Apr 2023 – Mar 2024 · 11 mos · Brazil · On-site

• Founded and led a strategic advisory business focused on SaaS creation, product strategy, go-to-market, growth execution, and AI-enabled business transformation.
• Developed 4 new SaaS products and related go-to-market strategies for client engagements.
• Advised clients across B2B SaaS, product, marketing, and growth initiatives, connecting business objectives with scalable execution.
• Built executive relationships and converted them into repeat strategic engagements.
• Structured offerings around product creation, positioning, funnel design, growth execution, and commercialization.
• Operated as both strategic advisor and hands-on builder across product definition, business cases, launch planning, and GTM execution.

Nov 2021 – Apr 2023 · 1 yr 5 mos · Rio de Janeiro, RJ

• Grupo CyberLabs was the holding company behind PSafe. In this role, I led product, marketing, go-to-market, growth, and monetization across the CyberLabs portfolio and PSafe’s flagship cybersecurity products.
• Scope included PSafe / dfndr security, a global cybersecurity and Android security platform with 100M+ downloads, 10+ years in market, 200K DAU, 30K daily installs, 100K subscribers, and operations across the U.S., Brazil, and global markets.
• Reported directly to the CEO, with executive ownership across Product, Marketing, GTM, Growth, and Monetization.
• Led product and marketing strategy across a multi-product cybersecurity portfolio spanning consumer apps, subscription revenue, ad-supported monetization, APIs, and emerging B2B solutions.
• Owned acquisition, activation, conversion, retention, and monetization performance across B2C and B2B initiatives.
• Directed cross-functional execution across Product, Engineering, Design, Marketing, Customer Success, and Operations.
• Connected customer, market, funnel, and competitive intelligence to product prioritization, positioning, and GTM execution.
• Increased B2C subscription conversion by 15% YoY, reduced CAC by 15%, increased gross profit by 10% YoY, and grew qualified B2B lead generation by 15% YoY.
• Expanded product availability across Mac, Linux, and Windows.
• Introduced AI-enabled workflows and automation into team operations and development routines.

Jun 2021 – Nov 2021 · 5 mos

• Led growth strategy, lifecycle performance, and go-to-market execution across product, marketing, sales, CRM, and digital channels for a large-scale subscription and media business.
• Scope included US$10M ARR, 834K subscribers, 300K DAU, 2M monthly web sessions, 10K daily app installs, and leadership of a 15-person team.
• Owned the company’s growth agenda across acquisition, activation, retention, monetization, and lifecycle performance.
• Aligned Product, Marketing, Sales, CRM, and digital teams around a shared growth roadmap tied to conversion, revenue efficiency, and audience expansion.
• Managed the full revenue funnel across app and web, identifying performance gaps and prioritizing initiatives across onboarding, engagement, retention, and monetization.
• Used commercial analysis, customer behavior, and performance metrics to improve CAC, LTV, conversion, revenue efficiency, and subscription growth.
• Built a more disciplined growth engine by integrating experimentation, KPI accountability, lifecycle strategy, and cross-functional execution.
• Increased subscription conversion by 10% YoY and grew lead generation by 5% MoM.
• Launched 2 newsletters with 30%+ CTA/CTR, expanding engagement and lifecycle conversion performance.

Feb 2021 – Jun 2021 · 4 mos

• Led product strategy and execution for CRM, engagement, lifecycle, and customer journey initiatives across app and web experiences, supporting acquisition, retention, upsell, monetization, and long-term customer value.
• Owned product strategy, roadmap development, and execution for CRM, engagement, lifecycle, retention, and monetization initiatives.
• Applied Agile operating rhythms, backlog prioritization, sprint planning, and iterative delivery to improve execution speed and delivery quality.
• Built lifecycle and funnel strategies across acquisition, activation, engagement, retention, upsell, cross-sell, and monetization.
• Evaluated and implemented martech tools, digital solutions, agency partnerships, dashboards, and KPI frameworks to improve execution and decision-making.
• Monitored and optimized CAC, CPL, CPC, churn, NPS, LTV, ARPU, and ROI.
• Led app and website engagement initiatives to improve customer experience, product interaction, and retention.
• Partnered with Operations and Customer Experience teams to improve the end-to-end journey across activation, service, retention, and expansion.

