Position
I design and scale digital systems that turn complexity into growth.
Digital strategy leader with 15+ years across e-commerce, lifecycle marketing, social commerce, and global platform operations — from corporate finance in Brazil to digital initiatives spanning 20+ markets and four regions.
Evidence
7×
Revenue per send
Automated lifecycle flows versus standard campaign email, after rebuilding the journey structure in Klaviyo.
20+
Markets, four regions
Digital platform strategy, rollout, and governance across USCAN, LATAM, Europe/CEE, and APAC.
11
Sites consolidated
European market websites moved off a high-cost legacy CMS onto one Shopify-based structure.
30%
Reporting time cut
Manual platform reporting replaced with dashboard views built to a defined set of adoption metrics.
Practice
What I do
I work where strategy meets execution: connecting business needs, platform capability, vendors, and market teams into something that actually ships and keeps running.
Digital strategy and transformation
Turning fragmented digital, marketing, and operational initiatives into clear, scalable systems.
Lifecycle marketing and CRM
Behavior-based journeys, segmentation, and automation that convert and retain.
E-commerce and platform strategy
Platform consolidation, roadmaps, governance, and market enablement at international scale.
Social commerce
Creator-led channel strategy, affiliate models, and the cross-functional operating model behind them.
Data and decision-making
KPI frameworks, dashboard design, and reporting that leadership uses to choose between options.
AI-enabled strategy
Applying AI tooling to research, content systems, and product development workflows.
Founded
Money Basics Co.
Outside my corporate work I built a financial education company for families — wrote the book, designed the method, and launched the business end to end: positioning, product, funnel, and checkout. It sharpened the same muscles I use professionally, and it is the clearest evidence I have that I don't only plan systems. I ship them.
Background
From finance in Brazil to global digital strategy
I started in corporate finance in Belém, structuring a finance department and building the budgeting and reporting discipline that cut operational costs by 10%. Moving into business analysis, I improved core processes and lifted customer satisfaction by 15%.
A Global MBA and an M.S. in Business Analytics took me into digital roles in the United States, where I spent five years leading platform, lifecycle, and social commerce initiatives across more than twenty markets — largely through matrix influence, aligning teams I did not directly manage.
Complexity grows faster than clarity. My job is to reverse that.
Contact
Let's talk about what you're building
I'm focused on digital strategy, transformation, and growth systems leadership. LinkedIn is the fastest way to reach me.