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Vol. 01 — Lifecycle Portfolio
Est. 2026 · ECOMMERCE

⟶ Lifecycle architect · ecommerce operator · systems builder · founder and entrepreneur

The Network
Beneath Growth.

A founder-minded operator turning behavior, emotion, and operational insight into living systems — connecting CRM, retention, product, and brand as one ecosystem. I build customer relationships by delivering value, creating loyalty, and turning customers into fans.

Enter the ecosystem⟶
Scroll · Slowly · ◦ ◦ ◦

§01 — About

Founder-minded operator.
Lifecycle architect.

For nearly a decade I've built the operational fabric beneath brands — customer experience, product, lifecycle, ecommerce and creative ops. Three companies founded, one closed, one pivoted, one scaled. The throughline: turning behavior, emotion and operational insight into systems that compound.

I think in ecosystems, not campaigns. Every email, SMS, segment, dashboard and WhatsApp thread is a fiber in a living network. Done well, lifecycle is less a calendar and more a relationship — relevant, rhythmic, regenerative — and the architecture behind it is what makes growth durable.

7y
Operator · CRM · PM · MKT · ECOMMERCE · FOUNDER
2
Companies built into
3
Founded · 1 closed · 1 scaled
1
Belief — systems compound

§04 — Building systems

Concepts are easy. Systems compound. A decade of building the operational fabric beneath brands — support, product, lifecycle, ecommerce and creative ops.

Systems thinking, made tangible.

  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. Pandemic MVP · 2020

    Co-creator

    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
    • Post-sale design
    • Revenue arm

  3. Sunne · 2021—2023

    Product Manager

    Product, lifecycle and the operational backoffice.

    Owned product discovery and lifecycle communication systems. Mapped customer journeys, ran continuous discovery and UX research, built operational dashboards and an internal backoffice. Led sprints, owned KPIs and coordinated cross-functional squads.

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

  4. Verana · 2023—now

    Lifecycle & Ecommerce Architect

    A living ecommerce ecosystem — CRM, retention, ops.

    Architected the full ecommerce stack: lifecycle infrastructure, CRM, retention systems, paid media direction, CRO, customer research and collection planning grounded in sales history. Built internal operational software with Lovable + cloud, WhatsApp automations, cashback, close-friends programs, post-purchase systems and a content ecosystem. Participated in the rebrand.

    • CRM infrastructure
    • Retention systems
    • CRO
    • Paid media direction
    • WhatsApp automations
    • Cashback
    • Close friends
    • Post-purchase
    • Content ecosystem
    • Rebrand
    • Internal tooling

  5. Frend · 2024—now

    Creative Commerce Lead

    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.

Insight

The opportunity wasn't only to “send campaigns” — it was to build automated moments that could recover intent, support the customer journey, and generate revenue without proportional manual effort.

Action

Implemented Perfit automations for abandoned cart, post-purchase cashback, welcome/newsletter flows, and campaign sends connected to product launches, promotions, and customer behavior.

Result

In the last 30 days, Perfit assisted R$2,149.13 in revenue across 4 orders, representing 8.7% of total store revenue. The lifecycle system generated approximately 22.15x return on cost.

◦ 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.

◦ 03 — Customer journey mapping became a lifecycle framework

Observation

Customers moved through different moments — discovery, consideration, first purchase, post-purchase, repurchase, and loyalty — but each stage needed clearer communication and intentional triggers.

Insight

Retention starts before the second purchase. It begins when each stage of the journey has a clear next step, a useful message, and a reason for the customer to stay connected.

Action

Structured lifecycle stages across capture, nurture, first purchase, post-purchase, repurchase, and loyalty using pop-ups, welcome emails, newsletters, first-purchase incentives, automated feedback requests, review collection, cashback, WhatsApp campaigns, SMS, close friends, and community experiences.

