Design, Strategy &
The Evolution of Experience

My initial education was in Advertising and Publicity (technical), followed by a degree in Social Communication with a focus on Public Relations from PUC-RS, and later an MBA in Business Management from FGV.

The beginning of my career took place in traditional communication contexts, with a brief stint in the broadcasting industry, followed by a role in corporate communications within chemical industries, where I remained for about three years.

Joining the marketing department of a management systems company marked the beginning of a deeper transition. It was in this environment that a deliberate career change began: moving from a focus on communication and marketing to an increasingly technical area linked to product design, processes, and technology. This transition did not happen abruptly, but as a continuous process of relearning—methods, techniques, tools, and ways of working—over time.

Later, the experience at Gympass (now Wellhub) was the gateway into the Growth universe. Acting as the company's first Growth Designer, I found in Product Growth an axis that connected product, business, data, and communication, and I began to use this mindset as a guide for career decisions and professional performance.

Over the last two years, an interest in artificial intelligence has taken on a significant role. It is a field still in formation, and the focus has been on exploring practical applications, understanding how AI can integrate into work processes, design methods, and, in some cases, be thought of as a product. Whenever possible, this exploration happens not only in the final result but throughout the process itself—just like in this portfolio.