WHO?

Photo: Henri Vogt

I’m a marketing executive with 15+ years of experience and a proven track record of driving global brand growth across highly complex and competitive categories, including gaming, entertainment, CPG, tech, and QSR.

My background spans not only communications, but also performance marketing, product strategy, innovation, and go-to-market planning, allowing me to connect brand building with measurable business impact.

I focus on delivering real results by building strong teams, shaping brand and product narratives, developing communities, and creating marketing ecosystems that combine creativity, product, media, and data to drive growth.

I currently lead global marketing for one of the most played, loved, and talked-about mobile games in the world: Clash Royale. I work closely with Live Ops, game developers, and other cross-functional teams to turn in-game moments into cultural ones that drive engagement, player retention, and revenue. Even with the game approaching its 10th anniversary, we repositioned Clash Royale as one of the trendiest titles on social platforms, competing with major industry players and platform-native games.

We doubled the number of re-engaged players, increased new player growth by 500%, and 4x revenue compared to 2024, with marketing driving more than 75% year-over-year growth in inflow. The brand also became the fourth most-viewed game on social channels, behind only Roblox, Minecraft, and Garena Free Fire, making it a record year for both Clash Royale and Supercell across multiple dimensions.

“In dollar terms, in 2025 we matched our all-time record revenue from 2024 ($3.01 billion), and grew EBITDA by 12% ($1.06 billion)... this was an exceptional year. Financially speaking, it was one of the best years in Supercell's history. Clash Royale was the biggest contributor to these results.” – Ilkka Paananen, Supercell CEO (read more)

Earlier in my career, I led global teams, built brand and product strategies that turned consumer insight, innovation, and culture understanding into measurable growth for companies like Burger King, AB InBev, Taco Bell, and Blizzard. Across CPG and QSR, I also bring experience in roadmap planning, portfolio strategy, creative capabilities development, and innovation pipelines, offering a holistic marketing perspective.

Brands I’ve worked with include Supercell (Clash Royale, Clash of Clans, Hay Day, and Brawl Stars), Activision Blizzard (World of Warcraft and Hearthstone), Anheuser-Busch InBev (Budweiser, Stella Artois, Corona, and others), Taco Bell, Burger King, Danone, ASICS, UGG, Toyota, Red Bull, ESPN, and Uber.

Served as a jury member for the 2026 Cannes Lions Entertainment for Gaming category. I have led and contributed to work that has received 30+ international awards and nominations across the industry's most prestigious creative and effectiveness festivals, including Cannes Lions (Grand Prix, Gold, Silver, and Bronze), D&AD (Yellow Pencil), The ANDYs, Effie Awards, ADC, Clio Awards, The One Show, and others.

I was born in Brazil and I hold Brazilian and Portuguese passports. I’ve lived and worked in São Paulo, Los Angeles, New York, Houston, and I’m currently based in Helsinki. When I’m not working, I spend my time going to art exhibitions, collecting records and sound equipment, hosting a radio show, and traveling the world.