Retail media / audit systems
Associate Director, CoE Assurance at Quartile. Six years scaling Amazon Ads, DSP, AMC, and Walmart Connect — grounded in a civil engineering background that shaped a systems-first, controls-driven approach to auditing complex accounts.
Background
Before retail media, the discipline was civil engineering — Universidade de Caxias do Sul, followed by an MBA and an Advanced Diploma in Construction Management from the University of Oxford. That background didn't get left behind. It shaped how accounts get audited now: systems broken into pillars, controls given IDs, findings scored and traced back to a source — the same rigor a structural drawing gets before it's signed off.
That approach became the CoE Assurance function at Quartile: a four-pillar audit framework — Mastery, Strategy, Framework, Account Health — deployed across 500+ Amazon advertiser accounts, and the two AI audit agents that sustain a 3-audit/day cadence without added headcount.
Case studies
Four accounts where the role was auditing account data and directing the AMC, DSP, or Walmart Connect strategy — with the account team running execution day to day.
Hot Crispy Oil ranked #5 of 234 brands in a shrinking category, priced above the category average and out-bid on every high-volume search term. Directed the AMC and DSP strategy that reversed the decline — a TikTok-fed AMC audience pool, closed by precision DSP remarketing.
Goalkeeper grip products generated under 10,000 monthly searches at launch — no keyword universe to capture. Directed an AMC audience-overlap strategy that found the buyers before they searched: non-obvious segments including parents and gift shoppers, activated through a full DSP-to-Sponsored-Ads funnel.
Sensalou had strong retention but a growth ceiling — no upper funnel, and a medical category that blocks condition-based targeting. Directed a DSP-led full-funnel rebuild using native audience signals and an Amazon Attribution bridge for external traffic, as the brand expanded into the US.
Cleanlogic had five items chain-wide in Walmart stores but no digital advertising presence. Directed the Walmart Connect launch strategy — a crawl-walk-run budget approach that let the team test, pivot, and scale with confidence.
"Results have exceeded everyone's expectations — in efficiencies, in CPCs, in how much revenue we've driven with a relatively small spend." — Brenna Nelson, Sr. Manager, E-Commerce Sales & Marketing, Cleanlogic
Early career — hands on
Systems & tooling
Three proprietary AI audit agents, built to run the CoE Assurance framework at scale — the same controls-based logic from the four-pillar audit, encoded and automated.
Evaluates funnel coverage, audience and automation maturity, and market position — narrative strategy signals, not just pass/fail checks.
Campaign structure, bid and budget governance, match-type coverage, and portfolio configuration controls.
C001–C026 — the account-ownership layer: objectives, documentation, client cadence, and narrative consistency.
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