As a Challenge Manager, I specialize in transforming professionals into high-performing talents utilizing advanced tools, best practices, and cultural rituals. Serving as a Transformational Facilitator, I assist companies in revamping and scaling their go-to-market strategies, enhancing market positioning and driving sustainable growth

Bringing over 15 years of experience in Strategic Consulting, Growth Marketing, People Operations, Culture Management, and Project Management, I have successfully driven Marketing-Led Growth (MLG) and Product-Led Growth (PLG) across various industries, including PropTech, TechFin, and FinTech, SaaS | B2B & B2C.

With a global perspective honed through professional experiences in Spain, Italy, Portugal, Chile, Colombia, Brazil, Peru, Argentina, Honduras, Mexico, and Switzerland, I excel at crafting strategies that transcend cultural and geographical boundaries.

Curriculum

Cover Letter

References

Certifications

  • Lean Green Belt Six Sigma
  • Project Management Professional (PMP) & IPMA B
  • Chief Happiness Officer (CHO)
  • Data Protection Officer (DPO)
  • Growth Master Training with Sean Ellis
  • ISO 9.001, 14.001, 27.001 & 31.001 & OHSAS 18.001
  • Product Marketing Management
  • Product Growth Management
  • Product Design
  • New Products and Early Scaling Growth with Sean Ellis

Tools & Skills

Tools: Trello, Notion, Devops, Miro, Responsys, Office, GA, Asana, RD Station, Figma, Hotjar, HubSpot.

Skills: Data Analytics, UX Research, PLG (Product-Lead Growth), MLG (Marketing-Lead Growth), Project Management, CLG (Community-Lead Growth), ABM (Account-Base Marketing), Product Design, PMO (Project Management Office), OKRs Management, Neuromarketing, PMM (Product Marketing Management), PDCA, Kaizen, Blockchain Engineer Beginning, SCRUM, Kanban, CRM, Lifecycle, Digital Marketing, Social Media, Data Protection, CX, CS, Branding, Growth, SEO, HTML, Photography, CryptoFinance, Blockchain, RevOps, Branding.

Languages

Spanish, English, Portuguese, Italian.

Education

UNIVERSITY OF CALIFORNIA, IRVINE . International Executive MBA Projects Management

OBS Bsuiness School, SPAIN . Big Data & Analytics

UDACITY . Marketing Digital Nanodegree

PM3 . Product Growth & Product Marketing

BRITISH SCHOOL OF CREATIVE ARTS . Product Designer (UX/UI)

MASSACHUSSETS INSTITUTE OF TECHNOLOGY, MIT Nanodegree . Blockchain and Crypto Applications

CATHOLIC BUSINESS SCHOOL MBA . Cryptofinance & Blockchain

Awards & Interests

Awards: High Profile by Falconi Consulting; Thesis Award (Subject: PMO Golden Map) in the MBA; Citizenship and Human Rights Award from the Legislative Assembly.

Interests: Reading, Courses, Specializations, certifications, Crossfit, volleyball, Deephouse, Gym, Mountains, French bulldogs, Family, Travels, Photography.

Work Experience

2025
2025

ORBIDI - Plinng

HEAD OF Growth marketing | GTM STRATEGY, LIFECYCLE CAMPAIGNS – (Interim)
SaaS: AI-Powered Tool for SMBs

Interim senior role with a clear mandate: deliver the project successfully within the agreed scope, timeline, and expectations.

I led the creation and go-to-market of Plinng, a SaaS platform designed to simplify digital presence and growth for freelancers and small businesses across Spain and USA. Starting from zero, we built the product, positioning, and growth engine with a strong focus on accessibility, trust, and measurable impact for non-technical founders. Today, Plinng is positioned as a digital ally for SMBs entering or scaling their online presence.

  • Defined the brand narrative and positioning, translating complex digital marketing into a human, emotional, and actionable value proposition.

  • Designed and launched the GTM strategy, combining PLG and Community-Led Growth to accelerate trust.

  • Built the core funnel integrating website, social presence, Google visibility, and performance metrics into a single experience.

  • Led product-market discovery with real SMBs, shaping roadmap priorities based on behavioral insights, not assumptions.

  • Implemented content and community loops (UGC, education-driven acquisition, founder-led storytelling) to drive organic growth.

  • Structured early lifecycle journeys, aligning acquisition, activation, and retention signals from day one.

Impact Goal:

Position Plinng as the reference digital platform for SMBs in Spanish-speaking markets, scaling through trust, community, and product simplicity.

