Apr 2024 – Oct 2024 · 6 mos

Sep 2020 – Mar 2024 · 3 yrs 6 mos · New York, United States · Hybrid

• Every time you open Netflix to watch a show or play a game, you will find the work of Product Creative Studio. Our goal is to help you discover the next show you will love to watch.
• The team I currently lead is responsible for defining and creating the visual representation of all Netflix shows on the service: artwork, trailers and clips, for TV and mobile, for thousands of shows every year. While some Netflix shows rely on marketing strategies to be found by members, most of our shows are discovered by personalized recommendations, and our creative work is what feed this system, responsible for creating viral hits like Squid Game, The Queen's Gambit, Wednesday, Drive to Survive, BEEF, Ozark S4, Pinocchio, Heartbreak High, Sintonia, 1899, La Casa de Papel, The Elephant Whisperers, among others.
• This creative work has won not only the hearts and minds of more than 230 million subscribers across the world, but also the recognition of the entertainment industry on multiple awards: Grand Clio, ProMax, Golden trailers.
• Since I joined the team in 2020, I have led and/or supervised significant projects for the Creative Production organization:
• global expansion of the Product Creative Studio team;
• implementation of the video personalization approach and fulfillment;
• definition and adoption of global creative excellence principles;
• integration of data and insights into the team's creative process;
• development of custom technology solutions to support creative teams;
• an inclusion and diversity program for underrepresented and marginalized communities in Los Angeles.
• My focus today is to maintain the fine balance between operational and creative excellence, creating compelling ideas that will grow streaming hours for Netflix, keeping Netflix subscribers engaged and delighted on the platform, while growing and maintaining a thriving and successful creative organization.

Jan 2019 – Aug 2020 · 1 yr 7 mos

• Led the Creative Shop team at Facebook, the global creative organization responsible for working with advertisers of all sizes and their agencies on their creative journeys on Facebook, Instagram, Messenger, WhatsApp and Oculus, in 40+ markets where Facebook has business operations.
• As machine learning plays a larger role in ad targeting, measurement and optimization, creativity has re-emerged as the biggest competitive advantage for advertisers. From ad-hoc campaign work to the evolution of creative processes, the work was focused in connecting brands and people in meaningful ways, generating business results for brands and positive sentiment for people.

Feb 2017 – Jan 2019 · 1 yr 11 mos

May 2012 – Jan 2017 · 4 yrs 8 mos

• Joined Facebook to start Creative Shop in Latin America, building teams in São Paulo, Buenos Aires, Mexico City and Miami, supporting advertisers across all markets in Latin America and the US Hispanic market.
• The first years at Facebook my work was focused in understanding the social graph and its creative opportunities for brands. We've developed social apps, publishing strategies and creative ideas on a limited number of surfaces.
• Key milestones:
• supporting brands during the 2014 FIFA World Cup in Brazil;
• launching the monetization of Instagram in Brazil and Latin America;
• starting the advertising transition to mobile.

Jan 2010 – Jan 2011 · 1 yr · Manaus Area, Brazil

• After the success of our first TEDx conference, an extended group of creatives organized an event now focused on the Amazon, on a floating hotel in the middle of the rainforest. Once again, we flew hundreds of people from all over the country to debate the future of the planet during 3 inspiring days.

Jan 2008 – Jan 2009 · 1 yr · São Paulo Area, Brazil

• The search for personal growth and inspiration led me to join the TED Conferences in early 2000s. Back from the 2008 event, Helder Araújo and I decided to bring the event to Brazil. Together with a talented group of other creative entrepreneurs we organized the first TEDx conference in the country, for an audience of 800 people.

Sep 2007 – Apr 2012 · 4 yrs 7 mos · São Paulo, Brazil

Jan 2005 – Sep 2007 · 2 yrs 8 mos · Brasília, Distrito Federal, Brazil

Jul 2003 – Jan 2005 · 1 yr 6 mos · Brasília, Distrito Federal, Brazil

Jan 2000 – Jun 2003 · 3 yrs 5 mos · Brasília, Distrito Federal, Brazil

Jan 1998 – Jan 2000 · 2 yrs · Brasília, Distrito Federal, Brazil

• Started my first creative business: a creative studio fully dedicated to digital advertising and interactive design, during the first years of the commercial internet in Brazil, building websites for private companies and the public sector.

Apr 1997 – Jan 1998 · 9 mos · Brasília, Distrito Federal, Brazil

• After a few years working for local ad agencies and small creative studios, I’ve landed my first job at an advertising agency as an art director, creating campaigns for government accounts, like Caixa Econômica Federal and the Brazilian Tourism Bureau. Short experience, as new opportunities were starting to appear due to the arrival of the internet in Brazil.