WORK
The ADM Strategy.
12M to 120M visits in 5 months.
Identified a cultural insight unique to Brazilian social media — the "ADM" dynamic, where community admins hold informal authority and organic trust. Built and pitched a full creative strategy around this concept, positioning the brand as community-first. The strategy led to the casting of Nobru — one of Brazil's most recognized gaming and casino live streamers — as the brand's key figure, driving compounding traffic growth across paid and organic channels.
- Identified untapped cultural insight and developed a full campaign framework from scratch
- Pitched two execution paths — real talent vs. symbolic brand persona — with scripts, creative direction and ROI rationale
- Strategy resulted in the signing of Nobru, a major media figure in Brazil's gaming and casino space
- 1,000% growth in monthly visits: 12M → 120M (Aug → Nov), reaching top 6 most-visited platforms in market
10K to 110K.
Zero paid spend.
Took over social media for one of Brazil's most recognized sports betting brands at 10K followers. Over 2.5 years, built and executed a full content strategy that grew the account 11× organically — reaching 1M+ profile views per month.
- Built full content and creative strategy aligned with acquisition and retention goals
- Led multidisciplinary team: copywriters, designers, video editors
- Maintained direct communication with C-level, translating business priorities into content
- Full iGaming compliance across all content and activations in Brazil
100% of DMs.
Automated.
Built an AI-powered system that handled 100% of inbound Instagram DMs — from lead qualification to promotion delivery — reducing response time to near-zero.
- Stack: Make (Integromat) + ManyChat + Cody AI
- Freed team from manual DM handling entirely
- Improved response consistency and user experience at scale
20+ assets per day.
Three markets. One system.
Built and runs the end-to-end creative production system across three simultaneous markets — scripting, briefing, QA, compliance, and performance review — across TikTok Ads and Meta Ads.
- Full pipeline: strategy → script → visual direction → QA → compliance → delivery
- Manages team of video editors and designers across multiple time zones
- Adapted formats, copy tone and compliance per market (BR, MX, India)
- Expanded scope into mobile app download campaigns — utility and live streaming verticals
