I grew up in Capão Redondo, on the southern edge of São Paulo. People who know the city know what that means. People who don't: it's the kind of place that teaches you to read a room before you walk into it.

I've spent 13+ years working at the intersection of culture, strategy, and commercial growth. I started in agencies such as Publicis, Africa, Y&R, where I learned that a brand with no clear role in someone's life is just background noise.

At Ambev, I ran brand and innovation for Brahma. The portfolio work and architecture were the visible part. The harder part was getting the company to operate with effectiveness as a default: decision processes and the boring stuff that makes good marketing repeatable. Some of it got recognized at Effie LATAM and WARC Effective 100. What matters more to me is that the way of working stuck after I left.

At Natura &Co, I was part of Avon's rebranding: bringing the brand back to what it has always been, a vanguard brand for women, a femtech. Then came the rollout across every touchpoint, from communication and product to the brochure. Today I'm responsible for brand and communication for Natura's fragrances.

I hold the IPA Global Foundation Certificate and the IPA Advanced Certificate in Effectiveness, and I'm on my way to becoming an Accredited Member of the IPA (MIPA).

I also co-founded Crias do Plan, which prepares talent from Brazil's peripheries and LGBTQIA+ communities for careers in strategic planning. Not a side project. The point.