I help Octopus Money fulfill its mission of closing the financial advice gap and making 1:1 financial guidance accessible to millions of people in the UK.I give guidance on budgeting, saving, investing, retirement planning, mortgage, insurance, wills, tax reliefs, allowances, liabilities, and benefits. General coaching on goal setting, motivations and taking action.Fact finding and discovery calls, creating financial strategies using financial planning software, presenting plans to clients and getting buy-in to the strategy. Catch-up calls for ongoing support and accountability. Serving clients from different backgrounds as a workplace benefit, understanding their needs to find the right solution to enhance their quality of life through having healthier management of their personal finances.

● Analysing monthly reviews on KPIs to obtain insights for continuous improvements in marketing efforts, studying and implementing new tools as this field changes and improves daily, and making plans to increase profitability while ensuring quality and customer satisfaction.● Over the last seven years, I had 550+ students taking part in my online financial courses, such as Debt Management, Budgeting, and Investing. I designed my strategy, programs and training methods from scratch, teaching people to effectively plan their finances and actions to achieve their goals, such as clearing debts, starting to invest for the future, or organising their budget to reach their financial goals, creating financial stability for the client’s and their families.● Using digital marketing tools such as content marketing, Facebook, Instagram, YouTube ads, e-mail marketing, and Whatsapp campaigns, I’ve reached an average of 10% conversion rate over 12 digital product launches.● Managing a team of two professionals that specialised in supporting my business in web traffic management and a content editor, always engagingly and collaboratively, to achieve better results as a team.● Reached 16K followers on my Instagram profile and 14K subscribers on my Youtube Channel, increasing my brand awareness and engagement amongst my target audience while sharing unique free content while attracting and informing.● Produced a weekly newsletter with 24K subscribers over two years, achieving a remarkable rate of 36% of the leads and clients that would read the content, demonstrating high quality and valuable information sourced by daily research and studies shaped to the audience’s interests.● Delivered approximately 1,045 hours of personal finance consultancy to over 200 clients that were converted through marketing strategies, primarily via social media, videos, posts, live webinars, and e-mail strategies, using successful clients’ testimonials.

Supporting and advising LAWRS' service users on their applications for welfare benefits and temporary accommodation.

● Crafted marketing audiovisual content for campaigns on sexual harassment in the workplace, human trafficking and modern slavery to increase awareness, supporting a safer environment for all Latin women in the UK.● Built a robust collaboration environment, developing from scratch the "back-to-office" policy and procedures following the COVID-19 pandemic, researching the rules to be compliant with the government guidelines, including health and safety measures to avoid cross-contamination, arranging schedules to enable hybrid working, also, keeping the employees informed and part of the changes, so they would feel supported and respected, as this was a challenging moment for everybody.● Produced monthly reports for each KPI in all departments, ensuring accurate data and helping the board of trustees' decision-making process on advocacy themes, projects to focus on, and the hiring process to be more efficient.● At the end of my contract, colleagues and superiors regarded me as a multi-skilled professional who was always willing to help on any issue and go beyond expectations or resources to create innovations that would improve the team's everyday work.

● Demonstrated my capabilities in problem-solving, taking action and being a team player focused on the organisation’s goals.● Conducted internal research with the organisation's stakeholders to produce public statements regarding the most sensitive enquiries, creating a procedure with standard answers for the most common queries raised.● Edited the daily morning newsletter delivered to every executive in the Brazilian banking sector, efficiently spreading valuable information so that all people in the bank industry would be on the same page regarding the legislation, financial trends and news, the following steps of the organisation, social responsibility and relevant information.● Wrote an average of two weekly press releases and statements, sent to media outlets and published on the organisation’s website, a high responsibility as my final work would represent the industry’s positioning and reputation. Researched trends on social media, referring to the reputation of banks and financial institutions to analyse the “temperature” of the entire sector based on the main articles published, generating a monthly report that would be an essential toll on the board’s decision-making for strategic communication priorities over the following months.● Enhanced the bank sector’s reputation, promoting its leading role in green bonds, carbon credits and initiatives for a greener economy, and being the country’s biggest investor in technology and one of the economy’s biggest employers.● Worked alongside media and press’s critical members to educate them about the reasons for Brazil's high-interest rates in specific periods and the differences in the credit market compared to other countries. Even though public opinion didn’t shift in favour of the banks, news articles started to write also about the bank’s vision of facts by presenting the data and information from the “inside”, thus softening criticisms.