Jul 2020 – Feb 2021 · 7 mos

• Led product strategy, roadmap execution, and cross-functional delivery for digital payments, wallet, loyalty, and partner-facing SaaS initiatives across LATAM.
• Scope included a digital commerce and payments business with approximately US$5M GMV, 1M monthly web sessions, 20K merchants, operations across 15 LATAM countries, and leadership of a 15-person team.
• Owned product strategy and roadmap execution across digital payments, e-wallet, loyalty, and partner-facing SaaS initiatives.
• Led the implementation of Peixe Pay, including POS integration, partner enablement, technology partnerships, and commercial rollout.
• Evolved the partner platform into a more self-service SaaS model, improving scalability, merchant usability, and operational leverage.
• Managed the end-to-end product lifecycle from discovery and business case development through launch, optimization, and continuous improvement.
• Led cross-functional collaboration across UX, CX, Engineering, Product, Data, Marketing, Finance, and Business teams.
• Improved the mobile app customer journey through initiatives focused on retention, engagement, loyalty, and user experience.
• Used segmentation, lead scoring, behavioral data, and customer intelligence to improve journeys, personalization, lifecycle performance, and product prioritization.
• Applied product frameworks including User Story Mapping, Design Sprint, OKRs, HEART, 5 Whys, and storytelling to strengthen discovery and execution.

Jan 2020 – Jul 2020 · 6 mos

• Led brand, demand generation, growth marketing, and customer acquisition across online and offline channels, aligning marketing investments with revenue, pipeline, and business performance goals.
• Owned marketing strategy across brand, demand generation, acquisition, funnel optimization, and customer growth.
• Led cross-functional teams across online and offline marketing, business intelligence, inside sales, pricing, and commercial functions.
• Scaled customer acquisition across SEO, paid media, app, website, email marketing, push notifications, and messaging channels.
• Strengthened pipeline development and sales funnel support through structured demand generation, lead flow, and acquisition initiatives.
• Built competitive intelligence to inform positioning, investment decisions, brand strategy, and market opportunities.
• Advanced inbound marketing performance through stronger SEO and content execution.
• Used NPS and customer feedback insights to support customer-centric improvements and strengthen brand perception.
• Developed marketing playbooks and operating processes to improve consistency, execution discipline, and team effectiveness.
• Optimized marketing investments to improve ROI, efficiency, and LTV/CAC performance.

Jan 2020 – May 2020 · 4 mos

• Held a broader strategic role across trade marketing and commercial innovation, covering digital payments, partner growth, loyalty programs, SaaS enablement, channel strategy, retail execution, and go-to-market effectiveness.
• Directed the rollout of Peixe Pay and digital wallet solutions, including POS integration, partner enablement, and technology-driven commercial partnerships.
• Defined go-to-market approaches for new trade and payment initiatives, aligning execution with channel requirements, commercial priorities, and market opportunities.
• Led the evolution of the partner portal into a self-service SaaS model, improving partner experience, scalability, and competitive positioning.
• Applied data intelligence to optimize cashback campaigns, loyalty performance, partner engagement, and channel effectiveness.
• Built KPIs and improved BI reporting to support stakeholder visibility, execution monitoring, and strategic decision-making.

Sep 2012 – Jan 2020 · 7 yrs 4 mos

• Led regional trade marketing, sales, and commercial execution across a large-scale QSR operation in Brazil, with approximately US$40M in annual revenue under influence, 150 stores in-region, and indirect influence across a 100+ employee field organization.
• Aligned regional commercial plans with revenue, traffic, profitability, customer engagement, and store-level execution goals.
• Converted KPI analysis, field insight, and operating data into action plans that improved execution consistency and commercial performance.
• Partnered with Operations and Project teams to support 90 new store openings with structured marketing plans and positive EBITDA.
• Built training, sales playbooks, dashboards, and reporting tools to improve store-level execution and KPI visibility.
• Developed a SaaS-style platform for trade marketing and store teams, from concept through deployment.
• Increased gross profit by 140% and was recognized as a Top 3 Employee of the Year in 2014.

