In 2022, I joined iFood as a founding designer for the new Ads area, where I led product marketing. My goal was to strengthen the app's market presence and build relationships with the industry, transforming iFood's reputation from a popular delivery service into a powerful advertising platform.
In 2022, I joined iFood as a founding designer for the new Ads area, where I led product marketing. My goal was to strengthen the app's market presence and build relationships with the industry, transforming iFood's reputation from a popular delivery service into a powerful advertising platform.
In 2022, I joined iFood as a founding designer for the new Ads area, where I led product marketing. My goal was to strengthen the app's groceries presence and build relationships with the industry, transforming iFood's reputation from a popular delivery service into a powerful advertising platform.
In 2022, I joined iFood as a founding designer for the new Ads area, where I led product marketing. My goal was to strengthen the app's groceries presence and build relationships with the industry, transforming iFood's reputation from a popular delivery service into a powerful advertising platform.
In 2022, I joined iFood as a founding designer for the new Ads area, where I led product marketing. My goal was to strengthen the app's groceries presence and build relationships with the industry, transforming iFood's reputation from a popular delivery service into a powerful advertising platform.
To scale production and transform the application into an efficient ad showcase, I created a Design System with three essential pillars.
A living component library with all brand assets.
An annual campaign repository, organizing key visuals and.
A governance playbook with clear guidelines for the team.
To scale production and transform the application into an efficient ad showcase, I created a Design System with three essential pillars.
A living component library with all brand assets.
An annual campaign repository, organizing key visuals and.
A governance playbook with clear guidelines for the team.
To scale production and transform the application into an efficient ad showcase, I created a Design System with three essential pillars.
A living component library with all brand assets.
An annual campaign repository, organizing key visuals and.
A governance playbook with clear guidelines for the team.
To scale production and transform the application into an efficient ad showcase, I created a Design System with three essential pillars.
A living component library with all brand assets.
An annual campaign repository, organizing key visuals and.
A governance playbook with clear guidelines for the team.
To scale production and transform the application into an efficient ad showcase, I created a Design System with three essential pillars.
A living component library with all brand assets.
An annual campaign repository, organizing key visuals and.
A governance playbook with clear guidelines for the team.
That year, the campaign repository was heavily used, with the team delivering over 48 campaigns that united different business units and turned the document into a true living brand center.
Notable campaigns I led include Easter (which initiated the document), Mother's Day, Valentine's Day, the in-app Music Fest ticket dynamic, and Arraiá iFood, among others.
That year, the campaign repository was heavily used, with the team delivering over 48 campaigns that united different business units and turned the document into a true living brand center.
Notable campaigns I led include Easter (which initiated the document), Mother's Day, Valentine's Day, the in-app Music Fest ticket dynamic, and Arraiá iFood, among others.
That year, the campaign repository was heavily used, with the team delivering over 48 campaigns that united different business units and turned the document into a true living brand center.
Notable campaigns I led include Easter (which initiated the document), Mother's Day, Valentine's Day, the in-app Music Fest ticket dynamic, and Arraiá iFood, among others.
That year, the campaign repository was heavily used, with the team delivering over 48 campaigns that united different business units and turned the document into a true living brand center.
Notable campaigns I led include Easter (which initiated the document), Mother's Day, Valentine's Day, the in-app Music Fest ticket dynamic, and Arraiá iFood, among others.
That year, the campaign repository was heavily used, with the team delivering over 48 campaigns that united different business units and turned the document into a true living brand center.
Notable campaigns I led include Easter (which initiated the document), Mother's Day, Valentine's Day, the in-app Music Fest ticket dynamic, and Arraiá iFood, among others.
That year, the campaign repository was heavily used, with the team delivering over 48 campaigns that united different business units and turned the document into a true living brand center.
Notable campaigns I led include Easter (which initiated the document), Mother's Day, Valentine's Day, the in-app Music Fest ticket dynamic, and Arraiá iFood, among others.
That year, the campaign repository was heavily used, with the team delivering over 48 campaigns that united different business units and turned the document into a true living brand center.
Notable campaigns I led include Easter (which initiated the document), Mother's Day, Valentine's Day, the in-app Music Fest ticket dynamic, and Arraiá iFood, among others.
The governance documentation for our spaces has empowered design and business analyst teams responsible for industry communication. As a result, we've improved our communication, information consistency, and the sale of commercial spaces in the app, in line with product guidelines.
