About me
A Global Creative and Strategy Leader with over 20 years of experience in creative innovation and brand strategy across the advertising, tech, and gaming industries.
In a nutshell I am a multidisciplinary creative director (art), blending extensive agency and brand experience; 5 years of strategy-led work at Meta; tech-driven entrepreneurial spirit; and deep understanding of the mobile app and gaming categories. I'm a creative leader, with several years of experience leading, managing, mentoring and teaching creatives.
Languages
- English - Pro
- Portuguese - Native
Sector Experience
My Work
SEE ALL WORKWall's Feast Jurassic Parakeet 30s
- BRAND:
- Walls
- AGENCY:
- DDB Singapore
Positions
Global Strategy Lead, Gaming
Meta
United Kingdom
2018 - 2023 (5 years)
Global Strategy Lead, Gaming Aug 2021 - Oct 2023
A small and entrepreneurial team of senior creative and strategy specialists, focused on building creative intelligence for Creative Shop and advertisers—covering all company's products (Facebook, Instagram, WhatsApp, Horizon Worlds).
In 5 years in the same team, I’ve held 3 roles, one focused on the APAC market, the other on the EMEA market and for the past 2 years as the lead for Gaming globally.
• Crafted winning strategies for tens of thousands of advertisers, ad-tech, and production companies, enhancing audience expansion, product-focused ads, short-form videos, and branding in user acquisition campaigns.
• Spearheaded end-to-end development of creative solutions, fostering partnerships, securing funding, and leading cross-functional teams. Delivered impactful workshops, training, and strategic alignment, while creating persuasive business cases for budgets and resourcing.
• Engineered an operational model for global planning and alignment across the gaming vertical, overseeing a 12-person global team's goals and KPIs.
• Led creative solutions with a tangible impact on advertisers' business performance and brand attributes. Recognized as a top performer with the 'Redefined Expectations' award, reserved for the top 3% of the company.
LeadEMEA Strategy Lead Feb 2020 - Aug 2021
APAC Strategy LeadAPAC Strategy Lead Jun 2018 - Feb 2020 ·Singapore
A small and entrepreneurial team of senior creative and strategy specialists, focused on building creative intelligence for Creative Shop and advertisers—covering all company's products (Facebook, Instagram, WhatsApp, Horizon Worlds).
In 5 years in the same team, I’ve held 3 roles, one focused on the APAC market, the other on the EMEA market and for the past 2 years as the lead for Gaming globally.
• Crafted winning strategies for tens of thousands of advertisers, ad-tech, and production companies, enhancing audience expansion, product-focused ads, short-form videos, and branding in user acquisition campaigns.
• Spearheaded end-to-end development of creative solutions, fostering partnerships, securing funding, and leading cross-functional teams. Delivered impactful workshops, training, and strategic alignment, while creating persuasive business cases for budgets and resourcing.
• Engineered an operational model for global planning and alignment across the gaming vertical, overseeing a 12-person global team's goals and KPIs.
• Led creative solutions with a tangible impact on advertisers' business performance and brand attributes. Recognized as a top performer with the 'Redefined Expectations' award, reserved for the top 3% of the company.
LeadEMEA Strategy Lead Feb 2020 - Aug 2021
APAC Strategy LeadAPAC Strategy Lead Jun 2018 - Feb 2020 ·Singapore
• Oversaw the creative direction for leading international brands in APAC markets, including Neutrogena, Listerine, Johnson's Baby, and Walls.
• Managed a high-performing team of 11 creatives to deliver exceptional results and drive brand success.
• Managed a high-performing team of 11 creatives to deliver exceptional results and drive brand success.
Wall's Feast Jurassic Parakeet 30s
- BRAND:
- Walls
- AGENCY:
- DDB Singapore
Global Digital Creative Director, Lux/Unilever
Singapore, Singapore
2016 - 2017 (1 year)
• Successfully contributed to the winning pitch for global digital Lux and Caress brands (Unilever).
• Led social media content creation, digital campaigns, and the design of a new global website.
• Led social media content creation, digital campaigns, and the design of a new global website.
• Over almost 6 years at DM9DDB, I’ve been the Head of Social Content, Creative Director and then Head of Digital, looking after all digital and social accounts and projects of the agency.
• Led a dynamic and diverse team of 30 digital creatives, PR managers, content planners, community managers, and influencer managers in pioneering an innovative model that involved collaborating with influencers throughout the ideation and development process, resulting in accelerated project delivery and exceptional quality.
• Successfully managed all social and digital accounts for 16 prominent brands, including Itaú Bank, McDonald's for Brazil and LATAM, as well as 5 soft drink brands from AB-Inbev.
• Recognised as the Social Media Agency of the Year at Share Awards 2 years in a row.
Creative Director Jul 2014 - Apr 2016
Associate Creative Director Sep 2012 - Jul 2014
Head of Social Media May 2011 - Aug 2012
• Led a dynamic and diverse team of 30 digital creatives, PR managers, content planners, community managers, and influencer managers in pioneering an innovative model that involved collaborating with influencers throughout the ideation and development process, resulting in accelerated project delivery and exceptional quality.
• Successfully managed all social and digital accounts for 16 prominent brands, including Itaú Bank, McDonald's for Brazil and LATAM, as well as 5 soft drink brands from AB-Inbev.
• Recognised as the Social Media Agency of the Year at Share Awards 2 years in a row.
Creative Director Jul 2014 - Apr 2016
Associate Creative Director Sep 2012 - Jul 2014
Head of Social Media May 2011 - Aug 2012
