Brazil
Blending research, data, tech, and human behavior to shape smarter strategies. I solve business problems by designing research and analytics strategies that turn complexity into actionable solutions. With 12 years of experience in consumer insights, market research, and advanced analytics, I specialize in consumption tracking, ad hoc research, segmentation, and competitive analysis. I create actionable and scalable frameworks that support both global companies seeking consolidation and early-stage firms driving growth. I believe that understanding the consumer is the foundation of successful market and brand strategy. Rather than relying on assumptions, I thrive on proving with data, storytelling, and evidence-based insights.
The McDonald's Division | LATAM & MEA
Enabling world-lead companies to excel through data science and consumer research. Leading market research, consumer insights, and analytics projects for global clients, with a strong focus on consumption and brand tracking, ad hoc research, segmentation, and competitive strategy. Experienced in advanced analytics, AI-driven insights, and data visualization (Power BI, Presentations) to translate complex datasets into strategic guidance for senior leadership.
Developed a customer-centric acquisition strategy grounded in market research, digital analytics, and segmentation, reducing CAC and driving rapid growth. Leveraged consumption tracking, competitive intelligence, and customer insights to optimize and influence on marketing and product strategies.
Led consumer research and product testing initiatives across Latin America, combining quantitative and qualitative research to support product innovation, fragrance research, and competitive analysis. Partnered with global R&I teams to improve methodologies, consumption tracking, product evaluation and advanced analytics frameworks.
Built and launched the company’s first data product by transforming over 10M georeferenced receipts into retail intelligence and consumption tracking insights. Developed Power BI dashboards and advanced analytics to deliver competitive market overviews and shopper behavior analysis. Enhanced go-to-market strategies for global clients such as Coca-Cola, while leading teams in data storytelling, competitive intelligence, and retail metrics.