 2025 — Latin America's largest banking and technology event — coordinating everything from executive briefings and panel supervision to the full digital campaign and internal communications strategy.

$3.5M

New business opportunities generated

1K+

Clients at TCS booth

80%

Internal newsletter open rate

250%

LinkedIn engagement increase

Context & Challenge

My role

Junior Marketing Analyst → Marketing Analyst — second to manager, full creative lead

Event

FEBRABAN Tech 2025 — Latin America's largest banking & technology conference

Channels managed

TCS LATAM LinkedIn · Internal newsletter · TCS Global website · On-site activation

Key clients present

Itaú · Bradesco · Banco do Brasil + 1,000+ attendees at booth

Event marketing Brand strategy Executive comms Social media Internal comms Stakeholder management Creative briefing

FEBRABAN Tech is the most important banking and financial technology event in Latin America. For TCS, it's not just a conference — it's where the company meets its most important Brazilian clients face to face. Itaú, Bradesco, Banco do Brasil: the relationships cultivated at FEBRABAN directly translate into business pipeline.

I had been involved in FEBRABAN since 2022 as an intern, managing the LinkedIn scheduling. By 2025, my role had grown significantly: I was second to my manager in overall coordination and held near-full creative lead across every communications touchpoint — digital, internal, and on-site.

The challenge was running a campaign with enterprise-level stakes across multiple simultaneous workstreams — executive preparation, content production, on-site activation, and a digital campaign — without dropping any of them.

"FEBRABAN isn't just an event. For TCS in Brazil, it's the moment where brand presence becomes business reality — and every communications decision carries that weight."

Strategic Approach

My approach was to treat FEBRABAN as a fully integrated campaign — not an event with some social posts around it. Every channel had a distinct role, every piece of content had a defined audience, and the internal and external communications were sequenced deliberately so they reinforced each other.

Executive preparation

Briefed and supervised TCS executives appearing in panels and press interviews. Developed talking points, ensured message consistency with the brand narrative, and coordinated pre-event preparation so every speaker showed up ready — not just present.

Full digital campaign

Led the end-to-end social media campaign across TCS LATAM LinkedIn and Instagram — pre-event build-up, live event coverage, and post-event follow-up. Also managed content for the TCS Global website and produced the internal newsletter campaign targeting Brazilian associates.

Internal mobilisation

Designed and executed an internal communications campaign to prime TCS associates attending the event — briefing them on talking points, equipping client-facing teams with conversation guides, and building excitement through the newsletter before the event opened.

On-site coordination

Contributed to the planning of the physical TCS booth — stand design, buffet, invitations, and the briefing of associates who would engage clients and prospects on the floor. Ensured the physical experience matched the narrative we were running externally.

Execution

Pre-event
Campaign

Content build-up & internal launch

Developed the editorial calendar and produced all pre-event content across LinkedIn and the internal newsletter. Built anticipation through teaser posts, speaker announcements, and an internal campaign briefing associates on what to expect and how to engage. The newsletter achieved an 80% open rate — 3–4× the industry average — driven by targeted segmentation and relevance of content to the Brazilian associate audience.

Executive
Briefing

Panel preparation & spokesperson coaching

Briefed TCS executives ahead of panels and media interviews. Developed messaging frameworks, reviewed talking points for consistency with TCS's brand narrative, and supervised speakers on the day. Coordinated with PR teams to ensure executives were prepared for both panel participation and press interactions.

Live Event
Coverage

Real-time content & on-site activation

Managed live social media coverage across TCS LATAM LinkedIn during the event — real-time posts, speaker quotes, booth activity, and client engagement moments. Simultaneously supervised on-site communications, ensuring associates on the floor were aligned and client interactions were happening as briefed.

Post-event
Follow-up

Digital wrap-up & global content

Produced post-event content for LinkedIn, Instagram, and the TCS Global website — recaps, results highlights, and thought leadership pieces from executive speakers. Coordinated the internal post-event newsletter recapping results for associates. Within one month of the event, 25% of the business opportunities generated at the booth had converted to deals.

Results

Business pipeline	$3.5M In new business opportunities generated across the event — TCS's highest-value client relationships in Brazil, including Itaú, Bradesco, and Banco do Brasil, were present and engaged at the booth.
Deal conversion	25% Of booth opportunities converted to closed deals within the first month after the event — a direct result of the quality of client engagement and the briefing of on-site teams.
Booth attendance	1K+ Clients and prospects visited the TCS booth over the course of the event — one of the strongest attendance figures in TCS Brazil's FEBRABAN history.
Internal comms	80% Newsletter open rate among Brazilian TCS associates — 3–4× the industry benchmark of 20–25%. Achieved through precise audience segmentation, relevant content, and a clear narrative that made associates feel part of something significant.
LinkedIn impact	250% Increase in engagement across TCS LATAM LinkedIn during the campaign period — the strongest engagement lift of any campaign I ran on the platform, surpassing even the Pace Port launch.

What I Learned

Internal and external communications are the same campaign

The 80% newsletter open rate didn't happen because of good writing alone — it happened because associates felt like insiders, not an afterthought. When your internal audience believes in what you're doing, it shows in how they talk to clients on the floor. Internal comms is brand activation, not admin.

Briefing is the highest-leverage pre-production task

The quality of an executive's panel appearance is determined before they ever step on stage. The briefing documents, the message frameworks, the rehearsed answers to likely questions — these are what turn a capable person into a compelling spokesperson. I learned to invest disproportionately in the preparation, not the execution.

III

The physical and digital experience must feel like one thing

When the booth experience, the LinkedIn posts, and the internal newsletter are all telling the same story with the same energy, the whole campaign gets stronger. Clients who saw the LinkedIn coverage before arriving at the booth arrived already primed. That's not coincidence — it's sequencing.

Results take time to materialise — track them anyway

The 25% deal conversion happened in the month after the event, not during it. If we had only measured booth footfall and social numbers, we'd have missed the most important metric. I learned to build post-event tracking into the campaign plan from the start, not as an afterthought.