🎯 Skills: Product Marketing (PMM) | Growth Strategy | GTM Execution | Data-Driven Experimentation | Branding Positioning | Sales Enablement | Customer Lifecycle | B2B SaaS

2025
2025

Arquiteto de Bolso - Upik

HEAD OF PRODUCT, MARKETING & CUSTOMER GROWTH | GTM STRATEGY, PLG, LIFECYCLE CAMPAIGNS, AI TOOLS
PropTech: Online Architecture and Life Design

I recently concluded a high-impact chapter at Upik | Arquiteto de Bolso, where I built and led the Growth & Marketing division, launched a PLG engine that drove a 40% increase in ARR and cut CAC by 42%, and helped position the brand as a reference in AI-powered interior design. With the company now shifting to a hybrid hub model in Brazil, I’m open to global opportunities where I can help scale products, teams, and long-term impact.

  • Defining brand positioning and building Go-to-Market (GTM) strategies for product launches, ensuring alignment with market insights.
  • Developing data-driven strategies to optimize conversions, leveraging insights from customers, sales, and market research.
  • Leading Community-Led Growth initiatives, including creator programs (UGC), engagement campaigns, and advocacy strategies to drive organic growth.
  • Developed and implemented three strategic growth frameworks — GTM, PLG, and CLG Mandalas — to guide cross-functional teams through customer journey optimization, accelerate product-market fit, and drive scalable growth in a Scale-Up environment.
  • Collaborating with Product and Growth teams to align Product-Led Growth (PLG) strategies, enhancing messaging and user adoption.
  • Developing Sales Enablement materials (presentations, videos, FAQs) to qualify leads and accelerate the sales cycle.
  • Implementing dashboards and performance metrics to drive data-based decisions and strategic resource allocation.
    Managing omnichannel marketing strategies (Email, WhatsApp, SEO, Paid Media, Social Media) to maximize conversions and enhance user journeys.

Impact Goal: Scaling the Product Marketing team to support a 3x business growth by the end of 2025.

🎯 Skills: Product Marketing (PMM) | Go-to-Market (GTM) | Digital Strategy | Community-Led Growth | Product-Led Growth (PLG) | Customer Engagement | B2B & B2C

2023 - 2025
2023 - 2025

Arquiteto de Bolso - Upik

HEAD OF GROWTH & MARKETING | GROWTH FRAMEWORKS, REVENUE & BRAND STRATEGY, SCALABLE CAMPAIGNS
ConstruTech: Online Architecture and Life Design

I led the Growth and Marketing strategy for one of the most innovative startups in the industry, focusing on scaling growth, customer acquisition, engagement, and retention.

Key Achievements & Responsibilities:

  • Led the development and execution of 0–1 Go-to-Market strategy, driving a 40% increase in engagement and 25% boost in retention in year one, establishing the company’s core Growth Engine from the ground up.
  •  
  • Designed and executed multi-channel campaigns (Meta Ads, Google Ads, SEO, UGC, influencers), reducing CAC and increasing LTV.
  • Built scalable growth frameworks, driving a projected 30% revenue growth in 2024 and fostering cross-departmental collaboration.
  • Developed impactful content strategies, integrating storytelling and customer success stories to strengthen brand authority.
  • Optimized customer journeys with personalized automations via email, WhatsApp, and notifications, boosting conversions across all funnel stages.
  • Launched retention and cross-sell strategies, aligning with Customer Success and Inside Sales to drive upsell and cross-sell opportunities.
  • Positioned Arquiteto de Bolso as a market leader in accessible architecture through educational campaigns.


🎯
Skills: Growth Strategy | Customer Relationship Management (CRM) | Performance Marketing | Lifecycle Marketing | Retention & Engagement | B2B & B2C

2023 - 2024
2023 - 2024

Bebook

ADVISOR OF MARKETING | MARKETING TEAM BUILDING, OPS & STRATEGY, GTM, B2B DIGITAL GROWTH, BRANDING
RMaaS: Revenue Management

Main Challenge: Build and establish a high-performance marketing department from the ground up.

  • Led the creation of a high-performance marketing department from scratch, structuring processes, KPIs, and team roles. Developed and implemented a go-to-market strategy that increased qualified lead generation by 60% within the first 3 months.
  • Oversaw brand repositioning, which led to a 40% improvement in brand recognition among target segments (measured via surveys and social engagement).
  • Advised on the digital strategy that boosted organic traffic by 80% and reduced CAC by 25%.

