SEO & AI Initiative
Brainly — Product Manager
Faced with Google’s SGE update threatening organic traffic, Brainly needed a scalable strategy to defend SEO rankings and maintain traffic acquisition.
Brainly’s organic search traffic was at serious risk due to Google’s new AI search features surfacing direct answers instead of traditional search listings.
The goal was to generate SEO-optimized topical content at scale to defend and grow Brainly’s visibility while minimizing development and operational costs.
- Led the exploration of scalable SEO content generation strategies using AI and scraping tools.
- Designed a Python-based system to orchestrate topical content creation across up to 1 million subjects.
- Built AI prompting frameworks for content generation aligned with educational standards and SEO best practices.
- Negotiated and aligned cross-functional teams (AI, Content, Product, Engineering) around a lean MVP plan, cutting proposed costs drastically.
- Supervised the web scraping and QA process to ensure topical accuracy and coverage.
- Reduced projected project costs from $300K to $15K by designing in-house MVP approach.
- Achieved 93% topical coverage and 70% QA accuracy across generated content.
- Delivered full MVP framework and initial data generation plan ahead of stakeholder deadlines.
Growth Mindset Behavioral Initiative
Brainly — Product Manager
As part of the “Genius Lives in Everyone” strategic program, Brainly aimed to shift student behavior from passive homework help seekers to active, curious learners.
Students increasingly perceived asking questions as a sign of weakness, leading to lower engagement and reduced educational impact.
The opportunity was to redesign product experiences to reinforce question-asking as a positive, intelligence-driven behavior, ultimately boosting platform engagement and retention.
- Led the design of behavioral frameworks encouraging curiosity and learning progress.
- Collaborated with design, engineering, and data teams to integrate motivational feedback loops within the platform.
- Shaped product narratives and microcopy to reframe question-asking as a success indicator.
- Developed a roadmap for new engagement features aligned with growth mindset principles.
- Conducted user interviews and surveys to validate psychological framing effectiveness.
- Increased daily active engagement metrics post-implementation in targeted markets.
- Improved question-asking rates among first-time and returning users.
- Integrated growth mindset messaging into onboarding and key UX touchpoints, sustaining long-term user habit formation.
- Contributed to broader platform repositioning toward learning companionship, beyond homework support.
Back to School Monetization A/B Testing
Brainly — Product Manager
Back to School season is Brainly’s peak revenue window in the US, critical for annual subscription targets and user growth milestones.
User acquisition during Back to School surges dramatically, but converting free users to subscribers was historically inconsistent.
There was an urgent opportunity to optimize packaging, pricing, and promotion strategies to maximize conversion rates and reduce churn during this short, high-impact season.
- Designed and executed A/B tests on subscription pricing tiers, feature packaging, and promotional messaging tailored for the US student and parent demographic.
- Coordinated cross-platform rollout across Android, iOS, and Desktop, aligning marketing, engineering, and analytics teams.
- Leveraged behavioral segmentation to personalize onboarding offers and pricing experiments based on acquisition channels.
- Conducted rapid-cycle testing and iterative hypothesis refinement based on real-time Amplitude data analysis.
- Synthesized results into strategic recommendations for permanent pricing model adjustments.
- Achieved a significant uplift in subscription conversion rates during Back to School window.
- Reduced onboarding drop-off by optimizing offer timing and channel targeting.
- Improved LTV of new users acquired during the Back to School campaign versus previous years.
Digital Transformation of Educational Product Portfolio
Instituto Europeo De Salud Y Bienestar Social — Product Owner
Instituto Europeo’s educational programs were originally delivered through static PDFs with minimal interaction, making them outdated and uncompetitive in the growing online education market.
The organization’s reliance on PDF-based courses severely limited student engagement, learning outcomes, and program scalability.
The opportunity was to modernize the entire program offering into dynamic, interactive, LMS-driven online experiences, dramatically improving student satisfaction and positioning the institution competitively in the digital education market.
- Led the full transformation of educational products from static PDF materials to interactive, dynamic online programs.
- Designed and launched a proprietary LMS platform customized for streaming classes, professor-led student support, interactive activities, and assessments.
- Defined and implemented structured workflows for course creation, professor training, and student onboarding within the new LMS environment.
- Managed cross-functional teams (engineering, education, communications, marketing) to ensure alignment and timely delivery.
- Built feedback loops to continuously gather student input and iterate course structures for improved engagement and completion rates.
- Integrated marketing strategies to reposition Instituto Europeo as a modern, high-quality online education provider.
- Successfully launched a new LMS platform supporting multiple Masters, Expert Degrees, and specialized courses.
- Increased student engagement and course completion rates significantly compared to the legacy PDF-based model.
- Expanded enrollment numbers through improved digital marketing aligned with the new interactive product offering.
- Strengthened student satisfaction scores and program reputation in partner university evaluations.
- Established a scalable and repeatable model for future program launches and updates.
Gamification System Redesign for User Engagement
Brainly — Product Manager
Brainly’s original gamification system heavily rewarded only answering questions, encouraging quantity over learning depth and discouraging broader platform engagement.
The platform’s legacy gamification incentivized high-volume answerers but failed to reward genuine learning behaviors like asking questions, sustained studying, or topic mastery.
The opportunity was to fundamentally reframe gamification to support deeper user engagement, sustained retention, and meaningful learning progress, aligned with Brainly’s evolving educational mission.
- Audited the existing gamification system and identified key behavioral gaps undermining platform engagement and learning depth.
