About me
A path
that is not linear.
And that is exactly what lets me see what others don't.
About me
And that is exactly what lets me see what others don't.
Where I come from
I was born in São Paulo and grew up, until I was fifteen, in a neighborhood full of artists: actors, writers, photographers, theater people. I took painting classes and I still love abstract art.
In Manaus I wanted to study film. The entrance exam was cancelled that year. Advertising came in through the audiovisual lab. Twin Peaks and David Lynch are still references: exploring the image without a ready-made explanation.
The path
I have worked since I was a young apprentice, still in high school. I was a social media manager when digital was still wild territory, interned at an agency in my second semester of college and worked as a filmmaker. That adds up to ten years in marketing and strategy. Since 2022 I have worked in a large global operation, across media, data, content, AI and people development.
Some experiences taught me, the hard way, what doesn't work for me. Today that became a filter: I choose who I work with.
The specialist is great at one thing. The strategist knows many, to connect the dots.
Understanding is the method, not the product.
Out of the backstage
Nobody really knew what I did or why. The decision to step out of the backstage is what gave rise to this work.
At the end of 2024 I started studying AI seriously, and today I train other people to use AI at work.
What I deliver is direction, security and confidence to decide.
My work
What I do is research: I investigate the business with academic rigor, read culture, people and operations, cross references and live the process from the inside. The diagnosis and the direction come out of that reading.
You execute. That is on purpose: if I execute, I stop seeing.
What I write about
At work and in life.
As a stance, even without a title.
Applied AI and the real work behind it.
With strategy.
I am not everyone, and everyone is not me.