🎯 Skills: Marketing Strategy | Revenue Growth | Product Positioning | SEO & Content Marketing | Campaign Management | Market Research | Team Leadership | Customer Engagement | Strategic Partnerships | B2B

2023 - 2023
2023 - 2023

Cober.io

PRODUCT & GROWTH EXECUTIVE | GTM STRATEGY, SAAS & B2B/B2C, PLG, PARTNER
Insurtech: Embedded Insurance

Led the go-to-market strategy and scaled the company from zero to a validated MVP in under 4 months, attracting 3 pilot clients and reducing customer acquisition cost (CAC) by 35% through targeted B2B campaigns.

Key Achievements & Responsibilities:

  • Designed and validated a solution aligned with market demand and regulatory frameworks, ensuring product-market fit.
  • Negotiated and secured partnerships with 5+ insurers and brokers to expand market reach and credibility.
  • Launched multi-channel growth campaigns, increasing lead generation by 120% month-over-month and improving retention metrics by 25%.
  • Directed the delivery of a secure and scalable digital platform, improving onboarding time by 40%.
  • Built a cross-functional agile team, fostering a data-driven and innovation-focused culture.
  • Managed product budget allocation with a focus on ROI, optimizing spend efficiency and maintaining burn rate under control.

🎯 Skills: Product Strategy | Go-to-Market | Insurtech Innovation | Compliance & Risk | Growth & Retention | Strategic Partnerships | Customer-Centric Culture | B2B & B2C

2021 - 2022
2021 - 2022

Dotz Inc

GROWTH PRODUCT MARKETING EXECUTIVE | SUPERAPP, CRM, DATA-DRIVEN STRATEGY, TECHFIN, B2C
TechFin: Loyalty, Mobile Banking & Card Payment.

Main Challenge: Build and lead the Growth & Marketing Office, scaling go-to-market operations and agile product launches.

Key Achievements & Responsibilities:

  • Led Growth & Marketing Office post-IPO: Refined GTM strategy & Launched over 10 product initiatives across SuperApp, mobile banking, and loyalty programs, resulting in a 45% YoY increase in active users.
  • Lifecycle Growth Strategies, implemented CRM-based campaigns that boosted customer retention by 30% and increased CLTV by 20% in key B2C segments.
  • Introduced agile frameworks and OKRs, accelerating release cycles by 30% and improving team performance.
  • Aligned CX, marketing, and engineering squads to ensure frictionless product rollouts in over 5 regional markets. 
  • Spearheaded roadmap execution from discovery to launch, optimizing time-to-market and adoption for digital products in credit and personal finance.
  • Partnered with designers, PMs, and data analysts to identify UX gaps, leading to a 25% improvement in user task completion rates.

🎯 Skills: Product Marketing | Growth Strategy | CRM & Performance Marketing | Go-to-Market (GTM) | Agile & Scrum | Data-Driven Decision Making | B2C

2021 - 2022
2021 - 2022

LiftBank

PRODUCT & OPS ADVISOR | REGULATORY STRATEGY, DPO, PMO, LGPD, BAAS, PRODUCT OPS
TechFin: Mobile Banking, Payments, Cards and Banking-as-a-Service (Baas). Note: Company acquired through a joint venture

Main Challenge: Ensure regulatory compliance (LGPD, BaaS, Central Bank), while leading high-impact strategic initiatives and operational expansion.

Key Achievements & Responsibilities:

  • Regulatory Compliance & Risk Mitigation: Directed DPO initiatives that ensured 100% compliance with LGPD and financial regulations, avoiding potential fines exceeding R$1M.
  • Oversaw a portfolio of 8+ high-priority projects focused on business expansion and operational scaling, reducing time-to-launch by 30%. 
  • Deployed performance tracking systems that improved operational efficiency by 22% and helped leadership identify underperforming areas across departments.
  • Business Growth Roadmap: Collaborated with C-level stakeholders to define a 12-month growth plan, aligning new product offerings to regulatory and market shifts.
  • Co-developed two BaaS-based business models, driving revenue diversification and expanding partnerships with fintech providers.


