---
type: page
slug: about
title: About
order: 1
nav: true
updated: "2026-07-11"
lang: en
summary: >
  Product and design leader. Ten years building product for startups,
  twenty-three in the career. I work at the intersection of design, product,
  business, data and execution. From chaos to done, by design.
---

# About

I'm not the designer who became a strategist. I'm the guy who builds businesses using design as a lever, and has the execution to prove it.

Today I lead design at Bipa. That's my current job, not an old case or one client among others.

I'm 44, born in 1981. I started in 1999 as a web designer, at 18. Since then I've moved through startups, fintechs, SaaS platforms, venture builders and high-growth environments, going from hands-on execution to strategic leadership without ever disconnecting from product, technology, user behavior and business impact. Education in Industrial Design and Product Design (UNIVALI), Design Leadership (How Bootcamps, 2020) and Creative Business Planning and Strategy (PUC-Rio, 2008); full academic background at `/ai/en/experience`.

My work lives at the intersection of five things: design, product, business, data and execution. That's not a LinkedIn tagline. It's what shows up in practice. In a single week I'll review a screen against Nielsen's heuristics, question the math behind an A/B test, write copy anchored in Jobs-to-be-Done, define the information architecture of a menu, write a lifecycle cron job in Rust and review the deploy of a pull request.

## What defines me

I think in systems, not isolated problems. When I solve something, I build the structure that solves the whole class of that problem.

I decide with research, not opinion. I run interviews to decide, not to validate what I already decided.

I'm a bridge between worlds. The path through MAR Ventures, Remessa Online, Betterfly and Bipa has a pattern: walk into a highly complex environment and create order. Chaotic portfolio, hypergrowth fintech, global company post-M&A, Bitcoin startup. In all of them the work was the same: turn complexity into clarity.

I stay hands-on even when I don't have to. I write production code not because I must, but because closing the distance between design intent and implementation makes better product faster. That's what separates design leadership that works from the kind that turned into pure management.

## Positioning

I help companies turn complexity into clarity. I build systems, teams and product strategies made to scale. And I genuinely enjoy solving hard problems.

From chaos to done, by design.