São Paulo, Brazil
My decade-long career began at 18 in B2B sales. After selling to hundreds of marketers, I joined their ranks. Later, through my day job and side projects, I gained experience across industries and marketing functions, sharpening my pi-shaped skill set. In 2021, I verticalized while remaining a full-stack go-to-market professional. Since then, my mission has been to help Bitcoin companies grow. I’ll play this infinite game until my last day of work.
Swan serves over 150,000 Americans. Scope & Impact: • Sent hundreds of one-time educational and promotional emails, resulting in millions of opens each month and hundreds of thousands of clicks overall. Sent dozens of push notifications, generating tens of thousands of unique visits to the mobile app monthly. Acquired nearly a thousand HNW MQLs. Implemented deep linking in emails, attributed via Adjust as the source of thousands of app installs and over a hundred thousand dollars in revenue. Revamped existing behavioral journeys and created new ones with dozens of additional touchpoints, driving hundreds of thousands of opens and thousands of clicks. Recreated transactional emails in Postmark and worked with PMs to develop dozens of new transactional touchpoints for newly launched features. • Managed a Marketo database with over half a million contacts. Implemented segment-based dynamic content for deeper personalization. Updated and maintained HTML templates. Developed automations to improve database hygiene, fix data discrepancies, increase inbox placement, and boost deliverability: email validation through ZeroBounce, custom deduplication logic using Marketo's REST API, suppression lists, sunset flows, and automated updates for specific user attributes. Integrated Marketo with Zapier, Eventbrite, Zoom, Survicate, Typeform, and TrustPilot. Created dashboards in PostHog, Salesforce, and Looker Studio, and analyzed data in QuickSight. • Created positioning, messaging, naming, and go-to-market collateral for an upcoming product. Helped define event taxonomy for RudderStack implementation. Co-hosted three webinars. Published three blog posts via DatoCMS. Designed sales collateral in Figma. Onboarded dozens of HNWIs to Swan Vault. Produced a video and a presentation for an in-person conference in California.
Synonym, a subsidiary of Tether, develops Bitkit and other open-source Bitcoin tools. Scope & Impact: • Created and carried out a publicity stunt that garnered hundreds of thousands of impressions across social media, thousands of comments, and ongoing organic mentions. Led rewarded UGC campaigns. Rebranded and repositioned a mobile wallet, redefining its identity and messaging. Rewrote website content and wireframed it from scratch. Launched the app from beta under the new brand. Defined the constellation of metrics. Tracked links with Dub. Set up Plausible for web analytics. Monitored KPIs from Google Play Console and App Store Connect in Looker Studio. • Sponsored and coordinated activations at BTC Prague, Plan B Forum, and Bitcoin Atlantis, drawing hundreds of booth visitors. Booked spokespeople for podcasts and events, including Bitcoin Amsterdam and Baltic Honeybadger. Ghostwrote the CEO's keynote speeches. • Created two PRDs incorporating growth loops into the app, and collaborated with engineers and designers during delivery. Built a 17-article help center on Chatwoot. Localized the app into over 10 languages by recruiting 45 volunteers via Transifex. Launched a product in partnership with Bitfinex, with joint PR coverage by niche outlets.
Aldrin was a leading DEX offering an order book, an AMM, staking, liquidity pools, and farms. At its peak, Aldrin reached a TVL of $149M across 252+ pools and $175M staked. It also built other products like Buzz (self-custodial mobile wallet), Clutchy (NFT marketplace), and OriginByte (web3 gaming). Alameda Research was a lead investor, and funding dried up after the FTX collapse. Scope & Impact: • Vetted, implemented, and operated CDP (Segment), MMP (Branch), product analytics software (Mixpanel), and lifecycle marketing platform (Customer io). Defined the event taxonomy, documented all 47 events and corresponding properties in a dictionary, and ensured proper instrumentation alongside the engineering team. • Launched Viral Loops pre-launch campaign. Hired two TikTokers to produce nine videos promoting the waitlist, resulting in 3,7M impressions and thousands of participants. • Conducted 19 moderated usability tests that informed refinements on the home, buying, and requesting screens. Researched tokenized collectibles and RWAs to shape a new feature.
Bitso is the largest crypto exchange in Latin America. Scope & Impact: • Launched Earnings, activating over 350K users across Mexico, Argentina and Brazil, and reaching seven-figure AUM within two weeks. Developed positioning and messaging based on Kantar insights, with legal and compliance approval. Created the product page on Contentful. Coordinated GTM efforts including TV and OOH campaigns and the post-launch plan with cross-functional stakeholders and a marketing team of over 30 members. • Launched the Card waitlist, which overloaded servers with more than 300 signups per minute at launch, attracted over 108K subscribers, and gained organic coverage from major Mexican outlets like El Economista, Milenio, and Heraldo Binario. Mapped the engagement journey through the hard launch. Managed UX writing for the in-app fake door. Researched more than eight competitors to de-risk the go-to-market strategy. Collaborated with creative teams on card and packaging design. Developed copy for the Unbounce landing page and set up Kickoff Labs and Zapier integrations. Created and sent one-time emails via Ortto. • Started as a Marketing Specialist before being promoted to PMM. Sponsored one podcast, two YouTubers, and 14 Instagram influencers posting over 500 sponsored pieces, resulting in over five million impressions. Onboarded four celebrities with a combined following of 32M. Signed exclusivity deals with Brazil's top two Bitcoin KOLs. Managed two agencies and a low-to-mid six-figure USD budget. • Assisted in designing and executing a campaign that acquired 36,8K users during a football match. Led three hosts producing 73 YouTube videos, 45 live streams, eight Twitter Spaces, and four podcast episodes, attracting 50K+ views. Analyzed results with Agorapulse, AppsFlyer, Amplitude, and Looker. Partnered with an online university to launch its first blockchain course for 3,5K students. Conducted the end-to-end recruitment process to hire one team member.