Journalist by educational background (bachelor’s degree from the Catholic University of São Paulo (PUC/SP)) and entrepreneur by vocation, Ms. Graicar set up her first PR agency at age 19. She then organized seven other agencies, focused on content, events, endomarekting, brand PR, mobile education, infoproducts and social media. Ms. Graicar currently leads a team of 70 people at the PROS agency and of digital startup Zeit, aside from being the head of Movimento Aladas, initiative organized to support female entrepreneurism. Ms. Graicar has specialization and educational extension courses in PR, innovation, corporate governance, future and management, taken at Insper, Perestroika and the London School of Economics. Ms. Graicar holds a post-MBA in Boards of Directors from the Saint Paul Business School (2019), is a director at Razac Trading and at the University of Jerusalem. She is also a member of the Innovation Committee of the Business Association of São Paulo (ACSP), and an ambassador for accelerator Merkaz.