About
I help Marketing and Growth teams scale MarTech ecosystems across data collection, activation, and measurement. Over the past 10 years, I've built technology setups that actually work for teams in Brazil, LATAM, the US, and Portugal.
I set up Centers of Excellence and design complex customer data platforms (CDPs) without overcomplicating the process. My goal is to get Engineering, Marketing, and Analytics speaking the exact same language. When cross-functional teams align, the business grows. I rely on practical advanced analytics, conversion rate optimization (CRO), and solid attribution models. This approach keeps customer acquisition costs (CAC) down and makes sure the enterprise tech stack actually serves the business.
Good tech is useless without a strong team behind it. I use structured 1:1s and individual development plans to build autonomous, confident teams. People simply do their best work when they feel supported and know what is expected.
Experience
2026 — Present Martech Stack Architect & DXP Manager · Netbiis Consulting
São Paulo, Brazil
- Directed the Martech Center of Excellence for Adobe Experience Cloud.
- I cleaned up contracts and cut out vendor overpayments to keep our licensing costs lean.
- Managed Adobe Campaign operations across LATAM and the USA for a major tech retailer. We deployed automations that dropped the refractive index of email campaigns by 35% YoY.
- Set up server-side tracking using Facebook CAPI and Adobe CDP for Brazil's largest educational institution. This cut CPA by 19% and bumped purchase conversions by 21%.
- Ran a health check on Adobe Real-Time CDP, hitting a 75% known-profile identification rate. I also built a centralized Audience Library to secure and simplify operations across CRM and ad channels.
- Co-designed an Agile delivery framework that our Project Managers, POs, and Tech teams actually use daily. I apply models like North Star and SIPOC to keep technical work tied strictly to real business goals.
- Adobe Real-Time CDP
- Adobe Campaign
- Meta CAPI
- Server-Side Tracking
- Audience Library
- Agile
2023 — 2026 Martech Manager (Application, Measurement, and Delivery) · KORO United Creators
São Paulo, Brazil
- Mapped out complex Martech and Adtech setups for enterprise clients to spot gaps and solve problems. I use design thinking to figure out exactly what needs building.
- Switched Brazil's largest Telco to a new digital operating model. Using Facebook CAPI via Adobe CDP, we cut CPA by 31% and raised purchase conversions by 19%. Created suppression audiences that dropped CPA by another 24%, and added Google VBB to push digital ad conversions up by 11%.
- Built RFV audience models in Adobe CDP for a major apparel brand. Average Order Value went up 38% without sending more emails, and smart audience suppression cut CPA by 29%.
- Led CRO consulting for a massive Brazilian education group. We ran A/B tests that increased debt negotiation conversions by 10%.
- Enhanced top-of-mind brand presence for a major financial institution. I deployed the ABCD framework for YouTube awareness campaigns to keep creative and technical standards high.
- Designed full-stack marketing infrastructures completely from scratch. This covered everything from apps and CDPs to resilient server-side data flows.
- Adobe CDP
- Meta CAPI
- Google VBB
- Server-Side Tracking
- CRO
- A/B Testing
- RFV Modeling
2021 — 2023 MarTech Analyst · Creditas Financial Solutions
São Paulo, Brazil
- Built automated data pipelines in Google Cloud Platform using Cloud Functions and BigQuery. I also deployed server-side integrations like Meta CAPI via App Engine.
- Led the Segment CDP integration. I took it from the initial architecture plan straight through to full operational scale.
- Managed the massive shift from Google Analytics Universal to GA4. We set up clear governance frameworks to keep everything fully LGPD compliant.
- GA4
- BigQuery
- Google Cloud
- Cloud Functions
- App Engine
- Segment
- Meta CAPI
2020 — 2021 Front-End Developer and SEO Analyst · BovControl
São Paulo, Brazil
- Built scalable front-end apps with React.js and Gatsby. I stuck to S.O.L.I.D. principles to keep performance fast and AWS API connections smooth.
- Ran end-to-end testing with Cypress.io to catch bugs before they shipped.
