A Few Things I Learned Along the Way
Fourteen years from BI dashboards to shipping code: what I learned crossing from marketing leadership into building products with AI.
Fourteen years ago, I was building dashboards at a startup in São Paulo, trying to make data mean something. Last week, I shipped a Next.js site I coded myself. The path between those two points wasn't planned. Here's what stuck with me.
Where it started
My career began in São Paulo, not at a big brand, but at startups and small businesses. At Rocket Internet, I worked as a Business Intelligence Analyst, building dashboards and learning how to turn data into decisions. Then at Marcyn, I ran e-commerce operations, figuring out everything from inventory to conversion optimization.
Those early years taught me to be scrappy. When you're at a small company, you do a bit of everything. That's where I first learned to blend digital marketing with data.
Nike
In 2014, I joined Nike Brazil. I led growth marketing for Nike's e-commerce, working in partnership with the brand team during the 2014 World Cup. Millions watching. Tight deadlines. Creative that had to land in the moment or not at all.
That's where I learned that a great product means nothing if you can't tell its story. And that growth and brand work best when they move together.
Seven years at Meta
At Meta, I spent seven years learning how to shape narratives at scale. I started as a Client Solutions Manager in São Paulo, building partnerships with top tech companies across Latin America. I learned how to think about measurement beyond vanity metrics.
Later, I moved to the US and joined WhatsApp. The pace was fast. The scale was global.
I led the first US advertising campaign, navigating agency transitions and tight timelines. I ran marketing across Brazil, India, the UK, Germany, and Indonesia, adapting messaging for each market while keeping the core story intact. I built marketing mix models to understand what was actually working, not just what looked good.
The lesson from those years: the best opportunities came from being present and willing to learn.
The COVID pivot
The pandemic forced a question: did I want to keep briefing projects, or learn to build them? I enrolled in Harvard Business School Online, then completed a Product Management bootcamp at General Assembly. I realized I didn't just want to brief projects. I wanted to build them.
That shift changed how I approach work. I started writing Python scripts, building dashboards, and thinking more like a builder than a traditional marketer.
Technical work at Intuit and Qualcomm
After Meta, I moved into more technical roles. At Qualcomm, I helped launch the Snapdragon X series, working across research, analytics, product, and engineering teams. I also automated product briefings, cutting prep time in half and reducing errors significantly.
At Intuit, I helped build a large CDP using Adobe Experience Platform, Twilio Segment, and Databricks for targeting, suppression, and personalization.
Now I'm at Resmed, working with the incubation and growth team to bring new products and experiences to market and advance the medtech space.
Always learning
I've studied business, product, and analytics across different programs and countries. The pattern is simple: every few years, I invest in learning something new.
AI changed everything
AI coding tools changed what's possible for me. Claude Code, Cursor, and GitHub Copilot turned me from someone who wrote utility scripts into someone who ships applications. I can prototype ideas, automate workflows, and build real products. Not because AI replaced the learning — because it compressed the feedback loop.
Where I am now
These days I'm focused on building. This site is Next.js and TypeScript. I built it myself — marketing instincts plus technical skills plus good AI tooling.
I'm still figuring it out. That's the point.
Check out what I'm working on in projects or reach out if you want to connect.