Munich, Germany
Brand, content
& product
strategist
Building at the intersection of editorial storytelling and digital business.
Digital ProductsLivingFashionLifestyle
80kacross Instagram and TikTok, built solo
2019Airbnb Superhost since, around 95% occupancy
5 yrsleading product strategy, positioning and go-to-market at Blackbook
2010Abril Journalism Prize, Mobile category
About
Where the
work sits
A career built at the intersection of content, brand and digital products. Editorial roots at Editora Abril, Brazil's largest media group, entered through a competitive executive trainee programme — then across fashion, luxury and living.
I founded My Open Closet, a curated rental platform for luxury, bridal and formalwear built on access over ownership — an inventory that included Valentino, Pucci and Pronovias — serving a four-digit customer base over four years alongside an appointment-only showroom.
At Blackbook I led a five-year transition from a physical publishing product — a series of medical books among Brazil's bestsellers — to a subscription-based digital platform, owning product strategy, positioning and go-to-market.
In parallel I built @acasanapraca from zero to 80k across Instagram and TikTok, with partnerships with global brands, and have run my own short-term rental property since 2019. I combine editorial instinct with product thinking and audience intelligence — most effective where brand, content and experience are inseparable.
Experience
Eight roles,
one thread
2022 — Present
Founder & Content Strategist
@acasanapraca
Content platform on interior design, architecture and everyday living. Built and run solo, end to end. Grew the platform to 80k across Instagram and TikTok, developed audience personas and a content positioning strategy aligning storytelling with audience interests and brand objectives, and partnered with Brazilian and global brands — Brastemp (Whirlpool), Magazine Luiza, Artex, AliExpress, Multicoisas — on campaigns and brand activations. Analyses audience behaviour and performance data continuously to refine messaging, formats and distribution.
2019 — Present
Founder & Operator, Short-Term Rental
A Casa na Praça
Own short-term rental operation: a furnished, high-end apartment of approximately 200 m² at Praça da Liberdade, Belo Horizonte, run end to end. Airbnb Superhost since 2019, sustaining around 95% occupancy. Owns pricing, listing, distribution, guest experience and repeat demand, and handles contracts and guest relationships directly — first-hand command of direct-booking versus OTA economics, from the side that pays the commission.
2018 — 2023
Advisor 2023 — 2025
Head of Product / CMO
Blackbook
Publisher of a series of medical books among Brazil's bestsellers, and a digital platform for medical content and professional education. Led the end-to-end transition from the physical publishing product to a subscription-based digital platform: defined and evolved the product roadmap and value proposition, owned positioning, messaging and go-to-market for the digital offering, and built cross-functional workflows across product, marketing, content and operations from the ground up. Ran A/B testing on an in-house platform as the default way of deciding across acquisition, pricing and retention within the subscription funnel. Managed internal teams and external agencies. Continued as advisor and shareholder through 2025.
2018 — 2019
Co-Founder
Vitrinit · Founder Institute
Incorporated through the Founder Institute, the 14-week pre-seed founder programme — the venture was the company I built and took through it. A spin-off of My Open Closet: an aggregator marketplace to centralise every gown-rental player in one place, built as a marketplace layer on top of a market I already operated inside.
2014 — 2018
Founder
My Open Closet
Sharing-economy startup in fashion: a curated rental platform for luxury, bridal and formalwear, serving a four-digit customer base over four years. Built the model on access over ownership, launched the e-commerce platform owning structure, customer journey, product pages and checkout flows, and A/B tested those flows as standard practice. Built and curated an inventory that included Valentino, Pucci and Pronovias. Ran a physical showroom serving high-ticket clients by appointment — one client at a time — and led brand positioning, marketing and customer acquisition.
2014
Online Content Editor
Shopping Cidade Jardim
Responsible for all of the destination's online content — social media, website and newsletters. Covered store-opening campaigns and editorial content for the destination's retail brands, including Westwing Brasil and Sephora.
2013
Social Media Strategist
JWT
Advertising. Led the social media content for Johnson & Johnson's "Carinho inspira Carinho" campaign.
Through 2012
Content Strategist & Digital Marketing
Abril
Brazil's largest media group, publisher of 50+ titles including ELLE, InStyle, Veja and Exame. Entered through a competitive executive trainee programme and progressed across content, digital product and brand marketing. Product Owner (Scrum) for mobile applications including Veja SP and Brasileirão Placar, and contributor to an award-winning product — Abril Journalism Prize 2010, Mobile category. Led content marketing and social media strategy for e-commerce: editorial calendar, email marketing and performance metrics. Advertising business consultant supporting commercial teams across Rio de Janeiro, the South Region and Brasília. Contributed to the launch of Modaspot, a digital fashion portal spanning all Abril fashion titles, and trained in corporate relations including benchmarking with Time Inc. in New York.
Skills & tools
What I work with
Data & experimentation
SQLAdvanced ExcelA/B testing (in-house)
CRM & customer service
ZendeskSalesforceHubSpot
Product & collaboration
JiraNotionMiroTrelloAsana
Marketing
HubSpotMailchimpRD StationMeta Business SuiteTikTok AdsGoogle AdsSemrush
Content & social
LaterHootsuiteCanvaCapCutAdobe PremiereLightroom
E-commerce & CMS
ShopifyVTEXWooCommerceMagentoWordPress
Design & AI
FigmaAdobe SuiteClaudeChatGPTMidjourney
Education
Where it
came from
- PUCRSPostgraduate, Interior Design2024–2025
- Founder InstituteGraduate — 14-week pre-seed founder programme, incorporated Vitrinit through it2018
- Central Saint Martins, UALFashion Marketing2012–2013
- London College of Fashion, UALFashion Journalism2012–2013
- ESPMMBA / Specialisation in Marketing2012–2013
- Hochschule SchmalkaldenInternational Business2007
- UFMGBachelor of Business Administration, Economics2003–2008
Certification · Award · Publication
Certificate of Proficiency in English (CPE), Cambridge. Abril Journalism Prize 2010, Mobile category. Published: A indústria da moda no Brasil e em Minas Gerais: confecção, arranjos produtivos e caminhos de desenvolvimento.
Languages
Five, plus
one in progress
PortugueseNative
EnglishBilingual · Cambridge CPE
ItalianC1
FrenchB2
SpanishB1
GermanA2, in intensive development
Foto por Raíssa César. Conteúdo do portfolio-site-content.txt, sem acréscimos: sem telefone, sem visto, sem números além dos listados, anos sem meses. A assinatura está em Playfair itálico como provisório.
