In 2020 I decided to bring my baggage and 12 years' experience from the physical products world to the digital, delving deeper into the area of User Experience and Service Design.

• Responsible for ensuring the delivery of the brand's product strategy with a portfolio of more than 400 new items per year, managing the process from planning the product portfolio structure until the product design briefing and monitoring the sales. During this time, I participated in the restructuring of important product categories of the business, such as licensed collections and cushions, which had significant growth in 2018/19 results.• Leadership of design and innovation teams, between Brazil and China.• Coordination of trend researches for the development of collections, with research trips within Brazil and to international centers and design exhibitions (USA, Europe, and Hong Kong).• Monitoring of product development and negotiation with suppliers between Brazil and China, seeking new creative possibilities for the design team.• Working cross-functionally with marketing and planning teams focused on aligning the product and brand strategy with the business profitability goals and creating the KPIs for each campaign.

Imaginarium's product innovation team is responsible for the brand's product strategy and portfolio management. Acting from trend research to monitoring product development, negotiating with suppliers, and pricing.I was the first product curator of the two group's brands - Imaginarium and Ludi - when the area was created, back in 2015. I took over the management of the area in 2017, leading a team of 5 people, between Brazil and China.During this time I worked on developing and creating new product categories found as opportunities during our research processes, such as drinkware, electronics and stationery categories, which had a significant increase in the brand's revenue.

Between 2011 and 2015, I worked as a product designer for Imaginarium, creating several products that are still part of the brand's portfolio. While working as a designer, I became interested in a more strategic view of products and started my journey as a product curator. From 2009 to 2011, I was a designer at Ludi, the new brand of the then Imaginarium group focused on young audiences. I was the first designer of the brand and was able to participate in the whole process of its launch in the market, which gave me the opportunity to work in collaboration with other areas such as Marketing and Sales.