I worked directly with the Founder of Beleza na Web for six years and helped with company development, from investment rounds to the moment of the company sale. After the sale to Grupo Boticário, I remained in charge of the content and catalog area for almost four years, adding to my responsibility the development of the “Beautybox” and “Beleza na Web Pro” brands.- Structured the area and managed more than 60 employees to deliver the best for BLZ, BBX, and BLZPRO brands.- Accountable for transforming unpaid traffic into a valuable source of revenue and expanding the audience for the overall business (SEO unique strategy).- Double-digit growth in all social media compared to the previous year (Instagram, TikTok, YouTube etc.).- For five years, I organized the “Beleza Experience” event (awards, shows, and workshops) known as the “Oscar of Beauty” and with the participation of 1,500 people live and more than 100 thousand online.- Carrying out brand and advertising campaigns in BLZ own studio (working with budget savings and on-time delivery).

- Redesigned website homepages, revised product, and brand pages (more than 1,000 brands) for better customer experience and indexing on search platforms.- Strategy and creation of its own navigation structure by Departments and Categories, differentiating it from competitors.- Accountable for transforming unpaid traffic into a valuable source of revenue and expanding the audience for the overall business (SEO unique strategy).- Created and maintained a professional community in the Beauty segment (+100 associated specialist professionals generating original content for free).

I wrote for Disney Babble Brazil as an associate blogger with articles on lifestyle, wellness, entertainment, beauty and health.

I led the creation of the largest women's website in Brazil and one of the 10 largest in the world, MdeMulher within Editora Abril. In its first year, it surpassed strong competitors and, in 2009, I won the April Journalism award as one of the four outstanding professionals of the year. For the first time in the company's history, non-proprietary content was distributed, and a new business model was developed.- First time Editora Abril became leader in NetRatings: Home&Fashion Category. 3-digit audience growth compared to the previous year.- Largest Women's Portal in Brazil (iBopeNetRatings) and Top 10 in the World (comScore).- Breakeven in the second year and Profitability in the third - April 2009 Award.- Innovative recipe app for iPhone, iPad, and Android won award in April 2012.- Integration of content from 27 Editora Abril magazine brands under a single online domain.HEALTH SEGMENTI developed a business plan to create a huge Health Portal, with B2C and B2B content and services. It was not put into practice due to investment interruption issues at the time.- Three-digit portal audience growth and Facebook audience +400% in four months.

I was part of the first MSN BRAZIL team when Microsoft brought its platform to the country. For eight years, I developed everything from negotiating content partnerships, new distribution formats, localizing systems, and redesigning pages to generate strategies to guarantee paid traffic for monetizable portals such as Catho, Webmotors, Dieta e Saúde, Estrela Guia, and Infomoney, which generated revenue to the division. I helped vertical portals which, after becoming MSN partners, saw their audience grow in such a way that made the business sellable to large players, such as banks and media companies.- Best homepage satisfaction rating among all MSN countries (>85% very satisfied) for eight years.- Negotiation +30 partners, including non-paid partners in a single model developed internally and other paid partners such as Reuters, BBC, and Placar.- Coverage of the Olympics, World Cup, International Chats, and other important events guaranteeing the expected audience.- Customized projects for Garnier, Pepsi, Unilever etc. delivering content and audience according to the contract between MSN, agency, and brand.

I was part of the R&D Board of the team that researched and formatted the Estadao.com.br portal that brought together all the companies of Grupo Estado (O Estado de S. Paulo, Jornal da Tarde, Rádio Eldorado and Agência Estado). When the portal was launched, I started editing the portal and covering Technology for Agência Estado.