🎯 Skills:
Compliance & Regulatory Strategy | Business Expansion | Performance Evaluation | BaaS | FinTech Operations | Project Management (PMO) | Data Protection (LGPD) | B2B & B2C

2019 - 2021
2019 - 2021

LiftBank

HEAD OF PRODUCT OPERATIONS | BAAS, GROWTH STRATEGY, AGILE, MOBILE BANKING, PLG
TechFin: Mobile Banking, Payments, Cards and Banking-as-a-Service (Baas). Note: Company acquired through a joint venture

Main Challenge: Build and scale a Mobile Bank for entrepreneurs, launching a BaaS (SaaS) financial platform and accelerating business growth through innovation, compliance, and operational excellence.
📌 Direct report to the CEO

Key Achievements & Responsibilities:

  • Product Expansion & BaaS Growth: Launched a new BaaS product suite, acquiring 4 strategic clients within 12 months and expanding financial services coverage nationwide.
  • Owned early-stage GTM planning and experimentation, validating PMF through iterative testing while designing scalable growth frameworks and performance loops.
  •  Boosted sales by 35% via POS strategies in 2020, becoming the top-performing partner in TPV during the pandemic.
  • Customer Experience: Increased NPS by 30% (2019–2020) through CX journey redesign and automation of onboarding flows.
  • Operational Efficiency: Streamlined cross-functional processes, reducing time-to-market by 25% and improving productivity KPIs across teams.
  • Product Leadership: Directed the full lifecycle of mobile banking, cards, and payment solutions, aligning product development with market and user needs.
  • Led multidisciplinary teams (Product, CX, Sales, Ops), fostering an agile, collaborative, and high-performance environment.
  • Drove critical initiatives in compliance, payment infrastructure, and product innovation through structured PMO frameworks.

🎯 Skills: BaaS | Mobile Banking | Payments & Cards | Go-to-Market Strategy | Revenue Growth | Product-Led Growth (PLG) | OKRs & Team Leadership | B2B & B2C

2019 - 2019
2019 - 2019

LiftBank

HEAD OF OPERATIONS | PEOPLE & CULTURE, TALENT STRATEGY, SCALING OPS, B2B/B2C GROWTH
TechFin: Mobile Banking, Payments, Cards and Banking-as-a-Service (Baas). Note: Company acquired through a joint venture

Main Challenge: Build and scale a high-performance company culture, implement structured management and hiring processes, and drive 600% team growth in one year.

Key Achievements & Responsibilities:

  • Leadership Development: Built and mentored a leadership team focused on collaboration, agility, and results, enhancing overall operational maturity.
  • Scalable Growth: Designed and executed operational frameworks that enabled workforce expansion from 5 to 60 employees in under 12 months.
  • Culture & People Strategy: Created a performance-driven environment, aligning Culture, People, and Operations to deliver a consistent and scalable LiftBank experience.
  • Organizational Scaling: Developed and implemented systems to support rapid team expansion and operational efficiency.
  • Designed and rolled out recruitment and retention programs to attract top-tier professionals in a competitive fintech market.
  • Led collaboration across Product, Operations, Compliance, and People teams to ensure synchronized execution of business goals.

🎯 Skills: Organizational Growth | People & Culture | Leadership Development | Operations Scaling | Talent Acquisition | Performance Management | B2B & B2C

2016 - 2019
2016 - 2019

Apex Partners

HEAD OF BUSINESS OPERATIONS | PARTNER, STRATEGY EXECUTION, CHANGE MANAGEMENT, FINANCIAL SERVICES
FinTech: Financial Services and Investment Management

Main Challenge: Lead the development and launch of the first regional Investment Bank, establishing a scalable operational framework and a high-performance leadership culture.

Key Achievements:

  • Designed and implemented organizational change initiatives, including the launch of the first corporate university focused on developing financial leaders.
  • Partnered with the CEO to define and drive company-wide strategy, ensuring alignment with long-term growth objectives.
  • Operational Excellence & Scalability: Translated strategy into actionable execution plans, driving growth, goal setting, performance management, and annual operations planning.

📌 Direct report to the CEO.

Key Responsibilities:

  • Led change management programs to enhance agility and leadership capabilities within the firm.
  • Aligned operations, finance, and leadership teams to execute strategic initiatives.
  • Execution & Growth Planning: Built scalable frameworks for sustainable business growth, operational efficiency, and talent development.

