Portfolio
Banking
Influencer Activation to Increase ATM Withdrawals
Banco24Horas is Brazil’s largest independent ATM network, operated by TecBan — a joint venture formed by the country’s six largest banks. As Executive Director at Silo Digital, I led a national campaign to re-engage target audiences and increase ATM withdrawal volumes.
We began by identifying key audience segments that had deprioritized cash usage. For each segment, we matched one influencer with a high relevance and trusted presence. The campaign was built around suspense and sequence: on day one, each influencer posted a short video wearing a blank white T-shirt with a colored stripe, teasing “what they use daily” without naming the brand. Each tagged the next influencer in the sequence, completing a loop in one day.
Twenty-four hours later, the sequence reversed. Each influencer revealed Banco24Horas as the brand, showed the back of their shirt with the logo and hashtag, and shared three benefits of using the service — one of them being fee-free withdrawals, which was repeated across all posts.
Results:
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89,160 likes and 1,804 positive comments within the first hour
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Over 330,000 likes and 6,100+ positive comments within 7 days
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16+ minutes of earned national TV coverage during prime time — focused on the advantages of using cash instead of cards, with explicit references to the campaign and/or its influencers, all within two weeks of launch
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More than 11% increase in ATM withdrawals within two weeks of launch
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Sustained 4%+ year-over-year uplift in cash withdrawals
Integrated Marketing
Retail
Strategic Marketing Response to COVID-19
During COVID lockdowns, I was appointed Director of Marketing and Digital Assets at Partage, overseeing national campaigns across 14 malls. Tenant engagement dropped sharply, and each region was reacting differently — with fragmented campaigns, inconsistent messaging, and growing public concern.
To address this, I led a crisis marketing strategy focused on safety, empathy, and community. I centralized the campaign architecture while preserving local relevance through regional playbooks and co-branded materials. I also managed press relations, coordinated messaging with local governments, and partnered with anchor stores and civic organizations to ensure safety communications reached vulnerable populations.
We created community-oriented campaigns spotlighting essential workers, promoted local services and contactless experiences, and engaged the public through transparent safety messaging. Beyond tenant recovery, our work played a key role in rebuilding trust.
Results:
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+19% YoY increase in earned media (positive mentions)
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+24% marketing ROI (shared with platform initiatives)
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Improved brand credibility with communities and civic stakeholders in all regions
iGaming
A Fantasy Sports Platform Startup
Jogajá was a Brazilian fantasy sports startup backed by a Swedish venture capital firm. The platform offered real-currency competitions tied to national soccer, basketball, and volleyball leagues. I joined as Executive Director to lead product strategy, go-to-market execution, and early monetization — with a focus on rapid user traction and behavioral validation.
We began by refining the MVP to support onboarding, mobile usability, and seamless payment flows. I structured the monetization model and led the launch strategy, centered on influencer-driven campaigns. We partnered with high-trust Brazilian creators — including Júlio Cocielo, Jukanalha, and Ninja — to drive early adoption and build community legitimacy.
In parallel, I ran iterative testing to improve conversion mechanics and align the product experience with regulatory compliance. Within nine months, Jogajá had achieved product-market fit, surpassing 20,000 users and 1,300 paying subscribers. As the COVID-19 pandemic led to the suspension of professional sports, the board opted for an early-stage sale to mitigate long-term exposure and preserve investor capital.
Results:
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20,000+ users and 1,300+ paying subscribers
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High engagement driven by creator-led campaigns on YouTube and Instagram
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Validated monetization through real-currency subscriptions
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Platform sold at early stage due to pandemic-triggered market disruption and risk management strategy
Product Ownership
Banking
Improving ATM Experience via Mobile App
Banco24Horas is Brazil’s largest independent ATM network, operated by TecBan — a joint venture formed by the country’s six largest banks. As Executive Director at Silo Digital, I led the development and rollout of a lightweight user-facing app to address trust and reliability issues in the ATM network.
We began by identifying the core friction: users often arrived at offline terminals and perceived ATMs as unsafe or unpredictable. In partnership with TecBan’s IT and operations teams, we mapped out user journeys and designed a mobile app that displayed real-time status and location accuracy for each ATM. The app pulled from backend monitoring systems and focused on simplicity and responsiveness.
At launch, we ran a multi-channel campaign to drive adoption, emphasizing user safety, accuracy, and control. Messaging was tailored to shift perception from frustration to confidence, while positioning the app as a tool for independence and convenience.
Results:
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Over 300,000 downloads in the first 60 days
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1 million+ downloads within the first year
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20% reduction in call center volume due to improved self-service
B2B
Building a Global Knowledge Platform
Xypex is a chemical company operating in over 100 countries, with teams producing and using large volumes of marketing, technical, and sales content. While managing content requests and onboarding processes worldwide, I noticed that the handling of these materials was generating duplicated efforts across teams and countries — revealing the need for a more structured, centralized solution.
I took the initiative to interview teams around the world and map the gaps in content production, approval, and distribution. Based on this analysis, I designed a custom global knowledge management platform and pitched it to the board, framing it as strategic infrastructure for alignment and scalability. The proposal was approved, and I was promoted to lead the full initiative.
I conducted discovery sessions with stakeholders from 9 countries across 5 continents, mapped user journeys and content lifecycles, and led the full design of the platform from scratch. The system included defined taxonomy, permission levels, versioning workflows, and governance rules. I also created onboarding materials and phased rollout plans to support long-term adoption.
Results:
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Discovery and design based on input from 5 continents
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Strategic platform pitch approved by the board
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Centralized content creation, approval, and distribution across regions
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Improved global consistency, reuse, and team coordination
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Estimated to save 300+ working hours per month across marketing, sales, and technical teams
Digital Transformation
Retail
Enabling Digital Revenue During COVID Lockdowns
During the COVID-19 pandemic, government-mandated lockdowns across Brazil forced the temporary closure of all malls, eliminating foot traffic and in-store sales. Smaller tenants had no digital infrastructure in place, and consumers lacked contactless options to safely engage with retail.
As Marketing and Digital Assets Director, I led the development of a custom platform to connect tenants and consumers — enabling digital campaigns, remote shopping, and contactless services during closures and throughout the reopening phases.
In parallel with broader recovery efforts, I initiated the creation of both the app and tenant portal — mapping tenant personas and user journeys, scoping platform requirements, and leading implementation in partnership with operations and tech teams. The platform enabled contactless parking payments, smart locker pickups, co-branded digital campaigns, and in-mall fulfillment workflows. I also designed the communication strategy to accelerate adoption among users and tenants.
Results:
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Platform launched within 7 months
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App reached 20,000+ downloads in the first quarter
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Enabled contactless sales, campaign activation, smart locker fulfillment, and integrated parking payments
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Contributed to a +24% YoY improvement in marketing ROI, tied to the app’s ecosystem launch and campaign recovery strategy