I turn ambiguous product problems into clearer decisions, useful artifacts, and shipped outcomes.

My work sits between product strategy, UX systems, and execution quality, especially when ownership is unclear and teams need better ways to decide.

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brand.com

Creating a reusable delivery system for 400+ global websites.

Defined the reuse strategy, design decision rights, governance rules, and exception model that made global adoption practical.

93% reuse, 32% reduction in go-live time, and $2.6M+ cost savings.

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Kira

Launching a 0-1 D2C product inside an organization without a product operating model.

Surfaced ownership gaps, reframed UX risk against acquisition KPIs, created prioritization criteria, and won the iteration window that reshaped the launch.

5M+ users acquired, 80 NPS, and a foundation for later product operating practices.

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Rensa

Creating the first product-driven Japanese learning platform in a teacher-driven market.

Sized the market with primary exam-registration data, built a mastery-based reading pedagogy grounded in Japanese teaching tradition, and introduced the market's first product-led freemium model.

The only curriculum in Portuguese covering the full path from beginner to the highest official proficiency level, with pricing, funnel, and positioning decisions documented end-to-end.

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About

Design leadership that stays close to decisions and delivery.

I have spent fifteen years moving between product strategy, UX systems, and execution. I lead the technical direction, set the standards teams ship against, and build the artifacts that resolve deadlocks: governance models, risk frames, prioritization criteria. I also lead the people: hiring, mentoring, career frameworks, and the cross-functional alignment that makes complex delivery possible.

Most recently the Global UX Strategy Lead at Kimberly-Clark, accountable for a 15-person team across three countries. Now building Rensa, an independent product, end to end. Based in Sao Paulo.

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