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Work Background
PlanetaryXCommunications Director
Mar. 2024São Paulo, BrasilAt PlanetaryX, I lead strategic communication efforts, ensuring that scientific and technological advancements are effectively translated into compelling narratives that engage diverse audiences. My role focuses on positioning PlanetaryX as a key player in planetary health, climate solutions, and sustainability-driven innovation. Key Responsibilities: Developing high-impact communication strategies that bridge science, technology, and global markets.
Strengthening the brand’s positioning in the intersection of climate resilience, biodiversity, and sustainability.
Creating strategic partnerships with organizations, policymakers, and innovators to amplify PlanetaryX’s mission.
Leading content development that translates complex scientific concepts into accessible and actionable insights.
SthormHead of Strategy and Culture
Aug. 2023Sthorm is a multidisciplinary ecosystem dedicated to addressing global challenges through decentralization, technology, and innovation. In my role, I focus on strategic communication, narrative development, and ecosystem building, ensuring that Sthorm's mission translates into real-world impact. Key Responsibilities: Strategic Communication: Developing and implementing frameworks that enhance Sthorm's visibility and engagement across various platforms.
Narrative Development: Crafting compelling stories that translate complex scientific and technological innovations into accessible content.
Ecosystem Building: Fostering collaborations among corporations, civil society, and research institutions to drive systemic change.
Digital Engagement: Leading the strategy for Sthorm's Instagram channel, curating content that showcases our initiatives and fosters community interaction.
Impact & Achievements: Enhanced Digital Presence: Through targeted content strategies on platforms like Instagram, increased follower engagement and expanded our reach within the global community.
Collaborative Networks: Established partnerships that amplify collective action and accelerate the adoption of innovative solutions.
AGENC-YProject Partner
Dec. 2019 - Dec. 2022São Paulo, BrasilAs a strategic advisor and project partner, I have been instrumental in repositioning the Havaianas brand across Asian, European, and US markets in collaboration with Highsnobiety. My role focuses on strategic partnerships, market entry strategies, and cultural branding, ensuring that Havaianas maintains relevance in an ever-evolving global landscape. Key Responsibilities: Brand Repositioning & Global Expansion – Developed the reintroduction strategy for Havaianas in international markets, ensuring cultural relevance and strategic market penetration.
Strategic Partnerships & Collaborations – Curated and advised on high-profile collaborations with leading fashion, art, and lifestyle brands, shaping Havaianas’ global image.
Market Intelligence & Trend Analysis – Identified emerging consumer behaviors and cultural shifts to guide brand innovation and engagement strategies.
Creative Direction & Campaign Strategy – Oversaw the creative execution of collaborations, aligning campaign messaging with the brand’s evolving identity. Impact & Achievements: Led partnerships that positioned Havaianas within high-value cultural and fashion ecosystems, reinforcing its status beyond footwear into global lifestyle branding.
Played a key role in launching collaborations featured in major international publications, elevating brand perception and desirability in key markets. Supported Havaianas’ transition into the premium and streetwear segments, engaging new audiences and expanding revenue streams.
PUMA GroupConsultant
Jul. 2019 - Jun. 2021São Paulo, SP, BrasilAs a strategic consultant, I played a key role in special projects and high-level partnerships at PUMA, driving brand storytelling and cultural collaborations to enhance market positioning. My work focused on bridging sports, music, and visual arts, integrating global talent to strengthen PUMA’s cultural footprint in Brazil and beyond. Key Responsibilities: Cultural Strategy & Brand Narrative – Designed initiatives that positioned PUMA at the intersection of sports, music, and creative industries.
Strategic Partnerships & Talent Curation – Led collaborations with influential cultural figures, including Mano Brown, Hermeto Pascoal, and OsGemeos, to develop campaigns that resonated with diverse audiences.
Campaign Development & Market Positioning – Provided insights and strategic direction for projects that aligned PUMA with emerging cultural movements and consumer trends.
Impact & Achievements: Developed and executed PUMA’s multisensory artistic collaboration with Hermeto Pascoal, expanding the brand’s engagement beyond sportswear.
