About
I have written the ads, run the agency, hired agencies as the client and sold complex deals. Now I help brands and agencies turn AI into growth, account by account.
2005
Theatre, Brasília
First job: marketing intern at a children's theatre while studying Communication at the University of Brasília. Culture never left my work.
Where I learned that every audience has to be earned.
Copywriter
Writing for brands taught me the brief is the product. A fuzzy brief makes fuzzy work, no matter who executes it.
Words first, always.
Running the agency
Led the whole 20-person team at Doisnovemeia, then a 10-person creative team at Plá. Clients, creative, delivery and the numbers.
Twenty people, one standard for the work.
2019–2026
The client side
At Spin, a B2B industrial software company, I ran marketing, operations and global sales: budget, agencies, campaigns, trade shows and a land-and-expand sales motion across three markets.
I know what clients think when the agency leaves the room.
Now
Founder, and AI every day
Co-founder and CMO of Nrolled, a Toronto hospitality workforce platform. I build with AI daily, from content to code, and write about it in AI Management.
AI does the heavy lifting. People make the calls.
How I lead
My teams know where they stand. I give feedback often, directly and with care, and people who reported to me say that is what they remember most.
On deals I use MEDDICC to judge account health, so forecasts are honest and effort goes where it can win.