Now

What I am working on

Current focus, publications and notes.

Publications

Jul 22, 2026

Rebranding Without a Narrative Is Just Cosmetics

Coca-Cola and Avon show that a visual change only creates value when it translates a clear narrative across every brand touchpoint.

Jul 21, 2026

Stone didn't rebrand. It confessed a change.

Why did Stone become a bank (in Brazil), and what the balance sheet explains better than the campaign?

Jul 1, 2026

The AI Era and the Rescue of Strategy:

Narrative Is the Asset Technology Does Not Replace

Jun 26, 2026

Copying your competitor is the most expensive strategy there is

Copying the competition looks like the safest decision in the world. By my count, it is the most expensive: the view of someone who spent twenty years watching brands turn generic out of fear of being different.

estratégia marketing mimetismo

Jun 20, 2026

Why every brand in your feed looks like it came from the same agency

I opened my feed yesterday and started writing down ideas. Here is what I did: I covered the logos on ten posts from ten different brands.

Cap 3 QUEBRA Redes sociais

Jun 18, 2026

From idea to live in one afternoon: how we shipped the "Motion Machine"

An honest account of how an internal AI tool went from an empty folder to production, including the moment we took the site down and how we fixed it.

Jun 17, 2026

Interview scene: the candidate asks what the marketing target is, and nobody can answer

In a hiring process for a head of marketing, the candidate asked a simple question at the end of the interview:

NARRATIVA Redes sociais

Jun 12, 2026

I built a calculator to measure what a brand builds before the click

Recognition, coherence and permanence become a number from 0 to 100, and the number becomes a diagnosis. The INK Calculator exists because a brand with no ruler loses every budget meeting.

Marketing Narrativa KPI

Jun 12, 2026

I built my own content machine. This is what it looks like inside.

One topic a week, three formats, text in my tone and images in my brand, all generated by AI inside a CMS that is mine. What worked, what almost did not, and why the hard part is not getting AI to write.

IA Marketing Bastidores

Jun 11, 2026

I read 20 marketing job posts on LinkedIn: the one asking for 7 roles, and what it reveals

Last week I ran a test: I read the first 20 marketing job posts LinkedIn showed me.

Marketing desconectado NARRATIVA Redes sociais

Jun 10, 2026

A B2B relationship is not built in an ad. It is built on the road

An online campaign sustains volume. But a partner earns trust face to face. That is why I took the brand to the partner network across the country.

Eventos B2B Relacionamento

Jun 10, 2026

Why I built my own CMS (instead of using a ready-made one)

To change one sentence on my site, I used to wait fifteen minutes. So I built another one. The idea of a living résumé, the headaches of building with AI, and what is still ahead.

IA aplicada Produto Bastidores

Jun 9, 2026

I hated asking for quotes. So I built an AI to deal with it

Vetly came out of my irritation with vendor proposals. Instead of complaining one more time, I built the solution.

Vetly IA aplicada Produto

Jun 2, 2026

In performance, efficiency is the whole game

Growing volume is easy when you burn money. The hard part is growing without letting acquisition cost slip away.

Performance B2C Eficiência

May 25, 2026

AI avatars in marketing: how I am training before applying it at work

I am making videos with my AI avatar to promote my book and to train the method I will take into work productions. Here is how.

avatar de IA marketing inteligência artificial

May 5, 2026

How you sell a product nobody buys on impulse

Home equity is high ticket with a slow decision, the opposite of an impulse buy. Performance here is a game of funnel and patience.

Performance B2C Aquisição

Apr 10, 2026

Aproove: one of the four products I launched to prove a point

I launched four digital products outside the company. Not to sell a course about them, but to earn the right to talk about AI.

Aproove Produto IA aplicada

Mar 5, 2026

I built a book editor and formatted my own book in it

Formatting a book for publication is a nightmare of detail. Instead of paying for a tool locked to a single format, I built my own.

Livretto Produto Publicação

Mar 1, 2026

Building a product teaches what no course teaches

BBrain is one of my digital products. What I learned building it is worth more than what I learned in any class on the subject.

BBrain Produto IA aplicada

Feb 5, 2026

From prompt to product: how one marketing department built 11 products with AI

Almost every company wants to "do AI". With no method, that becomes a one-off course. Here is how I built a programme that turned into real product.

IA aplicada Liderança Vibe coding

Jan 10, 2026

The marketing people still remember years later

Rewarding the people who performed with a trip is relationship marketing at its highest level. And an operation that cannot have a single loose end.

Eventos Incentivo Relacionamento

Right now

Updated on June 10, 2026

At work

I am Marketing Manager at Grupo Quali, where I lead marketing end to end for the holding and its two brands, in B2B and B2C payroll lending. The job is to treat marketing as a strategic business function: positioning, performance, content, events and internal communications working with a team, a process and results.

Writing

I am finishing my second book, Narrativa em KPI, about what finally makes a board understand what marketing delivers. The first one, Marketing na Era da IA, is already on Amazon. Both are written in Portuguese.

Studying

I started an MBA in AI for Business at FIAP, in Strategic Management and Leadership. I use every course as a content topic.

Building

Products with AI. Vetly, which analyses vendor proposals, is the one I use most. This site and the CMS behind it are mine too, built from scratch.

I write about marketing, narrative and AI in Mentes do Mercado, on LinkedIn.