Curated partnerships that elevated PUMA’s cultural relevance in the Brazilian market, integrating urban culture and sneaker culture into brand storytelling.
Strengthened the brand’s position through cross-industry collaborations, fostering a deeper connection with music, fashion, and art communities.
bttb.instituteStrategist
Jun. 2019 - Apr. 2024São Paulo e Região, BrasilBTTB operates as a decentralized innovation collective, bringing together professionals, artists, and visionaries from diverse fields. By leveraging Otto Scharmer’s Theory U (MIT Institute), BTTB fosters high-value connections, unlocking the creative potential of decision-makers within corporations, civil society, and government entities. Key Responsibilities: Strategic Communication & Narrative Design – Developing methodologies to guide organizations in making informed, authentic, and purpose-driven communication decisions.
Facilitation & Ecosystem Building – Connecting business leaders, artists, and cultural innovators, enabling interdisciplinary collaborations that generate strategic insights.
Brand & Organizational Consulting – Providing advisory services to leading brands and institutions, helping them navigate complexity and design forward-thinking engagement strategies.
Cross-Sector Partnerships – Expanding BTTB’s impact across the private sector, civil society, and government entities, integrating business innovation with cultural intelligence.
Impact & Achievements: Collaborated with global brands, including Puma, Havaianas, Asics, Nissan, and Instituto Despertar, to develop innovative brand narratives and engagement strategies.
Bridged corporate and creative ecosystems, fostering synergies that elevate storytelling, brand perception, and market positioning.
Enabled transformational decision-making by equipping organizations with tools to understand complexity, embrace emergent strategies, and drive cultural relevance.
MADLABRATSCo-Founder
Mar. 2019 - Apr. 2024BrasilMADLABRATS is an experimental collective that embraces the freedom of improvisation, bringing together artists, musicians, filmmakers, and creative professionals to explore new forms of expression. The movement fosters an environment where experts and beginners collaborate, breaking traditional structures and enabling artistic innovation through spontaneity, intuition, and co-creation. Key Responsibilities: Creative Direction & Ecosystem Building – Curating and facilitating collaborative creative processes that blend music, film, and visual arts.
Multidisciplinary Experimentation – Designing open formats that enable artistic improvisation, leading to films, documentaries, musical performances, and exhibitions.
Strategic Partnerships – Establishing collaborations with cultural institutions, brands, and artists to expand MADLABRATS’ reach and impact.
Innovation in Performance & Narrative – Pioneering new ways to engage audiences by integrating live improvisation with digital storytelling.
Impact & Achievements: Developed a unique artistic methodology that has influenced creative professionals across disciplines.
Produced films, live performances, and experimental documentaries, including collaborations with Hermeto Pascoal and Puma, amplifying Brazil’s cultural heritage on a global scale.
Created an alternative artistic platform that challenges conventional industry structures, fostering creative freedom and innovation.
PUMA GroupCategory Specialist
Nov. 2017 - Jun. 2019São Paulo, SP, BrasilAs a Category Specialist, I played a key role in creative direction, content management, and brand positioning, ensuring PUMA’s marketing strategies aligned with emerging consumer trends and cultural movements. My focus was on bridging global campaigns with localized storytelling, strengthening PUMA’s presence in Brazil and the broader Latin American market. Key Responsibilities: Creative Strategy & Brand Development – Led content strategies that elevated PUMA’s engagement with fashion, music, and art communities.
Campaign Execution & Market Positioning – Developed activations and partnerships that aligned PUMA’s brand with cultural milestones.
Collaborations & Cultural Integration – Facilitated projects such as PUMA x Hermeto Pascoal (A Música Universal), fostering cross-industry collaborations.
Impact & Achievements: Strengthened PUMA’s brand presence in creative industries, positioning the company beyond sportswear and into broader cultural conversations.