🎯 Skills: Business Operations | Change Management | Leadership Development | Strategy Execution | Performance Management | Financial Services | Organizational Growth | B2B & B2C

2015 - 2016
2015 - 2016

Nestlé

FOCUSED IMPROVEMENT & INDUSTRIAL PERFORMANCE | LEAN SIX SIGMA, TPM, PMO, OPERATIONAL EFFICIENCY
Food & Beverage Services

Key Responsibilities & Achievements:

  • Shared management of Lean Six Sigma projects Garoto chocolate factory to improve operational – and manufacturing processes in the search for efficiency and industrial performance.
  • Helping in implementing management methodologies focused on business and industry improvement, support, and coaching in industrial projects.
  • Monitoring of plant performance indicators and reporting and presentations to the Board and Management of the factory.
  • Implementation of Nestlé’s production system focusing on TPM , standardization of processes. PMO implementation of Six Sigma projects (68 projects) with target met in 2015 of 6.7 Mio and a portfolio of 8.4 Mio actual projects for 2016. Completion of the plant deployment goals to meet the 2016 strategy.
  • Providing reporting and other updates to management and project teams.

🎯 Core Skills: Lean Six Sigma | TPM | Industrial Performance | Process Optimization | Project Management (PMO) | Operational Efficiency | Performance Analytics

2013 - 2015
2013 - 2015

Grupo Águia Branca

STRATEGIC & OPERATIONAL PLANNING – BUSINESS STRATEGY, PMO (EXPANSION)
Transportation & Logistics

Key Responsibilities & Achievements:

  • Operations Control & Performance Optimization: Managed the Control Operations Center (CCO), ensuring real-time monitoring, operational efficiency, and decision-making to improve service performance and reduce downtime.
  • Process Improvement & Compliance: Led business process optimization initiatives, applying ISO 31000 frameworks to enhance risk management and operational resilience.
  • Expansion & Strategic Planning: Supported the scalability of operations, ensuring efficient resource allocation, route optimization, and service quality improvements.
  • PMO & Project Execution: Developed and implemented strategic projects focused on enhancing logistics, fleet performance, and operational efficiency.
  • Cross-Functional Coordination: Collaborated with operations, logistics, and strategic planning teams to drive continuous improvement in passenger transport services.

🎯 Core Skills: Operations Control (CCO) | Process Optimization | Risk & Compliance (ISO 31000) | Fleet & Logistics Management | Business Strategy | PMO & Project Management | Operational Expansion

2011 - 2013
2011 - 2013

Vale S.A.

GLOBAL TRAINEE – PMO, STRATEGIC PLANNING & RISK MANAGEMENT | LATAM
Mining

Key Responsibilities & Achievements:

  • Project Management & PMO Leadership: Managed and supported high-impact projects across Latin America, ensuring strategic alignment, execution, and efficiency.
  • Business Strategy & Process Optimization: Led initiatives to optimize business processes, improving operational workflows and aligning them with global best practices.
  • Cross-Functional Team Leadership: Collaborated with executive leadership, operations, HR, and finance teams to drive process improvements and business development.
  • Strategic Planning & Performance Management: Developed and implemented KPIs, dashboards, and performance evaluation systems, supporting decision-making at the regional level.
  • Operations & Risk Management: Applied IPMA B methodologies to ensure operational risk mitigation and compliance with corporate governance standards.

🎯 Core Skills: Project Management (PMP) | PMO | Business Strategy | Process Improvement | Strategic Planning | KPI & Performance Management | Risk & Compliance (IPMA B) | Business Development | Team Leadership

2010 - 2011
2010 - 2011

Falconi

GLOBAL STRATEGY CONSULTANT – BUSINESS TRANSFORMATION & PROCESS OPTIMIZATION

Business Consulting

Key Responsibilities & Achievements:

  • Strategic Consulting & Business Optimization: Led and executed business transformation projects for multinational clients, focusing on efficiency, process improvement, and cost reduction.
  • Lean Manufacturing & Six Sigma Implementation: Designed and implemented Lean & Six Sigma frameworks, optimizing operations, quality management, and continuous improvement initiatives.
  • Project & Portfolio Management: Managed strategic planning projects, aligning business objectives with KPIs, performance metrics, and operational goals.
  • Agile Methodologies & Change Management: Assisted organizations in adopting Agile practices, improving team collaboration, and driving sustainable growth.
  • Cross-Functional Leadership & Stakeholder Engagement: Worked closely with C-level executives, department heads, and operational teams, ensuring the successful deployment of corporate strategies.

🎯 Core Skills: Strategic Consulting | Business Process Improvement | Lean & Six Sigma | Project & Portfolio Management | Quality Management | Agile & Change Management | Business Development | Performance Optimization

References