Brazilian by origin, Toronto by choice
Human, allegedly.
Director of Product Design, strategic tinkerer, proud design nerd. I started out in journalism — printed media first, then PR and crisis communications, which is where I learned how a business actually works and how to speak its language. Then video scripting for brands, until a client’s UX team caught my attention. There were barely any UX courses back then, so I did my postgrad abroad and never really looked back.
The medium changed. The job, not that much.
That was over a decade ago. Since then: leading teams, scaling design systems, and turning AI, data and fairly wild ideas into products that click — freight tech to agtech, São Paulo to Toronto. Stories became interfaces, interfaces became products, and products became teams.
I love business and analytics — you will hear me say revenue, growth, advisory council and flywheel in the same sentence — and I am still the person who notices spacing off by 2px. Design leadership is where I am most at home.
Hope you have fun while you’re here.
Evidence of a life outside Figma
Family first, Brazil forever, Toronto by choice. I cook and bake far more than any reasonable schedule allows, and — despite looking like someone who would rather book the restaurant — the long-term plan is a farm. Dirt, animals, alarming early mornings.
The plot so far
The long version lives on LinkedIn.
Every role, every product, every year — in the format that was built for it. This page is for the person doing the work.
Backstage, mostly
Transparent, authentic, community-first. I present well enough, but the part I actually enjoy is backstage: supporting the team, advocating for them in rooms they are not in, and making the work feel lighter than the problem.
This has held up across remote and in-person teams. Any designer who has worked with me can confirm both parts — the standards, and the smiling while we get there.
Everyone is a builder now
I have tried every tool, and I keep trying them. This site was built in Claude Code and shipped on Vercel — no handoff, no ticket, no waiting.
It started at Loadsmart, when the first useful tools appeared and I began pulling them into personal projects to see where they broke. More recently I am helping lead the Design to Code front at Loblaw Digital: getting design and engineering onto the same material, so what we draw is what ships.
The bet underneath it is simple. The distance between having an idea and having a working thing is collapsing, and design leadership that cannot cross that distance is going to feel very slow, very soon.
Disclosure
No designers were harmed in the making of this site. A concerning number of tokens were.
Off the clock
- something involving a suspicious amount of crime
- audiobooks and podcasts — always one more than I can realistically finish
- testing a recipe without reading it all the way through first, or at the beach
- weighed. with a scale. no, I will not be apologising for that
- book started before the previous book was finished
- a farm. this has been the plan since roughly age two.
- espresso, curiosity & Cmd + Z
- still thinks the save icon is a floppy disk
- Design systems
- AI products
- True crime
- Cooking & baking
- Books & audiobooks
- Coffee, weighed
- Farm plans
- Why your spacing is probably off