In 2021, I embarked on an exciting journey with Factorial as the 52nd employee. Hired as the Creative Director, they give me a clear and direct objective: to create the Factorial brand.

At that point, Factorial's brand was hastily put together in just 30 minutes - a logo, a color, a font, and that was it. There was no defined value proposition, tagline, or consistent vision, mission, and values. As the company expanded rapidly across nine markets, with business and growth goals never seen before, the challenge was immense.

But the rebranding wasn't just about aesthetics; it was a cultural revolution within the company, reshaping our approach to empower teams and drive growth.

In just three years, the company and the team scaled exponentially from 150 employees to 1200. Just imagine that for a moment.

Through strategic leadership and collaboration, we achieved significant milestones, including doubling revenue annually and reaching a $1 billion valuation, attaining unicorn status.

During my three-year tenure as Brand Director at Factorial, I had the privilege of building, nurturing, and leading a dynamic team from its very inception, including designers, copywriters, video & motion designers, creatives, content creators, and strategists.

I focused on creating an environment where everyone could thrive. In this role, I laid the groundwork for our brand's success by establishing essential processes and fostering a culture of continuous improvement.

As a hands-on leader, I prioritized the growth and success of each team member. By designing individualized career paths, conducting regular 1:1 meetings, and implementing quarterly performance reviews, I actively aligned the team with business goals, resulting in the company's highest Net Promoter Score (NPS).

I have designed and executed a wide array of projects ranging from intimate workshops for over 80 participants to large-scale events, both online and offline, attracting thousands.

My focus on aligning the brand with our core values and driving business growth has been instrumental in doubling our revenue annually since 2019.

My responsibilities have included crafting roadmaps, managing substantial budgets, conceptualizing and launching successful brand campaigns from scratch, designing high-performing paid ads, creating design systems, and much more.

I’ve even ventured into creating stylish fashion merchandise, running podcasts, and brainstorming numerous offsites. This holistic and creative approach to culture has significantly enhanced Factorial's presence, growth, and recognition globally.

One of the most exciting aspects of my experience has been connecting and engaging with hundreds of clients and businesses around the world. I've encountered incredible stories and people, and have gained a wealth of experiences that have allowed me to understand business from a much more human and realistic perspective.

I am grateful to all those who opened their doors to us, helping us find new and better ways to improve while we learned from our mistakes.