My Journey

My professional journey began in 2011 when I was hired as a network analyst at Bites, a strategic agency that was one of the first to produce digital monitoring of social networks. Some of our clients at the time included Globo, SporTV, FIAT, and others. The job involved analyzing the previous day's data to make daily decisions, whether for the plot of soap operas or how advertising insertions were being received on social networks. After a period of significant learning at Bites, I was invited to manage the social media for a high-end real estate company, Graziella dos Imóveis. There, I was able to put into practice many theories that I had previously only applied to my personal projects, yielding excellent results. The real estate company, which had previously operated solely offline, began to see significant results through social networks and digital work in general.

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I was then called for an even greater challenge: the opportunity to work at one of the pioneers of Brazilian digital media, Alfaiataria Digital. Alfaiataria specialized in developing highly customized digital platforms for high-end clients. I was hired to work as a copywriter and also as a specialist in social media and new trends. We were developing new monitoring software and other disruptive ideas, such as OOZO TV, a start-up that achieved significant success and was present in major retail chains across the country. At Alfaiataria, I managed social networks and produced content for various clients, both small and large. Each client I served taught me more and helped me develop processes that I still use today. At Alfaiataria, I had close contact with clients, managed small teams for specific jobs, and had a lot of creative freedom to develop and test new processes.

After several years at Alfaiataria, I decided it was time to take a break to study and understand how I could become an even better professional. I have always been very curious and committed to understanding new trends, which in the digital world, happen all the time. So, I went to Vancouver, Canada, to study and improve my English, and I also worked with social networks there, understanding how another culture interacts on social media. It was a very productive and enriching period.

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Upon returning to Brazil, I accepted a proposal from Conteúdo Comunicação, a press relations firm. They needed someone with digital expertise to improve social media reports and fine-tune their digital monitoring. There, I mainly served Hospital Israelita Albert Einstein, producing content, social media reports, and monitoring. It was there that I gained absolute certainty about these three fundamental processes in social media: monitoring, KPIs, and content.

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Finally, I entered the longest professional chapter of my career so far, the agency Nova/SB. At Nova/SB, I was invited to lead the agency's first digital project, which already served major clients such as Banco do Brasil, WHO, CAIXA, among others. The project was called ComunicaQueMuda, and the idea was to transform taboo topics into simpler, viral posts, fostering discussion on issues like the decriminalization of marijuana, suicide, waste, intolerance, and more. First, I structured the monitoring of each topic; it was important to understand behaviors before starting content production. Our daily work involved analyzing the monitoring, reports, and guiding content based on these numbers. A team of 12 interns was hired, and I was responsible for leading this team to create content daily. CQM, which started from scratch, grew to over 500,000 followers organically, and I received the Social Media Week 2019 award for Greatest Impact. After CQM, I continued working with and serving agency clients, especially TETO, where I led a creative campaign. I also participated in the initial stages of the Azeite Sabiá project, developing the first social networks, websites, and digital structure.

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I believe my greatest learning at Nova was learning to manage projects with minimal or almost no resources. Besides, CQM was an intense immersion in the praxeology of social networks. After almost 10 years, I bid farewell to Nova, seeking new horizons and challenges and now having the pleasure of serving clients my way, with my methods and a lot of passion