As the Founding Partner and President of Mark Up, Silvana Torres turned her frustration with rigid roles and processes into fuel for entrepreneurial vision, emerging as a powerful, driving force in Brazil’s marketing landscape. Driven by the conviction that authentic and meaningful communication is the foundation of lasting brands, she blends bold creativity with disciplined strategy, turning obstacles into record-breaking growth in Brazil’s competitive marketing industry.
From Frustration to Innovation
Silvana’s reason for leaving the corporate world and her vision for creating Mark Up came from her frustration with the lack of flexibility she experienced working in a multinational company, where the processes were very clear, the hierarchy was rigid, and decisions from headquarters were predominant. On the front lines as an account manager, she was always deeply connected to the client experience, and year after year, she would always bring suggestions for changes, innovations, and new ways of doing things to truly impress the client.
“Even back then, I already had the desire to be entrepreneurial within the company. But the answers were always the same: That’s complicated; We’re a multinational, we can’t make changes; The product can’t change; The process can’t change. I felt motivated to start my own agency as the best way to make the client happy was to do things my way. That’s how Mark Up was born,” Silvana shares.
That frustration, within such a rigid and inflexible corporate environment, drove her to build, over the past 30+ years, a place where the team has a voice. Silvana truly believes that it is possible to cultivate an entrepreneurial spirit within a company, as long as it also includes an environment of active listening. She notes that those on the front lines, dealing with the day-to-day, know better than anyone what the client needs, and reveals two principles that guide the team at Mark Up: active listening and innovation.
Structured Leadership in a Fast-Moving Industry
In an extremely fast-paced, dynamic, and ever-evolving industry like marketing, Silvana feels the need to adapt to that reality or risk becoming unproductive. Her main responsibilities are to ensure that their current clients are happy and well-served, with measurable results, while also bringing in new business and ensuring the financial health of the company, so they can support their operations with safety and predictability.
Silvana has a highly organized agenda, even planning for “open” time blocks to address unexpected topics. “I’m extremely disciplined and punctual, and I hold sacred oversight meetings with my leadership team. In those meetings, we define strategy, next steps, weekly goals, and align regularly so we never lose sight of our annual business plan,” she shares. This approach reflects both her disciplined approach and the dynamic marketing environment she operates in.
Leading with Purpose and Integrity
Silvana’s leadership style is driven by results with purpose. For her, excellence isn’t a goal, but the starting point. Taking care of the team, acting with integrity, and protecting her clients’ best interests are her core values. “I believe in walking the talk. Innovation, for me, only has value if it leads to performance or customer delight. I guide my leaders to be protagonists, expecting total commitment to both results and the journey,” she explains.
As a result, Mark Up’s culture blends excellence with efficiency, high performance without losing its sense of joy, always putting the client first, guided by empathy and meritocracy, within a diverse and inclusive ecosystem that celebrates and motivates their differences.
“My leadership is driven by results with purpose.”
Turning Crises into Record Success
While Silvana’s leadership style has been tested numerous times, two key standout moments captured her resilience and ability to transform challenges into opportunities for growth. The first was in 2008 during the global financial crisis triggered by the housing market crash in the U.S., which impacted economies worldwide. At the time, Brazil was preparing for a severe financial downturn, which turned out to be even more severe than they could imagine.
To prepare for the coming wave, the firm took several precautionary steps like moving to a new location, reducing payroll, renegotiating all vendor contracts, and implementing a proactive cost-cutting strategy. “The crisis didn’t hit our bottom line at all. We hit a record revenue that year, and because of the reductions we had made, we also saw the highest profit in our history,” Silvana recalls.
The second defining moment was 2020, with the pandemic lockdown. Despite great uncertainty, zero predictability, and the entire team suddenly working remotely, they managed to adapt at an incredible speed. “We were already set up for remote work, the team was senior and committed, and the experience from 2008 helped a lot; we knew the path. We gave up our physical office, renegotiated salaries, and between 2020 and 2022, we once again hit record results and profits,” Silvana shares.
Where Strategy Meets Bold Creativity
Silvana believes that strategy and creativity are not opposing forces, but actually feed each other. She notes that the famous “big idea” is meaningless if it isn’t backed by well-structured planning grounded in data. Mark Up pursues decisions with a forward-looking vision while still making space for experimentation. They practice corporate ambidexterity, keeping operations running smoothly while constantly seeking new ideas and opportunities for innovation and efficiency.
“Creativity without direction gets lost, and strategy without innovation ages quickly,” Silvana observes. “We maintain balance by actively listening to our clients, building multidisciplinary teams, and fostering a culture that values bold ideas, so long as they’re supported by data, business context, and deliver consistent results.” This reflects her belief that planning and innovation are interdependent in driving results.
