@ Freelancer (2011 – current )

I support startups and SMEs operating within the digital media space. My focus lies on aligning user needs with business objectives and bridging connections across diverse domains such as UX, data analysis, and digital marketing.

/* #TAGS: Digital Strategy, User Experience, Data Analysis, Design Thinking, Artificial Intelligence, Project Management, Integrated Campaigns, SEO, SEM, PPC, Digital Marketing, Communication, Analytics, WordPress, Django, GTM, GA, Python, Web Development */

@ RNW Media, Netherlands (2020 – 2022)

In this role, I guided more than 10 teams around the globe, reaching 25 million young people each year. My responsibilities included:

>_ Conducting research and applying experimentation methods (A/B Testing, Gamification, Audience Segmentation);
>_ Design and implementation of frameworks for monitoring and evaluation of digital platforms and media campaigns;
>_ Data analysis and identification of areas to optimize outreach and engagement;
>_ Training and coaching digital teams on digital media best practices, while adapting agile working methodologies.

/* TECH STACK: SQL, Metabase, BigQuery, Google Data Studio, Looker Studio, Google Analytics, Google Tag Manager, HTML, Javascript, CSS, Python, Figma, Photoshop, Jira, SCRUM, Kanban */

@ Saxion University of Applied Sciences, Netherlands (2016 – 2020)

At Saxion, I was in charge of managing digital media projects for international markets and analysing their effectiveness. Over my time in this role, I led the re-development of their international website and launched several media campaigns. Aligned with that, I performed user research to improve web platforms and guide our recruitment efforts. I have also hosted meetings and presentations for potential students at conferences in Brazil.

>_ DIGITAL STRATEGY: Content calendar; digital dashboards; coordination of content production teams, working closely with partners and influencers;
>_ PROJECT MANAGEMENT: Plan and implementation of campaigns that integrate search, social media, web and email;
>_ UX RESEARCH: Designed and performed quantitative and qualitative user research in order to enhance web platforms and guide recruitment efforts;
>_ Management and optimisation of web assets, providing recommendations for the website and digital campaigns (UX, SEO, content production, technical implementations);
>_ Data analysis, identifying areas to optimise engagement and outreach;
>_ Provided advice on how the website and digital properties fit in different stages of the user journey, identifying opportunities for continuous improvement;
>_ Production & coordination of annual webinars for international audiences with lecturers and students;
>_ Supported the Marketing & Communication Advisor in educating the team about delivering effective digital (marketing) initiatives.

/* TECH STACK: Google Data Studio, Looker Studio, Google Analytics, Google Tag Manager, HTML, Javascript, CSS, Figma, Photoshop, InDesign, SCRUM */

@ BOOST&Co, London, UK (2015 – 2016)

In this role, I was responsible for the creation & execution of a roadmap to build a strong infrastructure for BOOST&Co digital communications. I led the rebranding and transitioning of the company’s website to a different CMS. In one year I delivered a consistent digital strategy across different online channels, which resulted in an increase of 5x in leads. Additionally, I managed a designer, web developers and an external agency (PPC). My tasks included:

>_ Design and implementation of a solid online strategy across various platforms;
>_ Increasing brand awareness and generating leads;
>_ Improving the usability, design, content and conversion of the company’s website;
>_ Setting KPIs and dashboards for monitoring and evaluation of digital channels and campaigns.

/* TECH STACK: Google Data Studio, Looker Studio, Google Analytics, Google Tag Manager, HTML, Javascript, CSS, Figma, PHP, Photoshop, InDesign, WordPress, Jira, Kanban*/

@ Saxion University of Applied Sciences, Netherlands (2013 – 2015)

With social media still in its infancy, I was invited to join the Saxion team by their director, after sharing ideas on how to improve communication with international students during a brainstorming session. I worked closely with the Marketing & Communications advisor on several integrated campaigns. Besides, I hosted meetings and presentations in Brazil for potential students and partners.

>_ Building, managing and growing Saxion’s international community by implementing social and new media strategy;
>_ Driving brand awareness, engagement and traffic to the website and social media pages.
>_ Determined KPIs for measuring the effectiveness of digital channels and campaigns.

@ ELabbs, Netherlands (2014)

Social Indicator was presented as my Graduation Project in July, 2014. I was in charge of developing and implementing its business model and supporting the research to design a theoretical framework and scoring algorithm that represent the influence of a user on different social media platforms.

The research lead to the publication of a conference paper published in EGOV/ePart 2013. (“The social media indicator 2: towards a software tool for measuring the influence of social media” ).

This project is a cooperation between Saxion University of Applied Sciences, University of Twente and eLabbs

@ Capgemini, Brazil (2011)

>_ Responsible for modelling, maintenance and development of web systems based on PHP;
>_ Maintenance on ASP and .NET C# projects;
>_ Analysis and development of components for BMC Remedy using ITIL standards;
>_ Maintenance of databases based on MySQL.

/* #TECH: Web Development, Data Analysis, Project Management, MySQL, PHP, .Net, C# */

@ VELP Technology, Brazil (2010)

At VELP, I worked with large data sets, implementing new functions and procedures in C# and SQL. This was my first formal job in the digital sector. I learned quickly on the role, which led to a speedy increase in responsibilities and tasks.

>_ Responsible for modelling and developing web systems based on .NET;
>_ Development and implementation of routines and procedures in databases based on MySQL and SQL Server;
>_ Documentation of projects and database structure;

/* #TECH: .NET, C#, MySQL, SQL Server, Web Development, Data Analysis,*/

@ Breda University of Applied Sciences, Netherlands (2021- 2022)

Courses: Artificial Intelligence, Design Thinking, User Testing, Statistics, Research and Communication, Media Theory, Transmedia and Crossmedia Storytelling, Semiotics, Storytelling, Consumer Behaviour, Business Strategy, Managing Intellectual Property.

@ Saxion University of Applied Sciences, Netherlands (2012-2014)

Some courses: Web Technology, UX/UI, Media Analysis, Crossmedia & Transmedia Storytelling, Web Design, Social Psychology, Advertising, Branding & Brand Activation, Drawing, Production and Management, Advertising and Code, Alternative Advertising, Communication with Images, Visual and Media Literacy, Creativity and Brainstorming, Test Methodology, Photography, Illustrator, InDesign, Photoshop, Flash.

@ Pontificia Universidade Católica de Minas Gerais, Brazil (2009-2012)

Specialised in technical and organisational aspects of IT (Business processes; strategic planning and decision making; algorithms and logical reasoning; project management and documentation).

Some courses: Project Management, Management Principles, Online Marketing and E-commerce, Web Development, Statistics and Probability, Human-Computer Interaction, Philosophy, Programming Languages, Algorithms and Development Techniques, Differential and Integral calculus, Artificial Intelligence, Operational Systems, Database, Computers and Society, Information Systems Projects, Software Architecture, Software Engineering, Management of Computer Networks, Introduction to Neural Networks, Management of Knowledge-based Systems, Optimisation Information Systems, Information Retrieving, Security and Auditing of Information Systems, Mathematics Principles for Computer Science, Principles of Information Systems, Research