Spearheaded the development of a comprehensive data lake at Vibra Digital, aggregating data from diverse digital channels, including social media, website, app, marketplace, and chatbots. Took the helm of an AI project, generously funded by the Google News Initiative, focused on predictive modeling for YouTube monetization. Pioneered the Sinapse project, evolving into Vibra's strategic data cornerstone. Orchestrated the internalization of our data lake, assembling proficient technical teams encompassing both engineering and data science expertise. Seamlessly integrated data streams from finance, sales, and planning departments into the data lake, fostering a holistic data ecosystem. Facilitated data consumption through intuitive dashboards, supplying actionable insights crucial for informed decision-making. Successfully cultivated a monetizable audience within our proprietary domains. Achieved compliance with the Brazilian data protection law, LGPD, by establishing a robust and secure data infrastructure. Innovatively crafted user profiles and clusters to gain profound insights into behaviors, preferences, and habits. Harnessed the power of artificial intelligence to deliver tailored content and products, enhancing engagement with our audience.

CUBOCC | Mar 2017 - Mar 2021

Data Manager

Joined CuboCC in 2017 as a lead data scientist, spearheading data-driven initiatives from the outset. Orchestrated a year-long collaboration with C&A to gauge physical store financial outcomes, leveraging digital and out-of-home advertising for precise measurement. Engineered cutting-edge algorithms to fuel media analysis and enhance performance forecasting. Cultivated a productive partnership with Facebook, leading to a noteworthy joint case study. Orchestrated extensive experiments across six cities, scrutinizing the effects of geographically targeted media on customer footfall and purchase value, with a particular focus on the jeans section. Assumed leadership of the Analytics and Business Intelligence team within the agency, consolidating my role as a strategic data influencer. Collaborated with a diverse array of esteemed clients, including Spotify (Latam), Audi, Directv Go, Grupo Big (Sam's Club & Maxxi), O Boticário, and Continental, to name a few. Played an integral role in pivotal projects such as CRM implementation for Audi, the successful relaunch of Directv Go, and the seamless global data integration for Converse, spanning 35 countries.

FGV Brazil | Jan 2016 - Dec 2018

Associate Teacher

Digital Marketing teacher, focused on Monitoring and Analysis of Social Media.

B2W Digital | Apr 2014 - Apr 2017

Business Intelligence SR

In 2014, I catalyzed a groundbreaking initiative within the Innovation and IT department at Lojas Americanas. The project's primary objective revolved around the development of a dynamic tracking dashboard, designed to meticulously monitor evolving trends and consumer interests spanning the entire landscape of Brazil. To curate this wealth of information, we harnessed data sources from social media platforms and digital customer support channels, extracting invaluable insights. As time progressed, we seamlessly integrated data from these social media sources with OLAP databases enriched with store-specific product information. This integration empowered us to delve into and decipher regional purchasing behaviors with precision. The dashboard, fueled by insights drawn from this amalgamation of data, played a pivotal role in shaping purchasing strategies and steering the expansion of new stores. The project's meticulous analysis uncovered specific opportunities and threats unique to various regions, fundamentally influencing the company's strategic decision-making processes.

Freelancer | Jan 2004 - Present

Freelancer & Consulting

Consultant for digital communication projects (brand, media and advertising performance), data analysis (social networks, influence, content), sports analysis, electoral campaign analysis, growth marketing, CRM.

My Education

Take a look at my formal education

Bachelor's degree, Data ScienceUniversidade Federal de Mato Grosso do Sul | 2026

Executive MBA, Data Science e AnalyticsMBA USP/Esalq | 2024

Executive MBA, Operations ResearchBusiness School Brasil - BSBr | 2024

Bachelor's degree, Communication and Media StudiesIESB | 2008

Bachelor's degree, Business Administration and Management, GeneralUniversidade Federal do Tocantins | 2005

About Me

With over 13 years of data project experience, including 9 years leading and managing data teams, I am passionate about the power of data solutions. My journey includes leading teams and projects focused on business growth.

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