Business
Marketing Routines: Setting Boundaries to Prevent Burnout
Flávia Roma details demand management at Bario Bar, strategies to curb anxiety, and daily boundaries.
In an interview on Marketing - The Podcast, Flávia Roma explains how she organizes marketing workflows at Bario Bar while protecting her mental health. She discusses her experience with burnout, the role of sports, and disconnection rules to manage anxiety.
Flávia Roma, Marketing Manager at Grupo Bario Bar, sat down with Bruno Gimenes on Marketing - The Podcast to discuss the challenges of managing marketing routines across physical retail and entertainment operations, along with the boundaries and habits she adopted to protect her mental health after experiencing burnout.
While the full episode also explores the brand's brick-and-mortar expansion and experiential hospitality strategies, this featured segment focuses on day-to-day workplace dynamics and actionable routines to mitigate anxiety and mental overload.
PUBLICIDADE (GAM) — 1250x250
Real-world marketing routines beyond social media
Reflecting on Bario Bar's rapid growth—expanding from an initial 450 m² space in Pinheiros to a 1,500 m² venue in Tatuapé—Roma shared how her department is structured and dismantled misconceptions surrounding marketing workloads. She emphasized that reducing marketing to mere social media management overlooks the critical strategic and offline responsibilities of the role.
"One thing people often fail to realize is that marketing is both online and offline. People assume it's just online—that doing marketing just means managing an Instagram account. Honestly, what I dislike most is managing Instagram. I don't enjoy social media day-to-day. I understand it because I lead the team handling it, but my strength is creative strategy," Roma explained. She noted that in-store communications, venue layouts, menu design, and campaign ROI tracking require continuous on-site presence and planning.
Navigating burnout and mental fatigue
Constant racing thoughts and an inability to unplug from work eventually led Roma to experience burnout. During the podcast, she described the severe exhaustion and the urge to escape during crisis moments, recalling advice from her therapist about addressing internal pressure rather than merely switching environments.
"It frustrates me when people dismiss burnout as trivial. If you say that, it's because you've never experienced it. I remember calling my therapist during a crisis and saying that I felt like reaching into my own head just to pull the thoughts out," Roma said, illustrating how corporate pressure can overwhelm the mind without structured downtime.
Disconnection habits and daily organization
To keep anxiety in check and counter hyperconnectivity across mobile devices and messaging apps, Roma established strict boundaries around her rest hours. Aerobic exercise, particularly running and swimming, became essential tools for clearing her head, supported by automated smartphone settings.
"Running quieted my mind and continues to help me tremendously, as does swimming. I set my phone to an automated sleep mode rather than just Do Not Disturb, allowing only pre-approved contacts to reach me. Starting at 9:00 PM, I enter sleep mode because I need to turn my mind off," Roma shared.
In addition to shutting down at 9:00 PM, Roma keeps notifications muted until 9:00 AM, dedicating early mornings to workouts and personal time. She also shifted to day-by-day task planning instead of rigid weekly checklists, reserving Sunday meal prep as her only structured advance routine to minimize mid-week distractions.
PUBLICIDADE (GAM) — 1250x250