The governance documentation for our spaces has empowered design and business analyst teams responsible for industry communication. As a result, we've improved our communication, information consistency, and the sale of commercial spaces in the app, in line with product guidelines.
The governance documentation for our spaces has empowered design and business analyst teams responsible for industry communication. As a result, we've improved our communication, information consistency, and the sale of commercial spaces in the app, in line with product guidelines.
The impact was immediate. Our squad began delivering five times more than the previous structure, operating with a team 75% smaller. The system proved so effective that, after being presented at the monthly meeting in March/April, its documentation was adopted by the entire in-house team, resulting in significant improvements in productivity metrics and project visibility.
That year, the campaign repository was heavily used; the team delivered over 48 campaigns, uniting different BU teams with the document becoming a true living brand center. Among the campaigns I led were Easter, which initiated the document, Mother's Day, Valentine's Day, the Music Fest ticket dynamic in the app, and Arraiá iFood.
The impact was immediate. Our squad began delivering five times more than the previous structure, operating with a team 75% smaller. The system proved so effective that, after being presented at the monthly meeting in March/April, its documentation was adopted by the entire in-house team, resulting in significant improvements in productivity metrics and project visibility.
That year, the campaign repository was heavily used; the team delivered over 48 campaigns, uniting different BU teams with the document becoming a true living brand center. Among the campaigns I led were Easter, which initiated the document, Mother's Day, Valentine's Day, the Music Fest ticket dynamic in the app, and Arraiá iFood.
The impact was immediate. Our squad began delivering five times more than the previous structure, operating with a team 75% smaller. The system proved so effective that, after being presented at the monthly meeting in March/April, its documentation was adopted by the entire in-house team, resulting in significant improvements in productivity metrics and project visibility.
That year, the campaign repository was heavily used; the team delivered over 48 campaigns, uniting different BU teams with the document becoming a true living brand center. Among the campaigns I led were Easter, which initiated the document, Mother's Day, Valentine's Day, the Music Fest ticket dynamic in the app, and Arraiá iFood.
The impact was immediate. Our squad began delivering five times more than the previous structure, operating with a team 75% smaller. The system proved so effective that, after being presented at the monthly meeting in March/April, its documentation was adopted by the entire in-house team, resulting in significant improvements in productivity metrics and project visibility.
That year, the campaign repository was heavily used; the team delivered over 48 campaigns, uniting different BU teams with the document becoming a true living brand center. Among the campaigns I led were Easter, which initiated the document, Mother's Day, Valentine's Day, the Music Fest ticket dynamic in the app, and Arraiá iFood.
The impact was immediate. Our squad began delivering five times more than the previous structure, operating with a team 75% smaller. The system proved so effective that, after being presented at the monthly meeting in March/April, its documentation was adopted by the entire in-house team, resulting in significant improvements in productivity metrics and project visibility.
That year, the campaign repository was heavily used; the team delivered over 48 campaigns, uniting different BU teams with the document becoming a true living brand center. Among the campaigns I led were Easter, which initiated the document, Mother's Day, Valentine's Day, the Music Fest ticket dynamic in the app, and Arraiá iFood.
20
22
20
22
20
22
+10
+10
+10
Thousand
deliveries
Thousand
deliveries
Thousand
deliveries
5x
5x
5x
Productivity Growth YoY
Productivity Growth YoY
Productivity Growth YoY
26
26
26
Visual
identities
Visual
identities
Visual
identities
36%
36%
36%
InHouse iFood volume concentrated in Ads
InHouse iFood volume concentrated in Ads
InHouse iFood volume concentrated in Ads
By integrating more closely with the product, I helped create new marketable spaces in the app, such as:
Order your cold drink
The pharmacy promotions component
The deals list
These spaces expanded our media inventory and contributed directly to the goal of quadrupling visibility revenue.
By integrating more closely with the product, I helped create new marketable spaces in the app, such as:
Order your cold drink
The pharmacy promotions component
The deals list
These spaces expanded our media inventory and contributed directly to the goal of quadrupling visibility revenue.
By integrating more closely with the product, I helped create new marketable spaces in the app, such as:
Order your cold drink
The pharmacy promotions component
The deals list
These spaces expanded our media inventory and contributed directly to the goal of quadrupling visibility revenue.
By integrating more closely with the product, I helped create new marketable spaces in the app, such as:
Order your cold drink
The pharmacy promotions component
The deals list
These spaces expanded our media inventory and contributed directly to the goal of quadrupling visibility revenue.
