Positioning
Positioning is the reason people choose you before they ask what it costs. I define what to sell, to whom, and why they would pick you over the competitor two blocks away.
Marketing and growth engineer
Marketing and growth for businesses and clinics.
Marketing by guesswork is not strategy: it is luck with a nice name. I help you sell more by cutting what brings no customers and prioritizing what does. That is 10 years of hands-on work across more than 50 businesses.
The diagnostic is free: a 45-minute call, and you do not need to prepare anything. Within 2 business days of the call, you get the diagnostic document, with what to stop doing and the next steps.
For businesses with revenue above R$ 50,000 (Brazilian reais) a month. Working online across Brazil, in English or Portuguese.
- 01 · Businesses
- 50+
- 02 · Revenue I took clients to
- R$ 15 million
- 03 · Hands-on
- 10 years
04 · Training
Certifications in strategic marketing, branding and growth.
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Strategic Marketing
Certificate
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Brand Marketing Minidegree
Certificate
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Branding Specialization
Certificate
01
About me
10 years running marketing, recommending and executing.
I have run an agency, worked inside a scale-up and been the person who signs the checks. A stuck business almost never suffers from a lack of initiative: it suffers from too many initiatives with no priority.
I studied strategic marketing at Wharton Online and branding at CXL and IE Business School. I wrote Comunicação Descomplicada, an e-book in Portuguese, and I am a partner at Bache.
I sang for 15 years. That is where I learned to hold attention, read an audience and make someone feel something. Today I use that to sell results, not a show.
I am married to Madu Heiden and a father to Maria Tereza.
02
Signs
It is almost never a lack of volume.
It is a leak.
A leak is demand that arrives and does not become a customer, budget in a channel that does not pay for itself, an offer that confuses someone who was almost buying.
- You raise the budget and the number of customers stays the same.
- Nobody in the company can say how much it costs to bring in a new customer.
- The good month and the bad month have no explanation, only theory.
- Four or five channels are running, none of them fully built.
- The agency delivers a report, and the report changes no decision.
- Every marketing meeting ends in a new idea, never in a cut.
In a clinic, the sign is usually different: the schedule fills one week and empties the next, and the conversation goes cold between the price and the appointment.
If three of these light up, the problem is structure: there is no defined path between the person who finds you and the person who buys, and no measurement to show where it breaks. Until that changes, the budget stays a guess.
What changes
Before, it is a guess.
After, it is a number.
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Day to day
You learn how much each new customer costs and at which step of the path the people who arrived slip away.
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In your head
Good months and bad months get an explanation.
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In the budget
Budget moves out of what brings no customers and into what brings new customers, and into what brings customers back to buy again.
Monthly dashboard
Guess
The decision depends on what kind of day it was.
- You post more because the week was slow.
- You switch channels because someone praised one.
- You cut budget because the month scared you.
Numbers
The decision was set before the day began.
- Revenue that came inR$
- What it cost to win each customerR$ 200
- What each customer is worthWhat each patient is worthR$ 2,000
Worth more than 3 times what it cost: you can invest more.
In a clinic, you start to see why the schedule fills one week and empties the next.
03
What I do
Everyone wants to do more.
Almost no one wants to cut.
The first deliverable is rarely a new campaign. It is a list of what to stop doing, and the reason for each item.
If the problem is not marketing, I say so.
Real growth happens where these four things meet.
Product
User experience
Ad platformsAcquisition channels
Retention
Growth
Not inside the ad platforms.
Customer acquisition
Google Ads, Meta Ads and organic, aimed at real opportunity. Channels chosen by the buyer's intent, not by this month's trend.
Funnel and conversion
The path between the first message and the sale: response time, intake script, confirmation and follow-up with the people who went quiet.
Metrics tracking
What a new customer costs, how much each customer is worth over time and where the path breaks. The dashboard that puts a number where the guesswork used to be.
The order is the one of the four phases, just below. Traffic before offer is money buying indifference.
How I do it.
The method I use is the 4E method, from marketing engineering: four phases, from understanding the customer to growth. See the 4E method →
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01
Understanding
Understand the customer and find where revenue stops, with data, not guesswork. The diagnostic is this phase.
You leave with:Where it is stuck and, with your numbers, what that costs you each month.
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02
Strategy
Choose who to sell to and what to turn down. Clear priority: what to do first and what to leave out.
You leave with:The positioning sentence and a target with a number and a deadline.
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03
Structure
Build the offer and put it into practice, directly with me or, for clinics, through Bache.
You leave with:The seven tactics working, with an owner and a target for each step of the customer path.
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04
Evolution
This is growth: measure, adjust, repeat. Growth comes from repeating the test, not from a single sprint.
You leave with:The result of each test, measured with a metric defined beforehand.
Every 90 days, back to phase 1.
04
Results
+50
businesses I helped gain traction: companies and clinics that traded guesswork for direction in marketing and growth.
Agency, scale-up and the CEO's chair.
Agency
Kmuflaza Digital
I opened the agency in 2018 and took full-funnel strategy to dozens of businesses. That is where the math became clear: a beautiful campaign does not save a confusing offer.
Scale-up
Wedely
International delivery scale-up. I joined in 2022 and, in 2025, took over all of marketing: one year leading the team and owning the budget and the target, adjusting product, user experience, acquisition channels and retention. Real growth happens where these four things meet. Not inside the ad platforms.
CEO
Adega Curitibana
I was CEO for 10 months and took the company to R$ 1 million in revenue in under a year. In the first six months, monthly revenue went from R$ 5,000 to R$ 150,000, with e-commerce, funnel and operations rebuilt from scratch. There, I was the one signing the checks.
Things I hear.
And what I answer.
I hearI answer
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“We'll keep testing and see what works.”
Without a method you do not have a strategy. You have a string of attempts.
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“I need someone to handle the posts.”
Marketing is not what you say. It is what you decide before you speak.
05
First step
How the free diagnostic works.
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01
Call
In a 45-minute call, you tell me how your marketing works today: where customers come from, how much money comes in, how much goes out and what has already been tried.
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02
Review
I look at the numbers that exist and the ones that are missing. The absence of one data point often says more about the bottleneck than the presence of another.
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03
Document
Within 2 business days, you get the diagnostic document, with what to stop doing and the next steps. Direct, no sugarcoating.
Before you book.
Do I need to prepare a report?
No. Bring what you have at hand: how much you invest per month, where customers come from and what you have already tried. If data is missing, that is also diagnostic.
Do I have to hire you afterward?
No. The diagnostic is free and the document is yours. If what you need is marketing and it is something I do, you get a proposal, for a project or monthly.
What if the problem is not marketing?
I say so. It has happened: the conversation ended with the conclusion that the problem was price.
Who is it for?
For businesses with revenue above R$ 50,000 a month, in any city in Brazil. The call is online, by video or WhatsApp, in English or Portuguese. Below that, the bottleneck is rarely marketing, and a diagnostic that will not move the needle wastes your time and mine.