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.

For ten years, that career has been Apple. I started on the team launching App Store Today — we shaped what half a billion people opened their phones to. Then I joined the founding team for Fitness+, a product that lived on your wrist before you opened the app. The Watch already knew how you moved. We built around that knowing.

What I'm drawn to is the work before the playbook exists — when a product hasn't earned a place in anyone's life yet, and you have to make culture decide it deserves one.

I'm finishing my MBA at UCLA Anderson — mostly because I wanted to understand why people actually say yes to things.

What I believe

Most marketing thinks the job is finding the right words. I think the job is older than that. It's understanding what story people need to be true about themselves before they'll let a new product into their life. I learned this launching the same product in countries where the word "fitness" didn't translate. The product didn't change. The story it walked into did.

It's the same reason I'm drawn to AI. The technology isn't the question. The story we're letting it write about us is.

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