---
type: case
slug: betterfly
title: Betterfly
tagline: "Four teams, four M&As, one operation."
company: Betterfly
role: "Product Design Lead to Head of Product Design Global"
period: "2021-2022"
category: "Design Leadership"
order: 4
featured: true
status: archived
updated: "2026-07-11"
lang: en
summary: >
  Promoted to Head of Product Design Global in 3 months at LATAM's first
  social impact unicorn. I unified 4 design teams coming from 4 simultaneous
  acquisitions into one single structure: 35 people, 4 countries, 3 languages.
metrics:
  - label: "Integrated team"
    value: "35 people, 4 countries, 3 languages"
  - label: "Simultaneous M&As"
    value: "4 companies in parallel"
  - label: "Promotion"
    value: "Lead to Global Head in 3 months"
tags: [hrtech, m&a, latam, leadership]
---

# Betterfly

Four companies acquired in parallel brought four design teams with incompatible cultures, processes and tools. Without unification, the risk was duplication, conflicting responsibilities and loss of talent.

There was no playbook. It was integration in real time, under the pressure of simultaneous delivery.

Betterfly was LATAM's first social impact unicorn, US$125M Series C. I came in through the Xerpay acquisition and in 3 months was promoted to Head of Product Design Global.

## Impact first

35 people in 4 countries under one single structure. Four M&As integrated in parallel. Career paths, hiring and collaboration models across Design, Design Ops, Branding, CX and Technology defined from scratch. A global design operation running in EN, ES and PT.

## How I integrated

I mapped the state of each team: skill set, maturity, autonomy, specialty and relationship with product and tech. On top of that, I defined the unified structure, with design leads, UX writers, illustrators, motion designers and design ops under one single operation. I resolved the overlapping responsibilities between teams and managed communication across three languages and multiple time zones.

Structuring the function was the second move: career paths by specialty, hiring adapted to the multicultural context, rituals that worked across borders, and the design operation connected to the holding's business objectives.

## Reflection

Betterfly is the only genuinely global moment in my leadership path. An internationally distributed team, multicultural management, responsibility for a design organization of 35 people. It's the proof of operating at a scale and organizational complexity that goes beyond product itself.

The short period was a choice. With the structure integrated and running, I left for a product challenge closer to execution.