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Marina Fraga

Our Positive Woman is Marina Fraga. Graduated in administration with an emphasis on entrepreneurship and strategic management from PUC Minas and postgraduate in sales and negotiation at PUC-RS, she is now CEO of Oinc Filmes. The animation studio is responsible for major brands such as 3 Palavrinhas, one of the largest children's channels in Brazil, with more than 7.5 million subscribers and 6.5 billion accumulated views. Before taking on the role at Oinc, she was commercial director of the eMotion group and, previously, CEO of the startup SisConfirme for three years.



1. How did your career start? I started in the content licensing area 14 years ago. Throughout my career, I specialized in business development and startups. I've been at the eMotion Group for ten years and worked at several of the holding's startups, developing strategic teams and businesses. In 2021, I took over as CEO of Oinc Filmes with the goal of transforming the company into one of the main producers of children's content in Brazil.


2. How is Oinc Filmes’ business model formatted? Oinc Filmes is a Brazilian animation studio that focuses on creating major brands aimed at children. By producing our own content, we create entertainment and generate profitable businesses with great family appeal. One of our great successes is 3 Palavrinhas, a Brazilian channel dedicated to the production and distribution of children's content that, since its creation, has accumulated more than 7.5 million subscribers and 6.5 billion views. Every month, the channel reaches 180 million views on YouTube. We recently received an investment of R$2 million and we will use this resource for our brand internationalization strategy. Our goal is to grow 3 Little Words' audience with native US audiences. To achieve this, we have a solid digital marketing plan and a schedule of shows with songs in English. The forecast is that we will start this schedule of shows at the end of the first semester. A good indication that our business model is working is the growth of our brand in the USA. Our channel 3 Little Words already has almost 30 million views and more than 100 thousand subscribers. We are preparing a step forward in the internationalization of the brand, and Oinc Filmes' goal is to impact more than 95 million people per month with content in Portuguese, English and Spanish.


3. What was the most difficult moment in your career? When we work in business, we have to get used to dealing with unforeseen events. But, during the pandemic, we are experiencing a very challenging and different situation. We had to reinvent ourselves as a company and make some decisions to restructure and reposition the business. We believed, like most people, that we would only be working remotely for 15 days, but we know that the reality was very different. So, we had to adapt and, as a result, we were forced to discontinue some operations in the company. But, like all the people around the globe who suffered from this sad episode in our history, we overcame it and today we have several projects underway and are committed to transforming Oinc Filmes into a reference in animation in Brazil.


4. How do you manage to balance your personal life x corporate/entrepreneurial life? I believe that it is necessary to always have balance in life, but I am always present in the moment, whether with my family or at the company. I establish priorities for each moment and do my best in both. What I try to avoid at any cost is being absent, whether for my family or for big career decisions. I love what I do, my family and friends know how important Oinc Filmes is and I know I can count on them whenever necessary.


5. What is your biggest dream? I dream every day of keeping the purpose of my work alive: reaching families and the hearts of children. By 2028, our goal is to reach, with 3 Palavrinhas alone, more than 95 million people per month. Positively impacting the lives of parents and children, helping to leave a message of peace, love and fraternity, is what makes me face all the challenges of being an executive in a predominantly male market.


6. What is your greatest achievement? Every achievement is very important to me. One of them was to start the internationalization of the 3 Palavrinhas brand last year in the USA. Even though we are one of the biggest children's channels in Brazil, we need to start from scratch outside the country, and that is a big challenge, but it motivates me to do my best. The whole team and I are very excited about the growth of 3 Little Words and the tour we are doing in the USA. The public showed up in droves at the shows and this gave us that feeling of accomplishment for everything we are working towards for the brand, even more so in a market as challenging as the North American. But we don't stop there. We are working to increasingly reach the US native audience, enter Latin American countries and increase the penetration of our other brands here in Brazil.


7. Book, film and woman you admire. Book “The Only Thing”, by Gary Keller and Jay Papasan, which talks about increasing productivity and quality in what we do. I could list several women who inspire me, but I would highlight Rachel Maia. I already admired her, and this increased when I saw her speaking at an event last year. She is a strong woman, who defends causes linked to racial and female inclusion in the business world.

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