Brand Strategy & Creative Direction
Building brands across Brazil, Mexico, and Europe. Currently based in São Paulo.

I came into this industry through images. ESPM São Paulo, art direction, first jobs inside the creative teams of agencies like AlmapBBDO working on Pepsico, Volkswagen and Havaianas. I was young, passionate about fashion, and completely certain I was going to spend my career making beautiful things.

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What I didn't anticipate was how quickly the questions that mattered most to me were not about aesthetics. They were about why. Why this campaign and not another. Why this brand idea travels and the other one doesn't. Why a visual system holds in one context and falls apart in the next. I kept gravitating toward those conversations, kept ending up in rooms where strategy was being decided, even when my title said I was there to design.

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By the time I co-founded 3XT with journalist Letícia Santos, I had stopped pretending those two things were separate. We built an agency that worked with Vogue Brasil, GQ, Harper's Bazaar, Carmen Steffens, Dafiti, H.Stern, Reinaldo Lourenço, Gloria Coelho and São Paulo Fashion Week, among others. I directed the work. I also built the briefs, managed multicultural teams of photographers, stylists, producers and talent, negotiated with vendors, and made sure the business worked. Strategy and creativity were the same job, because they always are.

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That pattern repeated at Harper's Bazaar Brasil, where I was part of the founding team that built the visual identity of the Brazilian edition from scratch alongside editor-in-chief Ines Nespoli. And again at LatinUs Beauty in Mexico City, where a Senior Art Director role expanded within months into owning brand strategy, campaign planning, influencer and talent relationships, budget allocation and data analysis in direct contact with the founders. Three and a half years building a brand from the inside, for a market I had to learn to read culturally before I could communicate to it effectively.

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In parallel, I founded MANA, an ethical fashion brand that became a platform for activism and education. I developed and delivered tailor-made workshops on sustainable design, trend forecasting and responsible consumption for institutions across Mexico. I wrote for La Tempestad, one of Mexico's most respected cultural publications. I collaborated with Carla Fernandez, whose work sits at the intersection of indigenous Mexican craft traditions, contemporary fashion and social responsibility. Through the Ethical Fashion Space, I participated in a global network building a more accountable industry. I also worked in costume design for film projects during this period, which gave me a different way of thinking about how clothing builds character and communicates without words.

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None of these were detours. Each one added something the previous roles hadn't: a new audience to understand, a new kind of cultural translation, a new constraint to turn into a decision.

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In 2025, I completed an MBA in Digital Transformation and AI at POLIMI Graduate School of Management in Milan, graduating Cum Laude and honored as Valedictorian. That year formalized what I had been doing intuitively across two decades: strategy is a discipline with its own methods, and data and AI are tools to make those methods more precise, not replacements for judgment.

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My Clifton Strengths profile says: Strategic, Activator, Command, Self-Assurance, Adaptability. That sounds right to me. I move fast, I commit to positions, and I know how to bring people along.

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I am based in São Paulo, focused on brand strategy, creative planning and marketing projects where the complexity is real.