Result

Created a more complete customer relationship system, connecting acquisition, education, conversion, repurchase incentives, and brand community into one lifecycle path. This gave Verana a repeatable structure for turning first-time buyers into warmer, more engaged customers.

◦ 04 — 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 is not just feedback — it is raw 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.

◦ 05 — 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 cloud-based tools 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.

◦ 06 — 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.

§06 — The path

An evolution through increasingly complex systems.

  1. 2017 — 2020

    Resolvvi

    Customer systems & operations

    Joined as the 7th employee. Built the customer experience function — templates, taxonomies, hiring, rituals. Grew into Operations Manager, leading analysts and post-sale ops.

  2. 2021 — 2023

    Sunne

    Product management & lifecycle systems

    Owned product discovery, lifecycle communications and the internal backoffice. Continuous discovery, UX research, dashboards, sprints and KPIs — a full operating system around the customer.

  3. 2023 — now

    Verana

    Ecommerce, retention & brand ecosystems

    Designed a living ecommerce ecosystem: CRM, retention, paid media direction, CRO, WhatsApp, cashback, content and internal tooling. Brand and operations as one body.

  4. 2024 — now

    Frend

    Storytelling commerce & creative direction

    Shopify implementation, creative commerce, storytelling-led campaigns, ecommerce CRO and a B2B pivot — proving that narrative and conversion are the same craft.

§02 — Field notes

What fungi taught me about growth.

  1. I

    Connection creates resilience.

    Fungal intelligence

    Mycelium links trees across forests, sharing nutrients in silence.

    Lifecycle translation

    Cross-channel orchestration — email, SMS, product, support — turns isolated touchpoints into a network customers can lean on.

  2. II

    Regeneration > extraction.

    Fungal intelligence

    Fungi decompose what is finished and feed what is becoming.

    Lifecycle translation

    Win-back, reactivation and value-led nurture beat short-term squeeze tactics. We replenish the relationship before we ask of it.

  3. III

    Healthy systems sustain themselves.

    Fungal intelligence

    A balanced ecosystem doesn't need constant intervention to thrive.

    Lifecycle translation

    Triggered flows, behavioral segmentation and feedback loops let lifecycle programs grow without manual rescue every quarter.

  4. IV

    Invisible systems create visible growth.

    Fungal intelligence

    What you see above ground is the smaller part of the organism.

    Lifecycle translation

    The dashboards reflect a deeper architecture — taxonomy, identity, consent, attribution — that quietly compounds revenue.

  5. V

    Growth is rhythm and trust.

    Fungal intelligence

    Forests breathe in seasons, not sprints.

    Lifecycle translation

    Cadence, restraint and relevance protect the relationship. The brands customers love rarely shout — they show up well.

§09 — Case study · Figma → Klaviyo

A living ecommerce ecosystem at Verana.

Beyond the inbox: a complete operating system for an emerging 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

◦ Conversion funnel

From attention to belonging.

Each layer is a different psychology — and a different system. Paid media earns the visit, lifecycle earns the relationship, community earns the next decade.

  1. Top

    Attention

    Paid media · creators · earned culture

  2. Mid

    Consideration

    Editorial site · storytelling · onsite content

  3. Mid

    Conversion

    CRO · cashback · cart · checkout copy

  4. Bottom

    Activation

    Welcome series · post-purchase · WhatsApp

  5. Loop

    Retention

    Lifecycle flows · segments · close friends

  6. Loop

    Advocacy

    Community · interviews · co-creation

◦ Ecosystem map · the operating body

Eight systems, one organism.

Lifecycle

Welcome · cart · cashback · winback · post-purchase

Segmentation

Behavior, recency, intent — not personas

WhatsApp

1:1 retention, drops, support, recovery

CRO

PDP · checkout · pricing language · social proof

Content

Editorial site, education, product storytelling

Community

Close friends, interviews, co-created drops

Paid media

Direction · creative briefs · funnel feedback

Internal tools

Lovable + cloud · scoring · ops dashboards

◦ Retention flywheel

Each turn earns the next.

