ArthurGet in touch
VOL. 01 — PORTFOLIO
EST. 2026 · STARTUPS, SAAS B2B2C & ECOMMERCE

⟶ PRODUCT MANAGER · ECOMMERCE OPERATOR · AI AGENTS · FOUNDER AND ENTREPRENEUR

Maximaze Results
Reduce Costs 

Founder-minded creative operator turning customer discovery, behavior, data, and problem-solving into living solutions. A Product Manager that own a business practice and delivery more than just features.

Enter the ecosystem⟶
Scroll · Slowly · ◦ ◦ ◦

§01 — About

Founder-minded operator.
Product Manager.

Welcome. A CV/Resume is not enought. Take a coffe and understand why you want someone like me working in your company.

7y
Operator · CRM · PM · MKT · ECOMMERCE · FOUNDER
2
Startups I helped build and scale.
3
Founded · 1 closed · 1 scaled
1
Belief — systems compound

§02 — BUILDING

​

Building solutions

  1. Resolvvi · 2017—2020

    7th employee → Operations Manager

    Structuring a customer experience function from zero.

    Joined as the seventh hire and helped scaffold the entire customer experience area: support templates, ticket taxonomies, hiring loops and operational rituals. Turned recurring support friction into product features and educational content. Later led post-sale operations and a team of analysts.

    • Support templates
    • Ticket taxonomy
    • Hiring
    • Ops rituals
    • CX → Product loop

  2. RESOLVVI · PANDEMIC MVP · 2020

    Product

    A new service designed and shipped in weeks.

    Co-designed a brand-new offering during the pandemic: from MVP scope to acquisition funnel and post-sale journey. The service later matured into one of the company's strongest revenue arms.

    • MVP scoping
    • Acquisition
    • DISCOVERY
    • DELIVERY

  3. Sunne · 2022—2026

    Product Manager

    Product, payment and the operational backoffice.

    I led a cross functional squad on a B2B2C billing and payment product with about 600 merchants and R$300k MRR. I owned both the merchant and the consumer experience. I ran discovery, prioritized with RICE and reported to the CPO. I raised sprint completion from 27% to 78%, shipped an automated settlement report that saved over 60 hours a month, and built an internal backoffice that replaced five systems for 20 to 30 daily operators.

    • Continuous discovery
    • Customer journeys
    • Backoffice product
    • Operational dashboards
    • Sprint leadership
    • KPI ownership

  4. VERANA · 2026

    Cofounder · Head of Strategy, Growth and Ecommerce

    I owned the business: strategy, growth and P&L.

    I cofounded a women's fashion ecommerce and owned strategy, growth, ecommerce and finance. I ran paid media, CRO, CRM and retention, and I planned collections from sales history. When one launch hit only 27% sell through, I paused new drops, studied three years of data and made focused bets that reached 80% sell through. Revenue grew 72% year over year, and average order value went from R$348 to R$494.

    • CRM infrastructure
    • Retention systems
    • CRO
    • Paid media direction
    • WhatsApp automations
    • Cashback
    • BUSINESS OWNERSHIP
    • Post-purchase
    • MERCHANDISING
    • P&L
    • Internal tooling

  5. FREND · 2024—2026

    Creative Commerce Lead (Freelancer)

    Storytelling-driven Shopify and a B2B pivot.

    Implemented Shopify, designed a creative commerce engine where storytelling is the sales mechanic, ran campaign systems and ecommerce CRO, and led the pivot toward B2B with productized storytelling.

    • Shopify
    • Creative commerce
    • Storytelling sales
    • Campaign systems
    • CRO
    • B2B pivot

§05 — From insight to system

Observations become infrastructure.

The same loop, applied across products, brands and teams: notice quietly, name precisely, build deliberately, measure honestly.

◦ 01 — Lifecycle automation turned into measurable revenue

Observation

Email was present in the ecommerce operation, but not yet structured as a measurable retention and revenue channel. CAC in paid midia is getting expensive.