By integrating more closely with the product, I helped create new marketable spaces in the app, such as:
Order your cold drink
The pharmacy promotions component
The deals list
These spaces expanded our media inventory and contributed directly to the goal of quadrupling visibility revenue.
In 2023, I was instrumental in key strategic initiatives that drove revenue. I directed the Summer Campaign, solidifying iFood's presence at Carnival by sponsoring 32 major street parties. I also co-developed the new iFood Institutional Guide, which increased brand consistency and strengthened our industry partnerships.
The results were historic: our Conmebol Libertadores campaign with Coca-Cola broke sales records, recovered 2 market share points, and boosted the Market vertical to a record R$ 10.6 million. The 360-degree communication I executed for this campaign resulted in a 22% increase in partner revenue.
I also execute the Easter "Egg Hunt" campaign with Lacta in 2024, the app's first gamification experience, which engaged millions of users and further demonstrated the power of our structured model for growth.
In 2023, I was instrumental in key strategic initiatives that drove revenue. I directed the Summer Campaign, solidifying iFood's presence at Carnival by sponsoring 32 major street parties. I also co-developed the new iFood Institutional Guide, which increased brand consistency and strengthened our industry partnerships.
The results were historic: our Conmebol Libertadores campaign with Coca-Cola broke sales records, recovered 2 market share points, and boosted the Market vertical to a record R$ 10.6 million. The 360-degree communication I executed for this campaign resulted in a 22% increase in partner revenue.
I also execute the Easter "Egg Hunt" campaign with Lacta in 2024, the app's first gamification experience, which engaged millions of users and further demonstrated the power of our structured model for growth.
In 2023, I was instrumental in key strategic initiatives that drove revenue. I directed the Summer Campaign, solidifying iFood's presence at Carnival by sponsoring 32 major street parties. I also co-developed the new iFood Institutional Guide, which increased brand consistency and strengthened our industry partnerships.
The results were historic: our Conmebol Libertadores campaign with Coca-Cola broke sales records, recovered 2 market share points, and boosted the Market vertical to a record R$ 10.6 million. The 360-degree communication I executed for this campaign resulted in a 22% increase in partner revenue.
I also execute the Easter "Egg Hunt" campaign with Lacta in 2024, the app's first gamification experience, which engaged millions of users and further demonstrated the power of our structured model for growth.
In 2023, I was instrumental in key strategic initiatives that drove revenue. I directed the Summer Campaign, solidifying iFood's presence at Carnival by sponsoring 32 major street parties. I also co-developed the new iFood Institutional Guide, which increased brand consistency and strengthened our industry partnerships.
The results were historic: our Conmebol Libertadores campaign with Coca-Cola broke sales records, recovered 2 market share points, and boosted the Market vertical to a record R$ 10.6 million. The 360-degree communication I executed for this campaign resulted in a 22% increase in partner revenue.
I also execute the Easter "Egg Hunt" campaign with Lacta in 2024, the app's first gamification experience, which engaged millions of users and further demonstrated the power of our structured model for growth.
In 2023, I was instrumental in key strategic initiatives that drove revenue. I directed the Summer Campaign, solidifying iFood's presence at Carnival by sponsoring 32 major street parties. I also co-developed the new iFood Institutional Guide, which increased brand consistency and strengthened our industry partnerships.
The results were historic: our Conmebol Libertadores campaign with Coca-Cola broke sales records, recovered 2 market share points, and boosted the Market vertical to a record R$ 10.6 million. The 360-degree communication I executed for this campaign resulted in a 22% increase in partner revenue.
I also execute the Easter "Egg Hunt" campaign with Lacta in 2024, the app's first gamification experience, which engaged millions of users and further demonstrated the power of our structured model for growth.
As the in-house team grew by over 100%, I acted as a Figma facilitator for new designers. I led monthly and weekly design meetings, conducted mentorships, and earned the nickname "Figmen" for managing file governance and granting admin access.
As the in-house team grew by over 100%, I acted as a Figma facilitator for new designers. I led monthly and weekly design meetings, conducted mentorships, and earned the nickname "Figmen" for managing file governance and granting admin access.
As the in-house team grew by over 100%, I acted as a Figma facilitator for new designers. I led monthly and weekly design meetings, conducted mentorships, and earned the nickname "Figmen" for managing file governance and granting admin access.
As the in-house team grew by over 100%, I acted as a Figma facilitator for new designers. I led monthly and weekly design meetings, conducted mentorships, and earned the nickname "Figmen" for managing file governance and granting admin access.
