Sep 2021 – Present · 4 yrs 9 mos · São Paulo, Brazil

• I lecture 2 classes in PM3 Product Marketing course:
• Competitive Intelligence & Competitive Analysis
• Go-to-Market Metrics

May 2021 – May 2022 · 1 yr · São Paulo, São Paulo, Brazil

• Product Marketing Manager responsible for VTEX IO, our development platform:
• Positioning & Messaging;
• Packaging & Naming;
• Go-to-Market & Launch plan;
• Developer Marketing & Developer Relations.

Aug 2020 – Apr 2021 · 8 mos · São Paulo, Brazil

• I report to the Marketing Director and share activities and goals with Sales, Product and Growth Ops teams.
• I’m responsible for two different offers we have and my main activities are:
• Creating Sales Collaterals to enable the Sales team with materials they can use during the sales journey;
• Defining and building the Go-To-Market strategies, aligning and validating it with the Product Team and Marketing, Sales and Growth directors;
• Working with the Demand Generation Coordinator to define segments and personas for our acquisitions campaigns and experiments;
• Organizing and leading regular meetings with Product, Sales, Marketing and Growth teams to analyze and optimize our conversion rates along our funnel;
• Building and defining with the Marketing Director and Executive Team the product positioning, messaging and value proposition to guide our GTM efforts;
• Launching new products;
• Doing competitive and market research.

Apr 2020 – Present · 6 yrs 2 mos

• I'm joining the group of Ambassadors to help elevate the role of Product Marketing in Brazil.

Mar 2019 – Present · 7 yrs 3 mos

• Product Marketing Alliance is an organisation founded in March 2019 and has evolved rapidly from a slack community and series of meet-ups a to an organization dedicated to promoting and elevating the role of product marketing.
• With the State of Product Marketing report and other research we are defining and debating the product marketing function in order to establish standards for the profession.
• The Product Marketing Alliance mission is to elevate the product marketing role, identify best practices for successful outcomes, clarify the operations for the product marketing function, and develop criteria for product marketing roles within successful organizations.

Jan 2020 – Aug 2020 · 7 mos · São Paulo Area, Brazil

• I reported to the Head of Marketing and shared activities and goals with the Marketing and Sales teams.
• During my time there I was responsible for:
• Building and defining Vindi’s ideal customer profile and personas;
• Creating from scratch a Product Launch process to align the activities and giving visibility to stakeholders (Product, Marketing, Sales, Customer Experience, Executive Team) of the steps and progress of our launches to the market;
• Training our internal teams on our product's value proposition, personas, ideal customer profile and product features;
• Creating email campaigns to educate and engage our users on our product; Interviewing customers to build customer success cases;

Apr 2019 – Apr 2020 · 1 yr · São Paulo Area, Brazil

• With other professionals, we officially created the first Jobs-to-be-done community in Brazil. The first project was a publication in Medium, with several articles on the subject. We also have a podcast and we organized Meetups and spoke in several events in Brazil. The initiative intends to spread the JTBD theory across the country.

Jan 2019 – Apr 2020 · 1 yr 3 mos · São Paulo Area, Brazil

• Our main objective is built connections with Product Marketing professionals and drive products to its success through new ideas and initiatives that optimize Go-To-Marketing strategies and improve the synergy amongst Product, Marketing and Sales teams.

Sep 2018 – Jan 2020 · 1 yr 4 mos · São Paulo e Região, Brasil

• Responsible for bringing products to market and connecting them to customer needs, developing competitive analysis, product positioning, messaging, and GTM plans for launch. Strong communication and collaboration with sales and our service development team.
• My key responsibilities were:
• Positioning and value proposition - help to discover and document company and services positioning, help to discover and document the value proposition of our services, help to define our marketing messaging, execute win/loss interviews with customers and analyze that data to generate insights to continuously improve our messaging and understanding of customers, guarantee that our positioning and messaging is being correctly used in all of our content (website, sales decks, social media, etc) and by our sales team.
• Sales enablement - discover what content is needed by the sales team and develop it, design and develop customer case studies.
• Marketing analytics - help to define and evolve our marketing indicators (KRIs, KPIs, PIs), execute quantitative and qualitative analyses of our marketing metrics.
• New Services Development - work with the PMO and the Services Team to create a plan of action on how to test and validate our value proposition with ney services and offers, help to create an interview plan to collect insights from key personas of our business.
• I led and designed the case studies of our work at Vindi and Creditas:
• Wrote the storylines and the script of the case studies
• Managed video production vendor
• Collaborated with client to execute the case study
• I also led and executed the project of Plataformatec's new website:
• Developed our new website using Wordpress
• Configured and Integrated our marketing tech stack with the new website
• Wrote the new copywriting of the Portuguese version of the website, based on the new positioning of our services for the Brazilian market

