Product Marketing & GTM. I connect product strategy to market reality and make it move.

Project: Meta AI × Flamengo, The Prompted Flag · Role: Program Manager, CreativeX · Meta · Launch Strategy · Impact: +5.3% DAU Growth (National Record), 27x PR Return

The Gap

Brazil. Meta AI launch. Early-stage product. The challenge: drive meaningful adoption and word-of-mouth through community-driven activation, inside non-negotiable deadlines tied to the football calendar.

The Shift

The gaps were the gaps. So instead of leading with what Meta AI could do, we led with what it could make happen. Positioning: Meta AI is not the sponsor. It is the tool behind the culture. The call was to turn the act of cheering into a giant prompt. 78,000 fans at Maracanã executing an idea that AI helped generate.

The Proof

Globo (Brazil's largest broadcaster) aired the moment for 1.5 minutes on national TV as organic content, without flagging it as a Meta campaign. Earned media doing the work of paid media. The launch drove +5.3% DAU growth in Brazil, an all-time high for Meta AI in the country, and a 27x return on PR.

Launch strategy and execution for Meta AI in Brazil · Cross-functional ownership across Brand, Product, Legal, Partners · 8 vendors · End-to-end project lead

Project: WhatsApp B2B2C GTM Strategy · Role: Program Manager, CreativeX · Meta · Creative Strategy Lead · Impact: +53% YoY in a key revenue metric, Global Internal Benchmark

The Challenge

Lead the creative strategy and top-of-funnel campaigns for the first B2B2C go-to-market for WhatsApp in Brazil, working in collaboration with PMMs, consumer marketing, business marketing, and sales under a unified GTM program. The core challenge: build a "Golden Thread" that kept the narrative intact from top of funnel down to final conversion through strategic partners.

Strategic Decision-Making

As the Creative Program Manager, I held the narrative thread across the full program, making calls on timing, messaging viability, and channel alignment that protected the positioning from execution drift.

Course correction. Paused execution timelines so the top-of-funnel positioning could align with market reality and the real pain points of SMBs and Enterprises.

Viability filter, AI-driven pivot. Led the exploration of a bot featuring celebrities, then recommended redirecting resources when market timing and technology evolution required a purely AI-focused approach to protect ROI.

Execution & Orchestration

Cross-functional leadership. Aligned 15+ stakeholders across CreativeX, Marketing, Product, Media, Brand, Legal and Sales under a single GTM strategy.

Multichannel synergy. Coordinated launch across TV, owned channels (IG/FB) and external platforms (Google, LinkedIn, TikTok and YouTube), so the value proposition did not dilute between channels.

Scalability. Built playbooks and narratives that turned a 3-year program into a global efficiency benchmark in just 6 months.

GTM execution · Cross-functional alignment across CreativeX, Marketing, Product, Media, Brand, Legal & Sales · 5 to 6 strategic business partners · 15+ internal stakeholders

Project: Zerezes GTM & Brand Operations · Role: Marketing Projects & Operations Coordinator · Impact: R$55M to R$60M+ Revenue, 14 to 26 Stores in 18 months

The Challenge

Zerezes was an eyewear brand in aggressive growth mode, opening stores across Brazil and running B2C and brand partnership tracks simultaneously. Marketing initiatives were growing faster than the infrastructure to support them. Launches ran without a consistent framework, and brand work was often disconnected from product decisions.

What I Built

I designed the marketing infrastructure from zero: positioning frameworks, launch playbooks, and cross-functional workflows that made each new collection and activation faster and more consistent than the last. Over 18 months, every brand initiative passed through me, from briefing to delivery.

Execution

Orchestrated go-to-market across 10 collections and 20+ brand activations. Aligned creative, product, and commercial teams around each launch, from seasonal drops to special collaborations with major Brazilian fashion brands.

GTM execution · Brand partnerships · Cross-functional alignment across creative, product, and commercial teams · B2C direct + brand partnerships

For ten years, I built and ran a jewelry brand. I was the founder, creative director, operations, marketing, salesperson. Most of that time, alone.

The challenge was growing without paid media. Each drop had to find its audience organically. Each returning customer came back because the brand delivered on a real promise. I tested messages on Instagram before brands had a playbook for it, ran win-loss on customers who didn't return, killed pieces that didn't sell, repriced until they moved.

A good part of the PMM framework I use today came from there: how customers actually decide, how a brand survives without budget, how operations break, and how to fix them while delivering the next launch on time.

End-to-end ownership: product, brand, ops, GTM · Continuous catalog model · Organic customer acquisition · Lived the rise of Brazilian e-commerce and Instagram commerce