Recent work

MAR ventures

Remessa
Online

A legacy of resilience and success

Shaping the startup ecosystem with a dedication to progress and sustainable impact.

Overview

In 2016, I was invited to join MAR ventures (initially e-Genius), a venture builder with a compelling mission: to support and accelerate the growth of early-stage startups through a uniquely structured model that offered more than just capital. Our vision involved injecting intelligence across technology, design, HR, and finance, enabling founders to focus on their core business while MAR took on the complexities of growth. This multi-faceted approach to scaling startups ignited in me a strong passion and commitment to help each venture reach its full potential.

MAR ventures wasn’t just about launching companies—it was about creating sustainable impact, building ventures that could weather challenges and thrive in competitive markets. Contributing directly to this mission gave me an opportunity to turn complex problems into practical, scalable solutions, a challenge I embraced wholeheartedly.

Challenges

The primary challenge for MAR ventures was establishing an infrastructure robust enough to allow each startup to grow rapidly without losing quality in its processes and products. From day one, we knew that achieving this balance required strong, interconnected foundations in design, technology, and operations. These structures would let founders stay laser-focused on delivering value to users while we handled the many complexities of scaling.

As Head of Design, my role required a high level of dedication and strategic foresight. I focused on:

Creating the initial product frameworks for each startup, from interface design to user journey development, handling everything hands-on and with meticulous attention to detail.

Scaling the design team thoughtfully by defining job roles, overseeing recruitment and training, and establishing agile practices that fostered both innovation and efficiency.

Aligning design strategy with business objectives, ensuring each startup was set up for sustainable growth, even in the face of inevitable market shifts.

Solutions

Initial Design and Development
Taking a hands-on approach, I led the creation of the first interfaces and user journeys for each startup in the portfolio. Each project involved carefully balancing UX best practices with each startup’s unique goals—a rewarding process that allowed me to transform complexity into impactful user experiences.

Building a Scalable Design Team
As MAR ventures grew, so did the need to expand the design team. Driven by the goal to create an environment that valued collaboration, agility, and accountability, I led hiring, interviews, and training to ensure that every new team member understood and embraced our culture and strategic vision.

Rebranding to MAR Ventures
In 2017, we went through an extensive rebranding process to align our market identity with our ambitious goals. Collaborating with brand designers and writers, e-Genius became MAR Ventures—a name that captures our adaptability and commitment to progress. This rebranding effort was both complex and immensely fulfilling, reflecting MAR’s readiness to take on new challenges.

Results & Impact

Accelerated Growth
With a commitment to high-impact results, our portfolio companies secured funding rounds at an impressive average of every eight months. This was more than a validation of our model—it was a testament to the dedication and hard work of the entire MAR team.

Expanding the Team
Starting with 30 people in a small house in Pinheiros in 2016, we expanded to a team of over 200 in 2019, occupying a full floor on Faria Lima. This growth underscored our collective commitment to building a legacy in the Latin American startup ecosystem.

Success Stories in the Portfolio
MAR Ventures’ dedication is reflected in the success of companies like Remessa Online, Easy Carros, Finpass, and Modiax. Each startup’s achievements highlight the transformative impact of MAR’s support and the culture of resilience we fostered.

Key Insights and Reflections

Working with MAR ventures wasn’t just a professional endeavor; it was deeply personal. The complexity of aligning design, technology, and business strategy for early-stage startups required a level of commitment that became my driving force. Leading design and innovation while balancing agile processes with business objectives taught me the importance of adaptable, human-centered design that truly meets both user needs and business goals.

MAR ventures reinforced my belief that with the right combination of strategic insight and passionate execution, even the most complex challenges can become opportunities for growth. These experiences remain central to my approach in new projects and consulting roles.