About Me
I didn't plan to end up here. But I'm glad I did.
It started with proofreading.
Fresh out of university in São Paulo, I got my foot in the door at Wunderman as a copy reviewer — someone with a sharper eye than average and a quiet obsession with how words fit together. What I didn't realize then was that I wasn't just checking grammar. I was studying the architecture of persuasion.
From there, things moved fast and rarely in straight lines. A scholarship took me to Chile for six months. I came back and curated travel content at Inesplorato. Then came a role at Spark44 — Jaguar Land Rover's global agency — where I joined as Social Media and stayed long enough to become the agency's sole senior copywriter in Brazil.
I became the only copywriter in the agency not by design, but by staying curious long enough that the role shaped itself around me."
I led 360° campaigns across automotive, adapting brand voice for Brazil, Colombia, and Mexico.
After that: PicPay, one of Brazil's largest fintechs, where I learned to write at scale — hundreds of performance pieces, CRM flows, UX microcopy — and discovered that small words carry serious weight.
"Whether it's a R$500k car launch or a 500-piece CRM campaign, I give everything the same obsessive care. A coordinator once told me that was my greatest quality. I think it's just how I'm wired."
Then a Master's in Digital Marketing and eCommerce at the University of Barcelona, followed by a stint training large language models at TransPerfect, which taught me how AI thinks and, more importantly, where it still needs a human.
Today I'm in Madrid, channeling all of it into Creative Content Strategy — the space where brand thinking meets conversion, and where good storytelling actually moves numbers.
"Jorge Luis Borges taught me to look at familiar things from unpopular angles. That habit, more than any brief or framework, is what shapes how I think about strategy."
I read Borges for perspective, study chess for patience, and believe the best briefs are the ones that scare you a little.