SELECTED CLIENTS
Esmeralda
Beach
Beach
Strategic copywriting for brands
that already know who they are.
The most valuable brands in the world don't explain themselves. They position. They select. They let the language do the work that no amount of advertising can replace.
That's what I build.
SELECTED CLIENTS
WHAT WE CAN BUILD
Your brand has a position. The language doesn't reflect it yet.
I build the system — voice, tone, messaging architecture — that makes every word consistent with what you're actually worth.
START THIS CONVERSATION →You're about to put something in front of the right people. What you say in that moment determines everything after it.
Campaign copy, event materials, sales collateral. Built for the room it's going to enter.
START THIS CONVERSATION →Some brands don't have a copy problem. They have a structure problem. The content exists — it just doesn't work together.
I map it, rewrite it, and build the system that makes it scale.
START THIS CONVERSATION →SELECTED WORK
Esco × Vale · Industrial B2B
Esco needed to close a reorder contract with Vale — one of the largest mining corporations in Latin America. The product: specialized mining dump trucks. The challenge: industrial procurement doesn't move on emotion. It moves on certainty.
Over six months, I built the entire communication infrastructure — content strategy, advertising, social, internal and external email marketing — designed to make the choice feel inevitable before the meeting happened.
The contract closed.
R$100M+ contract closed.
40% increase in adjacent product sales.
Esmeralda Beach · Luxury Real Estate · Angra dos Reis
Esmeralda Beach — a high-end residential launch in Angra dos Reis. Units starting at R$1.5 million. Still under construction. The window: Rio Boat Show 2022 — five days, the right room, the right audience.
My job was to make sure the language matched the product before the first conversation happened. Sales materials, event presence, the entire narrative frame for a purchase decision worth seven figures.
The first unit sold on day one.
6 units sold. R$9M+ in five days.
Santander Brasil · Enterprise / Financial Services
Santander Brasil needed a new way for its people to access institutional knowledge — a search tool, built internally, that could surface the right document at the right moment.
The problem wasn't technology. It was language. Thousands of PDFs. Dense institutional prose. A search experience that returned results no one could use.
For twelve months, I worked embedded with the development, UX, and design teams at Santander's São Paulo headquarters. I converted the documentation into clear, consistent language. I structured how content would live inside the tool. I built the taxonomy that made it searchable.
The tool was delivered. It worked.
Enterprise knowledge system delivered.
12 months. One of Brazil's largest banks.
Bossa Nova Sotheby's · Luxury Real Estate · São Paulo
Franca 1055 — 26 units. One per floor. Architecture by Studio Arthur Casas. Developer: RFM. Starting price: R$15.5 million.
The marketing team needed a headline for a strategic presentation the following morning. Something that would make the product feel inevitable to buyers who already own luxury real estate — people who can tell the difference between a descriptor and a position.
I wrote one sentence: “A project signed by Arthur Casas with a rare covered clay tennis court, spa by Water Design, and generous floor plans.”
No adjectives. No claims. Just the three most specific and verifiable differentials the product had. For a buyer at this level, specificity is the only form of persuasion that works.
Approved on first draft.
Used in the strategic presentation the following day.
Bossa Nova Sotheby's · Luxury Real Estate · Rio de Janeiro · International
ATTO — the first oceanfront residential project ever signed by Pininfarina in Brazil. Designed in partnership with Origem Incorporadora and visionary entrepreneur Henrique Blecher. Located at Barra da Tijuca, Rio de Janeiro, with direct beach access and views of Pedra da Gávea.
The brief: translate the product’s full PDF presentation from Portuguese into English, then write an email marketing campaign to distribute through Bossa Nova Sotheby’s international affiliate network — a global audience of luxury real estate brokers who know exactly what Pininfarina means.
Pininfarina built its reputation designing Ferraris and Maseratis. The language had to carry that weight without explaining it. Italian precision. Brazilian soul. An oceanfront address in one of Rio’s most coveted neighborhoods. The copy found the intersection and stayed there.
The campaign was signed by Bossa Nova Sotheby’s International Manager and distributed to affiliates across the Sotheby’s global network.
International affiliate campaign delivered in English.
Pininfarina’s first oceanfront project in Brazil.
ABOUT
I'm a Senior Copywriter at Bossa Nova Sotheby's International Realty — the largest luxury real estate network in Latin America. Before that: a mining corporation's biggest contract of the year, a bank's internal knowledge system, a real estate launch that sold out in a weekend.
Different sectors. The same underlying logic.
I work in English and Portuguese. I'm based in Brazil. If you're reading this, you probably already know what you want — you're deciding whether I'm the right person to build it.