about me



Contribute to the success of companies by researching, designing and enhancing the user experience in all stages of the customer journey and different touchpojnts, including: websites, web applications, desktop softwares, customer service, and support.


  • Six years of experience as a User Experience Designer working for leading companies in different market segments including: Citrix, Farmers & Merchants Bank, Mitsubishi, DirecTV, Nissan, Infiniti, Monterrey Bay Aquarium, and Toyota/Ford dealerships
  • User Experience Designer, translating product requirements into Information Architecture documents, taking into consideration business goals, user needs and IT capabilities
  • Creative innovative research studies using games and other out-of-the-box strategies, achieving records of customer participation at Citrix
  • Advanced knowledge of Search Engine Marketing, with proven records of improving findability of sites
  • MBA in Strategic Marketing of Services and BA in Architecture & Urbanism
  • Proficient in Adobe Creative Suite, Axure, OmiGraffle, Visio, Balsamiq, MS office, etc.
  • Start-up experience: with conception, test and launch of job-hunting website (Curriculumvitae.com.br), considered one of the top sites in the HR segment by IT magazines in Brazil
  • Fluent in English and Portuguese. Advanced knowledge of Spanish (conversational)


CITRIX SYSTEMS , Fort Lauderdale, FL (Dec / 2010 – Present) 
Senior UX Designer

  • Responsible for post-sales user experience activities, including: usability testing, key-findings reports, site audits, competitive analysis, mental models, user flows, interactive prototypes, personas, analytics analysis, customer journey blueprints, etc.
  • Responsible for the user interface and visual design of pioneer cloud based tool that allow users to easily assess, design and deploy virtual environments based on company’s best practices and expertise
  • Conducted extensive usability studies at “Synergy” events in San Francisco and Barcelona using innovative approaches in order to identify customer’s pain points and improve the user experience of the all services touch points (customer service, apps, resources, technical support, etc.)
  • Collaboration in Customer Journey project working with IDEO – leading human centered design agency, based in California

INDEPENDENT CONTRACTOR, Los Angeles, CA (May / 2009 – Nov/2010)

User Experience Architect

Main Projects:

• Farmers & Merchants Bank (fmb.com)

• Mitsubishi – Lancer SportBack Microsite

• Mitsubishi – Owner’s site

• Mitsubishi – Outlander Microsite

THE DESIGNORY, Long Beach, CA (April/2008-April/2009)

Information Architect

• Member of the IA team dedicated to Nissan and Infiniti

• Develop detailed IA documentation including user scenarios, personas, content inventory, mental models, functional flowcharts, sitemaps, wireframes and functional specification documents

Main Projects:

• Paid search strategies for Infiniti.com (Google Adwords)

• Direct TV.com redesign (all business segments)

• Monterrey Bay Aquarium (SeaFoodWatch.org)

• Infiniti & Bloomingdales 2008

• Nissan and Infiniti Certified pre-owned

• Nissan Summer Sales Event

• Nissan Cube Microsite

• iPhone application for Cube

• Nissan Z Microsite

NOWCOM (HANKEY GROUP), Los Angeles, CA (Jan/2007 – May/2008)
Information Architect

• Responsible for website marketing strategy, architecture and SEO for the Hankey Group of companies including: Nowcom, Toyota of North Hollywood, Midway Car Rental, Westlake Financial and Knight Insurance Group

• Created and maintained marketing campaigns across all major search engines, performed keyword research and analysis, link building strategies, bid management and ROI analysis

, Natal, RN, Brazil (Dec/2004 – Jan/2007)

Leading Mortuary Services Group in Brazil

Marketing Manager

• Performed benchmarking research and analysis for funeral homes and cemeteries
• Responsible for brand re-positioning, working with advertising agency on innovative campaigns and marketing materials that resulted in significant increase in sales
, Recife, PE, Brazil (Nov/2003 – Dec/2004)
World Class Software Park Brazilian government initiative)

Marketing Manager

• Provided marketing support for 70 technology companies and incubators

• Participated in commercial mission: “Pernambuco, Gateway to New York” celebrating the 350th anniversary of Jewish life in America that began with a dozen refugees fleeing from Recife (Brazil) in 1964. The mission received the “Ampro Globes Award” for “best B2B strategy” and was featured on cover of Business Week magazine

, São Paulo, SP, Brazil (June/2001 – November/2003)
Fourth largest TV production in the world, watched by 80 million people daily.

Product Manager

• Conducted consumer research, strategic planning, website architecture and developed content partnerships for the regional portal pe360graus.com. These initiatives helped pe360graus.com rise from 9th to 2nd place in visitors ranking in less than six months, among other regional TV portals

• Created “Ambiente Virtua”, an exclusive broadband zone focused on satisfying the needs of high speed internet users that would also work as a competitive advantage among competitors

START UP (Curriculumvitae.com.br)
, Recife, PE, Brazil (July/1986 – Nov/2003)



• Conception, test and launch of job-hunting website. Considered the 2nd best job-hunting site in the country by IT magazines.

MBA in Marketing of Services – UFPE, Brazil – 2000

Bachelor’s Degree in Architecture – FAUPE, Brazil – 1998

Certificate in Sales & Marketing – UCLA, Los Angeles – 2005

Scrum Master Certification – Fort Lauderdale – 2012 (score: 83%)

Desktop Virtualization Sales Certification (Citrix) –  Fort Lauderdale – 2012



• Usability Week – Jakob Nielsen (participated as volunteer) – New York, NY (Feb/11)

• Information Architecture Summit (Miami – 2007, Las Vegas – 2008, Denver – 2011)
• HOW Conference (Chicago, 2011)

• Web App Summit – UIE (participated as volunteer) – New Port Beach, CA (April/09)
• SEO Bruce Clay Certificate Program (August/09)
• Dale Carnegie Communications Training – Los Angeles, CA (April-June/09)
• Web User Experience – UCLA Extension, Los Angeles  (Jan-March/08)
• Google Adwords Training– San Diego, CA (March/2008)
• Yahoo! Search Marketing Training– San Diego, CA (Nov/2007)
• Online Marketing Summit – (2007, 2008, 2009, 2010)
• Search Engine Strategies – San Jose , CA- Click Z (Aug/2007)



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