Leading the SMB LATAM go-to-market strategy for TikTok's ever-evolving ads products, with a focus on commerce-related performance advertising solutions.

✓ Built and led a team of 9 Product Marketing Managers, to drive acquisition, engagement, and monetization efforts targeting SMB e-commerce businesses across Brazil, Argentina, and Mexico ✓ Drove the growth strategy for Nuvem Pago, the company's payment solution for online sellers, from its launch to reaching 1st place in share of transaction volume on the platform within two years. The plan consisted of strategically segmented acquisition campaigns built on customer insights, followed by a lifecycle journey with automated emails and in-app messages triggered by customer behavior to meet engagement, retention, and monetization goals✓ Guided the go-to-market of Nuvem Envio, the recently launched company's logistics solution, exceeding its projected growth targets within its initial quarter✓ Oversaw the development of marketing campaigns for multiple product and feature launches, guiding the team from product positioning definition to the optimization of message, channel, and segmentation tactics to boost adoption✓ Built dashboards on Tableau in collaboration with data analysts to measure, analyze and report the team’s results✓ Partnered with product managers, engineers, marketing, and business leaders to meet customer and business needsNuvemshop | Tiendanube is the 5th most valued startup in Latin America with offices in Brazil, Mexico, and Argentina. The company built the largest e-commerce platform in the region and currently powers over 120,000 merchants seeking to launch and grow their online businesses by offering them access to high-end technology and reduced costs through economy of scale.

✓ Led the pilot of the subscription program iFood Plus with 360k users, experimenting with variables such as pricing, delivery radius, and order minimums to boost customer engagement while optimizing the cost per incremental orders✓ Led the pilot of a loyalty program for highly engaged users with 100k customers, targeting incremental retention✓ Guided product, engineering, data, and finance professionals in executing the proposed experiments and was responsible for measuring, analyzing and reporting the program's unit economics to VPs and C-level executives

✓ Set the strategic marketing vision for product launches and portfolio repositioning (UberX, Select, Black, and Pool) in Brazil, in collaboration with the Product Marketing Team in the US and the Regional Team in Mexico✓ Managed a US$10M budget, orchestrating the execution of campaigns on digital and mass media channels alongside cross-functional teams such as creative, performance media, social content, owned channels (email and push), and PR✓ Executed a six-month national multichannel campaign to strategically reposition the company’s portfolio, boosting new user acquisition with affordable and shared rides, and increasing revenue through upsells for premium rides✓ Developed the message strategy and executed the launch campaign for Uber Lite, a lighter app for lower-end Android devices, with a focus on converting new and churned users. Brazil was the first country to meet the launch goal ✓ Led the relaunch of Uber Pool with a product renaming strategy to Uber Juntos, supported by data insights from Brazilian customers, resulting in a +7pp growth in adoption

✓ Launched Uber in more than 10 cities across the Southern Region of Brazil with a partner-centric go-to-market strategy✓ Executed multiple initiatives through local partnerships to convert customers from their user base into Uber riders, including operating an affiliate performance-based program with social media influencers and live event promoters

✓ Responsible for creating content for Bimbo's brands such as RAP10 and Crocantíssimo across social media platforms✓ Success criteria included boosting content engagement metrics (likes, comments and reach) and lifting brand consideration metrics

✓ Responsible for creating social media content for 5 Ford vehicles in Brazil✓ Success criteria included boosting content engagement metrics (likes, comments and reach), lifting brand consideration metrics, and increasing the number of test drives scheduled for the vehicles

Coordinated the creation of content marketing and digital campaigns for regional and national brands alongside a team of copywriters and designers

✓ Created multiple digital campaigns for regional and national brands✓ Executed multi-channel campaigns for Procter and Gamble brands such as Head & Shoulders, Pantene, and Gillette✓ Success criteria revolved around increasing brand/product consideration, lifting specific brand attributes, and gaining market share