  1. 01

    Listen

  2. 02

    Educate

  3. 03

    Reward

  4. 04

    Personalize

  5. 05

    Invite back

§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

Two anatomical hearts forming the brand name — Change × Frend, two sides of the same organ.

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 — one plant, several lives.

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 — not losing something. The collection carries that visual transition: more minimal prints, sentences that feel like a whisper, illustrations that look like sketches from a notebook on the bus.

"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 recording with seasoned elders — "in the broth life serves you" — reinforcing the Brazilian soul and authenticity of the collection.

§08 — A correspondence

I & mushrooms.

"They remind me that calmness allows us to move through life with greater intelligence and compassion."

  1. I

    Nature as a teacher.

    I grew up in a constructivist school where our relationship with nature was integrated into the way we learned. We planted, cultivated, observed and waited. Sometimes an entire year passed before we could harvest something and transform it into another form — like aloe vera shampoo made from plants we had grown ourselves. I learned early to see nature not as something separate from us, but as a teacher.

  2. II

    We are not outside of it.

    I'm fascinated by the fact that in some indigenous cultures in Brazil there is no word for "nature" as something external. Humans are not separate from it. We are part of it. Over time, mushrooms became one more of those teachers in my life.

  3. III

    An opening.

    Through experiences with psilocybin, I began to understand myself more deeply and reconnect with emotions I had blocked for years. At one point my relationship with my mother was very difficult — we argued constantly, and I carried emotional patterns I didn't understand. During a psilocybin experience at my grandmother's countryside home, I felt an overwhelming sense of unconditional maternal love. That moment changed me. It opened the door to self-knowledge, and to therapy.

  4. IV

    Tools, not escapism.

    After years of therapy, meditation and intentional inner work, I see mushrooms not as escapism but as tools for awareness, presence and neuroplasticity. In 2023, after reading about microdosing, I followed an eight-week protocol of small doses twice a week. It helped me stay present and emotionally balanced through a period of intense movement and uncertainty.

  5. V

    Returning to gratitude.

    More recently I began another microdosing cycle, in a moment where I felt overwhelmed by pressure and disconnected from the good things I had already built. It helped me slow down, reconnect with gratitude and redefine what wealth truly means beyond material accumulation. I've also experimented with Lion's Mane and Cordyceps — especially Cordyceps to support physical performance and energy.

Chico, our dog, beside a stump blooming with wild mushrooms at my grandmother's house
Plate I — Chico & the mushrooms, my grandmother's countryside.
My wife greeting Chico in the garden of my grandmother's house
Plate III — My wife & Chico, my grandmother's house.
Me with Chico in the garden of my grandmother's house
Plate IV — Me & Chico, my grandmother's house.
Botanical mycelium illustration
Plate II — What they mean to me.
  • PresenceA return to this body, this room, this hour.
  • CreativityThe lifelong strength I keep coming back to — ideas, humor, imagination, made tangible.
  • ConnectionTo people, to memory, to a world that is one organism pretending to be many.
  • AwarenessCalmness, it turns out, is intelligence. It's also compassion.

§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.

§05 — Philosophy

01 — The best systems don't force growth. They enable it.

02 — Retention is built through relevance, rhythm and trust.

03 — Everything in nature grows through relationships.

Lifecycle ◦Retention ◦Ecosystems ◦Rhythm ◦Relevance ◦Trust ◦Regeneration ◦Connection ◦Lifecycle ◦Retention ◦Ecosystems ◦Rhythm ◦Relevance ◦Trust ◦Regeneration ◦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 — a team building an ecosystem, not a campaign.

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 — particularly in wellness, cultivation and the quieter end of premium ecommerce.

Begin a conversation⟶
© 2026 Mycelia Studio · A portfolio in lifecycle thinking
Designed slowly · Set in Cormorant & Inter · No tracking