About me
I breath communication. It can be verbal, visual, in person or online. Words are great, words with images are better. Fewer words are best.
Over the last years, I’ve focused on a single platform. It’s called Netflix. My stakeholder? Millions of customers, most in Brazil, and some in California.
I am passionate and creative, and find myself at the intersection of Content and Product.
About my work
Branding, games, marketing and entertainment are common themes in my professional background. I view these from a language and localization perspective.
I obsess over the customer journey and look to elicit sentiment. I also look at internal processes and find spaces to collaborate and better address business objectives.
I live in San Francisco. I don’t have a dragon tattoo and I rarely spit fire.
Find me on LinkedIn.
Story 1
Titles, titles everywhere
Film and show titles are ubiquitous in product, marketing, social and more. Titles are a performance driver. I successfully advocated for title testing, a 18+ month project that helped us understand viewer preferences and achieve up to +22% increases in viewership for Brazil and significant gains in other priority markets.
Story 2
Design Internationalization
Design partners needed to understand common pitfalls and best practices in creating title artwork in 30+ languages. Working within the Netflix Partner College program, I drove language specific and language agnostic Title Artwork Guidelines. Read the case study.
Story 3
Parent Controls
A one-size fits all approach to content ratings started to raise in-country regulatory eyebrows. Working with Legal, PR, Engineering, PMs and the QC team, we brought the ratings UI up to code in time for a landmark content launch.
Story 4
Inclusive Language
Working with HR, Public Relations, Employee Resource Groups Pride@ and GLAAD, I managed the development of Non-Binary Language Guidelines for 27 languages. Related efforts include training vendor teams on inclusive language, evangelizing the project internally and work with the Black@Netflix ERG.
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