I'm a co-owner and managing partner leading the VidusGenius project, acting as the bridge between strategy, product, and go-to-market execution. I bring hands-on experience in strategic marketing and growth (positioning, ICP/personas, funnel design, metrics and tracking), UX/UI and conversion-focused content (copywriting, landing pages, product storytelling, and institutional materials), along with strong domain knowledge of the construction and flat-glass ecosystem.
Throughout my career, I have led communication and acquisition initiatives for industry brands (including Armony Indústria de Portas e Janelas), building campaigns, standardizing brand identity, developing content plans, and supporting commercial efforts. At VidusGenius, I apply this background to turn technical complexity into scalable digital solutions, focusing on compliance, operational efficiency, and qualified demand generation.
Summary of the Work Developed at VidusGenius
VidusGenius is a proptech/SaaS platform designed to transform how the construction industry especially the flat glass sector specifies, calculates, validates, and commercializes glass solutions.
My work spans from product conception and strategic definition to technical structuring, UX, business modeling, and market positioning, acting in an integrated role across Product, Growth, and Strategy.
My work spans from product conception and strategic definition to technical structuring, UX, business modeling, and market positioning, acting in an integrated role across Product, Growth, and Strategy.
1. Product Conception and Strategic Vision
- Defined the core value proposition of VidusGenius;
- Identified the structural problems of the market, such as technical fragmentation, dependence on specialists, regulatory risk, and commercial inefficiency.
- Built the long-term product vision as an intelligent hub connecting manufacturers, processors, architects, engineers, construction companies, and end customers.
2. Business Model Structuring
- Conducted a comprehensive mapping of the B2B and B2C flat glass ecosystem in Brazil.
- Defined Ideal Customer Profiles (ICPs) and key strategic stakeholders.
- Designed initial monetization models (subscriptions, modular access, technical intelligence, and future financial integrations).
- Strategically evaluated VidusGenius as a SaaS, PropTech, and potential FinTech, without coupling the core product to financial services.
3. Product Architecture and Core Features
- Defined the main platform modules, including:
- Centralization of technical standards (ABNT and international norms).
- Automated glass calculations and specifications.
- Support for regulatory compliance and technical risk reduction.
- Supplier and solution curation.
- Future integrations with BIM/Revit, 3D measurement, acoustic analysis, and climate data.
- Structured the product roadmap by maturity phases.
4. UX, Research, and Product Design
- Conducted UX analysis and user journey mapping for different profiles (technical, commercial, and decision-makers).
- Designed user flows focused on:
- Reducing decision-making time.
- Eliminating manual and bureaucratic processes.
- Converting curiosity into qualified leads.
- Defined AHA Moments, North Star Metrics, and Product-Led Growth principles.
5. Brand Positioning and Communication
- Developed the strategic brand positioning of VidusGenius, emphasizing:
- Technology applied to technical knowledge.
- Regulatory authority.
- Innovation with real impact on projects, construction sites, and sales.
Built institutional and commercial narratives for:
- Investors.
- Technical audiences.
- Architects and construction companies.
- Aligned brand messaging with sustainability, energy efficiency, and global policy agendas.
6. Growth Strategy and Go-to-Market
Defined strategies for:
- Lead acquisition and qualification.
- Technical and educational content as a growth engine.
- Strategic partnerships with manufacturers, processors, and specifiers.
- Planned a phased market entry, validating hypotheses before scaling.
7. Investor Readiness and Innovation Ecosystem
Structured conceptual materials for:
- Product pitches.
- Institutional presentations.
- Conversations with accelerators, hubs, and investors.
Positioned VidusGenius within global agendas related to:
- Sustainability.
- Construction digitalization.
- Energy efficiency and technical risk reduction.
Final Synthesis
The work developed at VidusGenius goes far beyond a software idea. It represents the end to end creation of a strategic product, grounded in real market pain points, with a systemic vision, strong technical foundation, user-centered design, and high scalability potential. I worked across the entire lifecycle from strategy to product, UX to positioning structuring a solution capable of transforming complex technical knowledge into accessible, scalable, and commercially viable intelligence.
