Paula Arabia

Professional with more than 20 years of experience in communications and legal marketing, advising some of Brazil’s leading law firms on strategic positioning, reputation management, and sustainable business growth.

She holds a degree in Communications from Centro Universitário Belas Artes de São Paulo, a postgraduate degree in Strategic Marketing from Mackenzie Presbyterian University, a specialization in Communications Management from Fundação Getulio Vargas (FGV/SP), executive education in Branding from ESPM, and executive leadership training from Fundação Dom Cabral. She is also the recipient of the Leaders League Best Form Award.

During her career, she spent nine years at Mattos Filho, where she focused on international positioning, legal rankings, and brand strategy. She has also led strategic projects for firms such as ASBZ, advising on positioning and branding, Moraes Pitombo Advogados, leading integrated branding, public relations, rankings, and positioning initiatives, and CMT Advogados, where she developed the firm’s third-sector initiative, Conecta.

As CEO of Arabia, she leads the firm’s strategic consulting practice, helping law firms align communications, branding, and business development with their long-term objectives. Her work focuses on strategic positioning, market analysis, organizational planning, and structured growth.

She is recognized for her ability to bring clarity to complex strategic decisions, helping law firms build lasting reputations through disciplined execution, consistent communication, and long-term vision.

Throughout her career, she has advised firms at different stages of development, supporting the design of communication strategies, brand strengthening initiatives, and business development programs for both the Brazilian and international legal markets.