May 2017 – Sep 2018 · 1 yr 4 mos · Porto Alegre e Região, Brasil

• Worked in Grupo A’s Business Unit representing Blackboard and Rosetta Stone in Brazil.
• Owned all Digital Marketing activities executing Lead Nurturing and Email Marketing campaign using Eloqua. Worked close to the Sales team helping them in their prospecting campaigns. Analyzed our Marketing and Sales performance within Salesforce creating Opportunities and Deals reports.
• Managed the online media agency creating our Adwords campaigns and the web development agency creating Blackboard’s and Rosetta Stone’s brazillian websites.
• Built the integrations between our Marketing and Sales tools (Eloqua, Salesforce, Reev) to improve our productivity and to create a clean and consistent database of prospects and customers.
• The tools I use: Eloqua, RD Station, Salesforce, Google Analytics, Google Tag Manager, Google AdWords, Mixpanel, Hotjar, Heap Analytics, Leadpages.

Nov 2016 – May 2017 · 6 mos · Gravataí Area, Brazil

• I was responsible for the whole user journey in our platform and aligning the communication among the different teams. Sat down with Marketing, Sales, Product, Customer Success and Infrastructure Managers to understand how their areas engaged with the users.
• Optimized the communication life cycle. One of the main results was virtually ending customer complaints regarding websites that were deactivated due to lack of credits by creating a better communication flow.
• Helped Customer Success and Product Teams by organizing tickets and conversations within Intercom and ProductBoard. Gave them visibility about what were the desired outcomes customers had with our product and what features they needed so we could prioritize in our Roadmap if necessary.
• Was part of the Beta Testing community we created to engage NodeJS developers while building a feature for this segment of users.
• Tools I used: Intercom, Route, Google Analytics, ProductBoard, Trello.

Jan 2014 – May 2017 · 3 yrs 4 mos · Gravataí Area, Brazil

• Joined the company to work as the Chief Marketing Officer for Route, a SaaS product being developed inside RedeHost. We had a dedicated team responsible for the development, launching and marketing the platform. Once Route was discontinued the whole team moved to another internal business unite with a product called Umbler. At Umbler I was the Product Marketing Manager.

Jan 2014 – Nov 2016 · 2 yrs 10 mos

• Joined Route to be responsible for its Marketing efforts while the Product was still being developed.
• During the first year I launched Route’s website, conducted interviews with people that were showing interest about our product and wrote articles and ebooks about Marketing Automation, Lead Nurturing, Lead Scoring and Content Marketing.
• As soon as we launched our Beta my focus shifted and I began taking responsibilities in both Marketing and Product Management. I worked to improve our Signup and Onboarding flow improving our Conversion Rate from Signup to Active User.
• Was responsible for our Product Metrics and Reports. Did Product Discovery calls with Prospects and Users, Product Demos and Sales Calls. Was also responsible for the Support.
• Participate in Product decisions like what Features to prioritize and what user problem they needed to solve. I also was led the initiative to remove features that weren’t being used and adding value to our users making the Product more complex that it should be.
• It was 3 years of hard work and lots of thing learned but as Route wasn’t growing as our CEO hoped for the Product was discontinued and we all moved to another Product within RedeHost called Umbler.
• Tools I used: Route, HelpScout, Profitwell, Drift, Facebook Business, Sumo, Hotjar, Mixpanel.

Jul 2012 – Jul 2013 · 1 yr · Porto Alegre Area, Brazil

• First employee. Built the strategic business plan preparing the agency for its launch developing the Market and Competition analysis, SWOT Analysis and creating the services portfolio. Coordinated and executed projects for our clients including Social Media, Analytics, Search Engine Optimization (SEO), Search Engine Marketing (SEM) and custom website development.

Apr 2011 – Oct 2014 · 3 yrs 6 mos · Porto Alegre Area, Brazil

• Wrote about Advertising, Marketing, Business and Growth Hacking twice a week during the 3 years I wrote for them.

Aug 2010 – Jul 2011 · 11 mos · Porto Alegre Area, Brazil

• I taught students from different levels, from beginner to advanced.

Apr 2007 – Jan 2009 · 1 yr 9 mos · Porto Alegre Area, Brazil

• I taught kids and teenagers from different levels and adults preparing for the TOEFL exam.