I'm a digital strategist and content creator with eight years of experience helping organisations find their voice — and their audience.

Early in my career I specialised in ghostwriting and content production for some of the UK's leading universities, including Oxford, King's College London, University of Sussex and University of Leeds, creating everything from video scripts and articles to website copy, social media and email marketing campaigns, always in someone else's voice and always to deadline.

More recently I've moved into shaping editorial and SEO strategy at a senior level. At GMAC, the global body behind the GMAT, I helped define the editorial direction and SEO framework for a major three-site content consolidation, overseeing the copywriting team and driving a 246% year-on-year increase in organic users.

My work sits at the intersection of language, technology and human behaviour. I'm particularly interested in how AI is changing the way people discover and engage with content — and what that means for the writers and strategists behind it.

Originally from Brazil, based in Manchester. When I'm not chasing after my kids, I write book reviews. 

C. S. Lewis