B2B Marketing Professional
From strategy to execution, across internal communications, product marketing, events, and sales enablement that build pipeline, drive adoption, and move teams toward results.
About
I've spent 15+ years working in the parts of B2B marketing that don't always get the spotlight: the internal programs that keep 600-person organizations aligned, the content that helps a sales team walk into a hospital and explain a complex software platform in language that resonates, the events that turn clients into partners and partners into advocates.
Most of my career was built inside healthcare technology — first at Wheb Sistemas, a Brazilian healthcare IT company I helped grow from a regional player into the country's second-largest EMR provider, and then at Philips Healthcare, where I led marketing and internal communications across a global, matrixed environment spanning Brazil, LATAM, and Europe. That context shaped how I work: I learned to navigate complexity, translate across audiences (clinical, technical, commercial, executive) and deliver programs that held up under real organizational pressure.
More recently, I've run an independent marketing practice working with clients across Brazil, Spain, and the United Arab Emirates. That includes guiding content creators through the strategy, structure, and launch of digital education programs — some with audiences in the millions — and providing marketing strategy, copywriting, and digital presence work for companies in property management and technology sectors. This chapter added new disciplines: launch strategy, curriculum design, audience monetization, and the ability to adapt positioning and messaging across very different industries and cultural contexts.
My work doesn't fit neatly into one box, and I've stopped trying to force it. I move between strategy and execution, between internal audiences and external ones, between content and projects. What connects everything is accountability: I take ownership of what I'm responsible for, figure out what I don't yet know, and deliver. That's not a slogan — it's how I've worked for 15 years across two countries, multiple disciplines, and organizations at very different stages.
In parallel with my marketing career, I've spent years teaching marketing subjects in post-secondary institutions, and leading product and sales training inside corporate environments. That experience shapes how I communicate: I adapt to different audiences, meet people at their level, and make sure what I create actually gets used.
A note on research: I started my career as a market research specialist and spent seven years teaching market research at university level. That foundation runs through everything I do — positioning, messaging, event strategy, and enablement content are all sharper when grounded in real audience understanding, not just intuition.
Signature Projects
Four programs that capture the range and depth of what I bring — across events, communications, product marketing, and content at scale. Each one was built from scratch, under real constraints, with measurable results.
Events & Client Marketing
Led end-to-end planning and delivery of a two-day, multi-track client conference in Brazil — from venue and logistics to sponsorships, cross-functional stakeholder alignment, partner exhibition, and on-site execution. Built the format, ran the program, and delivered results that held up for over a decade.
Internal Communications & M&A
Designed and led a flagship internal event to support employee alignment during Philips' simultaneous acquisition of two software companies. The event — themed around the CSI TV show concept — brought together teams across multiple regions during a high-stakes organizational transition, turning complexity into connection.
Product Marketing & GTM
Led GTM planning, value messaging, and sales enablement for three simultaneous product launches alongside R&D and clinical teams — a clinical decision support integration, an oncology workflow module, and a mobile EMR. Positioned each for distinct audiences (IT leaders, clinicians, bedside users) and equipped direct and distributor sales forces with the tools to sell with confidence.
Content & Customer Education
Created and led the first seven issues of a structured customer education program for hospital clients of Philips Healthcare — covering case studies, product updates, and best practices in healthcare. What started as a content initiative grew into a 21-issue program, distributed in print and digital to thousands of healthcare professionals across Brazil.
01 — Capability
I've led internal communications in environments where the stakes were high — acquisitions, leadership changes, cross-regional teams, and cultural complexity. The work wasn't just newsletters and town halls; it was keeping hundreds of people informed, aligned, and engaged through the moments that mattered most.
Program Design
Designed and implemented a structured process to ensure all 600+ employees received timely, relevant information from the General Manager and C-level. Attended weekly executive meetings, filtered approved content, distilled it into concise presentations, and enabled managers to deliver it to their teams — creating a consistent, trusted communication flow across regions.
M&A Communications
Served as internal communications lead during the post-acquisition integration of two software companies into Philips Healthcare. Managed strategic messaging, stakeholder alignment, and employee engagement throughout the transition. Produced a weekly integration newsletter to keep employees informed at every stage, while maintaining above 95% satisfaction through the flagship CSI integration event.
