Welcome!

Educational background

My education spans two areas of expertise: Dentistry and Marketing.

In Dentistry, I hold a Master's degree and specialization in Aesthetic Dentistry from the School of Dentistry at the University of São Paulo - FORP/USP.

In Marketing, I have an MBA and specialization from the School of Economics and Administration, also at the University of São Paulo - FEA/USP. Additionally, I completed an extension program at Akron University as well as an extensive program on Digital Transformation in Healthcare at Columbia University.

A little more about me

· I have fourteen years of professional experience within multinational corporations, having held several roles in different areas such as Market Intelligence, Innovation, Product Management, Clinical Education, Marketing, and Sales

· I have extensive experience in the B2B and B2C segments, with a particular focus on the dental market, which is my background area. Throughout my career, I have acquired comprehensive knowledge in Marketing and Digital Marketing, with expertise in Branding, Marketing Management, CX (Customer Experience), and Communication. I have significant experience in organizing and managing executive and promotional events, as well as executing Digital Marketing campaigns across Google and Meta platforms.

· Strong background in Clinical Education, responsible for numerous Training & Education programs and KOLs management.

· I have led digital transformation processes, starting from business diagnostics, definition of priorities, and implementation of performance technologies into CRM systems along their KPIs. For several years, I have been using design thinking methodologies to build initiatives that help and guide business growth. I approach projects from a project management perspective, always guided by results.

· I have experience in Mergers & Acquisitions processes, acting as a marketing executive responsible for developing and executing Marketing Plans, Communication Processes, Brand Identity, and Culture Transformation.

What am I doing now

I am currently working with NSK as the Managing Director of the LATAM operation. NSK is a renowned Japanese company in the dental sector and a market leader in the handpiece and surgical motor categories. In Latin America, I have been managing the business operations since September 2024.

I also manage an Instagram profile called Branding Curioso (@brandingcurioso), a platform I created to generate content about one of my favorite topics within the Marketing mix—brand creation and management. In addition, I also teach Marketing courses focused on dentistry topics through the Ident platform.

Quick overview of some projects I've developed.

In 2010, as part of the hiring process with Gnatus, I needed to present an idea to develop the company's newly launched line of handpieces.

The product, made from a conventional metal alloy, already existed; however, it wasn't gaining traction. My suggestion was to introduce a range of colors and change the metal alloy to aluminum (lighter), which proved to be a great success, especially with the inclusion of a pink variant.

Thanks to this innovative initiative, the brand, which previously had no market share in the handpiece market, quickly rose to become the second player in the category in the Brazilian market.

In 2012, during my time at Gnatus, I had the honor of participating in a significant project: the overhaul of the dental chair line.

Working closely with the R&D team, I played a key role in all stages of the process, from the initial project conception, design choices, ergonomic definitions, to formulating a marketing plan for the launch of the Syncrus chair line.

The year 2012 proved to be a turning point, marked by unprecedented sales figures, primarily attributed to the successful introduction of the new and revamped chair line, with flagship models being the Syncrus G8 and Syncrus G4 dental offices.

As a result of this project, in 2013, I became the Marketing Manager, marking a significant milestone in my corporate career.

A new Dental chair line

Color handpieces

Building a Brand

Also in 2015, the newly created Alliage faced the challenge of bringing a new brand to the Brazilian market, as a result of the merger, the Gnatus brand would be put up for sale.

It was then that the need to create a new brand that would eventually become Saevo materialized, a project that is a personal pride for me due to its multifaceted execution complexity. Every aspect of the marketing plan and brand building was conceived and executed with great dedication.

The logo design carries profound symbolism; the name is a combination of the words Health and Evolution, and the brand's support symbol brings some interesting elements such as the cross representing the healthcare sector, the globe alluding to its global aspirations, and also a sailboat, symbolizing the constant quest to conquer new markets.

An interesting fact here is that the original color palette was based on yellow and orange, but it was changed to shades of blue and green, as they are closer to the healthcare field.

Midway through, a Merger

In 2015, I faced the formidable task of conceiving and establishing a new brand after the merger between Gnatus and Dabi Atlante. Having been involved in the merger process certainly brought me a unique experience that many executives do not have the opportunity to live.

This project held immense significance as I led the communication plan for the post-merger market, along with the conception and establishment of a new marketing team, also playing a role in creating the new name for the "New Co," later named Alliage.

The biggest learning here involved a comprehensive review of all marketing processes from both companies; the famous AS IS/TO BE. Understanding the responsibilities of each member of the marketing department team, while simultaneously building its new structure and processes, required meticulous work given the need to organize the management of seven brands within the group and how they would express themselves to the market.