I joined Google to advise its largest advertisers on measurement and growth, and stayed because the problems kept getting bigger. Along the way I took a detour advising startups for CapitalG (Google's growth fund), won a global rotation to São Paulo to build a VC channel from scratch — fourteen workshops in six weeks, in a market I'd never worked, for founders I'd never met — and became the first IC Mastery Coach at Google, teaching other consultants how to do this work.
One arc I'm proud of: several years spent on AI value creation — figuring out where AI investments can drive real business objectives. I did that with startups in Brazil, PE-backed companies in the US, and US enterprises, where I led the go-to-market for a Gemini Enterprise video creative AI agent from pilot to launch.
Today Google has a role it created for me: Head of Category Expansion, showing CMOs and CEOs where their next markets are — and building the analytical engine that finds them. At Google I've done this mostly by driving growth with companies; now I want to get back to doing it in a more technical way.