Uncover raises BRL$7.5 million and makes strategic hire

Gaida has created HR projects from scratch, prioritizing automation and technology. Its vision is not only to implement People Management, but to create an inclusive, collaborative and results-oriented culture.
Uncover, martech especializada en soluciones data science para marketing, contrató a Mariana Gaida como Head of People, para fortalecer RRHH.

Uncover, a martech company specialized in data science solutions for the marketing sector, has hired Mariana Gaida as the Head of People to strengthen the HR and hiring department.

With 10 years of experience as an HR strategist in the market, the executive joins the startup with the mission of ensuring an even closer look at IT talent that can contribute to the company, which already has 32 employees in its domain, Uncover stated in a press release.

Mari Gaida has worked for several well-known companies in the IT and startup sector, including Mercado Libre, Snackclub, and Crowdform, among others. She is also an executive with an influential presence on LinkedIn, where she has more than 53,000 followers exchanging information and experiences about careers and technology.

For Uncover’s new talent head, one of her challenges is to strategically expand the team, focusing on the needs of clients, improving insights and deliveries, always with a collaborative and inclusive culture.

“We have a young team at Uncover, coming from the best companies in Brazil. The team is the best in data science and engineering.”

“Another factor that excites me is that the company blends market and academic experience, something I see as unique in the segment,” highlighted Mariana, who also hosts the Meu Time podcast.

Uncover’s hiring comes a few weeks after the announcement of an investment, where the martech company raised BRL$7.5 million from ABSeed, a venture capital fund focused on B2B SaaS businesses, and had a follow-on from Marcelo Lacerda, president of Magnopus.

In an interview with Startups, the co-founder and CEO of the company, Daniel Guinezi, stated that the investment would be used to expand the company’s team, especially in areas such as product, sales, and growth, a move that aligns with the arrival of an HR leader.

Founded in 2021 by Daniel Guinezi (CEO), Matheus Guinezi (COO), Georges Boris (CTO), and Gilberto Vilar (CPO), Uncover has developed a platform to measure ROI and optimize companies’ advertising investments through data integration and artificial intelligence.

Currently, Uncover serves 12 clients with significant budgets, including Globo, Santander, Nubank, Oi, Kroton, Estácio, and Tik Tok, and is even the marketing data partner for Tik Tok in Latin America. Although not disclosing figures, the company claims to have quadrupled its size in the last year.

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