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Work Background
Sorte OnlineMarketing and Commercial Director
May. 2024 - May. 2025São Paulo, São Paulo, BrasilI developed and implemented integrated marketing and sales strategies for the iGaming and Online Lotteries segments, driving growth in customer acquisition, LTV, and engagement. Led four teams (Marketing, Sales, CRM, and Paid/Owned Media), with full ownership of budget management, KPIs, and performance. Acted with a strong data-driven approach and delivered executive reporting to the global board, ensuring alignment with stakeholders and international teams.
Sorte OnlineEngagement Squad Leader, Sr Marketing Manager (Branding, Content and SEO)
May. 2022 - Nov. 2024São PauloI led the team responsible for Branding, Content, and SEO strategy, with a strong focus on brand building, organic growth, and audience engagement. I was in charge of the company’s full rebranding project, as well as the development and execution of institutional, product, and brand campaigns across multiple channels. Key responsibilities and achievements: Strategic leadership of the content team (copywriting, audiovisual, and brand design);
Management and optimization of the organic channel (SEO), focused on acquisition and performance;
Definition and execution of internal, institutional, and social media communication strategies;
Planning and execution of PR initiatives, brand positioning, and reputation management;
Development of 360° campaigns aligned with business and marketing goals;
Ownership of strategic content marketing planning and channel governance;
Cross-functional collaboration with local and global stakeholders in Product, Growth, HR, and Branding to ensure cohesion and consistency across all communication touchpoints.
Cornerstone Strategic BrandingBranding and Growth Director
Nov. 2017 - Apr. 2022São Paulo e Região, BrasilDirector of Branding & Growth, working in close partnership with a team based in New York. Led brand experience, market intelligence, strategic planning, and performance marketing initiatives focused on acquisition and engagement within the Agribusiness and Agrotech verticals. Key responsibilities and results: Developed data-driven branding and growth strategies for major clients, including Bayer, Sementes Agroceres, Sementes Agroeste, Dekalb, Monsoy, Helm do Brasil, Agrofy, and Santher;
Conducted market research and competitive analysis to define positioning, value proposition, and go-to-market strategies;
Planned and executed integrated marketing campaigns, delivering +35% growth in qualified leads and +22% increase in organic traffic across key projects;
Drove acquisition and engagement strategies focused on performance and ROI, achieving an average +28% improvement in CAC efficiency;
Collaborated with global teams and product stakeholders to align brand strategy with overall business goals.
Muta EcossistemaCo-founder and Startup mentor
Jul. 2016São Paulo Area, BrazilCo-founded MUTA, a brandtech and integrated service ecosystem focused on driving sustainable business growth and strategic brand positioning. MUTA operates as a one-stop shop built on four core pillars: Brand Essence · Communication Activation · Tech · Insights. Key responsibilities and impact:
Designed and led customized strategies for branding, growth, and performance marketing across B2B and B2C segments;
Delivered projects in strategic design, service design, and brand experience, driving measurable impact in engagement, acquisition, and retention;
Led data-driven and tech-enabled marketing initiatives with a focus on performance and conversion optimization;
Acted as a consultant and mentor for founders, CMOs, and marketing leaders in brand repositioning and business transformation efforts;
Executed cross-industry solutions in technology, healthtech, medical devices, biotech, retail, food & beverage, agribusiness, and SaaS;
Focused on measurable outcomes: increased brand awareness, revenue growth, market expansion, and improved marketing and business KPIs.
