CV

At the helm of ExitLag’s global Brand & Communication department, I lead integrated strategies that merge creative storytelling with data-driven decision-making. My role covers global branding, digital content architecture, influencer strategy, and market intelligence — with a consistent focus on user acquisition, retention, and community growth across 25+ official channels in 6 languages.

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Strategic Leadership & Growth

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• Elevated ExitLag’s brand positioning through a global initiatives, modernizing visual identity, tone, and communications to resonate with Gen Z and Gen Alpha gamers.

• Led the creation of the company’s global communication guide, aligning B2B and B2C messaging with insights from the Game Experience team and market intelligence.

• Drove 40% increase in user reactivation through the V5 launch campaign, combining narrative design, social storytelling, and community engagement tactics.

• Structured the 2025 Social Media Funnel, defining personas, localized content strategies, and cross-channel attribution models to optimize conversion and retention.
   

Content & Social Media Architecture

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• Oversee content strategy across 26+ social media accounts (Instagram, TikTok, X, LinkedIn, Reddit, VK, Threads, YouTube), including multilingual coordination (PT, EN, ES, RU, ZH, AR).

• Built a data-oriented creative process, establishing weekly performance reviews, experimentation cycles, and Figma-based modular design systems to scale production.

• Achieved organic engagement growth of 70% YoY, driven by short-form video strategies, influencer collaborations, and gamified content (e.g., “Member Get Member”, “Lagzinho” mascot).

• Implemented an Always On framework, segmenting content by funnel stage (awareness, consideration, conversion) and integrating performance media for amplification.
   

Influencer & PR Strategy

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• Orchestrated press relations and crisis management, ensuring consistent brand reputation and message alignment across earned media and community platforms.

• Launched ExitLag’s LinkedIn newsletter, positioning the brand as an industry thought leader and driving corporate awareness among B2B partners.
   

Campaigns & Milestones
 

• BGS 2025 (Brazil Game Show): Co-led activation with IOXtream featuring gamified lead generation, resulting in 8,400 qualified leads (+320% vs goal) and sold-out merch store in 3 days.

• ExitLag Store launch: Directed creative concept and communication strategy extending brand presence beyond digital — from gaming optimization to lifestyle integration.

• World of Warcraft campaign: Built end-to-end social and influencer rollout with channel-specific creative, leading to record engagement in 2025.
   

Data, Tools & Process Optimization

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• Designed and maintain real-time dashboards in Google Sheets and Notion to monitor weekly KPIs: impressions, sign-ups, purchases, ARPPU, coupon performance, and ROI by channel.

• Developed and automated scripts (Google Apps Script + Notion formulas) to streamline data collection and reporting across global teams.

• Conduct weekly performance reviews with key stakeholders, translating data into actionable insights for creative and paid teams.
   

Results & Impact (2023–2025)
 

• +70% increase in social engagement

• +40% reactivation of dormant users

• +320% lead target at BGS 2025

• +150M quarterly impressions from influencer activations

• Expansion to 25+ active global channels

• Strengthened brand recall and perception through consistent storytelling and global coherence