Insight

Build automated moments that could recover intent, support the customer journey, and generate revenue without proportional manual effort. Deliver value (and offers of course) to costumers.

Action

Build automated moments that could recover intent, support the customer journey, and generate revenue without proportional manual effort. Deliver value (and offers of course) to costumers.

Result

In the last 30 days, Perfit assisted R$2,149.13 in revenue, representing 8.7% of total store revenue. The lifecycle system generated approximately 22.15x ROI.

◦ 02 — Ecommerce growth came from system-building, not one isolated tactic

Observation

Verana had a growing customer base, but ecommerce growth depended on several disconnected variables: product quality, traffic, ticket average, onsite experience, operations, and campaign execution.

Insight

Sustainable ecommerce growth would not come from one campaign alone. It required a full operating system connecting product, merchandising, paid media, CRM, conversion, and operational reliability.

Action

Built and improved the ecommerce journey end-to-end: product pages, banners, home structure, product descriptions, SEO/GEO content, paid media creative strategy, funnel tracking, checkout analysis, and biweekly CRO sprints.

Result

Revenue grew from R$121,987.79 in 2023 to R$249,466.28 in 2025, while orders increased from 350 to 607 and average order value rose from R$348.50 to R$410.38 (2026 AVO R$443,11).

◦ 03 — Customer feedback became product, content, and campaign intelligence

Observation

Customer questions, objections, reviews, interviews, and support patterns were generating valuable signals, but those signals needed to become decisions.

Insight

Customer behavior it is rich material for better products, stronger sales arguments, educational content, and more accurate campaign planning.

Action

Mapped customer patterns through interviews, support monitoring, surveys, sales history, and product performance analysis. Used those insights to improve product descriptions, campaign messaging, educational content, PDP arguments, and future collection decisions.

Result

The brand developed stronger commercial and educational content, while product decisions became more data-informed. Sales history analysis helped identify best-selling products, margin, turnover, average price, and production opportunities for the next collection cycle.

◦ 04 — Operational observations became scalable infrastructure

Observation

As Verana grew, production information was spread across people, steps, and informal processes, making it harder to maintain visibility from product ideation to delivery.

Insight

Growth would become harder if the creative and operational sides of the business did not share the same source of truth.

Action

Mapped the clothing production process, documented each stage, and developed an internal app using Lovable and Claude to control the journey from ideation to delivery to the seamstresses.

Result

Turned a manual production flow into an operational system with more visibility, better information control, and clearer accountability across each stage of the production process.

◦ 05 — Storytelling changed the commercial direction of FREND

Observation

FREND started as a Shopify-based T-shirt ecommerce, but the strongest commercial opportunity appeared when a local restaurant needed to materialize its brand story through products.

Insight

A product without a story is harder to sell. The opportunity was not just to print T-shirts, but to turn brand identity, local culture, and customer emotion into a physical product.

Action

Created a commercial campaign and capsule collection for MuvUco, a local seafood restaurant, translating its values: local fishing, seafood culture, ikejime technique, and boteco energy into 4 prints and 3 campaign videos.

Result

The project became a turning point for FREND, leading the business to pivot from direct-to-consumer T-shirt ecommerce into a B2B creative product company serving brands through uniforms, merch, and promotional products.

§07 · Case study · Cicerus

My systems work, moved into AI product quality. An evaluation loop is a system, not a demo.

The evaluation system behind a trustworthy AI support agent.

Cicerus is a fictional direct to consumer brand that sells smart home devices, coffee gear and a subscription for refills. I built an AI agent that reads every inbound support ticket and decides five things: the category for routing, the sentiment, a human intervention flag with urgency, a confidence score, and a drafted first reply.  The agent is the easy part. The real deliverable is the evaluation loop that makes its quality measurable, so I can change the prompt or swap the model and know whether quality went up or down.

"Applying the product loop to AI agents is a new PM skill: you define the golden outputs and edge cases, read traces by hand, and use human judgment to set the threshold. Do it well and you get an eval process strong enough to change models on data in hours, not weeks. A backlog driven by evidence, not opinion, pointed straight at more value for the business and the customer, at lower cost."