- Developed a strategic roadmap shifting focus from simple activity counting to learning journey reinforcement (personalized paths, progress streaks, topic-specific achievements).
- Proposed feature designs including dynamic daily engagement streaks, subject-based statistics, and adaptive rewards based on learning consistency, not volume alone.
- Worked with UX/UI teams to integrate motivational triggers and behavioral nudges into the core platform experience.
- Aligned stakeholders from product, education, and executive teams around the new vision for gamification evolution.
- Approved strategic shift of Brainly’s gamification system toward learning-oriented user rewards.
- Integrated new behavioral principles into future feature planning, refocusing product growth around active learners rather than passive traffic.
- Set the foundation for sustainable engagement strategies beyond transactional usage.
Pricing Strategy for Service Packaging
Centro de Psicología Sandra Ribeiro — Marketing Strategist
The clinic needed a pricing structure that balanced accessibility for patients with financial sustainability for the business.
Competitive clinics offered inconsistent pricing, often leading to patient mistrust or operational inefficiencies.
There was an opportunity to design transparent, value-driven service packages that improved both patient acquisition and long-term retention.
- Conducted local market research to benchmark therapy service pricing and packaging models.
- Developed tiered service packages tailored to different therapy needs (individual, couples, supervisions, evaluations).
- Implemented transparent pricing models across all clinic communication channels (website, landing pages, internal scripts).
- Monitored sales performance of each package to validate and refine pricing models post-launch.
- Increased patient enrollment rates by offering clear, upfront service packages with strong perceived value.
- Improved operational forecasting and cash flow predictability through standardized pricing structures.
- Enhanced patient trust and reduced friction during the initial onboarding process.
Web Development and Digital Infrastructure Launch
Centro de Psicología Sandra Ribeiro — Web designer
A professional, scalable web presence was critical for credibility, acquisition, and operational communication as the clinic launched into a competitive health services market.
The clinic had no digital presence.
Building a fully functional, SEO-optimized, and conversion-oriented website was critical for marketing effectiveness, brand trust, and patient communications.
- Designed and launched the clinic’s full website, including service descriptions, therapist bios, FAQ sections, and direct appointment request integration.
- Implemented SEO best practices to support organic traffic acquisition strategies.
- Integrated operational systems such as Google Calendar, Slack notifications, and CRM syncing into the web architecture.
- Designed site UX to optimize patient trust-building and easy contact initiation.
- Launched a high-converting, SEO-optimized web presence fully integrated with operational tools.
- Enhanced clinic credibility and enabled organic and paid acquisition campaigns to scale.
- Reduced administrative friction by automating appointment requests and initial patient contact processes.
Braze Integration and Cross-Platform Engagement Strategy
Brainly — Product Owner
Brainly needed a robust engagement automation platform to support scalable user communication across push notifications, in-app messaging, and email — all localized and behavior-triggered across platforms.
The engagement stack was outdated, non-personalized, and inefficient to scale across Brainly’s 350M+ user base.
The opportunity was to integrate Braze and establish a modern, fully owned user engagement pipeline — covering push notifications, in-app messaging, and lifecycle automation with high segmentation precision.
- Led vendor research, evaluation, and contract negotiation, aligning stakeholders across Product, Marketing, and Legal.
- PMed the full integration across Android, iOS, and Web, managing cross-functional dependencies (backend, localization, frontend, analytics).
- Designed scalable user journeys for push and in-app, mapped to behavioral triggers across the user lifecycle (onboarding, activation, re-engagement, upsell).
- Post-integration, assumed full ownership of the Braze channel: campaign strategy, message design, testing, and performance optimization.
- Implemented A/B and multivariate testing for timing, messaging tone, and feature prompts.
- Trained internal teams on Braze usage, permissions, segmentation logic, and lifecycle program structure.
- Completed Braze integration across all platforms under time and scope constraints.
- Decreased campaign creation time by over 80%, from multi-week engineering cycles to self-service execution.
- Boosted push and in-app engagement metrics through highly targeted journeys tied to user behavior.
- Enabled market- and language-specific personalization at scale.
- Maintained full product-side ownership of the channel post-launch, aligning messaging strategy with product and monetization goals.
Personalized Year-End Learning Summaries for Engagement and Retention
Brainly — Product Owner
To boost engagement and reinforce Brainly’s value as a learning companion, the team developed a year-end feature that celebrated user progress and encouraged reflection and return use.
Many users viewed Brainly as a transactional tool, unaware of their cumulative learning activity.
This created an opportunity to showcase individual progress through a personalized, data-driven experience — increasing platform affinity and reactivating lapsed users.
- Designed the end-to-end experience: tracked user learning behavior, surfaced key milestones, and delivered visually engaging summaries.
- Aligned product, design, data, and engineering teams to implement logic, backend aggregation, and frontend display across Web, Android, and iOS.
- Defined event mapping and data translation from raw user activity into meaningful, emotionally resonant metrics.
- Integrated lifecycle messaging through Braze to trigger delivery via push and in-app messages.
- Managed localization and delivery timing to ensure maximum visibility during strategic year-end engagement periods.
- Launched personalized learning summaries across platforms on time for the end-of-year cycle.
- Increased engagement metrics, including session duration and reactivation among dormant users.
- Strengthened user perception of Brainly as a long-term learning tool, not just a homework utility.
- Created a reusable framework for future lifecycle campaigns and user milestone messaging.