Experience across FASHION, TECHNOLOGY, SaaS, and LIFESTYLE, working with multidisciplinary teams in global contexts.
AI & TECHNOLOGY
• Application of AI in brand and communication systems
• Development of structured outputs and language frameworks
• Designing scalable workflows and content systems
• Application of AI in brand and communication systems
• Development of structured outputs and language frameworks
• Designing scalable workflows and content systems
SYSTEMS & LEADERSHIP
• Cross-functional alignment (brand, product, growth)
• Building scalable processes and structures
• Connecting strategy to execution
• Cross-functional alignment (brand, product, growth)
• Building scalable processes and structures
• Connecting strategy to execution
MARKETING & GROWTH
• Integrated marketing and communication strategy
• Content and campaign systems across channels
• Global and local market execution
• Integrated marketing and communication strategy
• Content and campaign systems across channels
• Global and local market execution
BRAND & STRATEGY
• Positioning, architecture, and narrative
• Competitive differentiation and clarity
• Brand systems built for growth
• Positioning, architecture, and narrative
• Competitive differentiation and clarity
• Brand systems built for growth
I work at the intersection of Brand, Marketing, and Systems, turning positioning into clear, consistent, and scalable execution.
What I do
How I work
A structured yet intuitive approach to building brands that connect, scale, and endure.
Direction
Clarifying goals, context, and what truly needs to change.
Perception
Understanding what people feel, think, and expect, and where real connection lives.
Positioning
Defining purpose, differentiation, and how the brand shows up.
Narrative
Shaping stories that reflect culture, behavior, and human truth.
Creative Translation
How does this story become real? Through design, campaigns, content, or experiences?
Continuity
Building systems that keep the brand relevant over time.
Evolution
Listening, measuring, and refining based on real-world response.
I build meaning through brands.
I’m a brand and marketing leader driven by curiosity, about people, culture, and what truly moves us. My work lives at the intersection of strategy, emotion, and clarity, translating complexity into brands that feel relevant, human, and enduring.
My perspective is shaped by movement, across places, disciplines, and ways of thinking. Traveling and working globally deepened my understanding of culture, connection, and the shared patterns behind what people value and remember.
I navigate between structure and intuition, connecting ideas, systems, and stories into something cohesive and meaningful. I question assumptions, look beyond the obvious, and build from what’s real.
What matters to me is creating work that resonates, clear in its intent, strong in its presence, and lasting in its impact.
I’m a brand and marketing leader driven by curiosity, about people, culture, and what truly moves us. My work lives at the intersection of strategy, emotion, and clarity, translating complexity into brands that feel relevant, human, and enduring.
My perspective is shaped by movement, across places, disciplines, and ways of thinking. Traveling and working globally deepened my understanding of culture, connection, and the shared patterns behind what people value and remember.
I navigate between structure and intuition, connecting ideas, systems, and stories into something cohesive and meaningful. I question assumptions, look beyond the obvious, and build from what’s real.
What matters to me is creating work that resonates, clear in its intent, strong in its presence, and lasting in its impact.
Who I am
Work
Experience
Operating as an independent brand strategist, focused on selective projects across brand positioning, AI applications, and early-stage growth, working with clients in Brazil and internationally.
Key work:
• Led brand diagnostics to define positioning, competitive differentiation, brand architecture, and messaging
• Developed brand, communication, and content strategies connecting cultural relevance with business objectives
• Advised on brand expansion and repositioning, supporting strategic direction and decision-making
• Supported founders through transitions, bringing clarity to vision, positioning, and priorities
• Developed AI/GenAI products, workflows, and applications for brand strategy and communication - including prompt systems, linguistic criteria, and LLM optimizations for productivity, consistency, and creative scale.
Currently deepening expertise at the intersection of brand, technology, and AI, with a focus on practical applications for strategy and growth.
Key work:
• Led brand diagnostics to define positioning, competitive differentiation, brand architecture, and messaging
• Developed brand, communication, and content strategies connecting cultural relevance with business objectives
• Advised on brand expansion and repositioning, supporting strategic direction and decision-making
• Supported founders through transitions, bringing clarity to vision, positioning, and priorities
• Developed AI/GenAI products, workflows, and applications for brand strategy and communication - including prompt systems, linguistic criteria, and LLM optimizations for productivity, consistency, and creative scale.
Currently deepening expertise at the intersection of brand, technology, and AI, with a focus on practical applications for strategy and growth.
