About

Experience

Pipefy

4 years 3 months

/ Product Manager

March 2023 – December 2023

(10 months)

Oversaw the company website, collaborating with the Marketing and Sales teams on initiatives to increase lead generation.

Key Responsibilities:

• Defined and tracked the squad’s strategy and OKRs, aligning user needs with the company’s strategic vision;
• Communicated the product’s strategic vision to the development team, defining the team’s roadmap and metrics, prioritizing the backlog, and writing user stories;
• Led cross-functional teams through all phases of product development, from concept to launch;
• Managed stakeholders and mitigated risks;
• Conducted agile routines;
• Supported Go to Market (GTM) strategy;
• Analyzed data from Google Analytics, Metabase, and Tableau to better understand the user journey;
• Optimized website and signup conversion rates.

Achievements:

• Developed and implemented a signup flow variation specifically for the Ideal Customer Profile (ICP) to enhance the product onboarding experience;
• Relaunched the website to ensure visual consistency across the main pages
  and updated content to align with the company’s GTM strategy. This initiative focused on improving the user journey to increase visitor-to-lead conversion. As a result, a new design system was created and implemented using the WordPress Block Editor, which decreased the time required to create and update pages while improving Core Web Vitals metrics;
• Optimized engagement rates across pages with the highest organic traffic to improve SEO and lead generation.

/ Software Engineering Manager

September 2020 – March 2023

(2 years 7 months)

Led the Website team responsible for supporting Marketing and Sales initiatives to generate leads through the website.

Key Responsibilities:

• Conducted regular 1:1s with team members, providing feedback and coaching to improve productivity and career progression;
• Fostered a collaborative, positive, and constructive remote team culture;
• Performed bi-annual performance reviews;
• Managed hiring processes, including writing job descriptions and conducting technical and non-technical interviews;
• Oversaw the onboarding process for new team members;
• Ensured timely project delivery and maintained developer velocity;
• Improved internal processes to enhance team efficiency;
• Aligned website initiatives with other departments, such as Marketing, Sales, and Data;
• Website and signup conversion rates optimization.

Achievements:

• Optimized the signup flow by creating and testing various hypotheses, significantly improving the conversion rate;
• Implemented key improvements in the website journey, increasing visitor-to-lead conversion for target personas;
• Collaborated with the SRE team to self-host the website, which significantly increased its reliability and decreased page loading speed;
• Optimized website Core Web Vitals, achieving zero poor URLs on both desktop and mobile;
• Created a custom WordPress plugin to integrate Pipefy Public Form with the block editor.

Extras:

• Developed a productivity training program for the HR team, which was later incorporated into the company’s onboarding process;
• Conducted a training session for other Engineering Managers on leadership best practices aligned with the company’s values.

/ WordPress and CRO Specialist

October 2019 – September 2020

(1 year)

As a key member of the Marketing team, I was primarily responsible for implementing technical changes on the company website and optimizing its conversion rate. My role involved both web development and performance optimization to enhance user experience and drive business goals.

Key Responsibilities:

• Developed and maintained the WordPress website using PHP, MySQL, HTML, CSS, and JavaScript;
• Optimized website performance, focusing on improving loading speed;
• Led Conversion Rate Optimization (CRO) initiatives, including defining and mapping conversions, optimizing landing pages, conducting A/B tests, analyzing heatmaps and click maps, and enhancing user experience;
• Provided training and support to non-technical users, enabling them to update website content while adhering to SEO best practices.

Achievements:

• Designed and implemented comprehensive site-wide click and conversion tracking: This enabled various teams to gain a deeper understanding of the user journey, identify areas for improvement, and provided actionable insights that enhanced user experience and optimized conversion rates;
• Led a complete website redesign: Modernized the website’s visual appeal and functionality, empowering the content team to create and update pages effortlessly. This initiative significantly increased efficiency and improved
  content quality;
• Integrated website content with the company’s product: Established the website as the single source of truth for content, making it easily updatable by the content team and ensuring consistency across platforms;
• Conducted a comprehensive security audit: Implemented industry best practices, significantly enhancing website security and protecting user data.

Spirallab

/ Founder & CEO

May 2011 – October 2019
(8 years 6 months)

As the founder of Spirallab, I led a remote-first agency dedicated to delivering WordPress solutions. Our mission was to empower businesses through customized, high-performing websites and strategic consulting.

Key services included:

• Custom WordPress Development: Successfully planned and developed over 50 websites tailored to meet specific business needs. Ensured all projects followed SEO best practices to enhance visibility and drive traffic;
• Consulting: Provided expert guidance to a diverse range of clients, including small and medium-sized businesses, educational institutions, and marketing agencies. Focused on optimizing WordPress usage and leveraging its full potential to achieve client goals;
• Conversion Rate Optimization (CRO): Analyzed and optimized conversion rates using tools like Google Analytics. Conducted A/B testing to identify issues and implement improvements, significantly enhancing user experience and conversion metrics;
• Hosting Solutions: Managed and maintained servers optimized for WordPress, ensuring reduced page loading times, increased security, and high availability. This service was crucial for clients requiring reliable and fast website performance;
• Education & Training: Instructed over 240 students in WordPress, HTML, and CSS. These courses where designed for non-programmers to enable them to manage and develop their own websites confidently.

Throughout my tenure at Spirallab, I took on multiple roles, including full-stack developer, project manager, team lead, sales executive, customer support, and site reliability engineer (SRE). This diverse experience allowed me to understand and address a wide range of challenges associated with running a company, providing me with a holistic perspective that proved invaluable in my subsequent roles.

C3SL – UFPR

/ Full-stack Web Developer

January 2008 – December 2009

(2 years)

During my internship, I participated in the Pajé research project, conducted in partnership with the government of the state of Paraná. This initiative led to the development of an open-source hospital management application, effectively addressing the primary needs of public hospitals.

My responsibilities included contributing to system development, performing quality testing, and collaborating with the team to ensure the effective implementation of the software’s features.

Additionally, I took the initiative to propose, implement, and maintain a single source of truth for project documentation and code using Trac. This effort improved our productivity by making it easier to find helpful information and streamline our processes.

Insituto Nacional de Pesquisas da Amazônia (INPA)

/ Full-stack Web Developer

January 2004 – December 2004

(1 year)

Part time internship to create an internal system using PHP, MySQL, HTML, JavaScript and CSS.