Michele Levy: The Executive Building Bridges Between Brazil and the U.S.

How a global operator and strategist is shaping the future of brands, leadership, and cross-continental impact

Michele Levy’s career has been guided by a core belief: the strongest brands aren’t born from corporate ambition alone, but from the ability to listen, translate, and adapt to culture. This perspective, honed over more than 25 years between New York, São Paulo, and markets around the world, has shaped a career that spans finance, the founding and running of global businesses, and governance in innovation-driven companies. 

After an early career in investment banking and private equity/venture capital— at firms like Chase Capital Partners and JPMorgan Partners, where she took part in deals involving companies like Patagon and Mercado Libre — and after obtaining her MBA from the Harvard Business School, Michele decided to sit on the “other side of the table.” She founded Ilhabela Holdings and brought Melissa Shoes to the U.S. market. At the time, the Brazilian footwear brand was virtually unknown in the country. Under Michele’s leadership, it became a global fashion icon — featured in top retailers, selling millions of pairs in the U.S., and earning praise for its distinctive and inventive design.

“People underestimate how hard it is to bring a brand into the United States. It’s not just about importing a product. It is as much about keeping your brand’s DNA and “secret sauce” as it is about reimagining the business part of it in an entirely new context — of consumption, distribution, and culture. There's no copy-paste. It took ten years of work.” 

With Melissa fully established, Michele co-founded Costa Brazil, the first global clean luxury beauty brand with a sustainability focus, which gained global recognition and was eventually acquired. Today, she serves as an independent board member, angel investor, and mentor, with a strategic approach that blends portfolio thinking, operational excellence, governance leadership, and digital transformation.

Based in New York and active across multiple boards and investment fronts, Michele also serves on the Advisory Board of the Experience Club US, where she helps shape the mission of fostering high-level connections between business leaders in the United States and Latin America — bringing her expertise in brand globalization to a growing network of innovators and executives.

INTERNATIONALIZATION IS NOT “REPLICATION”

One of Michele’s most enduring lessons has become a personal mantra: “There is no copy-and-paste. There’s respect for culture, understanding of consumer behavior, and the ability to decide what must — and must not — cross borders.”

One example? The franchise model, so popular in Brazil, rarely succeeds in the United States due to a radically different business and consumer landscape. “It may sound like a technicality, but it’s a matter of competition, risk, growth outlook, and market practices. That’s where many brands stumble.” 

After Melissa’s success, Michele co-founded Costa Brazil, the clean luxury beauty brand born from a Brazilian vision of sustainability and modern wellness. The brand entered premium retailers and was later acquired by Amyris. Once again, Michele proved that competing in the world’s most dynamic markets is possible — with a Latin lens and a global forward-thinking approach. 

Today, as an angel investor, advisor, and mentor, she helps leaders and organizations navigate the same paths she once did — sharing frameworks to avoid common pitfalls and embrace cultural and operational adaptation. Her method emphasizes modular operations, diverse teams, and a sharp understanding of differences between markets.

“Talking to Brazilian companies dreaming of entering the U.S., I see a generational shift: internationalizing is no longer a dream—it’s a necessity. You can’t build brands in isolation anymore.” 

THE HUMAN FACTOR IN A GLOBAL EQUATION

To Michele, strategic precision must be matched with emotional maturity. “There is no strong global brand without strong teams — empowered, integrated, and trusted to make decisions. Leaders obsessed with control build businesses that don’t scale.”

She also notes a transformation in the mindset of Latin American entrepreneurs: more connected, bolder, and increasingly aware of cultural nuances. “The modern leader understands that going global isn’t just about growing into new markets — it’s about finding meaning in the world.” 

COMMUNITY: THE NEW CENTER OF GRAVITY FOR BRANDS 

Asked about the future of global brands, Michele sees a power shift already underway. “Communities are replacing campaigns. The consumer doesn’t just influence the product — they are the channel, the hub, the reference. Branding is becoming hyper-granular — almost one-to-one.” 

In this world, technology and transparency are not optional — they’re the foundation. “Customer experience must be real, honest, and deeply personal. And that requires more than data — it requires purpose.”