PRODUCT MARKETING · GO-TO-MARKET · SALES ENABLEMENT · CUSTOMER EXPERIENCE

Connecting products, people, and business opportunities.

For over a decade, I've worked across Product Marketing, Customer Experience, and communication strategy, aligning customer needs with business goals. My experience spans startups and large corporations, covering product positioning, launches, adoption, and the continuous evolution of digital products.

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WHERE I'VE WORKED

acquired by TOTVS
acquired by Linx

Featured work

ASSETS · PRODUCT MARKETING

Collection

From pitch to help center

From product positioning and go-to-market to onboarding, adoption, and customer engagement, this collection brings together examples of the strategies, messaging, and content I've developed across the product lifecycle.

POSITIONING & SALES
LAUNCHES & PRODUCT EVOLUTION
ONBOARDING & SUPPORT
ADOPTION & ENGAGEMENT
THOUGHT LEADERSHIP & DEMAND GENERATION
BRAND & VOICE GUIDELINES

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ITAÚ · FINANCIAL SERVICES · B2C

Case

Reducing customer complaints through multichannel communication

−22%

Complaints filed with Brazil's Central Bank in the first month after implementation

+34.5%

Improvement in message readability

Read the caseAward-winning project

LINX+NEEMU+CHAORDIC · SOFTWARE · B2B

Case

A data-driven product adoption strategy

+20% above target

Product usage target exceeded

+24% NPS

Company-wide NPS improvement

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LINX DIGITAL · SOFTWARE · B2B

Case

Driving customer satisfaction through Product Marketing

-13% tickets

Product-related support tickets

+27% NPS

Improvement in product NPS

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PARCELEX · FINTECH · B2B2C

Case

Building CX: from operations to reputation

Efficiency

−41.2%

Ticket closure time

Satisfaction

+12%

CSAT

Reputation

1.9 → 4.4

Google rating

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LINX DIGITAL · SOFTWARE · B2B

Case

The industry report featured on Brazil's leading TV newscast

94 media mentions

Coverage across 9 Brazilian states; more than double the previous year

69% share of voice

Higher than four direct competitors combined

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GENIAL CARE · HEALTHTECH · B2C

Case

When building the product means building the market

5.4×

Organic website sessions

−57%

Time from payment to onboarding

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PARCELEX · FINTECH (BNPL) · B2B2C

Case

Time is money: reducing friction in the credit journey

44%

Of potential financing value at risk from drop-offs at selfie verification*

6h → 20min

Time to trigger onboarding recovery

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People I've worked with

I worked with Ana in a very challenging product context, and she showed exceptional technical and interpersonal skills. With a deep ability to uncover customer pain points, she knew better than most how to turn them into improvements in experience, content and usability, making journeys much smoother and more intuitive.

Translated from Portuguese

Marco Antônio Funchal Filho

Group Product Manager | Itaú

08/2026

I worked with Ana on the same team, and what struck me most was her analytical mindset. Ana doesn't stay on the surface; she dives deep, always trying to understand the whys behind every decision. She's determined to delight customers and genuinely loves what she does, and that shows in how actively she takes part in discovery, discusses customer pain points in depth and questions ways of working in search of something better.

Translated from Portuguese

Lidia Grigorini

Design & Experience Manager | Itaú

08/2026

Working with Ana was the best thing in my career so far. She introduced me to the world of Product Marketing trusting that I could overcome this challenge. From the day we met, she was always kind, empathetic, and willing to teach everything she knew.
Ana is a very organized person, always paying attention to essential details while keeping the company's goals and priorities in mind.
Her writing is flawless and she's always looking out for user experience's best practices.

Luiza Coimbra

Product Marketing Manager | LearnWorlds

04/2023

It's very easy to talk about Ani: competence, agility and kindness are her defining traits.
Since our first partnership, her work has shown impressive responsibility and commitment, always with an attentive, agile eye to deliver the most effective result.
Since then, I can't even count how many projects we've delivered and launched together.
Having her content raises the bar on any perspective. It's great to have you on projects and close by!

Translated from Portuguese

Fernanda Jordão

Data Transformation Lead | Google

08/2020

I love working with Ana a lot. We did some projects together at Linx Impulse. She has an incredible sense of responsibility and leadership.
Her dedication to her team, consistently giving feedback/organizing tasks is surprising.
I am always impressed by how the creativity and quality of the insights/data I generate are improved by Ana's hands on our content design projects.

Marcos Marx

AI Engineer | GrowthX AI

12/2019

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ABOUT

Ana Flavia Maestri

My career has never fit neatly into a box, and today I see that as one of my greatest strengths.

I've worked across design, content, customer experience, marketing, and product. At smaller companies, I helped identify what needed to be built. At larger ones, I worked to improve systems, customer journeys, and products already reaching thousands or millions of people.

What connects these experiences is a curiosity about why things don't work as they should, and what we can do to make them better.

I enjoy investigating problems, questioning assumptions, and talking to customers before proposing solutions. I'm comfortable working across teams, connecting different perspectives, and identifying opportunities that aren't always obvious at first glance.

That combination of experience, curiosity, and collaboration shapes how I work: understanding the context, asking the right questions, and building solutions that make sense for both people and the business.

EDUCATION