About me
CX Lead with a proven track record of driving high-impact customer engagement strategies, bridging executive and technical teams.
For over 10 years, I have been helping companies and teams understand, structure, and design better digital experiences by aligning business objectives with user needs. My approach is rooted in research-driven insights, challenging assumptions to uncover what users truly want and need. This leads to data-backed decisions that drive meaningful improvements.
I have worked across diverse industries, including Fintech, Telecom, eCommerce, and AI, bringing a versatile and strategic perspective to each project.
Recent Work
Founding Customer Experience Lead
— At Levity, I lead product strategy and development of a no-code AI automation platform, enhancing operational efficiency for enterprise clients.
Levity
Feb 2020 - now
Backbase
Nov 2018 - Jul 2019
Customer Experience Consultant Lead - Fintech
— Led strategic customer experience initiatives for BRD Groupe Société Générale during a 2019 digital transformation, deploying an omnichannel banking platform that unified customer touchpoints across Romania, with active users increasing 23% YoY that year.
Senson.ai
Sep 2017 - Mar 2018
Co-founder and CEO
Startup dedicated to supervised data for AI and IoT. During this time, I worked on product validation, market fit, investment and partnerships.
Adidas
Sep 2014 - Sep 2017
User Experience Specialist & Global Campaign Planner
— Pioneered user testing for global campaigns, boosting click-through rates by an average of 20% and conversions by 2-8% through data-driven UX enhancements.
Phillips
Oct 2013 - May 2014
Information Architect
My job at Philips was to help shape the transition from a native TV software to an Android base operative system. This was a serious complex operation and much of it meant translating technical requirements (yes, written by engineers!) to a language everyone within the team could understand (screen flows, hierarchy maps, wireframes and user interaction documentation).
With that done, evaluation of user journeys and decision making became much easier.
Main tasks included the translation of technical requirement specifications into screen flows, organisation and lead of workshops, evaluation of navigation, interaction and information architecture concepts for TV interaction.
Education
ESAD
BA Media Design
2000–2003
University of Aveiro
Communication Technologies
2003–2007
University of Lisbon / ISCTE
MSc Complexity Science
2011–2014
Master thesis on collective intelligence, more specifically crowd intelligence, crowd behaviour, social influence.
Thesis title: "An experiment about the impact of social influence on the wisdom of the crowd effect"
IE Business School
Executive MBA candidate
2024–2025 (expected)
Awards
Best article 2016
Workshop Research and development in artificial intelligence, Collective intelligence and Data Science