Business
From Set Design to Trade: Flávia Roma's Career Journey
Before joining Grupo Bario Bar, Roma worked at NGO Orienta Vida, produced major exhibitions, and managed operations at Care Natural Beauty.
Flávia Roma discusses her professional journey prior to leading marketing at Grupo Bario Bar. The executive reflects on the challenges of producing major thematic exhibitions, managing supply chain logistics, and driving commercial expansion into retail.
Flávia Roma, marketing manager at Grupo Bario Bar, detailed the steps of her professional career before entering the entertainment and hospitality sector during a conversation with Bruno Gimenes on Marketing - The Podcast. The executive's background spans from the non-profit sector and large-scale event production to supply chain logistics and trade marketing at cosmetics brands.
The full video episode above delves into other business and branding topics discussed during the interview, underscoring how operational versatility proved decisive in shaping her career.
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Major exhibitions and her time at Orienta Vida
Roma began her journey at the NGO Orienta Vida, where she started working on projects such as the Pense Rosa campaign for breast cancer awareness. Building on this experience, she took charge of fairs and exhibitions, leading the Brazilian operation of Mickey Mouse's 90th anniversary exhibition.
The exhibition required an intense routine of public service and venue management. "I often say those were the most insane 94 days of my life. It was day and night inside the mall, the exhibit, and the store—it was absolute madness, packed with people," Roma recounts. The 450-square-meter interactive attraction drew up to 300 visitors per hour, funneling foot traffic toward a retail store at the end of the tour.
After four years at Orienta Vida, Roma moved to a partner set design firm to run the Batman 80th anniversary exhibition project. However, the initiative was halted in March due to the spread of the COVID-19 pandemic, right after concluding its São Paulo run and prior to the planned setup in Campinas.
Supply chain and logistics management at Care Natural Beauty
In August 2020, Roma was invited to join Care Natural Beauty, a cosmetics brand that had maintained an institutional partnership with Orienta Vida since releasing its first product, a toiletry bag created with Roma's support. At the time, the company operated with a very lean team consisting of two partners and a single employee.
With a compact team, Roma took direct responsibility for the logistics supply chain despite having no prior experience in the role. Her scope ranged from overseeing packaging imports from China to distribution centers, customer service (SAC), and commercial support. During critical delivery crunches, Roma recalls traveling to the factory in Curitiba to pick up batches of sunscreen in person to meet pre-sale deadlines.
Commercial expansion and trade marketing
With the expansion of Care Natural Beauty and the hiring of specialized staff to take over logistics, Roma transitioned into commercial operations and trade marketing. The primary challenge was expanding the reach of the brand, which had previously operated with a 100% online focus.
During this stage, Roma led the rollout of products across new beauty marketplaces and the launch of physical retail outlets, as well as consolidating the brand's presence on Sephora's marketplace. Following this tenure at the company and a four-month period of volunteer work, Roma assumed leadership of the commercial and marketing departments at Grupo Bario Bar.
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