Tenho 20 anos de experiência profissional, com trajetória construída entre o jornalismo e o marketing estratégico. Sou uma profissional hands-on, com alto padrão de qualidade, olhar analítico e forte senso de responsabilidade por tudo o que entrego. Sou automotivada, organizada e acostumada a trabalhar com autonomia e pressão por performance. Há quase dois anos atuo como Redatora Sênior no B2B da XP, desenvolvendo comunicação estratégica para assessores de investimentos, criando conteúdo e roteiros para o Instagram @xp_b2b, textos para campanhas de performance e também atuando como ghostwriter de diretores e lideranças do canal. Ao longo da carreira, trabalhei com grandes marcas como Redatora Sênior para a Meta, Waze, Uber, Samsung e Tramontina. Tenho quase 10 anos de experiência em publicidade e mais dez como editora no jornalismo (em veículos como Estadão, UOL, Editora Globo). Essa experiência fortaleceu minha capacidade de atuar sob pressão, prever e gerir crises e também me forneceu ferramentas de síntese e clareza narrativa que hoje aplico diretamente na comunicação estratégica e no copywriting de alta complexidade.

I bring over 20 years of experience leading content strategies in Brazil across media, tech, advertising, and large organizations. My background spans editorial leadership, digital platforms, creator-led ecosystems, and brand storytelling. I’ve built and led content agendas rooted in Brazilian culture, trends, and real use cases, while partnering closely with central teams to align local impact with global priorities.

In my current role at XP Inc., I lead content and narrative strategy for the B2B branch, working cross-functionally with product, marketing, data, and leadership teams. I identify content gaps, define priorities, and help translate complex products into clear, high-impact stories that drive adoption and engagement. Previously, at agencies and media companies, I worked as a Creative for brands such as Meta, Uber, Waze, and Samsung, and managed editorial teams and content operations in fast-paced environments.

WORK EXPERIENCE

 XP Inc - April 2024 - Present 

One of Brazil’s most innovative financial companies. 

● Lead content strategy for the B2B marketing division, crafting campaigns that drive awareness and adoption of XP’s digital products and advisory platforms. 

● Collaborate with product, design, and leadership teams to build go-to-market assets that resonate with both financial advisors and end clients. 

● Supported communication efforts for major product launches and flagship events like Expert XP. 

Senior Copywriter at W3 Haus - July 2023 - March 2024 

● Developed omnichannel campaigns for Tramontina, blending brand storytelling with tactical performance strategies. 

● Created evergreen content across platforms, ensuring consistency and engagement in high-impact markets. 

Content Manager at ChatClass - January 2023 - July 2023 

● Built and managed chat-based learning content using conversational AI (ChatGPT), bringing innovation to language education across LATAM and Europe. 

● Worked closely with developers and designers to align UX with user needs, bridging product and marketing goals. 

Senior Copywriter at A-LAB - February 2022 - September 2022 

● Developed digital campaigns for Uber Brazil, increasing engagement by 829% through data-driven storytelling and market insights. 

Senior Copywriter at Mutato - September 2018 - December 2021 

● Worked with Facebook, Waze, Samsung, and Jack Daniels, crafting digital strategies and localizing global messaging. 

● Led cross-cultural projects with teams in the US and Europe, adapting communications for varied audiences and formats. 

Creative Strategist at O2 Filmes - February 2016 - August 2017 

O2 Films is Brazil’s largest film production company, renowned for titles like City of God and Blindness. 

● Led the development of immersive digital projects, including VR films, 360° videos, and branded storytelling experiences for global and local clients. 

● Spearheaded the redesign and relaunch of the company's official website, enhancing UX and aligning communication with evolving business goals. 

● Acted as a bridge between creative, technical, and production teams, ensuring delivery of innovative, user-centric experiences on time and within budget. 

Freelancer journalist - Jan 2016 - August 2016 

Worked as a local fixer and producer for international media outlets including The New York Times, The Guardian, and The Washington Post. 

● Coordinated field research, interviews, and on-the-ground logistics for foreign correspondents during coverage of the Zika epidemic and Brazil’s political crisis. 

● Developed story angles and supported the production of human-centered narratives with global reach, showcasing the ability to translate complex local realities into strategic content. 

Science Editor at UOL - uol.com.br - Jan 2015 - Dec 2015 

UOL is Brazil’s largest news portal, reaching millions daily. 

● Managed editorial strategy for the Science, Environment, and Health verticals, coordinating a team of reporters and freelancers. 

● Led data-driven content production and special coverage, interviewing experts and developing explanatory journalism that increased audience engagement. 

● Strengthened brand credibility in a highly competitive segment by producing accurate, impactful, and timely stories. 

Online Editor at Galileu Magazine - May 2011 - June 2013 

Galileu is a leading pop science and technology magazine in Brazil. 

● Directed the digital content strategy, overseeing the website, social media, and newsletters. 

● Increased site traffic by 46% and organically grew Facebook followers from 4K to 100K within 10 months through targeted content and community engagement strategies. 

● Created multimedia series and interactive experiences that broadened the magazine’s appeal among younger tech-savvy audiences. 

Online Editor at O Estado de S. Paulo - Aug 2008 – May 2011 

Estadão is one of Brazil’s most respected newspapers. 

● Served as homepage and Culture section editor, curating daily news and longform features for digital audiences. 

● Launched new digital verticals and blogs, including a collaborative content project with MSN. 

● Drove newsroom innovation by introducing interactive storytelling formats and expanding cross-platform publishing initiatives. 

Secretaria de Educação de São Paulo - Nov 2007 - Aug 2008 

● Led PR efforts and external communication for one of Brazil’s largest public education systems. 

● Managed crisis communication, media relations, and transparency initiatives in alignment with government priorities. 

● Partnered with journalists, NGOs, and education stakeholders to ensure accurate coverage and build public trust. 

Online Editor of politics - iG – ig.com.br - Aug 2006 – Nov 2007 

● At age 23, I managed a team of political reporters in São Paulo, Rio, and Brasília, delivering daily coverage during a period of intense national debate. 

● Streamlined editorial operations across cities, aligning news output with audience behavior and political developments in real-time. 

Reporter and editor at Educativa Radio - May 2004 - May 2006 

● Covered local and national news, edited daily newscasts, and produced special reports. 

● Coordinated editorial workflows for a small, high-performing public radio team. 

● Developed journalistic sensitivity and communication clarity that shaped future strategic storytelling work. 

Selected Achievements 

● Webby Awards Winner (2022): Painting Pride project for Meta — Best Installation and Experience 

● Estado Journalism Prize (2009): Breaking news coverage in online media 

● FEAC Journalism Prize (2005): Radio Report of the Year 

Education 

MBA in Marketing & Consumer Behavior – Trevisan School of Business São Paulo | 2012 – 2013 

Bachelor’s in Journalism – PUC-Campinas São Paulo | 2002 – 2005 

Advanced French & Culture Studies – La Sorbonne Paris | 2013 – 2014 

Key Skills 

● Marketing Strategy • Brand Positioning • Go-to-Market Planning 

● Campaign Development • Storytelling • Content Marketing • B2B and B2C 

● AI-Powered Content (ChatGPT, Gemini, MidJourney) • CRM • SEO • Analytics 

● Tools: Google Analytics, WordPress, CMS, Canva, Figma (basic) 

● Languages: Portuguese (native), English (fluent), French (advanced)