MedPassHead of Product and Growth
Apr. 2016 - Oct. 2017São Paulo Area, BrazilMedPass is a HealthTech company that develops technology-driven solutions to transform the patient journey and optimize healthcare delivery. I was responsible for leading the product and marketing strategy, with a strong focus on innovation and measurable outcomes. Key responsibilities and achievements: Developed and executed the product and marketing strategy, enhancing user experience and driving direct impact on customer base growth and engagement; Led the company’s complete rebranding project, aligning brand positioning with business and product evolution; Conducted market and user research, resulting in continuous product improvements and the release of new features that increased user satisfaction by 25%; Collaborated on the creation of integrated product solutions, leading to a 40% increase in platform usage by new users within 6 months; Managed product and marketing KPIs, exceeding user acquisition goals by 30% and achieving a 35% increase in user retention in the first year; Actively engaged with customer support and feedback channels to optimize the user journey, improving CSAT (Customer Satisfaction Score) by 20%; Led user acquisition and engagement initiatives, contributing to a 50% growth in monthly active users; Designed and implemented B2B and SaaS strategies, achieving a lead conversion rate 15% above the industry average. Key competencies: Product Management
Product Marketing
Branding & Strategic Planning
Service Design & UX Research
B2B Strategy & Commercial Development
Customer Journey & User Acquisition
SaaS & Growth Strategies
Casa de MarcasHead of strategy and planning
Nov. 2014 - Jan. 2016São Paulo Area, BrazilActs as head of digital strategy and content, with analytical profile, oriented by data in the development of metrics, insights, optimizations.
Manages multidisciplinary teams, implements processes and management methodologies. Main activities:
- Development of 360 projects and solutions for clients;
- Research and identification of trends and innovation;
- Creation and development of digital products for the agency and clients;
- Use of marketing automation platforms;
- Management and strategic direction for the CRM operation of one of the clients; Main customers: AMBEV (Brahma), GE (General Eletrics), Amil Group, United Health Group, Optum, Gafisa, Centauro among others.
Editora AbrilMarketing Manager (Custom and Content projects)
Aug. 2011 - Nov. 2014São Paulo Area, BrazilManagement of the UNI custom projects area of Editora Abril. Focus on the production of brand content and meeting market demands, translated into multiplatform, innovative, creative communication solutions.
Marketing manager in the special projects area of Editora Abril, focused on brand content, content marketing, planning and project management. Broad knowledge in digital media.
The special projects hub is a content producer that translates the soul of brands / customers / advertisers into all platforms with the goal of strengthening customer relationships, delivering relevance and engagement. Unilever, Nestlé, P & G, Unilever, Nestlé, P & G, Unilever, Nestlé, Pioneer, O Boticário, L'Óreal, Natura, among others. Focus: Performance reports, analysis and management of digital marketing campaigns, process implementation, people management, profitability analysis and P & L.
Grupo RBSPlanning and Events Coordinator
Mar. 2010 - Jul. 2011- Creation, elaboration and execution of projects of events focused on the young segment, class AB, focusing on differentiated actions of experiential and live marketing .
- Creation, elaboration and execution of projects of events focused on the needs of the clients. (Product launches, strategic actions, conceptual events).
- Collection of production costs of the projects and production budget management.
- Negotiation and relationship with suppliers.
- Acting in the market with agencies and clients, creating, producing and executing major projects of the RBS Group. Events developed so far: National Music Pepsi Bands Contest, Helvetia Pole Championship, Pepsi Blitz Activation, Umbro, Nike, Nivea, "You in the Clip" Contest Fresno and M & M's, Halls XS Launch Event.
Grupo RBSEvents Executive
Aug. 2006 - Feb. 2010- Creation, elaboration and execution of projects of events aimed at the young segment, as well as, parties, differentiated actions of live marketing, concerts and huge music festivals. Among them, production and involvement in events such as: Planeta Atlântida, Sulfolia, Atlântida Festival, Shows with artists of the national and international circuit.
In addition to being present in the market (agencies and clients), defending and promoting the commercialization of large projects of the RBS Group and responding by goal / month established by the company.
- Focus on the client, acting strongly in promotional actions (interactivity, promotions with SMS, Bluetooth and trade marketing operation).
Nestlé BrasilMarketing and Merchandising Assistant
Nov. 2003 - Jul. 2006- Production of visual materials for the Nestlé product line;
- Assistance in the production of the product promotion campaigns, creating differentiated materials with the purpose of making the Trade actions attractive, impacting the consumers and generating a greater sales volume of the products;
- End-user market research and market research;
- Organization of internal events to present the institutional campaigns to employees.
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