Mery Vieira
Boa Vista Consulting Founder & Chief Advisor
When founders, solo practitioners, and organizational leaders are stuck, scaling, or reinventing, I am the person they call.
Over 15 years, I have led marketing, brand, and organizational strategy across corporate, nonprofit, and consulting environments, delivering $23M+ in client revenue, a $300M global product launch, and campaigns with 206% return on ad spend. My work has driven 47% enrollment growth, managed $4.5M budgets, and reached audiences of 40M+.
I work at the intersection of brand identity, organizational strategy, and operations. A brand is not a logo. It is how an organization thinks, decides, and operates. When misaligned, no campaign fixes it. When aligned, everything accelerates.
I serve founders and organizations navigating growth and reinvention. I am the founder of Boa Vista Consulting and creator of The Legacy Brand Method™ and The Reclamation Blueprint™.
If you need a strategic partner who will tell you the truth and help you build something that lasts, I would love to connect.
Philosophy
My work is grounded in the belief that identity is the foundation of all meaningful growth. Whether at the individual or organizational level, clarity of identity shapes how decisions are made, how systems are structured, and how a brand is expressed.
I draw from principles of identity formation and what I think of as Strategic Coherence Architecture, aligning identity, structure, and direction so that every part of the business reflects a unified whole. When identity is clear, everything else can be built with greater precision, consistency, and intention.
The same principles apply to personal brand development. When individuals take the time to define and integrate their experiences, perspectives, and values, they are better equipped to communicate who they are, position themselves effectively, and move forward with greater clarity and confidence.
Selected Reading
A few works that have shaped how I think about identity, narrative, and organizational structure:
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Erik H. Erikson
A foundational text on identity formation and human development. Erikson explores how identity is shaped over time through experience, conflict, and social context, offering a framework for understanding why clarity of identity matters in both personal and professional life. -
Dan P. McAdams
McAdams examines identity through the lens of narrative, showing how people make meaning of their lives by organizing experience into story. This perspective closely informs my belief that personal brands are not invented from scratch, but shaped through integration, interpretation, and articulation. -
Daniel Kahneman
A landmark work on judgment, decision-making, and cognitive bias. Kahneman’s research offers valuable insight into how people perceive information, make choices, and respond under uncertainty, which is essential in both brand strategy and organizational change. -
Richard P. Rumelt
Rumelt distinguishes clear, coherent strategy from vague ambition and empty language. His work reinforces the importance of diagnosing the real challenge, focusing attention on what matters most, and building direction that is grounded, actionable, and aligned.
I'd love to learn about you and what you’re building.
If you’re navigating growth, change, or reinvention, let’s connect.