Led full Communications & Stakeholder Engagement workstreamEmployee Engagement
Planned and delivered a year-round internal engagement calendar including thematic events (Fritz & Frida Day / Oktoberfest), the PHD (Philips Healthcare Development) event for R&D teams, sales kick-offs, internal campaigns, and quarterly town halls. Achieved 89%+ participation and 93%+ satisfaction across engagement events — numbers built through purposeful planning, not just good intentions.
Building from Scratch
Built the internal communications function from zero at a 220-person healthcare IT company — launching the company's website, client newsletter, town halls, leadership updates, internal campaigns, and engagement events. Also designed and launched the company's intranet, creating a central hub for employee information and organizational connectivity that supported the company's growth and eventual acquisition.
Philips Healthcare Development Event
CSI Integration Event
Fritz & Frida Day / Internal Campaign
02 — Capability
Healthcare IT software is not simple to sell. The products are complex, the buyers are diverse — IT directors, CMOs, hospital administrators, frontline clinicians — and the stakes for miscommunication are real. My product marketing work was about turning that complexity into clarity: positioning, narrative, and enablement that moved deals forward.
Narrative & Positioning
Shaped the "Connected Hospital" value narrative as part of the portfolio integration strategy — positioning complex software integrations (HIS, EMR, RIS, monitoring) as a unified connected platform solution. Provided sales, marketing, and service teams with a clear, compelling story that worked across audience levels, from IT decision-makers to executive buyers. The narrative became the organizing principle for the portfolio's go-to-market communications.
Contributed to 22% annual revenue increaseGTM & Launch
Managed product marketing across the full NPI cycle — from innovation pipeline reviews and technical partnership management to product messaging, visual presentation standards, and launch execution. Worked alongside R&D, clinical teams, and sales to align on positioning before products reached the market, reducing friction at launch and improving sales team readiness.
Competitive Intelligence
Developed competitive battle cards grounded in market research, field insights, and funnel analysis — giving sales teams clear, usable intelligence for live customer conversations. Tracked win/loss patterns to refine positioning over time, ensuring messaging stayed relevant as the competitive landscape shifted. This is product marketing with its feet on the ground, not just in the strategy deck.
Cross-Market Enablement
Supported Philips Healthcare's international expansion by developing localized messaging, marketing materials, and sales enablement content for LATAM and European markets. Ensured regional teams had collateral that reflected local context while maintaining coherent global positioning. Also contributed market research and competitive analysis to a cross-functional feasibility study assessing Colombia as a new software market — analyzing competitors, target hospitals, regulatory barriers, and segment opportunities. Structured findings for C-level decision-making.
Research-grounded GTM decisions, not just execution
Connected Hospital Visual Presentation
Buyer Personas
Market Research & Trend Analysis
03 — Capability
I ran 20+ events per year at Philips — trade shows, client conferences, roadshows, partner and internal events — against a ~$1.5M annual budget with reporting to the CFO. Events were never just logistics. They were demand generation, brand positioning, and relationship-building — with results tracked and reported.
Flagship Client Event
Planned and executed a two-day, multi-track client conference with 250+ atendees, eight partner exhibition booths, and a full conference program including product demos, clinical sessions, and partner presentations. Managed vendor negotiations, AV, F&B, travel, registration, and on-site logistics — delivering ~10% under a $100,000 budget. The format became a flagship event replicated annually by the organization for years after.
92% attendee satisfactionTrade Shows & National Events
Managed exhibition presence at national healthcare trade shows across both organizations, overseeing booth design, staffing, event collateral, demo coordination, and lead capture. Exhibition booths averaged 250 visitors daily, with consistent conversion of event traffic into qualified sales opportunities. Coordinated pre-event outreach, on-site experience, and post-event sales follow-up to close the demand generation loop.
Partner & Regional Events
Planned and delivered regional events to support distributor networks and field sales teams — including roadshows, product presentations, partner meetings, and customer workshops across Brazil. Developed event kits and enablement materials that gave regional teams everything they needed to run consistent, on-brand activations without central support at every location.
