I am Honorary Research Associate at UCL’s Department of Anthropology, where I also obtained my PhD . I conducted field work in Brazil for the Why We Post project.
I started out as a dot-com professional in the early days of the commercial internet. My career includes many cases of hands-on product development together with constant studying of social relations online. From 2008 to 2010 I held responsible roles in major political campaigns, advising politicians on how to use social media.
My latest book and PhD research (2017) result from an investigation of how low-income Brazilians understand and use social media. My master’s dissertation (2011) is about online videos used as tools for informal learning. My research interests include online research methods, DIY/participatory media and Christianity.
I have 14 years of experience in responsible roles leading online community and collaboration projects in the US and Latin American. In 2010 I was social media evangelist for Brazil’s presidential candidate Marina Silva. I am fluent in English and Spanish.
In 2011 I graduated with distinction from the MSc in digital anthropology offered by the University College London. My dissertation focused on informal learning and value creation among YouTube beauty gurus. I have a BA in History from Universidade de São Paulo and extensive experience in oral history research.
Released by publishing house Jorge Zahar in 2007, Conectado [download sample] was the first book about social media written for the Brazilian audience. In 2009 I edited the ebook Para Entender a Internet [download], which has collaborations from Brazil’s prominent internet activists, thinkers and entrepreneurs.
mvl.com.br – São Paulo Jan-Oct 2010 social media evangelist
MVL is the PR company hired to assist Brazil’s senator Marina Silva during her 9 month campaign as presidential candidate. My role was to travel with Ms. Silva and her team promoting online interaction, evaluating online intelligence data, and educating the team in regard to digital communications issues.
talk2.com.br – São Paulo 2008-2010 social media strategist
Talk Interactive is a strategic web services and consulting firm. My main role was to assist the development team creating projects based on user-generated content and social media applications for clients that include major regional enterprises and also to research and analyze new media tendencies.
Fundação Pe. Anchieta – São Paulo 2007-2008 project manager
Brazil’s largest public media company requested a site to allow radio audiences to collaborate with producers creating content for Cultura AM station. Together with a technical producer I researched which functionalities to use, defined the site’s architecture and scope, and trained their team to use RadarCultura.com.br.
State Government – São Paulo 2003-2007 project manager
I has hired to deliver a solution to make readers active participants on the state government’s program to promote book reading. I defined incentives, architecture and functionalities, assisted the development and later managed LeiaLivro.com.br, a site where users shared reviews in exchange for new books.
Grupo Estado – São Paulo 2003-2008 collaborator
VivaSP.com is an online oral history experiment that I projected and managed. For 5 years, the best content became daily radio spots at Eldorado AM and FM stations.
America OnLine – S.Juan, PR 2001-2003 community manager
I was mainly in change of bringing the content team to apply social media tools to enhance user fidelity and average time spent on the site.
StarMedia – N.York, USA 1997-2001 community producer
I was in charge of developing and then managing the company’s first cross-border Spanish speaking chat events product. Among chat guests were Mexico’s president Vicente Fox and rock star Carlos Santana.