I’m an Associate Strategy Director working and living in Amsterdam.
Since 2018, I’ve been dedicated to turning insights into actionable, culturally relevant strategies for brands such as Stella Artois, Mercado Libre, C&A, Popeyes and Rimowa, collaborating with Europe, Latam and US-based teams on local, regional and global work. I have a lot of heart for purposeful campaigns, clever puns, fan culture, well-crafted decks and indie rock.
the story so far
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the story so far 〰️
GUT Amsterdam
At the end of 2024, I moved to Amsterdam to join one of our newest GUT offices as the second strategist in our team. Aside from developing campaigns for established clients such as Stella Artois and Foodora, I contributed to winning both long-term clients (Rimowa) and standalone project pitches (Netflix, Pinterest, Sani), leading the work that followed in both cases. In January 2026, I was promoted to Associate Strategy Director.
2024 - current
GUT Miami
From mid 2022 to mid 2024, I worked remotely with Global and US teams on the creative strategy for brands such as Stella Artois, Welch's Fruit Snacks, NotCo and Vital Farms. I was promoted to Senior Strategist in July 2023.
Over the course of my two years working for Miami, I became very active in New Business pitches, contributing significantly to the thinking that led to gains such as Welch's Fruit Snacks and Progressive Insurance.
2022 - 2024
GUT São Paulo
I joined GUT as a Content Strategist and, overtime, made a much anticipated transition to brand work under the leadership of other brilliant Strategists.
In my first year as Content Strategist, I was instrumental in the making of the Grand Prix winner digital Pride campaign for Mercado Libre, Feed Parade (2020).
As a Brand Strategist, I was the one responsible for the Effie-winning launch campaign for Popeyes’s The Sandwich in Brazil, unlocking the insight that led us to harness the power of the brand's niche fandom in the country. I also contributed with both Brand and Content strategy for Cannes Lion and Effie-winning projects such as Mercado Libre's New Iconic Kisses (2021) and Files of Freedom (2022).
2020 - 2022
Wieden + Kennedy SP
At Wieden + Kennedy's São Paulo office, I was part of a small team of 2 researchers responsible for manually selecting culturally-relevant Facebook Groups for Meta's 2019 Groups campaign. Across 3 months, we sped through a painstaking selection and trial process with multiple touchpoints, leading to award-winning creative executions.
I also worked as Social Media Strategist for major retail chain C&A, being responsible for the establishment of their new brand platform, Muito Eu, as well as the social strategy, creative briefings and social media management for their multiple digital campaigns.
2019 - 2020
Tribal Worldwide
In my very first role in the advertising industry, I worked for Natura, one of Brazil's biggest beauty brands. As a Social Media Analyst in a very small team, I had a hybrid role of Content Strategist, Copywriter and Content Producer, being present in the making of the brand's social media content from planning (to writing, and capturing, and briefing Creative Directors…) to posting.
2018 - 2019