Ritua

Co-Founder

Floki

First Product leader at Floki responsible for building the company's Product culture, process and values.

Most of my deliverables centered around client facing business metrics( improving GMV retention, activation, maximizing order value),  aiding internal operations (order SLA) and experimental SaaS functionality.

Head of Product

shl.vc

Identifying promising pre-seed/seed pre-PMF companies
Part time

VC Scout

DataMilk

DataMilk is a B2B SaaS tool that allows ecommerce operators to implement AI powered web components in minutes.  

As VP of Product @DataMilk I was responsible for:
Product Strategy,  PRDs, running user interviews, coordinating with stakeholders, as well as building internal processes.

VP of Product

Animo Wellness

At Ânimo, our mission is to make health easy. We are building a full-stack omnichannel wellness platform to help Brazilians take care of their physical and mental health no matter where they are.
We currently offer an app with guided audio and video classes across a number of categories, from running and functional fitness to meditation and sleep.

As cofounder and responsible for Product, I helped carry Ânimo from zero to one, including a successful pivot from "Peloton without the bike" to group workout classes in the park.   We raised money from some of the most prominent angel investors and VCs in Brazil.

The most fulfilling aspects at Ânimo involved:
- User interviews
- Building our product stack (Segment, Windsor.Io, Amplitude, Branch, Customer.io...). to automate customer delight.
- Being able to focus on Product Led Growth.  We were obsessive about healthy retention curves.

Co-Founder, Product

VTEX The True Cloud Commerce Platform

Responsible for company's Developer Experience.
VTEX's Developer Experience encompasses the company's established and new products geared towards development on the VTEX Platform.

I act as Product Manager, Product Owner and as facilitator between squads.

Within the MasterData team my responsibilities include the development of new features (consumer facing or otherwise) as well as supervising key metrics.

Within the VTEX.IO team, our in-house Javascript framework, I work between several cross functional teams as a PM helping us mature and iterate on our product as quickly as possible.

Responsibilities include but not limited to:
- Setting and keeping up with OKRs across teams
- Coordinating the development and prioritization of bug fixes and new features
- Interacting with large enterprise customers
- Training, documentation

I was also responsible for developing key features outside of my scope of work such as the new abandoned shopping cart system that was presented on VTEXDay 2019

Developer Experience Product Lead - Global

PlayKids

PlayKids is the world’s premiere app for children aged 2-5, ranking #1 in more than 25 countries on the AppStore.

During my tenure as Product Owner at PlayKids, my responsibilities and achievements centered around deeply understanding the parent’s experience and improving it through:

Onboarding(improving account creation rates, activation and engagement)
Worked alongside an outstanding team as we rebuilt the entire user onboarding flow from scratch for both iOS and Android platforms. Through rapid iterations we doubled iOS account creation rate and increased Android’s by triple digits. 

PlayKids Parents 
One of my first projects at PlayKids came at a time when the company was repositioning itself from content to  educational platform.  I spearheaded the development of PlayKids Parents, an integrated website that showed parents what their child was learning (ex: motor coordination) as well as offering a suite of parental control tools.  PlayKids Parents was successful in reducing churn and promoted as one of our most successful features on national TV

Special projects:
Churn analysis and prediction using machine learning:  I used some basic machine learning to figure out factors that were influencing churn.  The project eventually became an analytical and predictive churn algorithm that was plugged inside our custom CRM engine.

LATAM expansion:
Responsible for guaranteeing the Onboarding process as well as PlayKids parents transitioned smoothly into the latin american market.

GoogleHome integration:  A handful of companies from around the world were chosen to test Google’s new conversational API. Our work was presented at Google’s “Made by Google” alongside entertainment titans like Disney. We were a two men team.

WhatsApp integration: We were selected by Facebook as one of the first companies to offer direct WhatsApp for Business integration.  I worked closely with developers as built a tightly knit integration between Whatsapp for Business and our CRM.

Product Owner

Manda

Manda was a high end fashion marketplace with a social twist.  It integrated directly into existing ecommerce vendor platforms and allowed it's users to be commissioned a percentage on products  sold through the platform.

I was responsible for product: spearheading design and development.
Although very well received by local fashion giants, Manda failed to launch successfully due to local regulations.

Founder - Product

BriefCam Ltd.

As sole representative I generated brand and product awareness and eventually sales in the Brazilian market.  To scale the business quickly, several strategies and partnerships were developed to grow Briefcam's presence business among private and public sector.

I was responsible for securing deals with the Rio 2016 Olympics and several municipalities during arguably one of the worst economic recessions in Brazilian history.

Strategic Partner Director

Glio

Glio is a Ycombinator backed company positioned as the Amazon of Latin America.  
I helped Glio better understand it's repeat customers and leveraged creative customer acquisition strategies involving growth hacks and paid channels.

Attacked on three fronts:
1.DataScience:  Used Python + Pandas + SQL to identify key customer patterns in repeat customers.  Sifted through 1.5 years of average ticket size, product categories...
Analytics stack were MixPanel & Google Analytics

2.Bots: Wrote and deployed Twitter bots that monitored for intent to buy products offered at Glio.  Dummy accounts disguised as users would interact and notify of cheaper prices (Glio).

3. Ads:  Responsible for paid acquisition channels.  Used Facebook tracking pixel on the website as well as in Facebook quizes to build custom audiences, lookalike audiences and A/B test ad units.

Growth consultant

I've been very fortunate of working with extremely talented people on very diverse and exciting products.  

Some of my work includes shipping products and features across varying stages of company and PMF maturity:

- rebuilding and optimizing VTEX's abandoned shopping cart system, creating a new passive income line for the business and presenting it at VTEXDay (Obama + 15K people were there!)
- Bootstrapping the largest public utility app in Brazil (and one of the top paid apps in the Brazilian AppStore)
- Scaling and growing the world's largest kid's app by MAU
- Development of new features and international support for third party developers using VTEX, the largest ecommerce platform in Latam. 
- Raising venture capital and founding a wellness startup

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