I was that barista for eight years in Australia. I also found a way to sell surf photography through Instagram. Before all that, I led SEO efforts at a digital marketing agency.
Lately, I’ve been creating content for a personal project. Writing, experimenting, editing. The kind of writing I’d want to read.
And the kind of care I’d want to receive.
A few ideas I brought to life, and what happened next.
A brand with its own editorial voice. I tested formats and built an AI-assisted editing process to cut the ego and focus on the reader. The hardest part was learning to let go of my own words.
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I used Instagram and the local surf community to identify the people in my photos. Still images became conversations, and conversations became sales.
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I started by helping my parents organize guest communication for their holiday rental. That work grew into digital resources and educational content for other hosts.
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I started in content writing and moved into campaigns and websites. I taught myself SEO and helped the agency’s homepage reach Google’s first page, opening the door to a new service offering.
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I started out writing social posts at a digital marketing agency in São Paulo. Then I spent eight and a half years in Sydney, going through around 7 kg of coffee a day. Along the way, I photographed surfers, helped organize my parents’ Airbnb, and found my way back to writing. I now live in Ilhabela, Brazil, working on content and copy projects.
Copywriter & SEO Analyst
Content creation, digital campaigns, website development, and performance reporting.
Head Barista & Assistant Manager
High-quality customer service, team training, and day-to-day operations.
Content Creator & Copywriter
Content strategy, AI-assisted creative workflows, and digital product development.