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I create strategies for companies that want to transform their businesses through the power of branding. For over ten years I've partnered with big brands such as Google, Mercado Livre, Santander, Nubank, Heineken and Banco do Brasil. Currently, I'm a Director at FutureBrand (IPG/McCann Worldgroup) - one of the top global brand consulting firms - helping finance and tech brands work on their positioning, value proposition, brand architecture and more.
I'm an incurable optimist. I believe we can create positive impact through brands, and that's what keeps me motivated and passionate about my job.
Work is just a part of me, but most of who I am is within my work. I am looking forward to sharing more on that with you.
Problem solving, strategic thinking and creativity are the fundamentals of my work. But, I also nourish a set of skills that make it unique and exciting:
A central value of my work and relationships. Through dialogue, study and research, I burst out of my bubble and look at the world through the lens of others, be it customers or coworkers.
A broad and grounded notion of the world is one of the most powerful weapons a strategist can have. I make good use of it with an extensive collection and curation of references from around the world: trips, events, interesting links, daily news and various papers, knowing when and where to apply them in my routine. And books, loooots of books.
A good strategy is a well-told story. And the best stories are simple, true, engaging, and can be understood by everyone. From desk research to the next winning case, every job must tell a good strategic story: a clear path to action.
Mark Pollard says that "all insights are data-driven" and I associate this directly with my way of work. Data is key today, but added to a systemic, integrated vision and a hint of intuition it can be vital for long-term advantage.
Although I’m a professional with a lot of autonomy, my work is never completed without exchange and co-creation. I believe that the best way to create is to explore ideas individually, then collaborate with the best of all people involved in the project.
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