As the in-house team grew by over 100%, I acted as a Figma facilitator for new designers. I led monthly and weekly design meetings, conducted mentorships, and earned the nickname "Figmen" for managing file governance and granting admin access.
With this new maturity, I helped pave the way for the creation of iFood Biz—a hub of exclusive brand experiences. To structure this new area, I updated our commercial template, organized project management on Notion (with Nat Simões) to provide more visibility for the team, and then took over as the art director for pitches to brands like Aperol, Yoki, Beats, and Corona.
With this new maturity, I helped pave the way for the creation of iFood Biz—a hub of exclusive brand experiences. To structure this new area, I updated our commercial template, organized project management on Notion (with Nat Simões) to provide more visibility for the team, and then took over as the art director for pitches to brands like Aperol, Yoki, Beats, and Corona.
With this new maturity, I helped pave the way for the creation of iFood Biz—a hub of exclusive brand experiences. To structure this new area, I updated our commercial template, organized project management on Notion (with Nat Simões) to provide more visibility for the team, and then took over as the art director for pitches to brands like Aperol, Yoki, Beats, and Corona.
During the Paris 2024 Olympics alone, Corona invested over R$ 1.6 million in our strategy, with 48 in-game placements. This led to a 27-fold increase in orders and a 127% increase in searches for the brand.
Meanwhile, our Aperol campaign for Friend's Day led to a 2.8x growth in the industry's GMV for July and a 7-point percentage increase in the market share for the spirits category.
During the Paris 2024 Olympics alone, Corona invested over R$ 1.6 million in our strategy, with 48 in-game placements. This led to a 27-fold increase in orders and a 127% increase in searches for the brand.
Meanwhile, our Aperol campaign for Friend's Day led to a 2.8x growth in the industry's GMV for July and a 7-point percentage increase in the market share for the spirits category.
During the Paris 2024 Olympics alone, Corona invested over R$ 1.6 million in our strategy, with 48 in-game placements. This led to a 27-fold increase in orders and a 127% increase in searches for the brand.
Meanwhile, our Aperol campaign for Friend's Day led to a 2.8x growth in the industry's GMV for July and a 7-point percentage increase in the market share for the spirits category.
During the Paris 2024 Olympics alone, Corona invested over R$ 1.6 million in our strategy, with 48 in-game placements. This led to a 27-fold increase in orders and a 127% increase in searches for the brand.
Meanwhile, our Aperol campaign for Friend's Day led to a 2.8x growth in the industry's GMV for July and a 7-point percentage increase in the market share for the spirits category.
During the Paris 2024 Olympics alone, Corona invested over R$ 1.6 million in our strategy, with 48 in-game placements. This led to a 27-fold increase in orders and a 127% increase in searches for the brand.
Meanwhile, our Aperol campaign for Friend's Day led to a 2.8x growth in the industry's GMV for July and a 7-point percentage increase in the market share for the spirits category.
Between December 2022 and November 2023, 62% of large companies invested up to R$10 million in retail media to achieve national reach with local presence. According to Ricardo Ubrig, VP of ads, this strategy—focused on technology and innovation—ensures "positive results for partners and a fluid experience for users."
The iFood Ads area now serves about 80 industries, expanding beyond traditional categories to sectors like health, pets, and finance.
Between December 2022 and November 2023, 62% of large companies invested up to R$10 million in retail media to achieve national reach with local presence. According to Ricardo Ubrig, VP of ads, this strategy—focused on technology and innovation—ensures "positive results for partners and a fluid experience for users."
The iFood Ads area now serves about 80 industries, expanding beyond traditional categories to sectors like health, pets, and finance.
Between December 2022 and November 2023, 62% of large companies invested up to R$10 million in retail media to achieve national reach with local presence. According to Ricardo Ubrig, VP of ads, this strategy—focused on technology and innovation—ensures "positive results for partners and a fluid experience for users."
The iFood Ads area now serves about 80 industries, expanding beyond traditional categories to sectors like health, pets, and finance.
Between December 2022 and November 2023, 62% of large companies invested up to R$10 million in retail media to achieve national reach with local presence. According to Ricardo Ubrig, VP of ads, this strategy—focused on technology and innovation—ensures "positive results for partners and a fluid experience for users."
The iFood Ads area now serves about 80 industries, expanding beyond traditional categories to sectors like health, pets, and finance.
Between December 2022 and November 2023, 62% of large companies invested up to R$10 million in retail media to achieve national reach with local presence. According to Ricardo Ubrig, VP of ads, this strategy—focused on technology and innovation—ensures "positive results for partners and a fluid experience for users."