Led key initiatives such as PUMA x CCXP (Comic Con Experience) and PUMA x JAHNKOY (SPFW44), reinforcing PUMA’s engagement with streetwear, high fashion, and entertainment
SenacEducation Professional
Jul. 2014 - Sep. 2017São Paulo Area, BrazilAt Senac, I played a key role in education and professional development, focusing on knowledge transfer in creative industries, strategic thinking, and project management. Key Responsibilities: Program Development – Designed and facilitated courses that bridged creative strategy, business management, and industry trends.
Student & Professional Engagement – Mentored professionals in branding, marketing, and cultural industries, equipping them with industry-relevant insights.
Cross-Sector Collaboration – Connected students with market opportunities, fostering interaction between academia and real-world business challenges.
Impact & Achievements: Contributed to the professionalization of the creative sector, training professionals in strategic marketing, communication, and project management.
Strengthened Senac’s educational approach, integrating real-world case studies and market-driven methodologies.
PUMA GroupCategory Manager
Oct. 2013 - Nov. 2017São Paulo, SP, BrasilAs a Category Manager, I was responsible for overseeing brand collaborations, product positioning, and distribution strategies under Puma Select, an exclusive division focused on partnerships with established designers, artists, and emerging brands. Key Responsibilities: Strategic Brand Partnerships – Developed and managed collaborations with high-profile designers and streetwear labels, ensuring market relevance and authenticity.
Product, Distribution & Communication Synergy – Ensured a seamless connection between brand messaging, consumer engagement, and retail execution.
Cultural Integration & Market Expansion – Facilitated international brand entries, including PUMA x BAPE, bringing the Japanese streetwear label to Brazil.
Impact & Achievements: Successfully launched PUMA x BAPE in Brazil, establishing Puma Select as a premium destination for limited-edition collaborations.
Built a foundation for PUMA’s long-term strategy in fashion and culture, integrating sportswear, streetwear, and creative industries.
Cotton ProjectBrand Manager
Oct. 2013 - Nov. 2015São Paulo Area, BrazilCotton Project is recognized as a leading force in Brazil’s contemporary streetwear movement, blending fashion, music, and cultural narratives. As Brand Manager, I was responsible for structuring business operations, strengthening market positioning, and fostering brand collaborations that expanded its presence in the creative industry. Key Responsibilities: Brand & Market Strategy – Designed and implemented growth strategies that positioned Cotton Project within Brazil’s emerging streetwear landscape.
Operations & Supply Chain Management – Established efficient management systems to optimize production, distribution, and scalability.
Creative Collaborations & Partnerships – Led brand partnerships and cultural activations, including collaborations with key players in fashion and music.
Impact & Achievements: Developed the brand’s identity and business infrastructure, laying the foundation for its long-term market positioning.
Led creative partnerships, including West Coast x Cotton Project, solidifying the brand’s credibility within Brazil’s fashion and cultural scene.
Helped Cotton Project evolve from an independent venture into a reference for Brazilian streetwear, amplifying its influence in the industry.
Paul Frank IndustriesBrand Manager
Feb. 2011 - Jan. 2014São Paulo Area, BrazilThe work on the Paul Frank was conducted as Startup mold in Brazil. Our initial focus was the children's market. In this project I was responsible for 360 ° from hiring product development team, selection of plants, regional representation offices, to communication and innovation in sales processes. The result was achieved in two years with more than 400 multi-brand stores and annual revenues of 4.1M
284Wholesale Manager
Sep. 2009 - Oct. 2010
AMPamulherdopadreNational Field Sales Manager
Jan. 2007 - Sep. 2009
Box 1824Research Collaborator
May. 2006 - Jul. 2006Nike My goal was to search on retail stores and key accounts some inputs about the relationship between Nike and consumers. Also to define how the brand was seen by the sales teams and the impressions about the Nike products.
ConverseField Sales Representative
Jan. 2006 - Sep. 2006Curitiba Area, Brazil
AMPamulherdopadreField Sales Rep
Feb. 2003 - Sep. 2006Sul do Brasil e São Paulo
AMPamulherdopadreFranchise Owner.
May. 2002 - Sep. 2004Porto Alegre Area, Brazil
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