My work is to turn customer evidence, market insights, data information, and even vague ideas, into a concrete value proposition and solid business model.



I've led multi-disciplinary teams as well as managed projects and products for wide range of digital business types. Here you'll see some techniques, methods, and tools that I've implemented. Besides that, you will to know some soft skills I've acquired along the last years.



Customer Behavior Analysis & Journey Mapping

Customers behave in many, many ways. A product team needs to be aware of the importance to build a real relationship with customers, and at the same time to understand their different behaviors patterns, aiming to develop meaningful value propositions.

I've conducted customer researches for understanding their behavior patterns using methods like interviews, shadowing, customer journey mapping as well as digital tools since heat mapping, A/B tests, tag tracked links, conversion funnel tracking, to chatbots, and NPS.

How I develop this:

Some companies that I implemented this:

One of the biggest media holdings in LatAm with 28 million readers of your magazines.
Auto batteries market leader in South America, with 40% of market share in Brazil.
Largest financial conglomerate in the Southern Hemisphere, with $42.7 billion in revenue.
Second largest shopping mall owner, and manager in Brazil, with 40 malls.
Largest manufacturer of sanitary wares and fixtures in South America with 7 factories in Brazil.
Institution that advises, train and empower +40 million of micro business/year.

Rapid Prototyping Test & Validation

To develop relevant businesses a manager needs to learn fast the best performance conditions, the risk variables, and mainly expect how customers will behave when they faced the product for the first time. This is why business experiments through prototypes are fundamental, although it needs to be cheap and "bureaucraticless".

Can you imagine doctors prototyping electronic medical record screens or journalists testing a news app outside the building? I've helped organizations to design products and services experiments that validate business hypotheses through prototypes. In this way, we defined and measured key validation metrics, as well as caught feedback from real customers, which is crucial. Below, a representation of how I've made this:

How I develop this:

Some companies that I implemented this:

One of the largest private hospital group in LatAm, treating 1.9 million patients/year.
Brazil's main politics magazine, with 6.7 million readers and 24 million UV (unique visitors) on website.
Institution that advises, train and empower +40 million of micro business/year.
Largest manufacturer of sanitary wares and fixtures in South America with 7 factories in Brazil.
Auto batteries market leader in South America, with 40% of market share in Brazil.
Second largest shopping mall owner, and manager in Brazil, with 40 malls.

Strategy and Digital Business Design

An organization, big or small, who wants to move fast will need to deliver better value for customers than competitors, and at the same time make sure to build a consistent financial pathway. This a simple strategic formula, but fundamental for any business amplifies your impact. Balancing that equation, designing strategies and business are what I've made in the last 10 years.

I've designed strategies for healthcare, retail, media, agribusiness and government industries based on a discovery-driven planning approach. The way I've been doing this goes from customers' behavior mapping, opportunities identification/prioritization to prototyping validation, feasibility study, strategy design, and business model rollout.

How I develop this:

Some companies that I implemented this:

One of the largest auto manufacturers of the world, with €110.41 billion in revenue.
Largest financial conglomerate in the Southern Hemisphere, with $42.7 billion in revenue.
Largest manufacturer of sanitary wares and fixtures in South America with 7 factories in Brazil.
Institution that advises, train and empower +40 million of micro business/year.
Auto batteries market leader in South America, with 40% of market share in Brazil.
Second largest shopping mall owner, and manager in Brazil, with 40 malls.



Do you have a digital business challenge? Let's talk about it.



Go To Market Roadmapping Design

Launch a product or a new feature isn't a radical turning point. This is a process where the product manager releases gradually the product or feature in the market making sure that the main metrics are being monitored, as well as customer feedbacks are being caught, operations process gaining maturity, logistics fluency decreasing mistakes, and the technology performance getting better. Step by step the product matures and that process permits the team to learning, and accelerate.

Launch and operation roadmap planning is crucial for business success. I've planed a wide range of different types of roadmaps for products and services. In the same way, I've implemented some of those plans and led teams through hard work to maintain products evolving.

Some companies that I implemented this:

One of the largest auto manufacturers of the world, with €110.41 billion in revenue.
Largest manufacturer of sanitary wares and fixtures in South America with 7 factories in Brazil.
Largest drugstore company in LatAm with 1.900 own stores and net revenue of $5 billions.
Institution that advises, train and empower +40 million of micro business/year.
Second largest shopping mall owner, and manager in Brazil, with 40 malls.
Auto batteries market leader in South America, with 40% of market share in Brazil.

Agile Teams Building & Evolution

Having worked with teams of many sizes, characteristics, culture, levels of experience, and knowledge, I've learned that confident teams where the members trust in one another are the most important wealth an organization can have, and it is impossible to thrive without a well-adjusted time.

I've led teams of product, UX, engineers, and designers professionals to develop new digital products and services based on an innovation mindset. In addition, I've trained teams in different business environments, fostering and developing an agile way of work.

How I develop this:

Some companies that I implemented this:

Largest drugstore company in LatAm with 1.900 own stores and net revenue of $5 billions.
Consulting company of the biggest Brazilians farms. Has trained +15,000 professionals in agribusiness.
Auto batteries market leader in South America, with 40% of market share in Brazil.
Institution that advises, train and empower +40 million of micro business/year.
One of the innovation consulting company pioneers in Brazil disclosed in the country the design thinking as a mindset.
One of the largest private hospital group in LatAm, treating 1.9 million patients/year.

Client Facing & Storytelling Training

At the end of the day, it's all about people. No matter if a team is big or small, newcomer or experienced, one thing every team has in common is the need to acquire knowledge and evolve. Teams that don't evolve tend to become heavy, slow and change-resistant.

I've had the privilege to share with a bunch of professionals the knowledge and experience that I've collected throughout the years. Whether through online courses, speaking at events or teaching in classrooms, I consider contributing to the growth of new leaders one of my main missions. It fills me a lot!

Some companies that I implemented this:

Private and nonprofit Brazilian university established 60 years ago. Today with 64,000 students.
Largest drugstore company in LatAm with 1.900 own stores and net revenue of $5 billions.
Largest manufacturer of sanitary wares and fixtures in South America with 7 factories in Brazil.
Institution that advises, train and empower +40 million of micro business/year.
Consulting company of the biggest Brazilians farms. Has trained +15,000 professionals in agribusiness.
Auto batteries market leader in South America, with 40% of market share in Brazil.