Aug 2012 – May 2015 · 2 yrs 9 mos

Oct 2011 – Sep 2012 · 11 mos · Rio de Janeiro Area, Brazil

• Managed on-trade marketing and commercial activation initiatives for premium beer brands, driving channel visibility, distributor alignment, promotional execution, and sales performance across the immediate consumption market.
• Managed trade marketing initiatives for premium beer brands in the on-trade channel, supporting visibility, promotion, sales activation, and training execution.
• Strengthened brand presence and customer experience through in-market programs designed to reinforce premium positioning and consumer engagement.
• Monitored competitive activity and developed action plans to improve channel execution, resource allocation, and commercial performance.
• Managed budgets and optimized trade marketing investments to improve efficiency and business impact.
• Drove execution against sales volume targets, trade objectives, and incentive programs across the Heineken Brasil portfolio.
• Monitored sales performance by brand and packaging, using data to guide execution priorities and field decisions.
• Improved field productivity through stronger routing, time management, and visit planning.
• Led commercial negotiations with the Coca-Cola franchise responsible for distribution, strengthening channel alignment and execution quality.
• Delivered measurable results, contributing to 15% sales volume growth and 20% growth in new POS openings.

Jun 2010 – Oct 2011 · 1 yr 4 mos

• Oversaw business development and channel performance across retail and wholesale, driving sales pipeline growth, distributor management, commercial negotiations, and execution initiatives that strengthened market penetration and revenue performance.
• Increased product visibility and consumption at the point of sale through customer prospecting, account development, and consistent field execution.
• Built and managed the sales pipeline by identifying, qualifying, and advancing new business opportunities across the channel.
• Managed direct and indirect sales activities across the full sales cycle, supporting negotiations, contract development, and deal closure.
• Drove sales performance with customers through close monitoring of key commercial drivers, including inventory levels, pricing, and consumption trends.
• Oversaw promotional and merchandising initiatives across retail and wholesale channels to support volume growth, distribution expansion, and execution quality.
• Expanded channel business through customer training, sales enablement, and tailored actions designed to improve partner performance and meet commercial needs.
• Developed commercial proposals, coordinated partnership agreements, and helped establish new business relationships.
• Managed distributors and channel partners to improve execution, product availability, and overall commercial results.
• Analyzed category performance and trade dynamics to identify opportunities and support more effective channel decisions.
• Delivered measurable business impact, contributing to 35% volume growth for Johnnie Walker, 22% growth for Smirnoff, and increasing Smirnoff Ice penetration to 80% of POS distribution, with 50% volume growth.
• Contributed to a high-performing regional sales organization recognized with outstanding team awards for three consecutive years.

Aug 2006 – Jun 2010 · 3 yrs 10 mos

Aug 2003 – Aug 2006 · 3 yrs

• Promoted to a broader commercial role with greater ownership of account development, channel execution, and sales performance, supporting market expansion and stronger in-field results.
• Managed commercial relationships across assigned accounts, helping drive sales execution, product visibility, and channel performance.
• Supported distribution growth and market expansion through customer prospecting, account development, and field activation.
• Monitored key commercial drivers such as stock levels, pricing, promotions, and POS visibility to improve execution and sales performance.
• Worked closely with customers and channel partners to strengthen product availability, execution quality, and business results.
• Contributed to promotional and merchandising initiatives aimed at increasing sell-through, visibility, and market presence.
• Helped identify new business opportunities and supported actions designed to expand channel performance.

Aug 2001 – Aug 2003 · 2 yrs

• Contributed to the Smirnoff Ice launch in Brazil, supporting go-to-market execution, sales activation, and market development initiatives in Rio de Janeiro.
• Supported the commercial rollout of Smirnoff Ice in a key launch market, helping execute sales and activation initiatives in Rio de Janeiro.
• Assisted efforts to increase product visibility, support distribution, and strengthen in-market presence during the launch phase.
• Worked alongside the launch sales team to support early market penetration and brand expansion initiatives.