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Manager, Global Design
The Hershey Company
Hershey, PA

A passionate brand design strategist, Fe has been bringing marketing objectives to life via award winning design for over 14 years. Originally from Brazil, her global background includes experience in branding agencies as well as consumer brand corporations always approaching design across the entire living ecosystem of brand equities. She has been crafting design strategy and reimagining identity systems for the Hershey Company, touching Reese’s, Twizzlers, Icebreakers and many of the company’s portfolio of iconic and beloved global brands.

Fe serves in the YWCA Junior Board to support the YWCA Greater Harrisburg in its mission to eliminate racism, empower women and promote peace, justice, freedom and dignity for all. She lives in beautiful Central Pennsylvania, and can be found in her early morning runs by the Susquehanna River.


BEING THE KID IN A CANDY STORE – seeing magic and finding purpose in the design management world.

You’re a design professional and would never have seen yourself inside a corporation, living day in and day out amidst brand and marketing managers, instead of art directors and copywriters. You’re a creative strategist and wonder where to find inspiration and magic in the “client side”. These and many others are thoughts and questions I have asked myself before and after joining the Hershey Company as a design strategist – my absolute dream job. Over the years, I have learned to reinvent and evolve my own job at a time where two-thirds of millennials intend to leave their current organizations by 2020. Keeping it real, I will talk about what I learned when leading design strategy for multi-million dollar brands like Reese’s and Twizzlers and the victories, losses, successes and growth along the journey.

Key take-aways:

  1. Understanding what design is supposed to do inside the corporate environment, and deciding between blending in or standing out.
  2. Changing the way people think by identifying design opportunities hidden inside business talk.
  3. Changing the world from the inside: shaping yourself as the change agent from the spot closest to the heart of a brand.
  4. Bring design into the business world, one step at a time: making your corporate partners in crime feel the magic.