Rock Content

Feb/2019 - present

Rock Content is the biggest content market company in Latin America, delivering successful digital marketing strategies for over 1500 clients, including Totvs, Positivo, Telefonica, Locaweb, Stoodi & others.

Working with a diverse group of engineers to transform Rock Content's from a man-hour dependent business to a scalable global enterprise by offering a more flexible & robust product, technological solutions to increase lead generation and conversion including AI, and streamlining the user interfaces for all stakeholders (customer, freelancers and customers) to have a better UX

Projects

- Offer valuable features on the new platform to finish the transition of all customers from the legacy platform to the new platform, untying dependencies on the legacy platform

- Integrate APIs to help content production such as an image API to select the best images for blog posts and a content generation API based on machine learning which can map out keywords and subjects which will generate more relevant content

- Promote internal communication with all teams by engaging in personal one on one conversations to understand stakeholder pains and deliver the solutions to their problems

Technology Stack

- Ruby on Rails, Vue.js, PostgreSQL, Heroku, AWS, React apps, Github, Docker

Programming skills

Ruby on Rails, Javascript ES2016, Vue.js, React, TDD, REST APIs, Relational databases (SQLite, PostgreSQL), GIT, HTML5, CSS3, SCSS, CSS Frameworks (Bootstrap & Tachyons), Responsive Web Design, OOP, MVC architecture, Ruby gems (Authentication, Authorization, Geocoding, Searching, Payment, Mailing, Background Jobs, etc...), Machine Learning, Docker, Neural Networks, Clean coding, Heroku

Programming Languages

Ruby, Javascript ES6, C, MATLAB

Codon Biotecnologia

Sep/2017 - Jul/2018

Private company in the healthcare sector specialized in genetics. I had a position in which I was able to participate in projects in all core sectors of the company. The projects I developed in each area were:

Strategy: Pricing model considering costs, market and willingness to pay. Acquisition analysis and valuation to enter new market segment. New product development;
Business Intelligence: P&L and Cash Flow models and monitoring from raw data. Designed sheets that receive simple inputs and generate all important visualizations for strategic decisions. PowerBI;
Operations: Streamlined processes and implemented a laboratory management software to integrate and automate all areas;
Marketing & Sales: Developed the comercial plan. Implemented Salesforce.

Bain & Company XI Strategic Challenge

May/2017 - Jun/2017

Results: 1st place in Minas Gerais, 3rd place in Latin America

The Bain&Company Strategic Challenge is the biggest student business case competition in the Latin America. Between 2,000 high level students starting the first phase, the team finished 3rd best in Latin America.

The regional finals occured in Belo Horizonte, MG, and presented a case study involving developing a pricing model optimization, fleet composition & renewal strategy around the biggest car rental company in South America, Localiza. The Latin America finals occured in Sao Paulo, SP, and presented a case study involving valuation & acquisition, also regarding a real life analysis case when Localiza merged with Hertz.

The presentations prepared by the team can be downloaded in the following links:

Constellation Challenge

Mar/2017 - May/2017

Results: National finalists

Constellation Challenge is a student challenge in which the students perform an industry analysis and develop a full DCF valuation model about a given company. The group performed the analysis for Grupo Fleury, the second biggest company providing medical diagnosis in Brazil. Over 230 groups started in the competition, and the group finished Top 10.

Funny fact: the analysis was done before Fleury did a 2-1 split on shares. When the study was done, shares were R$42,00 and the group projected the true value to be R$56,20. Two months later, the shares went up to exactly R$56,00 and stabilized there for a while. The organizers revealed our analysis was an almost exact match with theirs!

The industry analysis and investment thesis and model prepared by the team can be downloaded in the following links:

BS2 Hackathon

Jul 2018

Results: 3rd place

Hackathons are ultra intensive product development marathons in which teams have a short amount of time to develop a full product idea (problem, solution and details).

BS2 is former bank "Bonsucesso" that went through a complete rebranding and repositioning as a digital bank. BS2 promoted the Hackhathon so that the participants could develop and showcase ideas for the new digital banking operations.

My group developed the idea of bs2you, a peer-to-peer lending platform. The idea was very actual since positive legislation regarding that modality of lending was approved 2 months earlier. The group also explored the inclusion of minorities, after a sequence of interviews and surveys that showed how women and black people have a higher difficulty of borrowing money through traditional mechanisms.

The group was awarded overall 3rd place and best pitch. We were very happy about it, because the 1st and 2nd places were already established startups with assembled teams, while my group arrived at the event without knowing eachother and had a very good chemistry.

Uai sô! Fly!!!

Feb/2013 - Oct/2014

Uai sô! Fly!!! is the aeromodelling team of UFMG and one of the most prestigious in Brazil, many times national champions and 3 times World Champions

In 2013, I participated in the junior section of the team. We designed and built a radio-controlled aircraft. Responsible for Fuselage, Engine and Landing Gear. Detailed report on the project draft and aircraft performance. Responsible for presenting the project on behalf of the team to the competition judges. The project finished 6th out of 75 teams on the 15th SAE BRASIL AERODESIGN 2013, being the best team in the whole competition to be composed only by junior members, in front of Senior teams from famous universities such as EESC, UFSCar and ITA. In 2014, I assisted the senior student group.

This student group was a very comprehensive experience. It helped me develop team-work skills, task management, project management, engineering knowledge, hands-on building, detailed engineering report writting, programming and physics simulations, presentation skills, among others. Because of this, it is the most significant experience during my academic life and I love to recommend it to new students.

Toy Design Workshop

Jun/2016 - Jul/2016

In the end of my exchange program, students are encouraged to do a summer internship in universities of the country. I was able to participate in the summer program of Purdue University, ranked the 8th best Mechanical Engineering program in the US.

During the program, I helped develop a Summer Workshop program called "Toy Design". Gifted - high IQ - students from many countries (US, China, Mexico, Colombia, Greece, South Korea) came to participate in challenges we designed, to see how they plan build and test using the ideas of simple home-friendly approach for building robots, developed in the C Design Lab.

Many other physics and engineering challenges were given, such as the famous spaghetti tower marshmallow challenge (which shows that kids are better builders than CEOs), NERF Gun assembly and mechanism designs. The program was very impactful: the kids responded questionnaires about their confidence in their creativity and interest for engineering areas, both at the beggining and end of the workshop. By the end, their overall interest increased over 40%, and even more among the female students, helping prove wrong archaic gender roles concepts.