I've been working with technology and internet companies for over 30 years now. I worked for some companies as an employee, but my greater knowledge came from founding and running 8 internet companies and mentoring more than 20 other companies.
As the CEO of my companies and mentor of many others I created, developed, worked, learned from many different types of business models. I have knowledge in eCommerce business in Brazil. I also grew a great experience in marketing and online advertising. These experiences, combined with my IT knowledge (mostly development and cloud infrastructure), allowed me to develop skills in growth hacking.
More recently I put into practice a new passion: applied AI and agentic systems. I have been working hands-on with LLMs, agent orchestration, and AI-augmented software delivery, and brought that focus into my current company.
Now I run Softo, a fully remote custom software development company based in Rio de Janeiro, serving medium and large organizations with a focus on applied AI and measurable delivery. The work is organized in two offerings: Outcome Pods, the main delivery model covering custom AI solutions, software development, and automation; and AI Foundations, the AI strategy discovery entry point.
In the job of creating and growing companies, I managed many aspects, processes, and departments including finance, human resources, IT, marketing, sales, operations, logistics, venture capital investment, and even design.
To put it short, I have many skills necessary to run an internet company and any department within.