Marketing analytics leader with 10+ years across retail, agencies, and startups. Deep experience in data engineering, A/B testing, performance marketing, and team management. Builds systems that connect fragmented data into clear decisions. Most recently managed Marketing Analytics at Home Depot Canada; currently building EtherHub, a crypto platform taken from 0 to 10k users.
Experience
EtherHub2025 – Present
Co-founder · Growth & Product
- Built and grew a crypto platform from 0 to 10,000 users for moving, swapping, and investing crypto
- Owned growth strategy, product decisions, and analytics end-to-end
Home Depot Canada2019 – 2025
Manager, Marketing Analytics
- Led Marketing Analytics team across data engineering, reporting, testing, and measurement
- Transformed team from reporting-only to a projects-driven analytics group shipping predictive segmentation, product selection optimization, and testing frameworks
- Ran ABCD tests during Black Friday with 100+ stakeholders aligned on a single call
- Built marketing channels database and automated reporting infrastructure at enterprise scale
Mindshare · Klick Health2017 – 2018
Data & Analytics
- Built dashboards, automated reporting, and data accuracy processes for auto and healthcare brands
- Deepened technical stack with SQL, Python, and Tableau applied directly to client work
BETC São Paulo2015
Performance Marketer
- Managed performance marketing for Peugeot, Hering, and Dzarm across budget planning, media buying, and analysis
- Implemented A/B testing and Google Tag Manager; built standardized reporting templates
Publicis Groupe2014 – 2015
Business Intelligence Analyst
- Created tracking frameworks and naming conventions adopted across teams to unify fragmented campaign data
- Presented performance analysis and recommendations for Toyota, Sadia, Qualy, Perdigão, Habib's, and Vale
iTquetas2011 – 2014
Founder
- Created a fashion discovery platform using QR-code labels connecting in-store items to personalized outfit recommendations
- Built a marketplace with scraped e-commerce data and predictive recommendation algorithms
- Selected as top startup in StartupRS; incubated at university
Skills
Analytics & Data
SQL, Python, Tableau, Google Analytics, Google Tag Manager, Data Engineering
Marketing
A/B Testing, Performance Marketing, Media Buying, Campaign Analysis, Growth Strategy
Leadership
Team Management, Stakeholder Alignment, Process Design, Cross-functional Collaboration