Sep 2025–Jun 2026
Daily Missions
From an open content library to a guided path of daily tasks. A/B test with new users: day-7 retention +27%, week 2 +20%. Trial conversion flat, as expected: habit formation was the mandate.
Read the caseAbout me
Product Manager & Designer with 10+ years in product, 6 of them full-lifecycle at a B2C ESL startup: discovery through delivery through impact measurement, solo or near-solo. Before that, an advertising art director, with a strong instinct for concept and visual narrative.
Looking for: a PM or hybrid PM/Design role at an international B2C product company. Full-lifecycle ownership, design and research valued together, measurable user impact.
Experience
- RealLife English · Product Manager & Product Designer2020–2026
- Paprica · UX/UI Designer (freelance)2019
- NextOS · UX/UI Designer2018
- iProspect · UX/UI Designer2015–2018
- Redirect Digital Marketing · Digital Art Director2011–2015
Core skills
Product discovery and strategy · A/B test design · User research (100+ interviews) · Figma (lo-fi → hi-fi) · CleverTap / Firebase / RevenueCat · Design sprints · Roadmapping (Now/Next/Later, NCTs)
Education
AI for Product Managers (Maven, Miqdad Jaffer, 2025) · AI Strategy (Reforge, 2025) · Interaction Design Specialization (Universidade Positivo, 2016–17) · Project Management (ISAE/FGV, 2014) · Bachelor in Advertising (FAE, 2008–12)
Languages
Portuguese (native) · English (professional, CEFR C1) · Spanish (elementary)
RealLife English, 2020–2026
Product Manager & Product Designer. Sole PM and designer on a team of 2–5. Owned the full product cycle: discovery, research, design, delivery and impact measurement. Brought Scrum, an A/B testing culture, a Now/Next/Later roadmap cadence and NCT-based goal-setting to the company. None of it existed when I joined.
Jun–Dec 2025
AI Coach
A survey said "pronunciation practice." Interviews and a follow-up survey showed ~80% meant fluency, not phonetics. The reframed prototype scored 92% useful. A churn gain that didn't survive segmentation was reported as such.
Read the case
May–Aug 2024
Writing / Fill-in-the-blanks
Invalidated a gamification concept before any code, then validated an active-recall and mastery model. Revenue +7%, monthly churn −18%, WAU/MAU +4pp.
Read the case
Dec 2024–Apr 2025
Activation and onboarding
No agreed definition of activation existed. Data, interviews, a survey and a workshop produced a statement still on the office wall. New onboarding: +31% trial starts, 13× faster time to trial. The activation metric itself didn't improve, and I said so.
Read the caseBilling issue campaign (2023). Found involuntary churn driven by payment failures through data analysis, then designed and implemented a recovery campaign. 10% of affected subscriptions recovered.
Also: PMF surveys (1,200+ responses), competitive benchmarking, pricing localization (Brazil: +71% conversion for new users), CES/CSAT tracking, design sprints, vision workshops, designer hiring, and a rating dialog that keeps the app at 4.7+ stars on the stores.
What I introduced at RealLife
Scrum. Joined a 3-person team (me, the founder, one developer) with no sprints, retros or story points, and introduced all of it. Drove the tooling path Notion → Jira → ClickUp. I'd had a similar role at NextOS as Product Owner.
Roadmap, NCTs and strategy. Built Now/Next/Later roadmaps and "Play to Win" strategy docs to connect the founder's vision to day-to-day work. Diagnosed why OKR cycles kept missing, proposed NCTs (Narratives, Commitments, Tasks), and they became the norm across every department.
Idea capture and prioritization. Systematic opportunity capture (Mindmeister, then Jira Product Discovery). Backlog as user stories → epics → "odysseys" for multi-cycle bets. ICE scoring as the default framework.
A/B test culture. Brought the tooling and the theory: significance, minimum sample size, what a p-value means, reading inconclusive results honestly, leading metrics. Ran every test personally, setup through report.
Growth. Led experiment cycles and workshops following the Sean Ellis and Morgan Brown method: structured ideation, scoring and a reporting cadence.
Earlier roles
Paprica · UX Designer (freelance) · 2019. Freelance projects, including a website for a motorcycle brand. Ran usability tests on my own initiative, outside the original brief.
NextOS · UX Designer · 2018. Robotics and AI project. Prototyping, usability tests, user feedback research, interface design. Partly acted as project manager.
iProspect · UX Designer · 2015–2018. B2B agency. Product immersion with clients, information architecture, lo/hi-fi prototyping, interface design, art direction. Managed delivery of junior and intern designers.
Redirect Digital Marketing · Digital Art Director · 2011–2015. Art direction, copywriting and concept development for digital campaigns, websites and interactive experiences.
Skills, in detail
Design and prototyping. Low and high-fidelity prototypes, conditional logic, engineering handoff. From advertising: key concepts, copywriting, art direction.
Product management. PRDs and user stories, analytics event design, A/B tests from concept to report, 6-month roadmap execution, "Play to Win" strategy, OKR → NCT transition.
Research. 100+ user interviews, usability testing, concept testing with lo-fi prototypes, early-adopter pain points, impact follow-up and reporting.
Facilitation and process. Design sprints, design thinking and vision workshops, assumption and story mapping, Opportunity Solution Tree, Scrum, ClickUp and Jira.
Tech and data. Spreadsheets (formulas, queries, pivot tables), power macOS user, terminal and automation (not a native developer), AI strategy and AI product coursework.
Soft skills. Questions the status quo and knows when to yield. Radical candor and Nonviolent Communication. Open, curious, committed to learning.
Gaps I recognize, and how I've worked around them
| Weak area | Real context | Reframe |
|---|---|---|
| Commercial outcomes (pricing, P&L, forecasting) | Limited formal exposure | Simulated through impact-measurement discipline; AI coursework informs monetization thinking |
| Multi-quarter roadmap | Startup stage limited the scope available | Executed a 6-month roadmap without founder-level strategy in place, then built the strategy myself to make longer roadmaps possible |
| OKRs missing a why | Cycles kept missing targets under the old system | Diagnosed the cause and replaced the system: proposed and implemented NCTs company-wide |
Reading
- User Story Mapping · Patton
- Trustworthy Online Controlled Experiments · Kohavi, Tang, Xu
- Lean Analytics · Croll, Yoskovitz
- Hacking Growth · Ellis, Brown
- Product Roadmaps Relaunched · Lombardo et al.
- Continuous Discovery Habits · Torres
- Hooked · Eyal
- The Lean Product Playbook · Olsen
- Inspired · Cagan
- The Design of Everyday Things · Norman
- Running Lean · Maurya
- Zero to One · Thiel
- The 7 Habits of Highly Effective People · Covey
- Getting Things Done · Allen
- Nonviolent Communication · Rosenberg
Let's talk.
Get in touch