Essays on brand, strategy and building
The story behind the Elements Black Friday that brought in nearly R$7M
First structured Black Friday — R$5M target, R$6.9M delivered — and the 360° method we've repeated every year since.
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Entropy-Guided Loop: LLM reasoning at 30% of the cost
Paper on arXiv (Aug 2025) proposing an entropy-guided refinement loop that reaches ~95% of reasoning-model quality at a third of the cost. Co-authored with Andrew G. A. Correa.
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How a rebranding can multiply revenue: the Elements case
The Elements case: how I led the rebranding that lifted annual revenue from R$10M to R$30M in the first year — and to R$85M in two.
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Brand or Community? How to build deeper relationships with your customer
In fashion the barrier to entry is tiny — what holds the customer is the community you build around the brand.
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Master's thesis: data reconciliation and guard bands for sulfur control in fuels
Defended in October 2022 at PUC-Rio's Postgraduate Program in Metrology for Quality and Innovation, under Prof. Elcio Cruz de Oliveira. The foundation of the two peer-reviewed papers that followed.
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Risk assessment and optimisation of sulfur in marketing fuels
A second peer-reviewed paper — in Fuel (Elsevier) — combining data reconciliation with the guard-bands concept to align producers and storage terminals on a rigorous acceptance limit.
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Measurement uncertainty in the determination of sulfur in fuels
A summary of the paper I co-authored at Rio Oil & Gas 2020 during my Master's in Metrology at PUC-Rio — and why including sampling uncertainty changes the rigor of fuel regulation.
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