Overview
Fifteen years spent making complicated things run simply.
I'm a digital strategy leader working across e-commerce, lifecycle marketing, social commerce, and global platform operations. I started in corporate finance in Brazil and now build the systems that connect strategy to execution.
Path
2011 – 2015
Finance manager, First Real Estate Title Company
Structured and led the finance department of a family-owned title and property registry firm in Belém, Brazil — around 50 employees, several million in annual revenue. Built the budgeting, cash flow, and reporting discipline from scratch. Operational costs came down 10%.
2016 – 2020
Business analyst, First Real Estate Title Company
Moved from managing the numbers to changing what produced them. Process improvement, KPI frameworks, executive dashboards, and quality compliance across a high-volume operation. Customer satisfaction rose 15%.
2019 – 2021
Two graduate degrees, United States
A Global MBA and an M.S. in Business Analytics at Hult International Business School — the deliberate bridge from finance and operations into digital strategy, and from Brazil into global roles.
2021 – 2026
Digital platforms and strategy, Tupperware
Five years leading and supporting digital platform strategy across 20+ markets in four regions. Lifecycle marketing, social commerce, platform consolidation, and field enablement — largely through matrix influence, with no direct reports and every outcome depending on teams I didn't manage.
2026 – now
Founder, Money Basics Co.
Wrote a book, built it into a system, turned it into a business. The full stack of decisions, made alone.
Approach
What I've found, doing this in three different contexts
Finance in Brazil, digital platforms across four regions, and a business I built alone have less distance between them than they look. In each one the same thing went wrong first: complexity grew faster than clarity. More data, more tools, more channels, more stakeholders — and progressively less certainty about what to do on Monday.
Most of the problems I've been handed were never effort problems. Teams were working hard on fragments of something no one had drawn end to end. The fix is rarely a new platform. It's usually structure: deciding what the system is supposed to do, who owns which part, and what number tells you whether it's working.
That's the work I'm good at — sitting between business intent and technical capability, translating in both directions, and getting people across functions to agree on something concrete enough to build.
Clarity creates action. Action creates results.
Founded
The founder chapter
Money Basics Co. began as a book — a 150-page guide helping families replace financial stress with a system simple enough to actually run. It grew into a method, a four-week implementation programme, a 16-week course I tested in person with high school students, and a complete digital business I designed and launched end to end.
I built it partly because the problem is real and partly to find out what I'd learn owning every decision: positioning, product, pricing, funnel, checkout, content. Corporate work teaches you to influence a system. Building one alone teaches you what it costs to run it.
It's the clearest evidence I can offer that I don't only design systems. I ship them, and then I live with them.
Visit Money Basics Co. →Credentials
Education
- M.S. Business AnalyticsHult International Business School, 2021
- Global MBAHult International Business School, 2020
- Executive education, business managementOhio University, 2018
- MBA, financial management & controllershipFundação Getúlio Vargas, 2009
Certifications
- Google AI EssentialsGoogle
Languages & base
- English and PortugueseProfessional fluency in both
- Charleston, South CarolinaOpen to remote
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.