Project 1

TikTok for Business

About the project: TikTok for Business is TikTok's global platform that provides marketing solutions and advertising tools for brands and agencies to reach audiences through creative and data-driven campaigns.

As a Technical Product Specialist, I support clients across EMEA markets with billing inquiries, payment setup, invoice reconciliation, tracking issues, and campaign performance. Alongside the technical side, I was responsible for creating and optimizing written templates used in client interactions across multiple markets. These templates were used within support tickets and needed to deliver clarity, solve problems efficiently, and empathetic responses that align with TikTok’s tone of voice.

↳ Role: Copywriter, Template Designer & CX Strategist

↳ Challenge: The challenge was to build scalable, empathetic, and brand-aligned templates from scratch, helping the team respond consistently to client requests while improving satisfaction and engagement. The existing templates lacked structure, tone consistency, and customer-centered language. Additionally, there was no established CSAT messaging, making it harder to track service quality.

Process

I created a full template structure that balanced brand tone with clarity and effectiveness, following a human and helpful voice. Each message included:

Friendly and professional greeting
Clear acknowledgment of the customer issue
Step-by-step resolution or next action (including escalation when needed)
Open-door tone to encourage follow-up questions
A gentle CSAT message to collect feedback in a human way

Example CSAT line:
"I hope this was helpful! If you have a moment, please rate my support. Your feedback helps me improve and continue supporting you better."

This approach combined clarity, empathy, and brand tone. I also ensured the templates were adaptable to different scenarios, channels, and pillars

Project under NDA, password required.

Template Samples

Results

I achieved 111% of the CSAT KPI, consistently ranking among the top performers on the team. The templates I created contributed to clearer, more empathetic communication, which directly improved customer satisfaction. These efforts also helped unify the customer voice within the support process, and many of the templates I developed became internal benchmarks for tone and structure.

Implementation of personalized CSAT messaging
Customized support templates created and improved
Copywriting aligned with TikTok’s brand voice
Copywriting with focus on tone consistency and user empathy
Knowledge-sharing with teammates on using tone-appropriate responses

30th São Paulo Art Biennial + State Department of Education

About the project: The 30th São Paulo Biennial, A Iminência das Poéticas, featured works from over 100 artists and turned the Biennial Pavilion into a platform for global dialogue on art, politics, memory, and contemporary sensibility.

As part of the Cultura É Currículo program, the event welcomed around 65,000 students from public schools across São Paulo and nearby cities, making contemporary art accessible through guided museum visits connected to formal education.

Project 2

↳ Role: Copywriter & Content Strategist

↳ Challenge: To translate students’ firsthand experiences with contemporary art into compelling, accessible content that would resonate with a broad audience while maintaining institutional credibility.

I conducted interviews with students and educators during their visits, taking notes and observing their reactions closely. From this material, I created narrative-driven articles that gave voice to participants while staying aligned with the formal tone of the São Paulo State Department of Education.

My focus was to humanize the institutional message, using approachable language, emotional storytelling, and clear structure to highlight the educational impact of the initiative.

Process

↳ Published Articles:

The content helped broaden visibility for the project, showcasing its cultural and social impact through real student perspectives. The articles supported public communication goals and contributed to documenting the Biennial as a successful case of cultural democratization through education.

↳Narrative development based on live interviews and on-site observations.
↳ Copy tailored to an institutional yet emotionally engaging tone of voice.

Published Articles:
Arte contemporânea encanta alunos na 30ª Bienal de São Paulo
Secretaria da Educação leva 65 mil alunos para visitar a 30ª Bienal de São Paulo

Results

Project 3

Editora Phorte

About the project: Phorte Editora is a respected Brazilian publisher with over 25 years of experience in the education and health sectors. Focused on producing accessible and high-quality materials, the company works with leading professionals and educators across fields such as Pedagogy, Physical Education, Physiotherapy, Nutrition, and Nursing.

As part of their digital strategy, the publisher also develops informative and reflective articles aimed at students, teachers, and the broader educational community.

↳ Role: Content Writer

↳ Challenge: To write educational articles that could both inform and inspire readers, connecting institutional dates, public data, with the realities of the Brazilian education system. One of the key goals was to communicate complex issues, like literacy and access to education, in a clear and relatable way.

As a remote writer for the editorial team, I was responsible for researching and producing articles aligned with important dates in the educational calendar and relevant social topics.

In one of the pieces, I wrote about International Literacy Day (September 8th), tracing its origins through UNESCO and the UN, and discussing its global significance. The article highlighted the link between literacy and human development indexes, as well as Brazil’s progress and challenges based on official IBGE data. The tone was informative, accessible, and aligned with the pedagogical mission of the publisher.

↳ Tasks included:

Researching institutional and historical references
Interpreting official data (such as from IBGE and Pnad)
Writing clear, educational texts tailored to the public
Aligning content with pedagogical themes and national education priorities

Process

↳ Before review:

↳ Reviewed and published:

Results

The article was published on the publisher’s official website and is updated annually, as International Literacy Day is a topic in constant development. It supported Phorte’s mission of promoting reflection and awareness within the learning community, and strengthened their editorial presence on key dates. This experience deepened my ability to communicate educational topics with clarity and cultural sensitivity.

Article published and updated (2025):
Além das letras: 8 de setembro – Dia Internacional da Alfabetização

Project 4

PHSD Lab

About the project: This fashion film was created in partnership with PHSD Lab, an independent Brazilian fashion brand. The concept focused on soft aesthetics, minimalist fashion. Visually translating the brand’s identity into a light, elegant narrative. Beauty signed by me, this piece represents the intersection between storytelling, style, and digital creativity.

↳ Role: Beauty Creator & Creative Strategist
↳ Challenge: To craft a short-form fashion video that reflected PHSD Lab’s minimal aesthetic while communicating beauty, lightness, and emotion all within a compact, social-media friendly format.

To organize my thoughts regarding this process, I had to:

Built a moodboard aligned with the brand’s visual identity
Choose the appropriate beauty materials that aligned with the brand and concept of the campaign
Wrote the caption copy to reinforce the mood: clean, calm, and personal
The brand's core message had to be translated accurately, as the material would be featured in both photos and videos.

The goal was to merge visual storytelling and brand narrative, creating a video that felt both editorial and authentic.

Process

Results

This is one of the projects I’m most proud of, not only for the final aesthetic, but for how it represents my ability to collaborate with a brand, shape visual identity, and communicate through image and words. It also expanded my skills in building beauty/lifestyle narratives with strategic intention.