12+ years in consumer brand & creative ops → product marketing. Positioning, launch, and GTM execution.

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

Brazil has millions of small businesses, many of them unbanked or underbanked, running commerce through personal channels with no formal storefront. The hypothesis: sell these businesses on Click-to-WhatsApp ads as the way to bring customers in, positioned around a single idea, "WhatsApp é muito mais negócio", WhatsApp as the one place to run the whole business. But that promise only fully lands once the business downloads WhatsApp Business, the free app that turns a chat thread into a store. Success was tracked through adoption of that loop: ad-driven traffic converting into app downloads and active business use, the same mechanism the campaign was selling.

Strategic Judgment

As the Creative Program Manager, I held the narrative thread across the full program, surfacing the calls on timing, messaging viability, and channel alignment that leadership needed to protect the positioning from execution drift.

Course correction. Identified that the top-of-funnel messaging didn't match the real pain points of SMBs and Enterprises, and advocated for pausing execution until it did. Leadership made the call to pause based on that read.

Judgment under disagreement. Flagged early that a bot campaign featuring celebrities wouldn't sustain ROI, and pushed for a different direction while still executing it in good faith at my team's request. The concept was dropped when market timing and technology evolution confirmed exactly that read, redirecting the program toward a purely AI-focused approach.

Execution & Orchestration

Cross-functional leadership. Worked directly with creative directors, consumer marketing, and an external creative agency to shape the work, then validated direction with business stakeholders across SMB and Enterprise, leadership, and other PMMs and marketing managers, 15+ stakeholders in total 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.

Closing the attribution gap. WhatsApp conversations happen outside Meta Ads Manager's default trackable environment. Closing that loop, connecting an ad to a download to an active conversation, required integrating tracking through the Business API and CRM events, so the program could prove which creative and channel actually drove the result, not just clicks.

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

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. The creative team's call: instead of leading with what Meta AI could do, lead with what it could make happen. Positioning: Meta AI is not the sponsor. It is the tool behind the culture. Turning the act of cheering into a giant prompt, 78,000 fans at Maracanã executing an idea that AI helped generate. I validated the direction before it ran, then owned the cross-functional execution, Brand, Product, Legal, and Partners, that got 8 vendors aligned to make it happen inside a non-negotiable deadline.

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: Zerezes GTM & Brand Operations · Role: Marketing Projects & Operations Coordinator · Impact: R$55M to R$60M+ Revenue, 13 to 26 Stores in 18 months

The Challenge

I joined Zerezes during an aggressive growth phase: the brand was expanding into new regions of Brazil, going from 13 to 26 stores. The challenge wasn't discovering whether the product worked, it already had traction. It was coordinating a constant, cross-functional cadence of launches, across very different categories, inside a model that was scaling fast.

What I Coordinated

Across those months I coordinated launches that ran through the year, not one campaign: seasonal collections, line extensions and new formats (new sizes, the Sport line, and other product tests that scaled), the loyalty program, and ABC Zê, the brand's donation pillar. Different categories, same underlying job: take a value proposition that was already validated, by product, by sales, by the business itself, and translate it into a market-ready narrative and a workable operational plan, as coordinator, without holding the PMM title.

Execution

The clearest example: new sizes for the brand's classic frames. Product had been gathering scattered signal since 2023, sales feedback, customer requests, that the hypothesis was real. What was missing was making it viable and legible enough to launch: new SKU structure, naming, in-store marking, and both internal and customer-facing education, on a reduced budget. It wasn't a campaign, it was a system change: coordinating the dependencies across product, retail ops, and sales to get it live. It launched in 2025 and became a permanent part of the size offering.

Zerezes Sport, the brand's first sports eyewear line, launched in 2025: three models built for running and cycling, each named after a distance icon, with photochromic lenses and a performance-first design departure from the brand's usual runway-facing look. I coordinated its go-to-market and positioning the same way I did with the new sizes: turning a product bet into a market-ready launch and aligning the teams needed to get it there. It didn't stop at launch: a collaboration with Strava followed months later, expanding the test into an ongoing line instead of a one-off drop.

GTM execution · Brand partnerships · Cross-functional alignment across product, tech, and sales · 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