- Created tracking proofs of concept in React.js and React Native. This allowed us to get GA4 working perfectly.
- Plugged GA4 data into Looker and Google Data Studio to build cleaner executive reporting systems.
- Took over the SEO strategy. We launched web features strictly following Google and Bing rules to get more organic eyes on the site.
- Stepped up as a Scrum Leader. I ran the sprints, daily standups, and Jira backlogs to keep project delivery moving fast.
- React
- Gatsby
- React Native
- Cypress
- AWS
- GA4
- Looker
- SEO
2018 — 2021 Front-End Developer and SEO Analyst · Grupo Salvador Caetano – Toyota Portugal
Porto, Portugal
- Coded responsive web interfaces using HTML5, CSS3, and JavaScript. Everything had to match Toyota, Lexus, and Honda's strict global brand guidelines.
- Hooked up front-end frameworks to backend Java and SQL Server environments to support enterprise data workflows.
- Built API connections that sent Meta ad leads straight into the enterprise CRM system.
- Drove the SEO strategy for Toyota's Used Cars platform. Technical audits and keyword tweaks brought in significantly more organic traffic.
- JavaScript
- HTML & CSS
- Java
- SQL Server
- SEO
2015 — 2020 Social Media Manager, Inbound Advertising & Front-End Developer · MiMoBR
São Paulo, Brazil
- Built mobile-first web apps using a stack of React, Angular 8, Java Spring Boot, and PHP7.
- Managed SEO updates and structural audits to climb the search rankings quickly.
- Ran Paid Media campaigns on Google and Facebook Ads to hit precise business targets.
- Managed the brand's social media across LinkedIn, YouTube, Instagram, and more to grow the audience.
- Set up the tracking and rules for Google Analytics, GTM, and Facebook Business Manager.
- React
- Angular
- Spring Boot
- PHP
- Google Ads
- Meta Ads
- SEO
2012 — 2016 Key Account & New Business · Digital Textil Digital Press
São Paulo, Brazil
- Chased new business focused on franchise and retail networks. Sales jumped 35% and we brought in 18% more new customers while I was there.
- Planned visual communication setups for large venues like malls and convention centers.
- Pitched customized corporate presentations to bring strategic B2B clients on board faster.
2009 — 2012 Sales and Logistics Manager · Utumar Distribution Beverages & Foods
Santos, Brazil
- Grew the distribution network massively. We expanded from 250 delivery points to 1,350.
- Managed a catalog of over 1,000 items, dealing with major brands like Red Bull, Diageo, and Danone.
- Won the Golden Bull award as Red Bull's Best Distributor for the São Paulo Coast in 2012. This was a direct result of our focus on fast delivery and high-quality client service.
- Rolled out automation, CRM, and ERP systems. This helped us scale sales from 270k to 750k and jump from 200 to 1,010 customers in just a single month.
Tools
Extract Text from Picture
Read printed English or Portuguese text from a picture, then copy or download the result. OCR runs in your browser, so your image stays on your device.
- OCR
- Image to text
- Runs in your browser
Text to Markdown Converter
Turn plain text, a web page, a Word document or a PDF into clean Markdown, with headings, lists, links and tables in place. Runs entirely in your browser.
- Markdown
- Word
Table to Markdown Converter
Paste cells from Excel, Google Sheets or a web page, or open a CSV or Excel file, and get a clean Markdown table. Runs entirely in your browser.
- Markdown
- CSV
- Excel
MIXIO Receipt Analyzer
Upload a photo of a supermarket receipt and see your spending split into categories like dairy, fish and meat, and bakery, with totals and percentages. Powered by Google Gemini.
- AI
- Google Gemini
- Receipts
Markdown to PDF Converter
Turn a Markdown (.md) document into a print-ready A4 PDF with tables, code blocks and headings intact. Runs entirely in your browser, so your file is never uploaded.
- Markdown
- Runs in your browser
Contact
Let's make your data work for you.
Planning a new MarTech stack, cleaning up your analytics, or just want to swap ideas? I'm always happy to talk.
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