Rio de Janeiro, Rio de Janeiro, Brazil
Data & AI leader with experience building scalable data platforms, AI-driven products and decision systems across media, digital products and fintech. My background combines analytics, machine learning, data architecture and business strategy, with a strong focus on turning complex data ecosystems into measurable business outcomes. Throughout my career, I have led initiatives involving recommendation systems, experimentation, monetization, operational efficiency and data democratization. I have worked across the full data lifecycle — from data engineering and semantic layers to machine learning, analytics enablement and organizational transformation — helping companies scale decision-making capabilities while reducing operational complexity and costs. More recently, my focus has expanded toward AI enablement, platform strategy and the intersection between data, operations and product thinking. I am particularly interested in how modern organizations can leverage AI and data systems to improve customer experience, operational performance and long-term business growth. Currently leading Data & AI initiatives at Stone, after previous leadership roles at Jusbrasil and Globo, where I contributed to projects involving recommendation systems (NBO), churn reduction, experimentation frameworks, semantic data architecture and analytics transformation at scale.
Led Analytics and Data Transformation initiatives focused on scalability, operational efficiency and data democratization across a large digital platform ecosystem. Responsible for evolving the company’s data operating model, combining modern data architecture, semantic layers and analytics enablement to improve decision-making maturity across the organization. Managed high-performing teams and contributed to building a stronger data culture centered on business impact and accessibility. Key contributions included: • Leading the migration from legacy event systems to Google Analytics 4 (GA4) • Implementing Medallion Architecture and semantic data layers using Dataform • Building scalable analytics foundations and single sources of truth • Expanding data accessibility and self-service analytics capabilities across teams • Supporting organizational transformation through hiring, mentoring and career development initiatives Main outcomes: • Reduced BigQuery processing costs by ~70% through semantic layer optimization • Reduced analytics query complexity by ~80% within monetization domains • Delivered automated reporting solutions for enterprise clients • Standardized and cataloged metrics across strategic product domains • Increased team leverage, enabling analysts to focus on advanced analytics and strategic decision support instead of manual data preparation
Joined Globo during one of the most significant growth periods in the Brazilian streaming market, contributing to data, AI-driven decision systems and monetization initiatives throughout the rapid expansion of Globoplay and Globo’s transition toward a large-scale direct-to-consumer streaming ecosystem. Worked across multiple leadership and technical roles during a period marked by intense competition in the streaming industry, helping scale data and AI capabilities across recommendation systems, churn reduction, experimentation, fraud prevention and customer intelligence. Over nearly five years, contributed to the evolution of Globo’s data ecosystem while supporting initiatives connected to subscriber growth, retention and operational scalability during a period in which the streaming platform experienced exponential expansion in user base and strategic relevance. Key areas of impact included: • Recommendation systems and Next Best Offer (NBO) strategies • Churn reduction and retention initiatives • Experimentation and A/B testing frameworks • User behavior and customer journey analytics • Data platform modernization and analytics democratization • AI and machine learning applications focused on growth and operational efficiency Progressed through multiple positions, evolving from individual contributor roles into technical and organizational leadership responsibilities.
Led DataOps and analytics platform modernization initiatives focused on scalability, governance and data democratization across Globo’s digital ecosystem. Managed a multidisciplinary team composed of DataOps analysts and data engineers while evolving the company’s analytical foundations through semantic layers, Medallion Architecture and modern data workflows using technologies such as Dataform and dbt. Key contributions included: • Expanding self-service analytics capabilities across teams • Designing scalable semantic layers and modern data foundations • Improving analytics accessibility, governance and operational efficiency • Supporting the adoption of advanced analytics and data-driven decision-making across the organization • Launching reporting automation initiatives and analytics enablement solutions at scale Main outcomes: • Reduced BigQuery processing costs by ~70% through semantic layer optimization • Reduced analytics query complexity by ~80% • Automated daily reporting workflows for 400+ collaborators • Standardized strategic metrics across sales and monetization journeys • Increased team leverage by reducing manual operational workloads and enabling stronger focus on advanced analytics initiatives
Worked on AI, experimentation and monetization initiatives focused on subscriber growth, retention and customer lifecycle optimization within Globo’s digital subscription ecosystem. Contributed to the development of machine learning and recommendation systems designed to improve conversion, engagement and retention across direct-to-consumer products during a period of accelerated expansion in the streaming market. Key areas of contribution included: • Next Best Offer (NBO) and recommendation systems • Churn prediction and retention modeling • Experimentation and A/B testing initiatives • Customer lifecycle and behavioral analytics • Data pipelines and machine learning workflows for scalable analytics operations • Decision support initiatives focused on growth and monetization strategy Main outcomes: • Reduced involuntary churn by more than 9 percentage points • Contributed to recommendation and personalization initiatives connected to Globoplay growth • Supported the launch of data-driven cross-content recommendation experiences • Participated in high-impact experimentation initiatives competing against leading international recommendation vendors • Helped define strategic metrics such as LTV and ARPU alongside senior leadership
Worked on business intelligence, customer analytics and growth-related initiatives within one of Brazil’s leading digital book marketplaces. Supported both internal strategic decision-making and market-facing initiatives through data analysis, customer segmentation and performance insights, helping connect business intelligence with digital growth opportunities. Key areas of contribution included: • Customer segmentation and lifetime value (LTV) analysis • Cohort analysis, experimentation and behavioral insights • Business intelligence and data storytelling for operational and commercial teams • Marketing performance analysis and CRM-related initiatives • Development of dashboards and reporting solutions for business stakeholders • Cross-functional collaboration with commercial, content and customer-facing teams This experience helped build the analytical and business foundations that later evolved into broader leadership roles across data, AI and digital transformation initiatives.
Started my professional journey at Webjet during a transformative period in the Brazilian aviation industry, as the company helped pioneer the low-cost airline model in the country before being acquired by Gol. This experience marked my first exposure to data analysis, operational intelligence and process automation, including my initial contact with programming through VBA and Excel-based solutions. Working in a highly operational and efficiency-driven environment helped shape an early interest in using data and technology to solve business problems — a foundation that later evolved into a broader career across analytics, AI and digital transformation.