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Data makes it possible to understand what is really happening in the product and in user behavior.

I work with data as a decision-making tool, not as a reporting exercise. The objective is not to measure more, but to identify the signals that enable correct prioritization and improve product performance.

Sustainable growth depends on understanding how users discover, adopt, and use a product.

I analyze real user behavior to identify frictions, opportunities, and improvement levers that enable increased adoption, engagement, and retention.

Growth is not a channel; it is a consequence of the product.

My work consists of aligning product evolution, acquisition, and activation under a unified direction, ensuring that the decisions made improve product performance as a whole system.