Professional career

I lead marketing end to end for the holding and the group brands, in B2B and B2C payroll lending: strategy, branding, content, performance, events and internal communications.

• – Built the team from scratch: roles, routines and demand governance in Monday.com, with prioritisation, SLAs and a weekly cadence.
• – Designed the AI adoption programme for the group leadership (around 40 leaders): a committee across four fronts, with LGPD governance as a mandatory gate before anything is published.
• – Built with the team, using vibe coding, 11 internal products running in production: sites, CMS, a marketing DAM, business simulators and management tools.
• – Led the transition and standardisation of the B2B brand with partners, with acquisition campaigns that returned double digits on investment.
• – Planned and produced the national B2B roadshow and international incentive trips (Dubai, Punta Cana) for groups of around 50 people.

Institutional communications, digital campaigns and corporate events with sponsorship fundraising, at a health organisation serving the construction industry.

• – Institutional communications and digital campaigns for the organisation.
• – Corporate events with sponsorship fundraising.
• – Budget management for the area, with cost optimisation.
• – Growth strategies that raised lead conversion.

Strategy, positioning and marketing management for small and mid-sized companies: diagnosis, action plan, content and automation.

• – Diagnosis, positioning and action plan for SMEs.
• – Content and marketing automation (Kommo CRM partner).
• – Ongoing work, alongside full-time roles: the lab where I test what I write.

I built the digital arm of the trade union. When the compulsory union contribution ended, I turned content and events into a new revenue stream.

• – Built the digital arm of the trade union.
• – When the compulsory contribution ended, content and events became revenue.
• – Coordination of industry events and digital communications.
• – Negotiation of strategic partnerships.

Market and consumer behaviour research, presenting the results in talks and videos. Where it all started.

• – Market and consumer behaviour research.
• – Presenting results in talks and videos.
• – This is where I learned what I still do today: turning data into decisions.