Paula Bezerra de Mello: The Visionary CEO Elevating Brazil on the Global Luxury Stage

Photo Credit: Courtesy of Vicente de paulo

In the world of luxury, business, and branding, few have had as profound an impact as Paula Bezerra de Mello. A true trailblazer, Paula has not only enhanced Brazil’s global presence but has also redefined leadership in high-end hospitality and innovation.

Paula’s journey began at the age of 21 when she created and directed the inaugural Brazilian Film Festival at Brown University, mediating a conversation with the co-director and lead actor of critically aclaimed film City of God. Her talent for connecting influential figures was evident early on, laying the foundation for her future success in PR and global branding.

Her career slowly transtitioned from film (jobs at Miramax and Paramount) to luxury and fashion, with Paula consulting for brands like Osklen and H.Stern and contributing to prestigious outlets such as Vogue Brazil and style.com. (She is now a columnist for Forbes Brazil).

Yet her breakthrough came in 2007, when restauranteur Gero Fasano tapped her to oversee PR for the opening of Hotel Fasano in Rio de Janeiro. The move was both serendipitous and deeply personal, as the hotel was built on the site of her grandfather’s former home—a connection that further solidified her deep ties to Brazil’s luxury scene.

Paula’s strategic PR expertise and her unmatched network played a pivotal role in the hotel’s success, helping elevate its international reputation. Under Gero Fasano’s visionary leadership and Paula’s strategic PR guidance, Hotel Fasano became celebrated not only for its chic design and stunning views of Ipanema Beach but also for its unmatched, personalized service. In 2024, the hotel was honored as the best in South America by Condé Nast Traveler.

Photo Credit: Courtesy of Vicente de paulo

As the founder of Ello Agency, a PR and branding firm that won five Lions at Cannes in 2017, Paula works with some of the world’s most influential talent and brands. Ello Agency has worked with global icons like Viola Davis, Lewis Hamilton, and Angela Bassett, as well as top brands like Samsung, Coca-Cola, Snapchat, and Calm, amplifying their presence in the Brazilian market. Paula’s unique ability to connect top talent with brands in seamless and organic partnerships is unmatched, as seen in the recent buzz around Emily Ratajkowski’s debut at Rio de Janeiro’s Carnaval.

Beyond her business acumen, Paula is also deeply committed to philanthropy. For over a decade, she has served as a board member for BrazilFoundation, playing a key role in connecting long-term supporters to the NGO, which celebrates its 25th anniversary this year. A recent fundraiser she organized at the Cannes Film Festival, alongside Alessandra Ambrosio, raised over one million reais for disaster relief in Brazil.

Paula was also a founding partner of Francisco Costa’s sustainable skincare brand, Costa Brazil, where she spearheaded a long-term partnership with the renowned environmental NGO Conservation International, establishing a meaningful and enduring commitment to sustainability. (Costa Brazil was sold to Amyris in 2021 and purchased back by Francisco Costa earlier this year)

Today, Paula splits her time between Rio, Miami and New York, maintaining a global network that stretches across the U.S. and Europe. She continues to position Brazil at the forefront of global luxury, bridging cultures, connecting influential brands, and shaping the future of international business.

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