Solutions

These are the categories of solutions that I specialize in:

Automations & Integrations

Review of collaboration workflows, sales processes, and system integrations to find where friction is hurting efficiency, decision-making, or client engagement, then design and implement the fix.

Engagement Systems

Design and build interactive experiences that borrow game mechanics to influence real behavior, helping users make progress on personal goals while moving the metrics that matter to the business.

Application Development

Build full-stack applications end-to-end, from initial concept through back-end infrastructure and front-end delivery, either as fully independent builds or within a client's existing platform and standards.

Projects

A list of the projects I built, from production web apps to gamified experiences and gameplay systems.

Technologies

These are the main technologies that I frequently use in my projects or have used extensively in the past:

Infrastructure

APIs

AI Frameworks

N8N

Zapier

Docker

CI/CD

PostgreSQL

Hostinger

Railway

AWS

Cloudflare

TDD

i18n

Languages

Ruby on Rails

JavaScript

Node.js

HTML5

CSS3

C#

Design

Figma

Unity

Prototypes

Operations

KPI Dashboards

Salesforce

CRM

Background

My career has consistently been about translating business requirements into working technical systems, whether that meant project management, sales operations, or application development.

My Industrial Engineering degree shaped how I approach any problem, by understanding the big picture, breaking down complex processes, and re-aligning them with new and evolving organizational strategies.

My first role after graduation was project managing a $7.5M Oil & Gas engineering project in São Paulo, leading an 11-person multidisciplinary team and managing the company's largest international client relationship.

Looking to pivot into a more technology-driven career, I went back to school for an MBA at Queen's University, which sharpened how I evaluate a business's real constraints and translate that understanding into decisions that actually move things forward.

That pivot led me to Toronto, where I spent the next few years in Sales Operations and Product-Sales liaison roles for fast-growing SaaS startups. In one role, I acted as the technical bridge between Sales and Product, making sure what was being sold matched what could actually be built, while also standardizing a company's client onboarding process. In another, I built a Sales Operations department from the ground up, migrated a company's CRM from HubSpot to Salesforce in 3 months, and trained 90+ sales reps on new tools and processes, contributing to 250% revenue growth and a 10% lift in sales funnel conversion.

I then acted as an independent Sales Operations and CRM consultant for a few years, supporting businesses across Canada, the United States, the United Kingdom, and Brazil with Salesforce implementations, third-party integrations, and analytics dashboards that gave sales and leadership teams real visibility into the funnel performance.

Today my time is focused as the Digital Transformation Lead at GG Mídia, managing the digital infrastructure for a 50-year-old publishing company, alongside independent work through PZLabs, where I put my gamification skills into practice with full-stack applications like JIKO.

This gamification interest goes back further than my career, though. One of the biggest questions I remember having as a kid was how a home refrigerator actually worked, it seemed like magic, and I needed to understand it. That curiosity was a big part of why I pursued an Engineering degree in the first place. The same question kept coming up with games: why do simple mechanics like points, streaks, or levels motivate people to act in ways that don't always make rational sense? This intersection between game mechanics and real life eventually evolved into my professional focus.

Across every role, the hardest part was getting the end user to actually adopt the solutions being built. Training can help with adoption, but it can only go so far and doesn't solve the underlying challenges. Gamification is how I tackle that problem, borrowing engagement mechanics that make games compelling and applying them to retention programs, internal workflows, and the performance tracking tools I build today. It's the same idea Mary Poppins was singing about long before "gamification" became a buzzword.

Mary Poppins said this in 1964:

“In every job that must be done, there's an element of fun. You find the fun, and the job is a game!”

My usage of AI

I've learned from personal experience that offloading critical tasks leads to a slippery slope of knowledge retention issues and work quality maintenance. I use AI tools the same way I used Google searches, forum deep-dives, and Youtube videos in the past. It's a way to review and improve instead of an avenue for creation and decision-making. None of my applications are defined or built by AI tools and prompts, they are only reviewed and improved by carefully planned interfacing with these tools.

Being a millenial, I grew up in the early stages of the internet. The only way to find information at the time was through mIRC channels and hidden forums. Since then, the way we access information online evolved quickly from Google searches, Stack Overflow conversations, Youtube tutorial videos, Reddit and other social communities, and now Artificial Intelligence.

What was once a large amount of data publicly available to be consumed by anyone is now diluted by predictive systems that are designed to detect, learn, and re-produce based existing data. While this makes it easier and faster to find information, it also brings worrying questions on the way these systems are trained and the future implications they could have.

In practice, this means that I document an idea and build out my own structure and logic before introducing AI into the process. Once that foundation exists, AI optimizes, refactors, and helps me reach a polished final version much faster than I could alone. I still wrestle with the tension between ownership, speed, and control, but I keep landing in the same place: used carefully and methodically, AI raises the quality of what I ship, it doesn't replace the thinking that gets me there.