Work
Selected work
Build the business. Establish the program. Execute and learn.
My experience includes building and selling Supersonic, creating and scaling experimentation programs, and directing CRO at US companies. This selected work shows those different scales, including my contribution, the team’s decisions, and each project’s results.
01 · Build the business
Supersonic
I co-founded Supersonic with Filipe Reis in 2013. We built Latin America’s largest CRO agency and sold it to Etus in 2024. My career has also taken me into international CRO leadership roles at Seer Interactive and LawnStarter.
Explore my background02 · Research and experimentation
Case studies
SaaSholic · Case study
ContaAzul
Supersonic case study in an article by Rafael.
External article in Portuguese
Rock Content · Supersonic · Case study
Rock Content
A project by the Supersonic team, the agency I co-founded. Research informed how services and case studies were presented and prepared the site for ongoing experimentation.
Connection: co-founder of Supersonic
External article in Portuguese
Samba Tech · Supersonic · Case study
Samba Tech
A project by the Supersonic team, the agency I co-founded. Homepage tests explored how to communicate video products and align the offer with demand for the main product.
Connection: co-founder of Supersonic
External article in Portuguese
RS1 · Supersonic · Case study
RS1
A project by the Supersonic team, the agency I co-founded. The experiment compared homepage variations to reduce distractions above the fold and make site search more prominent.
Connection: co-founder of Supersonic
External article in Portuguese
Casa Mineira · Supersonic · Case study
Casa Mineira
A project by the Supersonic team, the agency I co-founded. Research, analytics and usability informed changes to property search, filters and contact with agents.
Connection: co-founder of Supersonic
External article in Portuguese
Dona Coelha · Supersonic · Case study
Dona Coelha
A project by the Supersonic team, the agency I co-founded. The mobile product page test explored reviews, product descriptions, video and access to purchasing.
Connection: co-founder of Supersonic
External article in Portuguese
Lokamig · Supersonic · Case study
Lokamig
A project by the Supersonic team, the agency I co-founded. A series of tests explored reservation stages and differences between mobile and desktop.
Connection: co-founder of Supersonic
External article in Portuguese
Twiddy & Company · Seer Interactive · Case study
Answering the questions that hold up a booking
As CRO Director at Seer Interactive, I led the team working with Twiddy, a US vacation rental company. Research uncovered uncertainty about pricing, payment and check-in.
03 · AI in everyday CRO work
LawnStarter
The skill I’m building at LawnStarter to help the team develop hypotheses, consult evidence, and assess whether a test is feasible.
Read the pieceBrands I’ve worked with
And more than 100 other companies across the US, Latin America, and Europe, including Fortune 500 companies.
Twiddy & Company · CRO work at Seer Interactive.
ContaAzul · Supersonic case study in an article by Rafael.
Read the SaaSholic articleSee other case studies