I joined as a Product Designer drawing die-cuts on a bench and ended up leading a 6-person team across the US, Brazil and Argentina — building Shopify stores from zero, running Meta Ads, coaching brand educators and designing the trade-show stands we activated at Barber Week.
The barber-tools market was stuck in corporate blacks and safe grays. B-WAY needed a visual system loud enough to disrupt it, and an operation big enough to sell it across the US, Brazil and Argentina. I started at the packaging bench — die-cuts, interior architecture, print production — and every quarter, the scope kept expanding: social design, e-commerce, campaigns, educators, events. Two years later, I was running the whole brand.
The scope kept compounding. Each chapter added a new discipline on top of the last — packaging, then digital, then commerce, then people. By chapter four I was leading the team that made all of it move.
Started designing packaging for the full product range and every social media asset the brand needed — coordinating production directly with the factory in China from die-cut approvals to final print.
Took ownership of the e-commerce — built Shopify BR and AR from scratch and ran the operation day-to-day.
Led marketing campaigns across markets — paid, email and content — tying every launch back to revenue.
Owned the events — designed and organized the stands in Argentina, Brazil and the US, and led brand educators on-site.
I designed the packaging for every B-WAY product line — die-cuts, interior architecture, print production and retail-shelf systems — coordinating production directly with the factory in China from die-cut sign-off to final print runs. I also supervised every single launch the brand rolled out from my first day through the end of 2025 — keeping the visual language consistent across the whole product range and three markets.
Architected and launched the USA, Brazil and Argentina storefronts — catalog, checkout, localized copy and payment logic — then ran them day-to-day. Scroll each preview to see the full homepage.
I led the stand design, graphics, logistics and on-site build for every B-WAY activation — the local events in Argentina and the international ones in Brazil and the US. Traveled to Brazil to organize everything on the ground, assemble the stand and represent the brand on the floor alongside the educator team.
Stand activation, product demos and brand educators on-site.
Traveled to Brazil to design the stand, produce the graphics, organize the logistics and lead the on-site build — then represented the brand on the floor.
Two years of compounding scope — I walked in as a Product Designer and walked out as a Brand Manager owning packaging, digital, ops, marketing and events across three countries.
I build omnichannel infrastructure — from Shopify storefronts to trade-show floors.