Professional Summary

Senior executive with 18+ years of international leadership across Data Strategy, AI Enablement, and Business Transformation. Track record of delivering measurable enterprise impact (over €10M), leading complex programs in 26+ countries, and translating analytics into strategic growth decisions for C-level stakeholders. Combines statistical depth, product leadership, and execution discipline to modernize data ecosystems, strengthen governance, and accelerate value realization.

Career Highlights

Vypr Product Intelligence Solutions (2025–Present)

• Data Strategy & Innovation Consultant (UK) → Leading end-to-end transformation of data, sampling, and calibration capabilities to build a next-generation research engine integrating statistics, automation, and AI.
• Platform & Governance Architecture → Designed Vypr’s Panel Management Platform and institutionalized the Data Quality & Vendor Governance Framework (5-layer assurance model) to reduce concentration risk, prevent silent data degradation, and improve decision confidence.
• Methodology & Product Value → Developed the full US Smart Sample Strategy and the Weighting Intelligence Framework, improving representativity with cost-efficient sample designs.
• Advanced Analytics Leadership → Led Brand Tracker redesign (PCA-SEM, latent structures, diagnostic analytics), supporting strategic client conversations including Tate & Lyle.

NielsenIQ (2007–2024)

• Product Leadership Director & Data Strategy Leader (Europe) → Led strategic data transformation across 20+ countries, improving product quality, resilience, and speed-to-insight during high-volatility periods.
• Global Transformation & Operating Model → Unified fragmented legacy environments into scalable operating frameworks and global governance standards; materially improved efficiency, consistency, and cross-market execution.
• Vendor Strategy & Sourcing → Directed cross-country RFPs and renegotiations to strengthen data partnerships, increase scalability, and reduce operational exposure.
• Automation & Modern Methods → Scaled web scraping, crowdsourcing, and validation automation to reduce manual dependency and future-proof data operations.
• C-Level Partnership → Trusted advisor to senior leadership, translating technical complexity into commercial and operational outcomes.

Baianear (2022–Present)

• Co-Founder & CEO (Parallel Venture) → Built and scaled a differentiated cultural and gastronomic brand in Portugal, leading strategy, brand positioning, operations, and growth with data-driven marketing execution.

Education

• MSc, Statistics & Information Management (Nova IMS)
• Postgraduate, Digital Enterprise Management (Nova IMS)
• BSc, Statistics (Federal University of Bahia)
• Certification, Intellectual Property Law & Strategy — WIPO Academy & INPI (Brazil)

Key Competencies

• Enterprise Data & AI Transformation | Product/Platform Leadership
• Governance, Vendor Strategy & Risk | Operating Models
• Advanced Analytics (Weighting, Calibration, PCA-SEM) | Automation
• C-Level Stakeholder Leadership | Global Teams | Change Execution
• Python, R, SQL, SAS | Languages: EN, PT, ES