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Work Background
LogbookCo-Founder
May. 2024
GAIA DesignDirector of Product Management
Oct. 2022 - Oct. 2023Gaia is the largest furniture seller in Mexico, and as part of its expansion it was improving all the tech and product team, as part of this process I was:
- Responsible for the definition and communication of the whole company roadmap based on the strategical needs, which made us focus in a scalable headless architecture using Algolia and DatoCMS, which improved performance of the site more than 50%
- Responsible for structuring the tech team, and migrating the workflow from a service desk to a squad oriented one, with clear goals, OKRs and priorities
- Oversight of the implementation of the Agile Methodology in the company, working with the teams and giving guidance, even in dailys
- Created the structure of: Backlog -> Roadmap -> Report, giving previsibility and accountability to the tech team
- Worked alongside the marketing and sales teams to prepare to 2 huge seasonal sales seasons in Mexico
- Responsible for reporting and collecting feedback of the tech initiatives to the Director and C level of the company
MadeiraMadeiraDirector of Product Management
Jan. 2021 - Sep. 2022BrazilMadeira Madeira is the largest online furniture seller in Latam, and as Director of Product Management for the whole company:
- Built and Managed the whole product team of the company, with more than 80 people including product (PMs and GPMs), product design (UX) and Data Scientists. The overall tech team had +500 people. Defined the whole strategy for hiring, structuring and training of the team
- Definition, communication and progress report of the strategical roadmap of the company with all areas and stakeholders
- Launched the Ecommerce App, that in 1 year generated more than 30% of the company sales
- Worked alongside marketing to create better catalog integrations in GMC and Facebook, improving ROI of campaigns by categories and allowing the budget to be reinvested in company wide growth
- Defined the strategy and gave oversight to game changing strategies as the move to a headless architecture (Atlas Project), which allowed Madeira to have the best performing ecommerce in its cathegory in Brazil
- Enable improvements in Search (with Algolia) and PIM (with Akeneo) with improvments and enrichment using LLM and AI, both crucial to the ecommerce experience, increasing conversion rate by more than 20% in crucial cathegories
- Created Data as a Product solutions in multiple squads as search, recommendations and catalog enrichment. Coordinated the AI and LLM initiatives doing that.
- Worked alongside the engineering team to establish best pratices for productivity of squads, including Agile, OKRs and KPIs Highlights:
- Launch of the Madeira Madeira App
- Improvment of page performance by 50% with Headless Structure
- Machine Learning enrichment of marketplace product catalog by 30% in selected categories using AI and LLMs
- Search and recommendation as data as a product, improving search sessions conversion by 15%
Viva DecoraHead of Product & Growth Mkt | Co-Founder
Feb. 2015 - Dec. 2020Sao Paulo, Sao Paulo, BrazilViva Decora was born as a Business Unit in VivaReal, and in 5 years grew from zero to the largest interior design portal in Latam. Sold to Duratex (https://www.dex.co/noticias/duratex-anuncia-aquisicao-integral-da-viva-decora/). As the head responsible for the company:
- Managed the whole company
- Developed the whole growth framework to reach +10mm monthly active users and 120k interior designers registered
- Interactions with all the stakeholders, including investors. Responsible for the quarterly presentation meeting.
- Built the team from zero (devs, marketing, design and content), created the company culture and stabilished the process to enable this growth - resulteds oriented (OKRs), fast iterations (Agile) and transparency for all the company
- Structured the whole product management and development lifecycle, with a product roadmap focusing especially on improving product metrics, tests and experiments and especially, go-to-market planning
- Definition of the organic framework of growth, focusing on SEO (the first content portal do adopt AMP), great content (more than 10 posts and videos/week) with great engament, CRM and outbound marketing to increase retention
- Launched the app, the first interior design on in Brazil, which grew we stayed for more than 5 years in the TOP10 of the lifestyle category in the app store and was feature multiple times
- Definition of the strategy to working alongside architects to produce videos and launching in Youtube, with the Viva Decora being the largest interior design one in YT, receiving the YT accolade
ArkpadHead of Product and Engineering
May. 2014 - Jan. 2015
LenovoEcommerce and Online Marketing Consultant
Nov. 2013 - Apr. 2014São Paulo Area, BrazilHelped structure the online marketing strategy plan for the ecommerce, including the following channels:
- SEO
- Partnerships and Affiliates
- Social Media
- SEM
- Email Marketing
BazzAppFounder
Jan. 2012 - Oct. 2013Social Commerce Company - Marketplace. Responsible for getting investment and building a company with more than 3000 active sellers, 125k registered users, 300k facebook fans and R$75k in monthly active sales.
- Developed the product
- Structured and implemented the marketing plan
- Got investment from angel investors and managed the board
Peixe UrbanoProduct Manager
Feb. 2011 - Dec. 2011Product Manager responsible for different activities in the operations/marketing development, including:
- build a BI tool for the company
- build a crawler to monitor the revenue numbers of several competitors
- structure the CRM tool (Salesforce) based on the company sales/operational process an integrate it with the ERP (SAP)
- structure Marketing tools for discount and engagement campaigns
- structure and build a new layout for special pages and deals
Groupon BrasilBusiness Intelligence Director
Dec. 2010 - Feb. 2011- built and distribute all the data gathered from the Groupon site, including sales, activation rates of users and CTR of emails
- manage the gathering of partner data from brazilian Groupon partners through Salesforce
- build a Partner Portal tool for Groupon that was used as the main communication channel with partners
Clube UrbanoBusiness Intelligence Manager
Sep. 2010 - Jan. 2011
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