The iFood Ads area now serves about 80 industries, expanding beyond traditional categories to sectors like health, pets, and finance.
2022-2024
iFood Ads
At iFood, I led the ground-up construction of the iFood Ads division, transforming the app into a strategic showcase for brands and advertisers. My work involved designing and implementing innovative solutions to connect consumers and businesses, generating value for both iFood and its partners.
The Challenge and the Solution
The main challenge was to strengthen the market presence of brands within the iFood ecosystem, leveraging its immense market share (over 80%) and high demand (more than 65 million monthly orders). To achieve this, I created a scalable design structure that included:
A living component library for standardization and efficiency.
An annual campaign repository with seasonal key visuals.
A governance playbook with clear, collaborative guidelines.
This approach not only optimized the ad creation process but also enabled the team to deliver five times more with a 75% smaller team.
Impact and Results
Expanded Media Inventory: I helped create new commercial spaces within the app, such as "Order your cold drink," pharmacy promotions, and the "offer list," directly contributing to the goal of quadrupling visibility revenue.
Revenue and Market Share Growth: I participated in projects that contributed to R$ 87 million in Ads revenue generation. A notable example was the Conmebol Libertadores final campaign (Coca-Cola and CazéTV), which resulted in record sales for Coca-Cola, recovered 2 percentage points of market share, and boosted the Market vertical to R$ 10.6 million in revenue.
Proven Performance: I developed the Hybrid Key Visual, which optimized creative freedom for brands and transformed design into a sales engine. Campaigns like "Egg Hunt" with Lacta resulted in a 22% increase in partner revenue.
Major Partnerships and ROI: I led the art direction for pitches to major brands such as Aperol, Yoki, Beats, and Corona. The partnership with Corona for the Paris 2024 Olympics, for instance, generated an investment of over R$ 1.6 million, increasing the brand's sales 27 times in orders.
The iFood Ads division now serves approximately 80 industries, extending beyond traditional categories to sectors like personal care, health, pets, and finance. A significant data point highlighting the sector's potential is that 62% of large companies invested up to R$10 million in retail media between December 2022 and November 2023, seeking national reach with local capillarity, campaigns, technology, and innovation as levers.
This project solidified my expertise in transforming data and strategy into impactful experiences, driving business growth through design.
At iFood, I led the ground-up construction of the iFood Ads division, transforming the app into a strategic showcase for brands and advertisers. My work involved designing and implementing innovative solutions to connect consumers and businesses, generating value for both iFood and its partners.
The Challenge and the Solution
The main challenge was to strengthen the market presence of brands within the iFood ecosystem, leveraging its immense market share (over 80%) and high demand (more than 65 million monthly orders). To achieve this, I created a scalable design structure that included:
A living component library for standardization and efficiency.
An annual campaign repository with seasonal key visuals.
A governance playbook with clear, collaborative guidelines.
This approach not only optimized the ad creation process but also enabled the team to deliver five times more with a 75% smaller team.
Impact and Results
Expanded Media Inventory: I helped create new commercial spaces within the app, such as "Order your cold drink," pharmacy promotions, and the "offer list," directly contributing to the goal of quadrupling visibility revenue.
Revenue and Market Share Growth: I participated in projects that contributed to R$ 87 million in Ads revenue generation. A notable example was the Conmebol Libertadores final campaign (Coca-Cola and CazéTV), which resulted in record sales for Coca-Cola, recovered 2 percentage points of market share, and boosted the Market vertical to R$ 10.6 million in revenue.
Proven Performance: I developed the Hybrid Key Visual, which optimized creative freedom for brands and transformed design into a sales engine. Campaigns like "Egg Hunt" with Lacta resulted in a 22% increase in partner revenue.
Major Partnerships and ROI: I led the art direction for pitches to major brands such as Aperol, Yoki, Beats, and Corona. The partnership with Corona for the Paris 2024 Olympics, for instance, generated an investment of over R$ 1.6 million, increasing the brand's sales 27 times in orders.
The iFood Ads division now serves approximately 80 industries, extending beyond traditional categories to sectors like personal care, health, pets, and finance. A significant data point highlighting the sector's potential is that 62% of large companies invested up to R$10 million in retail media between December 2022 and November 2023, seeking national reach with local capillarity, campaigns, technology, and innovation as levers.
This project solidified my expertise in transforming data and strategy into impactful experiences, driving business growth through design.
