Brand Strategy & Creative Direction
Building brands across Brazil, Mexico, and Europe. Currently based in São Paulo.
I started my career in love with fashion and obsessed with images. Did my Bachelor's at ESPM in São Paulo, with a specialization in art direction, had my first jobs inside the creative teams of major ad agencies like AlmapBBDO with Pepsico, Volkswagen and Havaianas. I thought I knew exactly what I wanted to be.
What I didn't see coming was how quickly I gravitated toward the decisions that happened before the image. The brief. The positioning. The question of why this campaign and not another one. I kept ending up in those conversations, even when my title said otherwise.
By the time I co-founded 3XT with journalist Letícia Santos, I was already functioning as a strategist inside a creative role. 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, but what I was actually doing was translating brand positioning into visual and narrative language for some of the most demanding clients in Brazilian fashion. That pattern kept repeating. At Harper's Bazaar Brasil, I was part of the founding team that built the visual identity of the Brazilian edition from scratch, working alongside editor-in-chief Ines Nespoli. At LatinUs Beauty in Mexico City, I was hired as Senior Art Director and ended up managing brand strategy, campaign planning, 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.
In parallel, I founded MANA, an ethical fashion brand that became a tool for activism and education. I developed and delivered tailor-made workshops and consultancy on sustainable design, trend forecasting and responsible consumption for institutions and organizations in Mexico. I also wrote for La Tempestad, one of Mexico's most respected cultural publications, and collaborated with Carla Fernandez, a designer whose work sits at the intersection of craft, culture and social responsibility. And through the Ethical Fashion Space, I engaged with a global conversation about what the fashion industry owes the people and ecosystems it touches.
None of these experiences were decorative. Each one built a different muscle: understanding audiences that are not like you, communicating across cultures, making a case for a brand idea with enough precision that other people will invest in it.
In 2025, I completed an MBA in Digital Transformation and AI at POLIMI Graduate School of Management in Milan, graduating as Cum Laude and honored as Valedictorian. That year confirmed what I had been doing intuitively for a long time: strategy is a discipline, and data and technology are tools to make it more precise, not replacements for cultural intelligence.
I am now based in São Paulo, focused on brand strategy, creative planning and marketing roles where the complexity is real and the stakes matter.