In short
Nearly twenty years across SaaS product management, innovation, UX and design, branding, marketing and digital business, built from the bottom up. He started at 13 delivering by bicycle and paid for his own design degree out of his salary.
He co-founded Sizebay, the virtual fitting room technology for fashion e-commerce, and led it from market analysis and validation to the brand, the first team, the first investors and the software patent, then to three continents: Portugal in 2019, the first European investment the same year, the US operation in 2022. Over 1000 e-commerce clients in 50+ countries, sold to Audaces in 2024.
Alongside the company: SEBRAE-accredited consultant and speaker from 2014 to 2021, helping hundreds of companies innovate and many founders build startups from scratch. Fifteen documented talks, press coverage running from national television to international trade titles, and an EB1-A approval for extraordinary ability. Since 2025 he builds and operates 100% agentic companies, which is what Holybiz now installs in other people’s.
Teaching. Fifteen documented talks and years of SEBRAE workshops were never a marketing move: he likes the moment a founder sees the mechanism for the first time. Holybiz exists so that moment ends in something installed, not in notes.
The story, step by step
The agentic chapter
Building and operating 100% agentic companies: products designed, shipped and run by AI agent teams under human direction. This site, its agent and the Holy Specialists plugin are the living case studies. Holybiz is where that method gets installed in other people’s companies.
Sold, then the AI mandate
Sizebay was sold to Audaces in 2024. He stayed through a two-year earnout to July 2026 with a product management focus, essential in the transitions, with the mandate to remodel team, product and company direction for the AI era, building several agents and new products along the way.
Taking the product global
Portugal unit in 2019, where dozens of clients came on board before the first European investment landed later that year; US operation formalized in 2022. Along the way he declined a formal acquisition offer from NASDAQ-listed MySize, board seat included. Sizebay became a global leader in its segment: 1000+ e-commerce clients in 50+ countries, on three continents.
SEBRAE-accredited consultant and speaker
After a demanding accreditation: consulting, lectures, workshops and training that helped hundreds of companies innovate, and many founders build startups from scratch. Fifteen documented talks, panels and workshops across marketing, e-commerce, innovation and internationalization.
Sizebay becomes a company
A third partner joined the two of them, and the idea became Sizebay: market analysis, product conception and validation, the brand, the first team, the first investors, the software patent. Pitada went to rest; Sizebay took the days.
Pitada Criativa, with Patricia
His first company too, founded with his partner Patricia: digital marketing, e-commerce and innovation, run alongside his day job at agência for.b. They ran it together until 2014. By then, an idea growing inside it wanted a company of its own.
Head of branding at agência for.b
He coordinated communication projects and creative teams for the agency’s main clients, led its innovation core, and ran the agency’s own repositioning and rebranding to For.b, while building Pitada Criativa on the side from 2012. In this stretch he also led the R&D and launch of the first e-commerce for Döhler S.A., a Brazilian bed, bath and table brand operating for over 140 years.
Eight years leading brand and product at Unimed
Inside a large organization he planned and launched new products and communication channels, then in 2004 took on the brand itself as state Branding Manager, representing Santa Catarina on Unimed’s national brand committee. Two things he created there are still official Unimed products today, commercialized years after he moved on: "Rede que Faz Bem" and a sales management system. The Unimed marketing team won Prêmio Experiências de Sucesso in 2010 and the 34º Prêmio Profissionais do Ano, Rede Globo, in 2012.
Marketing assistant, then designer
The craft entered through design: brand work, packaging, catalogs, store visual identity and campaigns, managing the department’s own vendors along the way, ad agencies, photographers, illustrators, printers. A BA in Graphic Design followed, then an MBA in Marketing Management.
Working at 13, on a bicycle
He started at Dentária Catarinense, the dental-products unit of Cia Latino Americana de Medicamentos, delivering by bicycle before finishing basic school. Then the warehouse, distributing pharmaceutical products to the company’s pharmacy network. No shortcuts, and the reason he takes small business seriously.