Featured result

Routing accuracy, v1 84% to v2 98%, in one prompt iteration.

Results · v1 to v2 · same dataset

Routing accuracy

84% to 98%

Reply quality, no false promise judge

74% to 100%

Overall eval score

90% to 98%

Judge trustworthiness

100% TPR / TNR against my own labels

One prompt iteration, latency unchanged

Process · 01 to 04

  1. 01

    Demo before memo

    I prototyped v1 first, generate 20 inputs, read them by hand and marked each one good, fair or poor. Did a lot of anotations about everything that seems important. Only after that did I write the spec. The demo taught me what was working and where i should spend my energy.

  2. 02

    Define good

    I wrote the trace codes and the eval rubric, then hand labeled a gold dataset. A grid of 50 cases, weighted on purpose toward the hard ones: multilingual, angry, multi issue, and tickets carrying personal data.

  3. 03

    Build the measurement

    Deterministic code checks guard the structure: valid schema, correct routing, consistent flags. An LLM as a judge scores reply quality. I calibrated that judge against my own labels until it agreed 100% of the time, with an honest note on the small sample.

  4. 04

    Iterate

    I ranked the failure modes, shipped a v2 prompt, and measured it against the same dataset. One iteration, real gains, latency unchanged.

What is next

New capabilities come next, and each one demands its own evals and a fresh baseline: subscriber aware escalation through a CRM lookup, known bug matching through Jira, RAG grounding on policy and brand voice docs, and full in chat resolution through tool calling.

 I can define what good means for a product that is probabilistic, build the system that measures it, and turn a quality score into a prioritized roadmap.

Explore the work

GitHub repoFull articleLive demoTry a ticket
Client
Self directed · Reforge AI Evals applied build
Role
AI Product Manager · evaluation and quality systems
Year
2026
Output
Support triage agent · reference dataset · code and LLM judge eval suite · calibrated judge · v1 to v2 experiment · write up · live demo
AI EvalsLLM as a judgeAI Product ManagementProduct discoveryData labelingSystems thinking

§09 — Case study · Figma → Klaviyo

A living ecommerce ecosystem at Verana.

A complete operating system for an emerging luxury fashion brand - CRM, retention, paid media direction, CRO, content, WhatsApp, cashback, community and the internal tools that hold it together. Lifecycle, ops and brand designed as one body.

verana — welcome-email.fig
Figma · v3.2
Figma capture showing the structure of Verana's emails
Figma file · five email frames built on the same editorial grid

Flow · relationship journey

  1. 01

    Welcome

    D0 · introduction

  2. 02

    Cashback

    D2 · activation

  3. 03

    Best Sellers

    D5 · social proof

  4. 04

    New Arrivals

    D9 · desire

  5. 05

    Cart

    D14 · recovery

◦ Result

Lifecycle and CRM reached 13.81% of assisted store revenue.

June 2026.

Assisted store revenue

13.81%

§10 — Collection · Frend · Changes

Changes: the dance of life.

Full creative direction of a collection for Frend: from concept to moodboard, from palette to prints, from launch strategy to musical narrative. A collection about letting weight go without losing what is yours.

Concept · manifesto

"Change. The dance of life. Running into a wall that doesn't exist. Realizing that the weight of the world out there lies in the observer, not in what is observed."

"The same intelligence that makes a tree grow drives us, in some way, through changes. In the old language, nature and the self were the same word — urihi · tekohá."

I · Final prints

FREND — The dance of life

Print · 01

FREND

The dance of life

Typography built from mushrooms, caterpillars and leaves. "to live is to change one's mind, to think".

Ouroboro — Frend Ideas Enterprises

Print · 02

Ouroboro

Frend Ideas Enterprises

Caterpillar in a cycle: Life is change · bring new · better people. Life in motion, the brand in motion.

Open your heart — The right people are open people

Print · 03

Open your heart

The right people are open people

"Change the lens and see life again". "Easy, Speedy" in the eye. A small print on the chest, a big sentence in the head.

