At Green Initiative, we are committed to building a global network of leaders who combine vision, expertise, and integrity to accelerate the transition to a climate and nature positive future. Today, we are honored to welcome Karla de Melo as our Global Head of Reputation.
A Trailblazer in Reputation and ESG
Karla’s career reflects more than two decades of leadership at the intersection of corporate reputation, communication, governance, and sustainability. A Public Relations professional with specialization in Sustainability by Fundação Dom Cabral (FDC), she has built a reputation for delivering measurable impact in reputation management, crisis governance, digital transformation, and organizational culture.
She has held senior roles at some of Brazil’s most relevant organizations, including Vale, Casa da Moeda do Brasil, Firjan, and Caliber, a global reputation consultancy.
In each role, she championed projects that combined strategic communication with ESG principles, creating value for companies, institutions, and society at large.
Author, Advisor, and Mentor
Beyond her executive career, Karla is a thought leader in ESG and reputation. She is coauthor of the books Mulheres ESG and Gestão da Reputação (Leader Publishing), and an advisory board member of Instituto Evolux.
Her entrepreneurial and innovative mindset led her to invest in and advise Simplifica.CI, a startup later acquired by Prodigy. Today, she also serves as a consultant for We Plan Before, a strategic advisory firm with offices in Brazil and the UK, focusing on Reputation & ESG.
Karla is also committed to sharing knowledge and shaping future leaders. She teaches at Escola Aberje, covering themes such as reputation, sustainability, and data-driven communication, and dedicates her time as a volunteer and mentor for NGOs Vai na Web and Gerando Falcões, empowering new generations with opportunities and guidance.
Women’s Leadership in Reputation and Climate Action
Karla’s journey is also an inspiration for women in leadership. By combining expertise, resilience, and a global outlook, she embodies how women are reshaping corporate reputation and advancing climate action with purpose and impact. Her trajectory reinforces the role of diverse voices in building trust and credibility in organizations navigating the sustainability transition.
Interview with Karla de Melo
As part of her introduction to Green Initiative, we asked Karla to share her perspectives on her career and the role of women in ESG leadership:
- Karla, how did your journey in Corporate Reputation Management begin, and what keeps you passionate about it today?
My journey in Corporate Reputation Management began over two decades ago, when I realized that reputation is not just about communication, but a core strategic asset that shapes trust, legitimacy, and long-term value. During my years at Vale, I led global projects and managed highly complex crises in Brazil, the republic of Guinea, west Africa and New Caledonia. Those experiences taught me how reputation can take decades to build, yet be tested in a single moment.
What keeps me passionate today is the opportunity to connect reputation with sustainability and soft power, helping organizations and territories to position themselves not only through performance, but also through values, purpose, and positive impact. Over the years, my perspective has evolved from reacting in moments of crisis to shaping a positive, proactive agenda where reputation is built on purpose, leadership, and governance. With these pillars, companies can become true protagonists, advancing legitimate causes and “doing the right thing.”
This is precisely why the Green Initiative is the perfect match for my career at this stage. Supporting projects such as the climate certification of Christ the Redeemer – following global landmarks like Machu Picchu – demonstrates how reputation can accelerate sustainability, strengthen cultural identity, and expand soft power for both organizations and nations.
For me, reputation is ultimately about building bridges between what we deliver, what society expects, and what the future demands.
- Karla, as a woman leader in ESG, how do you see women’s role in strengthening corporate reputation and advancing global climate action?
Women leaders bring resilience, empathy, and systemic vision: qualities that are essential for both reputation management and climate leadership. Throughout my career, I have seen how women foster collaboration, coherence, and long-term thinking. Reputation is not only about image; it is about the consistency between what is promised and what is delivered. And women are often the ones who insist on this alignment, creating credibility and trust.
In the context of global climate action, women also amplify soft power, the ability to influence through values, legitimacy, and culture. By occupying strategic positions in ESG, governance, and reputation, women help shift the paradigm from short-term goals to transformative and lasting impact.
At Green Initiative, my role is precisely to integrate reputation, sustainability, and soft power as interconnected forces that position organizations and territories as leaders of a positive global agenda. I believe women will remain at the forefront of this transformation, shaping the future by turning purpose into action.
Looking Ahead
With Karla leading our global reputation efforts, Green Initiative strengthens its commitment to transparent communication, credible ESG leadership, and high-impact climate action. Her voice will be essential in ensuring that our certifications, advisory services, and restoration programs are recognized as models of integrity and innovation worldwide.
We are proud to welcome Karla to the Green Initiative team — and look forward to the inspiration and leadership she will bring to our global mission.
The Green Initiative Team
