Adriana Guedes Arcuri holds a master's and Ph.D. in Business Administration from FGV EAESP, with a PhD visiting scholar program at Durham University in the United Kingdom. She spent over 20 years as a marketing executive at companies like Unilever, Reckitt, Danone, Firmenich, and Energizer, gaining experience in both Brazil and Mexico.

Currently, she is a lecturer for undergraduate and graduate programs at FGV EAESP, focusing on active teaching and learning methodologies. This includes her work with the Intent program for undergraduates and the Project Lab course for the Executive MBA, in addition to teaching marketing subjects like Marketing Mix.

She also works as a marketing and branding consultant. Her research interests include cultural and consumer studies, critical marketing, unpaid care work, consumer exclusion and inclusion, ethics of care, and affective atmospheres, with a focus on qualitative methodologies.