Online Launches & Virtual Programs
Planned and managed online course launches for content creators across Brazil and Spain, acting as the strategic lead for the full event lifecycle — from pre-launch messaging and audience warm-up to live launch coordination and post-launch follow-up. Managed cross-functional timelines across copywriters, designers, and paid media specialists. Launches spanned multiple niches (language learning, weight loss, public speaking, immigration) and generated double-digit revenue for creators. This work required the same core skills as any B2B event program: stakeholder management, content sequencing, audience engagement, and disciplined execution under tight deadlines.
Multiple five-figure revenue launches delivered across client programs
Philips Connect Day
Philips Connect Day
Philips at Hospitalar Tradeshow
04 — Capability
I think of sales enablement as the connective tissue between marketing strategy and commercial reality. The battle card that gets used in a live objection. The partner kit that travels to a distributor in a city you've never visited. The case study that makes a hospital CEO nod. This is the work that directly supports revenue — and it's where I've consistently spent a significant part of my time.
Market Research & Campaign Intelligence
As a market research contractor for a Calgary-based digital marketing agency, conducted audience, competitive, and market research to inform campaign positioning and messaging strategy. Translated research findings into narrative-driven briefs for the creative and content teams — connecting audience intelligence to marketing execution in a fast-paced agency environment. This engagement is a recent example of a capability that has been central to my work since the beginning: my career started in market research, I spent seven years teaching it at university level, and I've applied it at every stage since.
Channel Partner Marketing
Worked closely with Channel Sales and partner teams on joint marketing activities: trade shows, co-marketing campaigns, and partner-facing communications. Developed enablement toolkits, marketing materials, and joint event collateral that gave partners the content they needed to represent the portfolio with consistency and confidence.
100% partner renewal at Connect Day — eight partners, zero attritionSales Content & Collateral
Developed the full range of B2B sales content across both organizations: case studies, brochures, pitch decks, one-pagers, interactive demo tools, product guides, marketing collateral, advertising in sector-specific publications, and video production. Also managed the company magazine programs (Interação Tasy at Wheb; Healthcare IT at Philips), creating editorial strategy, writing content, and coordinating contributions at scale.
Competitive Intelligence
Built competitive battle cards grounded in market research, field feedback, and funnel data, giving sales teams a clear view of where they stood against key competitors and how to position in contested deals. Tracked win/loss patterns over time and fed insights back into messaging and collateral updates, creating a continuous improvement loop between field reality and marketing output.
Campaigns at Wheb Sistemas
Philips Healthcare IT Magazine
Marketing Collateral - Brochure
05 — Capability
Teaching — whether in a post-secondary classroom or a product launch training session — changes how I think about communication. It forces me to ask: does this land? Does this get retained? Will this person be able to use it tomorrow? That lens informs everything I do in marketing, and it's made me a more effective creator of content that actually enables action.
Corporate Training
Designed and delivered training sessions for direct and indirect sales teams focused on product launches, messaging, and competitive positioning — equipping commercial teams to have confident, consistent conversations with customers from day one. This was not technical product training, but the go-to-market layer: how to tell the story, handle objections, and position against competitors. Also mentored managers and presenters on audience engagement and message clarity. Supported customer-facing programs that helped hospital clients understand and adopt new solutions.
Post-Secondary Teaching
Designed and delivered digital marketing courses for international students from diverse professional backgrounds over three years at a private career college. Applied adult learning principles to create interactive, industry-grounded sessions — adapting content and facilitation style to varying prior knowledge levels. Continuously refined curriculum based on student feedback and industry evolution.
Post-Secondary Teaching
Delivered online instruction, adapting course materials and facilitation approaches to asynchronous and synchronous digital learning environments. Built accessible, skills-focused content for adult professional learners, maintaining engagement and knowledge transfer in a format that demands clarity and structure in every interaction.
Curriculum & Course Design
Partnered with subject matter experts and content creators to design structured online courses and training programs — defining learning objectives, sequencing content, and developing materials that translate complex expertise into accessible, outcome-focused learning experiences. Managed project timelines across SMEs, designers, and technical teams to ensure quality delivery and smooth launches.
Value Proposition Training
In-person Teaching
Online Teaching
Skills & Tools