Guided by data. Driven by strategy.
Creativity doesn't happen in a vacuum.
Behind every great idea, there is always a question, a behavior, an opportunity, or a problem that needs to be understood. It is precisely in this gap, between creative intuition and real-world insights, where my work thrives.
I believe that data, culture, and technology can amplify creativity rather than restrict it. Data helps reveal patterns and behaviors; culture provides the context in which people live; and creativity transforms these discoveries into ideas that carry deep meaning.
This synergy defines my approach to Creative Strategy: investigating before creating, transforming raw information into actionable insights, and turning those insights into strategies that resonate with brands, cultural projects, and people.
Technology is also an integral part of this process. Artificial Intelligence, analytics tools, and new production methods are not, in my view, replacements for human creativity. Instead, they are powerful instruments to experiment further, test possibilities, and design solutions with greater agility and purpose.
In the end, strategy is not just about hitting numbers. It is about understanding what makes an idea work and discovering how to make it even more impactful.
My goal is to build strategies that seamlessly connect creativity and intelligence, transforming data into possibilities, and those possibilities into experiences that truly matter.
A self-initiated project focused on Business Intelligence (BI) and conversion rate optimization (CRO). Leveraging a public Google Analytics 4 (GA4) dataset, I developed an advanced Looker Studio dashboard that cross-analyzes traffic volume, user engagement, and revenue across acquisition channels.
The analysis uncovered critical ROI discrepancies—specifically, high-traffic channels with low monetary conversion—and isolated a revenue anomaly (an atypical spike) for root-cause investigation. The project's core focus was strategic data design (decision-focused data visualization), structuring each view to answer key business questions and translate raw metrics into clear, actionable budget allocation recommendations.
A speculative project designed to address the primary challenge of modern entertainment retail: the fierce competition faced by brick-and-mortar independent theaters against the convenience of home streaming.
Drawing from a comprehensive benchmarking analysis of international art-house cinema circuits, I developed the brand positioning 'Your Screen, Our Legacy.' This brand strategy replaces pure commercial appeal with a deep sense of community and cultural preservation. The plan integrates brand activations, local partnerships, tone of voice development, and a robust KPI matrix to track audience attendance and frequency, effectively bridging creative insight with tangible business performance.
A self-initiated strategic internationalization framework designed for a contemporary Bahian fashion brand. The core challenge was to elevate brand perception within the luxury markets of Milan and Paris without diluting its authentic Brazilian cultural identity. The resulting concept, 'A Casa do Dendê,' serves as a sensory and contemporary experiential platform structured across a four-phase go-to-market strategy.
The brand activation integrates interactive technology across all customer touchpoints to capture the engagement of the European audience, paired with robust PR impact metrics (PR Value), brand recall, and sustained post-event campaigns. This ensures that a temporary physical activation translates into recurring revenue and a long-term market presence.