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Work Background
AB Card BenefitsCMO
Mar. 2025 - Jan. 2026Brazil, Rio de JaneiroAt AB Card, my role as CMO went far beyond traditional marketing. In a startup environment, growth, brand, product, and sales went hand in hand, and everyone wore multiple hats. Marketing didn’t just drive demand and strengthen the brand; it also supported sales, influenced product development, and enhanced the customer experience.
Half of my time was dedicated to sales, opening doors, leading strategic meetings, and presenting AB Card to companies looking for new ways to empower their teams. The other half focused on strengthening our market position through branding and strategy, performance, digital and product marketing, communication, customer experience, market intelligence, events, and employer branding. In a startup, these areas naturally blended together, requiring agility, versatility, and data driven decisions.
Raiz EducaçãoContent Marketing, Customer Experience and Product Director
Dec. 2020 - Aug. 2024Rio de Janeiro, BrasilNow also responsible for managing and directing internal and external communications strategies, press office, customer satisfaction, research, extracurricular products and action plans (+30 employees / 14 brands)
Raiz EducaçãoProduct & Pedagogical Innovation Manager
Feb. 2020 - Dec. 2020Rio de Janeiro e Região, BrasilManaging product strategies and pedagogical innovation projects for our
education system and 11 top school brands (8 employees).
Escola de Negócios e SegurosDigital Marketing & Advertising Manager
Jan. 2016 - Feb. 2020Rio de Janeiro Area, BrazilWorking closely with the leadership and other organizational depts to define, create and execute innovative digital marketing tactics and strategies for more than 200 school products (from conception to performance and relationship). Responsible for the planning, development, management, implementation, and optimization of all campaings (on & off), digital channels and social media. Also responsible for managing all the service channels such as call center, chat (bot), WhatsApp and SMS, to provide an amazing customer experience. (7 employees)
UBOOK S/AInterim Commercial Director
Mar. 2015 - Dec. 2015Rio de Janeiro Area, BrazilResponsible for the commercial strategy and development of the audiobook company, involving activities relating to marketing, sales, product development and customer service to drive business growth and market share. Main achievements and results: > Launched 6 white label partnerships with strategic companies like Saraiva and TIM;
> Released the application in the main loyalty programs like Km de Vantagens and Multiplus;
> Built partnerships with companies like Jaguar and Incentivale that offer opportunities to increase our subscribers and revenue;
> Reached 500.000 subscriptions in 1 year.
EdiouroDigital Media & New Business Development Manager
Oct. 2012 - Feb. 2015Rio de Janeiro Area, BrazilMy team was responsible for developing, distributing, creating commercial strategies and seeking sales goals of digital products like eBooks, mobile apps, audiobooks and SMS channels, of imprints such as Nova Fronteira, Agir, Thomas Nelson, Ediouro, Coquetel and Pixel. Main achievements and results: > Built a new division (hired and managed the workflow) for the company; > Converted all the paper catalog to eBook and increased the revenue from R$ 7.000/month to R$ 130.000/month in 6 months;
> Managed special offers and campaigns with the main eBook stores;
> Improved ties with Guinness World Records to launch the first global mobile audio channel pilot and create a new profit source.
Editora GloboDigital Innovation Coordinator
Apr. 2011 - Sep. 2012São Paulo Area, BrazilDeveloped and managed digital products like eMagazines and Mobile Apps of brands such as Época, Marie Claire, Vogue, Glamour, GQ, etc. Managed the content analysis team and the social media team to increase audience with data. Created commercial projects to advertising market. Main achievements and results: > Created projects with suitable content and advertising solutions for commercial announcers;
> Launched all the brands into eMagazines and mobile applications;
> Negotiated with the main mobile manufacturers to commercialize our applications embedded into the devices;
> Built a new social and content intelligence division to guide the editorial to increase the audience.
AbrilMobile Business Consultant
May. 2010 - Mar. 2011São Paulo Area, BrazilResponsible for mobile channels and TV products development and management of brands such as Veja, Superinteressante, Playboy, VIP, Exame, Claudia, Elle, etc.. Main achievements and results: > Launched mobile applications with new advertising solutions for commercial announcers. For example, Veja São Paulo mobile application achieved 1MM of revenue from sponsors; > Increased Magazines SMS channels subscribers by offering special offers and negotiating advertising and highlights at partners’ channels;
> Launched the first magazine channel in Brazil for smart TVs.
Vivo BrasilWeb Customer Relationship Consultant
Aug. 2009 - May. 2010São Paulo Area, BrazilMy team was responsible, in all stages of the intranet’s redesign development for the overall visual design, site navigation, site content, engagement and training of users, coordination with key stakeholders, governance and oversight of the technology. Development of communication tools on the intranet (oracle platform) for employees of physical stores, call center and corporate team. Main achievements and results: > Reduced doubts and complaints at our consumer services platforms and Anatel; > Worked with IT team to reunify all the legacy information into a new intranet with web tools developed to attend all the needs of our corporate team;
> Trained 15 employees to review and create clear and concise information in more than 17.000 pages and scripts to the customer service work force.
Vivo MGWeb Marketing Coordinator
Apr. 2007 - Aug. 2009Belo Horizonte Area, BrazilResponsible for the development and management of information, campaigns and cultural contests at the company’s site, while continuously looking for innovative delivery methods to improve communication and sales effectiveness. Main achievements and results: > Launched a new e-commerce platform that increase the sales levels by 30%;
> Managed all the online advertising campaigns; > United multiple teams and projects post-merger with VIVO;
> Live coverage of the sponsored festivals.
TIM BrasilWeb Marketing Consultant
May. 2004 - Apr. 2007Rio de Janeiro Area, Brazil(Initiated activities as Senior Marketing Analyst. In Set, 2006, was promoted to Web MKT Consultant.) Responsible for the development and management of information, campaigns and cultural contests at the company’s site. I developed with the IT team an intranet combining the client profile with suitable offers (vignette platform). Main achievements and results: > Managed the site renewal and marketing campaigns;
> Lunched multi VAS contests;
> Live coverage of the sponsored festivals.
Star OneMarketing Analyst
May. 2002 - May. 2004Rio de Janeiro Area, BrazilResponsible for the management of advertising campaigns, road shows, direct marketing strategies and cultural contests on / off line. Main achievement and result: > Managed all the stages of marketing actions for our broadband service and satellite capacity, in other words, advertising, leaflets, relationship programs, events, etc.
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