I had a very short-lived career as a reporter before being drawn to advertising due to a passion for culture, behavior, telling stories and explaining things. I started to run away from Journalism in my third year of college, working in ad agencies full-time since I was 21 (yes, I had a busy couple of years there).

My approach to Brand Strategy is powered by the keen observation of trends and the way conversations develop online, always striving for seamless ways to connect brands to culture. My background in Journalism has also made me particularly analytical and committed to well-done research. You can count on me to inspire creative teams with relevant insights as well as bring the necessary rigour and sensibility to brand strategies — I am a great bullshit detector.

I am also a nerd. If you like, you can read my graduate thesis on the usage of “cancellation” online dynamics to boost the audience of Brazil's biggest reality show here.

I speak fluent Portuguese and English, and can also understand and express myself comfortably in Spanish and French. In 2023, I also got a Creative Strategy diploma from Miami Ad School Europe. And oh, if you care (I do), I am a Libra sun, Aquarius moon and Pisces rising and will probably ask you for your big three when we first meet.