01Beauty · Culture · LATAM
A thousand ways to be yourself.
Reconnect MAC with Gen Z by turning makeup from a product story into a platform for self-expression.
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São Paulo → New York · Strategy · Brand · Business
From São Paulo to New York, I’ve spent 25+ years turning powerful insights into brands, businesses, experiences, and ideas.
I connect business goals with cultural signals and human behavior to find the strategic opportunity — and turn it into a direction brands can act on.
MAC COSMETICSCONVERSEGENERAL MILLSZOETISSWILE / VEETHE PERFECT BOOKSHELFDINNER IN THE SKY
Selected work / 01
Different categories. Different dynamics. Strategy is understanding the forces at play — people, culture, competition and business — and finding where the opportunity lies.
02Retail · Growth · Brand
Make the weirdness famous.
Turn initial resistance and an unusual name into a cultural hook that accelerated brand familiarity and growth.
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03CPG · Insight · Experience
Nobody wants the same flavor every day.
Grow the brand by expanding people’s seasoning repertoire — then turn discovery into an experience.
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04DTC · E-commerce · AI
What if a bookshelf wasn’t furniture?
Create a category inside the category: an architectural modular system designed around the space.
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05Fintech · Venture · Challenger
Whose benefit is it anyway?
Build a challenger from the problem outward — business model, proposition, product story and brand.
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06Experience · Business · PR
A restaurant in the sky. Yes, I did that.
Turn an extraordinary format into a scalable experiential platform for guests, partners and brands.
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About / 02
I grew up professionally in São Paulo advertising, from intern and copywriter to spending 18 years as an equity partner at Mestiça. Along the way I helped launch Dinner in the Sky in Brazil, build Vee from an early market problem through acquisition, and eventually moved to New York. Over the last two years, I’ve been building The Perfect Bookshelf in the U.S. from idea to go-to-market — shaping the brand and positioning, building the digital experience and e-commerce journey, running acquisition and CRM, talking directly to customers, and using data and AI to improve growth.
2000sAdvertising, brand and digital
2008Co-built Mestiça
2009Dinner in the Sky Brazil
2017Vee Benefícios
2025U.S. operator / The Perfect Bookshelf
2026AI-native strategy & growth