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Paulo Loeb holds a Bachelor's degree in Business Administration from ESPM, a postgraduate degree from Fundação Getulio Vargas (FGV-SP) and an MBA from Emory University, in Atlanta, USA. For three years, he served in the management of the marketing department at Unilever. Abroad, he held the position of marketing consultant at BrightHouse, in the United States. In 2012, he was vice president of agencies at IAB Brazil.