Operator building in public · Brazil

I build with judgment, data and AI.

I have operated the ads, stores, orders, support, logistics, and cash flow behind a real business. Now I am exploring how AI can amplify human reasoning and help build better operating systems.

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R$1.8M+ sales
16,071 orders
R$3M+ ad spend managed
6 stores operated
AI support workflow built
R$1.8M+ sales
16,071 orders
R$3M+ ad spend managed
6 stores operated
AI support workflow built

AI does not replace the thinking. It amplifies the system already in place.

That is why I start by understanding the operation: the real numbers, customer journey, constraints, repeated work, missing context, and decisions people are already making.

Then I use data and AI where they can improve clarity, speed, consistency, or learning without hiding the underlying problem.

Interactive operating map

How I approach a problem.

Move through the system. Each part strengthens the next; skipping context usually makes automation more expensive, not more useful.

Human judgmentstays in the loop

Understand the real operation before proposing a solution.

Selected work / verified proof

Built inside real operations.

Not universal playbooks. Real responsibilities, decisions, outcomes, and lessons from carrying the consequences.

CASE_01 / FOUNDER-OPERATOR

A six-store e-commerce operation.

I managed acquisition, marketplaces, logistics, pricing, inventory, customer communication, creative execution, and cash flow with my own capital at risk.

What changed

Moved from structure-first decisions toward market signals, operational context, and continuous testing.

Main lesson

A better ROAS does not automatically mean a healthier business.

Aggregate ecommerce sales dashboard
R$1.8M+tracked sales
16k+orders
15.9kcustomers
6stores
CASE_02 / AI WORKFLOW

Customer support as an intelligence loop.

I explored how AI could reduce repetitive work while preserving human escalation and turning conversations into useful operational context.

What I built

Qualification, reusable context, handoff rules, and post-sale support workflows.

Main lesson

The useful asset is not only the chatbot. It is the system and feedback loop behind it.

Customer signal
Reusable context
Human handoff
Operational learning

Currently building

The next system is still in motion.

I am documenting the questions, experiments, corrections, and architecture behind the work instead of pretending everything is already solved.

Turning scattered business context into usable intelligence.

Exploring how companies can organize documents, data, decisions, and team knowledge so people and AI can analyze the operation with better context.

InputScattered knowledge
SystemOrganized context
OutcomeBetter questions & plans

Specialized agents, shared state, human approval.

Designing workflows where agents research, create, critique, request approval, observe results, and update memory without replacing human judgment.

ObserveResearch & classify
CorrectCritique & revise
GovernHuman approval

Showing the work while learning how to explain it.

Publishing practical observations, cases, and systems as they evolve, with the goal of helping people before asking for a conversation.

ShareUseful method
LearnQualified feedback
ImproveNext iteration

Evidence library

The numbers have receipts.

Click any image to inspect it. Sensitive operational details may be blurred or summarized.

Aggregate operation dashboard
Aggregate operation / sales, orders, customers
Meta Ads campaign dashboard
Meta Ads / campaign performance
Mercado Livre business metrics
Marketplace / business metrics
Shopee Ads Account 1 ROAS
Shopee Ads / Account 1 performance
Shopee Ads Account 2 ROAS
Shopee Ads / Account 2 performance
Shopee NWASUP 2026 Sales
Shopee / NWASUP 2026 Sales
Shopee NWASUPS 2026 Sales
Shopee / NWASUPS 2026 Sales
Shopee Vitacaps1 2025 Sales
Shopee / Vitacaps1 2025 Sales

Ways to work together

Start with a real conversation.

This site should give you enough context to understand how I work. If there is a possible fit, choose the conversation that makes sense.

Priority 01

Discuss a role

For teams looking for an operator across growth, e-commerce, operations, data, or AI workflows.

Priority 02

Discuss a project

For companies that want help mapping an operation, organizing context, or implementing a useful system.