Owned global brand and marketing strategy across the U.S. and Europe, leading brand, content, and corporate communications to support growth, positioning, and market expansion.
Led cross-functional teams across brand, product, and growth, building a unified brand system that connected narrative, content, and performance.
Key impact:
• Scaled brand visibility and engagement: +202% audience reach, +165% impressions, 20% engagement rate
• Strengthened brand recognition in the U.S. market by 30% through strategic positioning and content systems
• Built and operationalized the company’s brand and communication architecture, aligning marketing, product, and leadership teams
• Directed high-impact initiatives, including full website redesign, product rebranding, and global internal summit (60+ stakeholders)
• Positioned the brand for international expansion through narrative clarity, systemization, and employer branding.
Drove brand as a strategic growth lever, supporting customer acquisition, talent attraction, and market positioning at scale.
Led cross-functional teams across brand, product, and growth, building a unified brand system that connected narrative, content, and performance.
Key impact:
• Scaled brand visibility and engagement: +202% audience reach, +165% impressions, 20% engagement rate
• Strengthened brand recognition in the U.S. market by 30% through strategic positioning and content systems
• Built and operationalized the company’s brand and communication architecture, aligning marketing, product, and leadership teams
• Directed high-impact initiatives, including full website redesign, product rebranding, and global internal summit (60+ stakeholders)
• Positioned the brand for international expansion through narrative clarity, systemization, and employer branding.
Drove brand as a strategic growth lever, supporting customer acquisition, talent attraction, and market positioning at scale.
Owned U.S. brand marketing and special projects, shaping regional strategy, creative execution, and retail activation for one of the brand’s most critical international growth phases.
Highlights
Highlights
- Led U.S. expansion strategy with initiatives across retail, experiential, and content - directly strengthening market penetration and cultural relevance.
- Directed FARM’s first U.S. shoe launch with Nordstrom (60 stores), from architectural concepts to event activations, generating 3M+ impressions and contributing to $30M in quarterly revenue.
- Delivered global launches at Net-a-Porter, Anthropologie, Saks and NYC events, collectively contributing to $30M in revenue and 85.8% growth in active customers.
- Managed the U.S. Special Projects Squad, using insights and data to guide international Key Accounts and unlock new strategic opportunities.
Led brand strategy, narrative architecture, systems, and creative direction for one of LATAM’s leading SaaS companies. Built the foundation for scalable brand operations and cross-team alignment during a high-growth phase.
Highlights
Highlights
- Directed the full RD Rebrand, generating 345,000+ leads, 125,000+ new sign-ups, and contributing to a 20% increase in customer acquisition within one quarter.
- Delivered 1,300+ marketing projects, 50 product launches, and multiple high-engagement digital events, increasing creative throughput by 40%.
- Strengthened brand governance and internal brand culture, raising eNPS from -19 to 35 through strategic alignment and leadership.
- Built a high-performing multidisciplinary team, driving brand visibility through cross-channel creative direction, achieving 8M video views and 300k Instagram followers in six months.
- Re-engineered team processes and SLAs, improving collaboration, predictability, and organizational cohesion.
- Conducted field research and consumer behavior analysis for a trend report project developed for C&A.
- Collected and analyzed market data to support brand positioning and product innovation strategies within the fashion retail segment.
- Delivered insights on consumer behavior and cultural movements to inform seasonal narratives and creative direction.
Founded and led a contemporary jewelry brand. Oversaw creative direction, product development, brand narrative, and business operations end-to-end.
Highlights
Highlights
- Managed end-to-end business operations, including product development, supplier partnerships, digital marketing, financial planning, logistics, and customer service
- Led all creative direction, from design to content, positioning Nui as a contemporary jewelry brand with meaning and intention
- Gained deep entrepreneurial experience that strengthened my understanding of brand building, consumer behavior, and strategy in small business environments
Universidade do Estado de Santa Catarina - UDESC
Master - Clothing & Fashion Design
Research: Brand Perception in Fashion Products
Research: Brand Perception in Fashion Products
Universidade do Vale do Itajaí - UNIVALI
MBA - Design’s Strategic Management
Research: Branding, Trend Research and Creative Direction
Research: Branding, Trend Research and Creative Direction
Universidade do Estado de Santa Catarina - UDESC
Bachelor - Fine Arts
Universidade Anhembi Morumbi - UAM
Bachelor - Arts - Fashion
Education
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Find me here:
Open to:
- Leadership roles
- Select consulting
- Remote / global
Let's Work Together