I grew up between Corumbá, Bagé, Brasília, Rio de Janeiro and São Paulo. Each place had its own accent, its own codes, its own way of saying the same things.

I also grew up backstage at my mother's dance productions, she's a dancer. There I learned early that an idea only gains force when it finds form, rhythm and an audience.

Years later, I realized that much of my work as a strategist starts in the same place: observing before proposing.

My path went through International Relations, social mobilization, research, advocacy, innovation, branding and advertising. I worked with organizations and brands like Ambipar, Pacto Pela Democracia, The Sunrise Project, Onçafari and ICCI, but the question that runs through these contexts stays similar: who is on the other side, and what needs to happen for that person to move from where they are to where we want to go? That question is what led Pacto Pela Democracia to win the World Justice Challenge 2024, and the documentary "Tomorrow Is Today", which I produced from my work at Engajamundo, to win the OAB Best Documentary award.

Today I lead Strategic Planning, working between research, business, culture and creativity to turn complex problems into positioning, narratives, briefs and campaigns.

My degree in International Relations broadened how I read context. A postgraduate degree in Business Intelligence and Innovation deepened my relationship with data and innovation. And I'm currently developing my advertising practice further at Miami Ad School Brazil's Strategic Planning Bootcamp.

I want to keep bringing this repertoire of research, mobilization and audience reading to brands and campaigns increasingly present in culture, exploring projects where strategy and creativity can provoke real behavior change.