How did curiosity and the desire to grow and improve lead you from your role as a jiu-jitsu teacher to work at a renowned international firm like Optimove?
Curiosity has always guided my career. Teaching jiu-jitsu gave me discipline, pattern recognition, and how to help people improve performance under pressure. Those same principles apply directly to business and sales, especially in fast-moving markets. As I transitioned into technology and commercial leadership, I became deeply interested in how companies scale, how decisions are made, and how data can be used to drive better outcomes. Today, leading Optimove’s expansion in Brazil is a natural continuation of that journey. It’s about understanding the local market, building trusted relationships, and helping operators evolve how they approach CRM, personalization, and long-term growth. For me, the move wasn’t about changing direction, but about applying the same mindset of continuous learning and improvement at a much larger scale.
What response have you received to the launch of the ‘Positionless Marketing’ concept? What does this innovation represent for your company and for the industry?
The response has been extremely strong, especially because it puts words to a frustration many marketing leaders already feel. Teams have more data, more tools, and more intelligence than ever, yet execution often remains slow and fragmented. Positionless Marketing represents a shift away from rigid roles and handoffs toward true ownership. It’s not about removing structures, but about removing friction. For Optimove, it formalizes what we’ve been enabling for years: empowering marketers to act independently, responsibly, and in real time. For the industry, it’s a wake-up call. The question is no longer whether teams have the right tools, but whether they’re structured in a way that allows them to actually use them. Positionless Marketing challenges organizations to rethink how work gets done, not just which technology they adopt.
Both on its website, in its articles, and even at industry events, the company dedicates a lot of space to teaching. Why is educating the gambling world one of Optimove’s core principles?
The gambling industry is evolving incredibly fast; regulation, player expectations, data availability, and AI are all moving at once. If operators don’t understand why and how to use these capabilities, even the most advanced platform won’t deliver results. Education is how we help the industry mature. When operators understand lifecycle marketing, personalization, and real-time decisioning, everyone wins: businesses become more sustainable, players receive better experiences, and the industry operates more responsibly. Teaching isn’t a marketing tactic for us; it’s a responsibility that comes with being a market leader.
Let’s talk a bit about LatAm. What’s your opinion on the evolution of online betting in Brazil, one year after regulation? In which way can the FIFA World Cup boost gaming business for operators there and for key providers such as your company?
Brazil has evolved very quickly over the past year. Regulation brought structure, but it also raised expectations. Brazilian players demand relevance, speed, and consistency, and operators are being forced to mature their marketing just as fast, often while the market is still stabilizing. Looking ahead, the FIFA World Cup will act as an accelerator rather than a guarantee of success. It will drive massive attention and short-term volume, but the real opportunity lies in what operators do with that moment. Brazil is not a single market. Behavior varies by region, club loyalty, and digital habits, which means generic campaigns quickly fall flat. Operators that treat the World Cup as a full lifecycle opportunity before, during, and after the tournament will be the ones that benefit most. That requires strong CRM foundations, real-time engagement, and the ability to personalize at scale. For providers like Optimove, the focus is on helping operators convert peak interest into sustained relationships, using data, personalization, and agility to meet Brazilian players where they are in real time.
What is the balance after your participation at ICE Barcelona 2026?
ICE has long been the main global stage for iGaming, and that remained true this year. Before going into the event, our expectation as Optimove’s Brazil team was very clear: to show the market that we are not simply another international company entering Brazil. We are a company with a strong local presence and a deep understanding of the Brazilian market, its challenges, and its opportunities. ICE was an opportunity to reinforce that we are ready to work side by side with Brazilian operators, supporting their growth in a market that is evolving quickly. Ultimately, the event served as both a showcase of our mission and a catalyst for building meaningful, long-term connections.
What other plans will the company have for the rest of the year?
For the rest of the year, our focus is on helping operators move faster and work with greater confidence as complexity increases across markets. Positionless Marketing is central to that effort because it removes internal friction and gives marketing teams the autonomy to act on data in real time. We will continue investing in AI-driven capabilities, real-time decisioning, and personalization, while working closely with operators in key growth markets such as Brazil and Latin America. The goal is to help teams shift away from rigid structures and toward end-to-end ownership, so they can respond to players with the speed, relevance, and consistency the market now demands. Education will remain a core priority, through research, events, and partnerships that help the industry understand not only what technology can do, but how to organize teams to use it effectively. Ultimately, our ambition is to help marketing teams take true ownership of results and build sustainable growth over the long term.