Career Profile
5+ years turning audience data into revenue across CRM, marketing and commercial partnerships. Sport was the context.
I turn audience data into revenue. My work at the intersection of CRM, digital strategy and commercial partnerships taught me that isolated campaigns rarely compound. The organisations that grow are the ones where data, content and partnerships pull in the same direction.
At Cruzeiro SAF, that meant managing segmentation and lifecycle strategy while staying accountable for sponsor activation and digital channel performance. It is an unusual scope. It also means I can think about audience behaviour and commercial outcomes at the same time.
A season with Nashville SC during their MLS launch reinforced something I keep coming back to: the commercial results follow when the fan experience is designed properly. That mindset applies in any market.
Innovation · CRM · Data
In partnership with Cogny Hub
Built and scaled Cruzeiro's full digital infrastructure spanning the website, app, CRM, e-commerce, and owned media channels, converting fan engagement into direct commercial outcomes across multiple revenue streams.
Digital Product · UX
In partnership with Cogny Hub
Led the full redevelopment of Cruzeiro's digital product suite from UX strategy through launch, consolidating content, ticketing and membership into a unified fan platform with integrated data capture.
Commercial · Partnerships
Structured and executed digital campaigns for the Cruzeiro × Adidas partnership across three consecutive seasons, converting the club's digital reach into direct kit sales across social, email, push and e-commerce.
CRM · Lifecycle Marketing
Redesigned all club communications across Email, SMS, WhatsApp and Mobile Push, applying UX/UI improvements and A/B testing at every touchpoint to maximise engagement and minimise churn.
Operations · Automation
Implemented Monday.com across six front-office departments, integrating project tracking and automating repetitive workflows to give senior leadership real-time visibility into delivery across the organisation.
Belmont University · Nashville, TN, USA
Belmont University · Nashville, TN, USA
Speaker
International Football Business Conference — CRM, digital ecosystems and revenue strategy in football.
Instructor
Sports Business Program — CRM and digital marketing strategy modules.
Certification
Football Executive + Marketing and Sales in Football — Confederação Brasileira de Futebol.
Certification
Project Management — Project Management Institute.
01
On-pitch celebration after the club secured its return to the first division of the national league after three years away.
02
Alongside the MLS Cup at the kick-off event the night before Nashville SC's MLS debut.
03
Sitting in Cruzeiro's fan photo stand during our participation at CONAFUT 2025.
04
The opportunity to meet and work on the R9 project was something special.
05
Celebrating Cruzeiro's return to the Conmebol Libertadores with a themed #1 jersey campaign and a strategic activation at Confins Airport.
06
A chance to visit the official training grounds of the Brazilian National Team in Teresópolis.
07
Celebrating the state championship title with the marketing staff and coaching team after the final match.
08
At the last Nashville SC match at First Tennessee Park before the club's entry into Major League Soccer.
09
Representing the Belmont University varsity team at the Conference Championships.
10
At the event entrance before participating in workshops and panels.
If the profile fits what you're building, I'd like to hear about it.
