Cases
Retention and revenue
I pulled a product back from the brink of shutting down and recovered ~R$348k/year in recurring revenue
As Head of Products & Engineering at 3DGym, with a break-even deadline of 13 months or the end of the operation, I cut churn from 17% to 7.8% and moved break-even up by 2 months.
Product strategy
The bottleneck wasn't the model, it was the data: repositioning strategy for an AI cancer-tracking product
As AI Lead Product Manager at Huna, discovery with health insurers overturned the assumption that we were competing on accuracy. The real obstacle was that the data needed to run the model didn't exist in a usable format inside the client. Three positioning decisions came out of that.
Products
Product + UX · Responsive web
PMRadar
Curated Product Management job radar with alerts and organized applications. End-to-end product at FoundersPM: discovery, UX, a proprietary design system and launch landing pages.
Product + UX · Responsive web
PoliHealth
AI-powered integrative health platform for practitioners: genomics, lab tests and patient habits brought together in a single record. Product and UX consulting, from discovery to delivery.
Product + UX · Mobile
3DGym
Functional biomechanics app for physical therapists and movement professionals, with personalized protocols for patients. Product and UX as Head of Products & Engineering.
Design system + Visual revamp · Responsive web
AgentPrep
AI certification prep platform. Product design system and web presence redesign: visual direction, typography and a conversion landing page.
Strategy + Prototyping + UX
Huna
Oncology screening with a proprietary machine learning model over routine blood tests. Strategy, prototyping and UX for the clinical product.
Product & Growth · Mobile
Whitebook
Clinical decision app with over 65% share among physicians in Brazil and 220k monthly active users. Nearly 3 years at PEBMED, part of the Afya group, where I joined as a Product Designer and became a PM. I led growth from 85k to 115k subscribers in 2019, roughly R$1.47 million in incremental MRR. The medical community started as an MVP inside it and became its own product.
Articles
Leadership
Saying yes fast in a leadership role is a sign you lack strategy
Why the instinct to accept requests on the spot is the opposite of collaborative, and how accumulating "thoughtful nos" becomes a prioritization tool.
Healthtech
The data barrier in healthcare is operational, not technical
The AI bottleneck in healthcare in Brazil isn't the model, it's that the data lives in PDFs. Three practical implications for anyone selling technology to insurers and hospitals.
B2B strategy
Coupling beats replacement in B2B sales with legacy systems
In markets with entrenched legacy systems, whoever proposes complementing what the client already has sells more than whoever proposes replacing it.
AI & Product
With AI agents handling delivery, the bottleneck moves to discovery
When delivery capacity multiplies with AI agents, the constraint doesn't disappear, it moves upstream: to deciding and specifying what to build.
Discovery
In product sense, ground the pain before opening up solutions
The basic discipline of discovery, summarized in a three-step sequence: widen, ground, prioritize. Only then open up solutions.
Mentoring
Nobody educates anybody; people educate each other
Why Paulo Freire's philosophy of education underlies how I think about mentoring, onboarding and team leadership: an exchange between knowledge, not a transmission of it.
About
I started in Design, became a Product Manager, and never let go of the UX sensibility.
Senior Product Manager with over 10 years in B2B and B2C digital products: I entered tech in 2013, have worked in product since 2015 (first as a Product Owner and designer), and have been a PM formally since 2019.
I specialize in activation, retention and churn reduction, with a secondary focus on platforms, APIs and integrations. I've worked at healthtech and B2B SaaS scale-ups (Afya/PEBMED, Unico IDtech, Huna, Wehandle and 3DGym), almost always in regulated, technically complex contexts.
Benchmark results: at Whitebook, growth from 85k to 115k subscribers in 2019, representing roughly R$1.47 million in incremental MRR; at 3DGym, churn from 17% to 7.8% with ~R$348k/year in recurring revenue recovered and break-even hit 2 months ahead of schedule.
Today I'm Product & Growth Lead at FoundersPM, a healthtech product consultant at PoliHealth, and a Product Management mentor and instructor at Tera, where I've mentored over 3,000 professionals, from beginners to executives.
I hold an MBA in Business Intelligence and a bachelor's degree in Graphic Design, which gives me a practical UX lens when prioritizing and designing products, from user research all the way to delivery.
Contact
Want to talk about product, discovery, career or mentoring?
Book a virtual coffee with me: 30 minutes, no strings attached.