“I believe that strategy and creativity are not opposing forces; they actually feed each other.”
Balance Through Discipline and Renewal
Silvana has a structured approach to work-life integration and her commitment to recharging fully. She was never a workaholic, even during the early days of Mark Up when they were still a startup. She credits her background in engineering with helping her develop discipline, planning, and organization, and giving 200 percent to whatever she’s doing.
Silvana commits to being present and extremely focused with no distractions when working and is just as committed to recharging when resting. She doesn’t take her laptop or answer emails on vacation, and is proud of having structured the company in such a way that it doesn’t depend on her.
“I’m not a hostage to my business. To keep my mind balanced, I ride horses, work out, and run with my dogs every day – moving my body is my therapy. And vacations are sacred: every year, I commit to discovering a new culture or place. My most recent experience was Japan, and I feel incredibly fortunate to have visited such a unique culture, where respect, politeness, and kindness are unforgettable values,” Silvana reflects.
Disrupting the Market Through Innovation
When Silvana founded Mark Up, the Brazilian market only offered paper vouchers as incentives in rewards programs; there was no other way to reward winners of incentive campaigns. But her desire to do things differently and deliver more for the client left her dissatisfied until she secured a partnership with AMEX. This helped Mark Up offer a digital incentive platform, using a credit card points system as the reward mechanism, for the first time in the Brazilian market. That market disruption led to huge growth, and within just three years, the company became a unicorn, leaving its only competitor in the dust.
Silvana notes that Mark Up is always evolving, investing in intelligence, tools, training, development, and, most importantly, active listening, both with its clients and team, to stay ahead of industry trends and ensure it remains relevant and competitive in a rapidly changing market. “Mark Up is built on the principle of ambidexterity: maintaining excellence in what we already do, while challenging the status quo through innovation. Our greatest competitive advantage is our ability to learn fast and progress,” Silvana points out.
“The market changes, the tools evolve, but the essence of what you deliver must be genuine.”
Thriving as a Woman Leader and Mentor
Silvana notes that being an entrepreneur in Brazil requires daily courage and resilience. Over the years, she has faced constant challenges like economic instability, excessive bureaucracy, and resistance to change. She overcame all of them with long-term vision and, more importantly, a strong network of committed people – clients, team members, and partners.
“I’ve learned that the key is to keep your essence solid and your structure flexible so you can adapt quickly. I’d say my greatest strength is surrounding myself with people who are better than me, building a culture of trust and mutual respect,” she observes.
Silvana also loves paving the way for emerging women leaders in business by fostering growth and mentorship within her team. As a woman who built her career in a predominantly male industry, she strives to stay close, to listen, to challenge, and to develop talent, especially female talent. Mark Up, by nature, has a (mostly female) leadership team that values autonomy and ownership.
“We promote ongoing education and create safe spaces where women can speak up with confidence. For me, mentorship is about human connection and leading by example,” Silvana affirms. Her leadership is a reflection of both her resilience in Brazil’s business landscape and her dedication to developing female leaders.
“I hope to inspire more women to believe they can lead, build, and transform.”
Shaping Marketing’s Future with Soul
Looking forward to the future of marketing and promotions in Latin America and beyond, Silvana sees her role as a bridge. She believes in creating authentic communication that moves people, inspires action, and creates real impact for brands. “At Mark Up, as a Strategic Consultancy, our role is increasingly strategic. We go far beyond execution – we help build meaningful narratives for our clients. I want to contribute to making Latin American marketing a global reference in creativity with results, strategy with purpose, and authenticity.
To aspiring entrepreneurs who want to build a brand with lasting impact, Silvana offers the following words of wisdom: Build with your soul. Our slogan – “Mark Up your Soul” – isn’t by chance. The market changes, the tools evolve, but the essence of what you deliver must be genuine. Everything we do is guided by this philosophy. We have a brand vision document that defines our purpose, mission, values, and beliefs. This is what we bring to life in everything we do. Enduring brands are those with clarity of purpose, consistency between words and actions, and the ability to reinvent without losing their identity.
“I see my role as a bridge. I believe in communication that moves people, inspires action, and creates real impact for brands.”
Conclusion
As a leader and entrepreneur, Silvana Torres hopes to leave a legacy of courage; to prove that it’s possible to grow ethically; to do business with soul, transparency, and partnership; and to build a work environment where people feel they truly belong and are valued. Her ultimate goal is to inspire more women to believe they can lead, build, and transform, and for Mark Up to continue to be a force for positive change, for the market, and for everyone who crosses its path.
