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Paula Richaid de Sá Freire has a diverse work experience. Paula started their career at TIM Brasil in 2010, working in roles such as advertising business and top clients, advertising consumer, and HR communications analyst. After that, they joined the Organising Committee for the Rio 2016 Olympic and Paralympic Games as an account manager from 2012 to 2017. In 2018, they worked at Innova - All Around The Brand as a senior account manager. Paula then moved to Hands Mobile, where they held positions as executive commercial senior, sales manager, and sales director. Currently, they serve as the head of sales Brazil at Siprocal, starting in 2023.

Paula Richaid de Sá Freire completed a Master's Degree in MBA, Marketing and Business Management from EAE Business School in Barcelona from 2008 to 2010. Prior to that, they earned a Bachelor's Degree in Social Communication from Pontifícia Universidade Católica do Rio de Janeiro from 2004 to 2008.