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Work Background
Alu AcademyFounder & Head of Product
Feb. 2025As the executive and marketing leader of Alu Academy, I am responsible for the end-to-end go-to-market strategy, encompassing product conception, brand architecture, and subscriber growth. Brand & Audience Growth: Led a multi-channel content strategy across LinkedIn, Instagram, and TikTok, establishing Alu Academy as a benchmark in marketing education. This strategy achieved: LinkedIn: 47,901 impressions and a 1.05% engagement rate (double the industry average), with high organic penetration among key decision-makers (40% senior-level professionals). Instagram: 127,486 total views (3x above the average for similar creators) and a +155.9% growth in followers. TikTok: 26K video views (+2x above average) and virality metrics significantly above benchmarks. Product Marketing & GTM: Architected the full course and mentorship portfolio, applying Product Marketing methodologies to ensure strong product-market fit. Developed a proprietary curriculum based on four core pillars: Data Mastery, Business Acumen, Strategic Positioning, and AI Integration. Strategic Partnerships: Forged key partnerships with influential industry communities such as 'Mulheres de Growth', 'Mulheres de Produto', and 'Elas Que Lançam' to enhance brand reach and authority.
Estante MágicaMarketing Director | Brand, Growth and Product Marketing
Mar. 2023 - Dec. 2023Rio de Janeiro, Rio de Janeiro, BrazilAt Estante Mágica, I was responsible for go-to-market strategies in Brazil, Mexico, and Colombia, with a focus on Growth, Branding, and Product Marketing. Managed acquisition channels, developed a compelling brand narrative, and executed successful product feature launches. Key Achievements:
• Led successful launches of AI features
• Collaborated cross-functionally with Tech, Product, and Sales teams to achieve generating 700k printed books and soft-launching a mobile game (iOS and Android).
• Managed and optimized various channels, including events, PR, email marketing, WhatsApp, paid media, and social media. That comprehensive oversight contributed to a 6 p.p. increase in sales generated through organic channels
• Directed end-to-end planning for 10+ corporate events, effectively managing budgets of up to R$500k. Notably, increased attendee lead capture by 50% year-over-year through curated experiences and seamless execution.
GalenaSr Marketing Manager | Brand, Growth & Product Marketing
Aug. 2022 - Mar. 2023At Galena, I played a key role in brand management, product marketing, growth, go-to-market strategies, and content marketing. Key Achievements:
Implemented data-driven service delivery optimization, leading to a significant 20% improvement in service response times and a 15% reduction in service costs.
Orchestrated brand management initiatives, enhancing market presence and perception.
Launched product marketing campaigns, ensuring impactful product launches and feature highlights.
• Executed effective go-to-market strategies, fostering growth and market penetration.
• New products launch strategy
• Structuring and implementing CRM and Chatbot, focusing on the entire user journey and experience
• CRM and performance media management, responsible for candidate acquisition
• Brand management, user research and creation of the brand assets library
• PR Management and developing relationship
UOL EdTechHead of Branding and Product Marketing
Jan. 2022 - Aug. 2022Rio de JaneiroPassei Direto was acquired by UOL EdTech. At UOL Edtech, I actively contributed to the success of a dynamic environment marked by digital products to Passei Direto. Key Responsibilities:
• Provided oversight for all brand assets and communications within the Passei Direto vertical.
• Shared responsibility for the employer branding strategy, actively managing platforms such as Glassdoor, LinkedIn, Great Place to Work (GPTW), and the annual diversity calendar.
• Developed comprehensive communication manuals, tone and voice guides, and press releases.
• Led the launch of new functionalities, products, and updates in the Brazil and Mexico markets.
• Pioneered the establishment of the product marketing department, including the management of UX Writing and UX Research teams.
UOL EdTechBrand and Communications Manager
Mar. 2021 - Jan. 2022
Passei DiretoBranding Manager
Jun. 2019 - Mar. 2021Rio de Janeiro, Rio de JaneiroAt Passei Direto, I actively shaped the brand's presence on social media, orchestrating various campaigns in collaboration with influencers, creators, and other companies.
Key Responsibilities:
Provided comprehensive oversight for all brand assets and communications
Shared responsibility for the creation of an employer branding strategy, narrative, and brand positioning, strategically implemented on platforms such as Glassdoor, LinkedIn, Great Place to Work (GPTW), and the annual diversity calendar.
Estante MágicaHead of Marketing (Interim)
Jun. 2018 - Jun. 2019I led the strategy, planning, and 360º management of the Marketing team, overseeing Performance, Social Media, Content, and Offline activities (Direct Mail, Events, PR).
Key Responsibilities:
• Coordinated and managed the Marketing team, ensuring seamless collaboration between Performance, Social Media, and Content divisions, as well as overseeing Offline efforts.
• Orchestrated and coordinated various marketing initiatives, including events, webinars, and more.
•Applied data analysis to interpret marketing campaign results, informing strategic decisions and optimizing overall performance in 30% YoY
Estante MágicaConsultora de Inbound Marketing
Mar. 2018 - Jun. 2018Rio de Janeiro e Região, Brasil
DextraMarketing Manager | Branding & Growth
Jul. 2017 - Jul. 2018Rio de Janeiro, Rio de JaneiroAt Dextra, the leading consultancy in the telecom real estate segment in Brazil, I undertook pivotal responsibilities that contributed to the company's success. Key Responsibilities:
• Led the Branding Management efforts, defining and implementing strategies to enhance the company's brand identity.
• Formulated and executed comprehensive go-to-market strategies, both online and offline, ensuring maximum market penetration and impact.
Collaborated closely with the Commercial team on Growth and Sales Efforts, implementing Account-• Based Marketing (ABM) Strategies to drive targeted business expansion.
•Established strategic partnerships with industry influencers, significantly boosting brand visibility and enhancing the company's reputation in the market.
MoccatoMarketing Coordinator | Branding, Growth and CX
Sep. 2016 - Aug. 2017Rio de Janeiro, BrasilAt Moccato, I played a versatile role that made a lasting impact on the organization. I was responsible for leading the Customer Experience (CX) team, ensuring seamless and positive interactions with our audience and Marketing team. Key Achievements:
• Conceived and executed the monthly subscription club boxes, successfully cultivating a community of 2000 subscribers.
• Implemented several co-branding strategies, fostering strategic partnerships to enhance brand reach and value.
• Formulated and executed impactful content strategies across various platforms.
• Authored website copy, blog posts, press releases, and other content, resulting in increased organic SEO traffic.
• Developed and implemented a robust content marketing strategy, contributing to a notable 35% increase in leads.
DescomplicaMarketing and Product Coordinator
Jul. 2010 - Apr. 2013Proudly the first employee Contributed to the growth of the company to 45,000 students. Led job rotation initiatives and implemented core departments, including Marketing, Product, Content, and Student Success, ensuring a solid foundation for scalable growth.
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