ABOUT ME

I walk into rooms where I don't yet belong and build something that matters.

Half Brazilian, half German. Raised in Bremen, Germany.

I grew up between cultures before I had language for what that meant. That in-between space — where you learn to read a room before you can speak in it — is where all my best thinking comes from.

I competed on Germany's national rhythmic gymnastics team. Got a Master's in Education studying how culture shapes identity.

Then, at 24, moved to the United States alone. No job, no network, no English. Learned the language from scratch. Built a career from less than that.

I started at Apple on the team that launched App Store Today — we decided what half a billion people discovered every week. Then I joined the founding team for Fitness+. Same instinct, different surface — this time the product lived on your wrist. The Apple Watch already knew how you moved. We built the product around that. I built the go-to-market from scratch, led the first international launches, and kept finding ways to grow it long after everyone assumed the playbook was set.

The work I'm best at happens before the playbook exists — figuring out what a product needs to become, then making the market believe it. I'm currently finishing my MBA at UCLA Anderson — mostly because I wanted to understand why people actually say yes to things.

What I believe

Most people in product marketing are solving a messaging problem. I think they're solving the wrong one. The real work isn't finding the right words — it's understanding what story people need to be true about themselves before they'll let a new product in. I learned this launching the same product in countries where the word "fitness" doesn't even translate. It's the same reason I'm drawn to AI — not the technology, but who controls the narrative about what it means, and how that story is quietly reshaping what we think people are worth.

Whether it's a collaboration, a conversation, or just a good idea — say hello