Content Design and UX Writing
Page structure, plan names, microcopy, error messages and AI-guided search: copy as part of the interface.
Where to see it
Senior Content Designer · UX Writing · Copywriting · Conversation Design
I design content that helps people decide and businesses sell. On web pages, in products and in AI conversations.
For more than ten years, I’ve planned, written and tested content for digital products. And I track what each piece of copy changes for the people who read it and for the business.
10+ yearsplanning and producing digital content
10+ productsmanaged across Locaweb’s e-commerce site
4% → 6%conversion on the VPS page, changing only the copySee the case
9 yearsat Locaweb, working across every content areaSee my path
Selected work
Projects that went live
Each case shows the problem, the path I chose and what changed afterward.
A/B/C copy test on the VPS page
Same layout, different copy: conversion went from 4% to 6%.
Read the case →
E-commerce architecture
10+ products organized around the buyer’s journey.
Read the case →
Domain Registration
AI-guided search, and error messages that guide people at the first step of the journey.
Read the case →
Seasonal campaigns
A distinct angle for each date, across several products at once.
Read the case →
Locaweb Cloud
How to present a Brazilian cloud to people who compare it with AWS and Google.
Read the case →How I think
Copy is also a product and experience decision
My work goes beyond writing: I research, test hypotheses and use data to decide what goes live.
1 / 4
Understand the decision
Who lands on the screen, what they already know and what they need to know to move forward.
2 / 4
Form a hypothesis
Which argument, order and tone are most likely to reduce this audience’s doubts.
3 / 4
Write for the system
Reusable patterns that keep the brand voice consistent as content grows.
4 / 4
Measure and adjust
Tests, funnels and dashboards show whether the copy did its job.
Decision example · A/B/C copy test on the VPS page
The version with the highest revenue per user relied on a few large purchases. We chose the one that converted more, consistently.
Features versionHighest revenue per userDriven by a few orders
Persuasion version ChosenConversion from 4.0% to 6.3%Gain held over 30 days
My toolkit
Skills in practice
Each one links to the cases where it shows up.
Strategy, brand and product marketing
Journey, positioning, brand voice and sales arguments, backed by market research and competitive analysis.
Where to see it
Data and experimentation
Hypotheses, A/B tests, funnel analysis and decisions based on what the numbers show.
Where to see it
SEO and GEO
Content written the way people search, for search engines and for AI-generated answers.
Where to see it
Conversation design
Shopping assistant
I helped refine Locaweb’s shopping assistant, built on Octadesk’s WOZ: I fed the knowledge base, adjusted the language and tracked the data on the dashboard.
Generative AI agents
I built my own Gem in Gemini, grounded in my copy and cases, to support content creation, plus text agents for review and standardization.
AI-guided search
I wrote the copy for the AI-powered domain search, where people describe their business instead of typing a name, and took part in deciding how the feature is triggered. See it in the Domain Registration case →
IVR and support
I wrote IVR scripts and standard support emails for 10+ products.
About me
From journalism to Content Design
I started out in journalism, at Top Magazine and at Metro Jornal, a newspaper from Brazil’s Band media group. In the newsroom, I learned to tell stories, find the thread of a narrative and hold the reader’s attention. I bring that to every page, campaign and conversation I write.
At Teleperformance, as Community Manager for the Chevrolet account, I learned that content also solves problems, and in real time.
Then came nine years at Locaweb, a Brazilian web hosting and cloud company, where I went from content marketing to Senior Content Designer, leading e-commerce content. There, copy stopped being a finishing touch and became strategy: researched, tested and measured together with Product Designers, PMs, PMMs and business teams. With generative AI, it scaled without losing consistency.
Career path
- 2014 – 2015
Newsroom · Top Magazine and Metro Jornal (Band)
Reporting and journalistic writing.
- 2016 – 2017
Community Manager · Teleperformance
Chevrolet account: monitoring and response scripts.
- 2017 – 2022
Content Marketing Analyst · Locaweb
Content planning and production for the website, blog, email, social media, campaigns and events.
- 2022 – 2026
Senior Content Designer, UX Writer and Copywriter · Locaweb
E-commerce content, copy testing, Content System and generative AI.
Education
Journalism (Mackenzie) · Postgraduate degree in Digital Marketing (FAAP) · Advanced Content Design (Mergo) · UX Writing (FESPSP)
Languages
Portuguese (native) · English and Spanish (advanced)
Contact
Based in São Paulo, Brazil. Open to remote or hybrid work.