12 years of craft,
context, & impact.

I started my career as a systems analyst and software developer, which means I've always been on both sides of the product conversation. I understand how architectures scale, why APIs break, and what "too complex to build in this sprint" actually means. That's not background noise. That's the brief.

When I crossed into product design, I didn't leave that foundation behind. I carried it in. Design decisions grounded in what's actually buildable. Constraints caught in the brief rather than surfacing in engineering review. A shared language with developers that shortens every conversation from a negotiation into an alignment.

That dual literacy (design intent on one side, technical reality on the other) remains the single most valuable thing I bring to any cross-functional team.

After years working close to the codebase, I made a deliberate move toward product design. Not away from technology, but deeper into the decisions that happen before any engineer opens their IDE. What to build. For whom. Why it matters. Those questions compound harder than any implementation detail.

Over the following 12 years I led UX and UI across B2B and consumer products for companies like Shell / Raízen, New Relic, Bradesco, Dotz, and others, spanning tech, FinOps, fintech, and loyalty platforms across Brazil and the US. Every engagement sharpened the same core skill: absorbing a complex domain fast, identifying the real problem underneath the stated one, and shipping an interface that moves a metric.

Strategy without execution is a slide deck. I do both.