Swift Calm — Closed minds don't open doors

Print · 04

Swift Calm

Closed minds don't open doors

Change the lens and see life again. A small print on the chest, a big sentence in the head.

Changes — Embrace the change, let the energy flow

Print · 05

Changes

Embrace the change, let the energy flow

Two bodies sitting on the grass, ripples on the water. What changes around also changes within.

Changes: Cashew — From the seed to the segment

Print · 06

Changes: Cashew

From the seed to the segment

Cashew as a metaphor for transformation: fruit, nut, flower.

II · Palette

Colors of change.

Tones drawn from living things — sun, grass, sand, night. Pantone referenced for fidelity in textile production.

Sun yellow

15-6317 TCX

Tie-dye green

14-0708 TCX

Sand beige

12-0824 TCX

Deep purple

19-1220 TCX

III · Frend spirit

Old brand letting go, new brand arriving. It hurts to leave things behind, but leaving them behind is releasing weight . The power of life shows by dificulties and stress when is time to change.

"Because life is movement, each phase a moment. I invite you to dance. Take off the layers, stay loose, play with breathing."

IV · Launch strategy

Top of funnel

Out-of-focus teasers, analog photo essay, micro-influencers receiving the plain piece with the new logo and reacting.

Mid funnel

Founders telling the story on video. Street interviews about 'change'. Behind-the-scenes of the shoot.

Bottom of funnel

Detailed unboxing, fit guide, first-purchase coupon, clear exchange/return policy.

+ musical content: a roots samba/pagode reinforcing the Brazilian soul and authenticity of the collection.

§07 — Personal essay

How am I?

Portrait, soft daylight
" "

"A seeker of truth. Someone drawn to expanding consciousness, human connection, and peace through a calm mind."

I see myself as a seeker of truth. I believe life is fundamentally about learning, and that happiness is, ultimately, peace.

I was born in Fortaleza, in the northeast of Brazil, into a family of doctors. From an early age I became fascinated by entrepreneurship, by solving problems, building things from uncertainty, and discovering myself through the process of creating value for others.

I love being in nature. Surfing. Reading. Learning. Observing life closely. I believe the essence of human beings is love, and that we are collectively moving toward a more connected world.

After founding three companies - closing one, pivoting another, and scaling the third - I now bring everything I've learned into a single pursuit: becoming an international reference in ecommerce, lifecycle and relationship-driven growth.

◦ A short inventory

What I know about myself, so far.

Origin
Born in Fortaleza, northeast Brazil, into a family of doctors. I chose a different path: entrepreneurship, problem-solving, finding myself by creating value for others.
Belief
Life is fundamentally about learning. Happiness, ultimately, is peace. The essence of being human is love, and we are slowly moving toward a more connected world.
Body
I nurture it with food, movement, strength training, yoga, capoeira and surfing.
Mind
I nurture it with therapy, meditation, writing and long, unhurried time in nature.
Companionship
What I value most is sharing life with my wife . Quiet days at home, weekends at my grandmother's forest house in the countryside.
Legacy
I have recorded more than twenty hours of conversations with my grandmother. One day I want to turn them into an animated film, so my future children can know her wisdom.
Music
I play guitar and write songs as a way of translating emotion into something tangible. Seven original songs so far.
Internet
I see it as an opportunity to practice what I call immaterial generosity - sharing ideas, reflections and experiences that help people feel more conscious, connected and human.
Center
Someone interested in the intersection of systems, creativity, emotion and human connection.

§12 — Availability

Ready, on a long horizon.

I'm available for remote work starting now, and open to relocation and in-person collaboration in 2027. I'm looking for somewhere to plant for a long time.

Remote
Available now
Relocation
Open starting 2027
Collaboration
In-person/on-site possible in 2027
Languages
Portuguese · English · Spanish (working)

§06 — Contact

Good lifecycle feels alive.

Open to leadership roles in lifecycle, CRM and retention at brands building for the long horizon.

Begin a conversation⟶
© 2026 Arthur Luna · A portfolio created for North Spore