About me

Bio

I am a seasoned professional with more than two decades experience in digital product development, having had the privilege of working with iconic global brands such as Coca-Cola, IBM, Nestlé, Honda, BMW, and Itaú. My background is in Graphic Design, and I have deepened my expertise through specialized courses in User Experience: Research and Prototyping at the University of California, San Diego, and Human Centered Design through IDEO + Acumen. These experiences have shaped my ability to design products that not only meet user needs but create meaningful, impactful experiences.

Throughout my career, I have focused on Product Design, Design Strategy and eficiency, with a consistent track record of creating innovative digital solutions. I am particularly proud of my work with IBM, where I led the development of the Watson launch in Brazil, a project that won a Cannes Award in the Mobile category. This project led to extraordinary results, including a 340% increase in website visits, demonstrating the power of design in driving business outcomes.

Currently, I am a Design Manager at Vivo, the leading telecom company in Brazil and part of the Telefónica Group, serving over 110 million customers. I lead multidisciplinary teams that create and improve digital experiences, bridging design, product, technology, data, and business to deliver user-centered and impactful solutions. I foster safe, collaborative, and creative environments where leaders and designers grow with clarity, autonomy, and purpose. I also work closely with the company’s board to drive product and business strategy, ensuring alignment with the corporate vision.

Before Vivo, I worked over six years at Itaú Unibanco, the largest bank in Latin America, designing for more than 10 million digital users. As a Group Design Manager, I led multiple teams in personal and legal entity banking, driving the development of innovative products and mentoring talented professionals. My leadership in the iDL project, Itaú’s design language, was recognized with the prestigious Walter Moreira Salles Award, transforming the bank’s approach to design and innovation.

In 2024, I played a key role in Itaú’s success in the Cash Management sector, where we won the Euromoney Award for “Best Cash Management Bank in Brazil and Latin America.” This recognition reflects my commitment to delivering not just innovative products, but also ensuring that they align with business goals and add value to customers.

Prior to focusing on UX/UI, I spent 12 years in advertising at leading agencies in Brazil and had an international experience in Barcelona, Spain. I am passionate about creativity, design methodologies, and solving complex challenges through innovation. I also teach workshops on topics such as non-violent communication and prioritization for design leaders.

A core passion of mine is mentoring and developing talent. I take pride in building and leading high-performing teams of designers who are obsessed with creating exceptional customer experiences. I have always balanced the urgency of delivering products in fast-paced environments with the extremely high-quality bar expected by both our users and the broader organization. My leadership philosophy revolves around crafting and communicating a compelling, long-term design strategy while making sure that my teams have the tools and guidance they need to execute it effectively.

I have always been committed to fostering a culture of collaboration and excellence. By partnering closely with cross-functional leaders in product, engineering, research, and marketing, I ensure that the products we develop are well-defined, impactful, and delivered successfully. I am also dedicated to growing the design team by attracting new talent, ensuring that we maintain a healthy and collaborative environment that embodies the values of the organization.

My career has been enriched by international experience, including time spent in Barcelona, Spain, which broadened my perspective and reinforced my commitment to a UX/UI approach. In addition to my corporate roles, I am an advocate for continuous learning and regularly teach courses on non-violent communication and prioritization techniques. I believe in the power of education to not only improve individuals but also to drive organizational change.

Over the years, I have received recognition for my work, with 33 awards from major advertising festivals, including categories such as Brand Experience, Digital Craft, Creative Use of Data, Craft Innovation in Digital, and Mobile UX. These accolades underscore my ability to blend creativity with technical expertise to deliver exceptional results.

In summary, my career is a reflection of my commitment to design excellence, strategic leadership, and a passion for mentoring others. I look forward to continuing to grow as a leader, driving innovation, and helping shape the future of digital products.

Awards

23º Walter Moreira Salles Award – winner
Cannes Lions 2018 – Bronze – Outdoor
Cannes Lions 2018 – Gold – Digital Craft
Cannes Lions 2018 – Bronze – Brand Experience & Activation
Cannes Lions 2018 – Bronze – Digital Craft
Wave Festival 2018 – Prata – Direct
Wave Festival 2018 – Prata – Radio
Wave Festival 2018 – Gold – Branded Content & Entertaiment
Wave Festival 2018 – Gold – Digital Craft
Wave Festival 2018 – Gold – Data
One Show – NY 2018 – Silver Pencil – Direct Marketing
One Show – NY 2018 – Merits – Print & Outdoor
One Show – NY 2018 – Gold – Creative Use of Data
One Show – NY 2018 – Gold – Storytelling
One Show – NY 2018 – Bronze – Craft
One Show – NY 2018 – Merits – Craft Cross-Channel UX / UI/ digital
One Show – NY 2018 – Merits – Craft Innovation in Digital
One Show – NY 2018 – Merits – Use of Digital Technology
El Ojo de Iberoamerica 2018 – Silver
El Ojo de Iberoamerica 2018 – Bronze
WPP Cream Awards 2018 – Winner – Data Driven
WPP Cream Awards 2018 – Winner – Direct
Cannes Lions 2017 – Bronze – Cyber
Cannes Lions 2017 – Bronze – mobile
Cannes Lions 2017 – Silver – radio
Cannes Lions 2017 – Silver – Print & Publishing
LIA 2017 – Bronze – Innovative Use of Radio & Audio
D&AD 2017 – Silver Pencil – Communication & Interaction
El Ojo de Iberoamerica 2017 – Grand Prix
El Ojo de Iberoamerica 2017 – Bronze
Effie Latam 2017 – Silver
WPP Cream Awards 2017 – Winner – Digital

Professional Experience

Head of Product Design Telefônica Vivo
Group Design Manager at Itaú
Design Specialist at Itaú
User Experience Lead at Ogilvy & Mather, WPP group
Senior UX/UI Designer at Ogilvy & Mather, WPP group
User Experience Lead at Albergine Panda
Head of art – Brazil/ Latin America at Sunset agency
Senior Interactive Art Director (Freelancer) at Africa agency
Senior Interactive Art Director at DPZ agency

Core Competencies (Skills)

  • UX Design & UI Design
  • Digital product Design
  • Team Leadership & Development
  • Cross-Functional Collaboration
  • Consumer behavior
  • Research & Testing
  • Strategic Planning & Business Insights
  • Design Systems & Prototyping (Figma, Adobe Suite)
  • Brand Positioning & Experience Strategy
  • PDI Development and Mentorship
  • Clear and Objective Communication
  • Nonviolent Communication (NVC) – Conflict Management
  • Digital Product Design
  • Emotional Intelligence
  • Creativity and Innovation
  • Autonomy and Proactivity
  • UX/UI Design
  • Data Analysis
  • OKR Management
  • Flexibility and Adaptability
  • Strategic Thinking
  • Problem Solving
  • Time Management and Prioritization
  • Networking and Relationship Building
  • Critical Thinking
  • Proactiveness
  • Metrics and KPIs
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