I am an entrepreneur in the digital media field, a brand strategist, university professor, and researcher.Eight years ago, I founded VOR, a digital strategy agency. During this time, I took on various roles – like any entrepreneur – within the company. As I've always been a copywriter, I led the creative team for several years, specializing in brand management. Over the years, we developed our own work ethodology, blending our expertise in data science with our experiences in branding. This creative and analytical model allowed us to carry out significant projects for notable companies, including Toyota Bank, Inhotim Institute, Leroy Merlin, Pinbank, Futebol Globo CBN, Todimo, among others. After rapid growth, I created and took charge of the agency's sales team. Over these years, we became experts in the financial market, secured major clients, won pitches (and also lost some that stung), and achieved much more than we had imagined. An unforgettable journey.Since the beginning of my advertising graduation days, when I was still an intern at Natura, my dream has been to be a copywriter and make a living by writing. I worked in various agencies, creating numerous ads, brand strategies, manifestos, taglines, and had the pleasure of winning five times, providing services for the 100% Design agency, winning the Brasil Design Award, and creating for brands like Swift, Salomão Zoppi, Wavy, Copacol, and the NGO Gerando Falcões.As an academic, I earned a master's degree in Business Administration and Sports Marketing at the Isenberg School of Management, at the University of Massachusetts - USA. I am at the beginning of my Ph.D. at USP, supervised by Professor Ary Rocco. Today, I am a professor of Advertising and Public Relations courses at Fundação Escola de Comércio Álvares Penteado (FECAP). I have taught in the MBA in corporate communication at Faculdades Rio Branco, Fundação Bradesco, Unifieo, Open Schools, and Iam also a researcher at GEPECOM EEFE/USP (Research Group on Communication and Marketing in Sport at USP), focusing on consumer behavior, involvement, and identity. I love research, and I have already presented my studies in several states of Brazil, in the USA, and in some countries in Europe. I write sporadically about marketing, sports, and advertising for outlets such as UOL, Blog do Juca, Meio e Mensagem, among others.