Communications Manager for Carrefour – French Supermarket Chain| Aug 2015 – Jan 2016 ( 6 months) ● Directly supervised two junior journalists, building excellent relationships with the executives and facilitating our information-gathering processes to produce the most influential media outputs.● Covered journalists' queries and press releases publications related to all chain operations, such as the Diversity recruitment & Sustainability programs, including small producers support, meat responsible sourcing, carbon reduction in the supply chain and internal operations, healthy eating accessibility, UN Sustainable, Development of plans covering Goals alignment between the team members.● Planned, presented and implemented campaigns for launches by seasons and holidays, including Summer product collection, January sales, Christmas shopping and more; ● Worked as part of the Crisis Management team and general management team, participating in the Quarterly results presentation to keep the communications goals aligned with the Investors Relations team and stock market regulations within Carrefour Bank and Carrefour Properties operations.

● Focused on spreading social responsibility and environmental actions through the media to show the company’s values and vision, as Ambev protects small barley producers in rural areas as well as small pubs that sell their products and the public hardly knew about it; they also protect water reservoirs in its production processes; support responsible drinking, also distributed several campaigns to raise awareness about the risks of texting and driving as this action can be as dangerous as drinking and driving. This campaign generated more attention among the authorities and the general public.● Gathered helpful information to build effective marketing and communications strategies using public opinion polls and digital tools, so the campaigns were more assertive; as a result, over time, Ambev was seen as a job creator and a model of business management, minimising the attention to the negative media.● Demonstrated versatility by supervising eight communication agencies within the country, using a bespoke strategy based on the company's target audience for each region.● Designed and Implemented an effective spokespeople training process, including talking points to prepare all the companies’ executives to be able to perform assertively during interviews with the media and press, which would cover topics on the global communication strategic plan, such as reinforcing the company’s values and its role in the local economy.● Worked on the team that negotiated with the parliament preventive actions to avoid increases in the tax on alcoholic beverages, in line with the company’s strategic aims, keeping the customers happy and at a competitive price.● I have won the country’s most important business awards, such as Great Place to Work, ESG and Sustainable Company of the Year, An Ethical Advertising Award and UN recognition, working as part of the Corporate Communications team. Over the years, our work reflected the company's continuous and consistent improvement.

This personal project (www.papoeconomico.com.br) aims to give financial education to the public of low income families. Thousands of people have already had access to tips on managing the household budget, how to avoid impulsive consumism and other financial threats like huge debits made to buy a house, a car or to prepare for the retirement. We also explain the main kinds of investiments and translate the economic terms and news in a language that simpler people can understand.

● Established a new way to communicate, translating all law terms and economic and political jargon and formal language into the general public language, creating marketing materials, such as articles, newsletters, fundraising campaigns, social media posts, press releases and talking points for interviews, so the communication became more fluid and influential amongst the entire community and the people that were most impacted by it.● Generated more support from donors, affiliates, sponsoring foundations and members of parliament by holding 30-minute weekly talks about case workers’ agenda for that week, so the communication channels could make their work get more reach and impact, creating even more engagement from the general public and the institution's stakeholders.● Designed and implemented the communication plan to shift IDEC’s image from being a consumer rights charity that was only known for its first campaign against banks to being known as an organisation that also fights for better regulations in telecommunications, energy, health and transport, as well being an influential voice on debates around food security and sustainability.● Crafted a highly viewed section on the website called “Tips and Rights”, where the public has easy access to general recommendations for addressing their main queries; while managing a team of two copywriters. That content communication effort reduced the workload of the Institute’s phone agents.● Created a solid foundation on their communication plan, and ten years later, a charity that was once struggling for funds is still going strong, helping around 13K people each year, and remains prominent on major media outlets.

● Worked in a high-pressure environment for an economic hard news press, developing the ability to write quickly and accurately approximately 4 – 8 quality articles per week/day.● Mastered the ability to translate complex economic topics into simple language that the general audiences could easily understand without sacrificing precision on the information.● I was invited to be part of the team developing a new magazine within the company, where I could further develop my critical thinking by writing more detailed financial articles, giving me a strong foundation I could use during my entire career.Reporter also da Invista Magazine, in sections like Business, Technology, Lifestyle and Investments for Beginners.

Editor of "Bolso da Saia", a website about personal finances aimed to female audience. Part of the "Clube Mapfre Mulher", the digital strategy of communicationin social media of Mapfre Seguros at that time.

At IDG Now I wrote articles about technology, personal computing, telecommunications, mobile market, internet and social media. I realizes many interviews with businessmen of the technology sector, as well attended to many events, press meetings and product launches.

Writing articles about journalism, press relations and communication market. Coverage of events, conferences, book launches and interviews with important names in the Brazilian and international press scenario.