São Paulo, São Paulo, Brazil
Entertainment executive with 20+ years leading artist development, marketing, touring, and international expansion strategies across Brazil, the U.S., and Latin America. I’ve held strategic roles at Universal Music, Warner Music, AEG, Believe, Audiomix, and currently serve as Vice President, Global Music at 30e. I’ve led high-impact campaigns and live events for global artists including The Rolling Stones, System of a Down, Shawn Mendes, Enrique Iglesias, Alok, IZA, Pedro Sampaio, Wisin & Yandel, Pitbull, and Ricky Martin—spanning digital marketing, concert promotion, sponsorship, A&R, and branding. Known for connecting culture with commerce, I specialize in: • Artist internationalization and market launch strategies • Digital growth campaigns (streaming, social, influencer) • Multi-million-dollar brand partnerships and sponsorships • Large-scale tour planning and concert promotion • Cross-functional team leadership across LATAM, U.S., and Europe Born in Rio, raised in Chile, educated in the U.S., with professional experience in Miami and Los Angeles — now based in Brazil. I bring a global mindset with local expertise, focused on building careers, growing audiences, and delivering results
• Played a key leadership role in the Latin American stadium run of System of a Down’s “Wake Up” Tour (2025), overseeing all aspects of the 9-show tour — including negotiations, local promoter alignment, and seamless coordination between the 30E team, artist management, and agency — resulting in a sold-out run with over 500,000 tickets sold across the region.
• Led a team of 25 across marketing, digital, production, sales, and communications to deliver high-impact campaigns for both domestic and international artists. • Oversaw end-to-end campaign strategy — from creative development to KPI setting, scheduling, and execution — ensuring cohesive and results-driven rollouts. • Directed cross-functional teams to align creative, commercial, and operational goals, driving visibility, fan engagement, and revenue growth. • Built and scaled the digital marketing department, leading innovation across social media, influencer strategy, content creation, branded content, and digital media buys — including verticals like gaming and interactive entertainment. • Managed strategic relationships with key external partners including advertising agencies, media outlets, and digital platforms (Spotify, YouTube, Meta), securing premium visibility and placement for priority releases. • Led product planning and 360° marketing communication — from digital and PR to traditional media, events, and brand partnerships — to maximize commercial performance and cultural impact.
• Launched and led the creation of a new Artist Services division, introducing an innovative business model in Brazil that combined digital distribution with investment and marketing services. • Conducted in-depth market analysis to identify and onboard key talent, building the initial roster for the division. • Structured the department from the ground up, hiring and managing a team of 3 Marketing Managers focused on developing and executing tailored campaigns for each artist. • Oversaw the division’s annual budget, strategically allocating investments based on performance data, P&L insights, and market opportunity — optimizing ROI across all projects. • Positioned the Artist Services division as a growth driver within the company by offering 360° support to independent and established talent.
• Led global expansion and campaign strategy for Brazilian artist Alok, launching in key markets across Europe, Asia, and Latin America — driving 50M+ streams and generating over $2M in new revenue. • Collaborated on the negotiation of three multi-million-dollar global sponsorship deals with AB InBev, with activations across China, Mexico, and Europe. • Managed cross-functional teams spanning marketing, rights management, logistics, and production; hired and supervised international artist relations and freelance talent for large-scale festivals such as Villa Mix. • Conducted detailed P&L analysis and performance forecasting for international bookings at Villa Mix and Mix Forever, directly securing artists such as Shawn Mendes, Maluma, and Liam Payne — resulting in a 35% increase in ticket sales and a 60% boost in event revenue.
• Led all content negotiations for shows, family, and sporting events at AEG stadiums in Brazil, securing high-profile contracts and partnerships. • Established and managed AEG’s content operations in Brazil, cultivating strategic relationships with agents, managers, and local promoters to ensure successful large-scale events. • Played a key role in the launch of Allianz Parque and Arena Pernambuco, leading event strategy and operations for major openings — including two sold-out Paul McCartney concerts and the inaugural international soccer match featuring Sporting Lisbon in Recife. • Directed negotiations with the Brazilian Football Confederation (CBF) and led AEG’s production team for an international friendly between the Brazilian and Mexican National Teams — achieving the second highest-grossing sports event in Allianz Parque’s history.