2026—
Teaching· Ongoing
Mentorship and consultancy for founders and teams
Independent mentor & consultant · Carolina Hermogenes
I officially opened the independent practice. 1:1 mentorship, fractional CBO consultancy and talks.
About
A trajectory that taught me how brands are actually built.
An engineer turned founder turned brand director — now helping others who are where I once was.
Carolina Hermogenes is a Brand & Marketing Director, founder of Capitona and iFashion, CBO at LAJE and mentor across G4 Educação's immersion programs. Trained as a Petroleum & Gas Engineer with a Master's in Metrology from PUC-Rio.
Bio
I started in engineering — Petroleum & Gas at UNIGRANRIO — because I wanted to understand how things work from the inside out. That curiosity never left me, even as life pulled me far away from oil fields.
I taught entrepreneurship in digital schools, built a fashion e-commerce store, and then came the first real turn: I founded Capitona, a Rio-based sustainable fashion brand, in the middle of the pandemic. That's where I learned that a brand isn't what you declare — it's what you can sustain.
In 2022 I founded iFashion, a fashion-delivery marketplace built to give local retailers visibility. I raised investment, built a team, and learned everything a short startup cycle teaches you. Then came three years as Brand & Marketing Director at Elements, in Santa Catarina, where we repositioned the brand at a national scale.
Today I split my time between being CBO at LAJE and mentoring founders who are where I once was — at the moment the brand needs to mature, or operations need to become strategy. That is what this space is for.
Trajectory
Engineering, entrepreneurship, fashion, retail, technology. All of it became a very particular way of reading brand and growth problems. Use the filters to navigate the chapters.
- 2026—Teaching· Ongoing
Mentorship and consultancy for founders and teams
Independent mentor & consultant · Carolina Hermogenes
I officially opened the independent practice. 1:1 mentorship, fractional CBO consultancy and talks.
- 2025—Education· Ongoing
CBO training at LAJE
CBO — Chief Branding Officer program · LAJE
A training program on branding as an executive function — deepening the CBO's role in brand leadership.
- 2024—Education· Ongoing
G4 Management & Strategy immersion
Management & Strategy immersion · G4 Educação
Formalized executive track — management as an extension of brand strategy.
- 2023–26Corporate
Repositioning a national furniture & tech brand
Brand & Marketing Director · Elements
Three years leading brand, marketing, launches, and the biggest Black Friday in the company's history.
- 2023—Education· Ongoing
G4 Growth immersion
Growth immersion · G4 Educação
Ongoing executive education — growth as a business discipline, not a marketing one.
- 2022–23Founder
iFashion: local fashion delivery marketplace
Founder & CEO · iFashion App
A marketplace built to give local fashion and beauty retailers visibility. Raised capital, structured team, learned the full early-stage cycle.
- 2021Media
Capitona featured in Vogue Brasil
Editorial feature · Vogue Brasil
First major national press validation — the brand positioning began to gain scale.
- 2020–21Corporate
On the other side of the desk: product
Product analyst · DT3 Sports
I got to see quality, imports and product cycle from the inside — structure I later carried into my own brands.
- 2020–22Founder
Capitona: sustainable fashion, mid-pandemic
Founder & CEO · Capitona
I founded an original fashion brand with in-house manufacturing. I learned that a brand isn't what you declare — it's what you can sustain.
- 2019–21Education
Master's at PUC-Rio
Master's in Metrology for Quality & Innovation · PUC-Rio
Metrology gave me a lens I still carry into brand: what you don't measure, you can't improve — and what you measure wrongly, you undermine.
- 2018–19Founder
My first fashion e-commerce
CEO & founder · CH Store!
I learned the hard way: inventory, logistics, support, brand. An intensive retail masters before the actual one.
- 2016–18Teaching
Entrepreneurship classes
Entrepreneurship instructor · Escolas Digital Max
Teaching is where I realized I wanted to build. The classroom became my first business plan.
- 2015–18Teaching
Teaching engineering to beginners
Petroleum & Gas instructor · Escolas Digital Max
I discovered that turning the complex into plain language would become a career-long skill.
- 2009–14Education
Bachelor in Petroleum & Gas Engineering
Petroleum & Gas Engineering · UNIGRANRIO
I chose engineering because I wanted to understand how things work from the inside out — a curiosity that changed contexts but never left me.