Principal Designer & Consultant at Said Tayar Studio

I combine more than 20 years of experience in design, product management, and editorial leadership. I work on projects that range from branding and UX/UI to consulting in product strategy and editorial processes. My role is to connect creativity and usability with business and educational needs, helping organizations transform complex ideas into simple, engaging, and scalable solutions.

Design and Editorial Production Manager at Poliedro Educacao

– Led a 50+ person team covering graphic design, art editing, licensing, and tech integration. – Oversaw production of over 70,000 pages annually across 20+ collections and 3 imprints. Implemented continuous improvement program, reducing recurring errors. – Reorganized editorial workflows, improving efficiency and quality. – Trained and mentored team coordinators to strengthen leadership pipeline. – Maintained 100% on-time delivery performance throughout tenure, with zero project delays under my leadership.

Product Manager at Conexia Educação

– Developed and implemented the roadmap for the bilingual 4th and 5th years under the Sphere and Unique imprints, including print and digital resources for both students and teachers. Ensured content alignment with the National Curricular Guidelines for Plurilingual Education and the BNCC (National Knowledge Base) and consistency with the company's objectives. – Conducted market and user behavior analysis to identify opportunities for new products aimed at the private bilingual school segment. – Managed a production squad responsible for print and digital content, collaborating closely with UX and technology teams to define the functional and pedagogical requirements of a digital platform and mobile app for bilingual teachers — from discovery through launch and first-semester performance tracking, which showed positive results. – Led interviews with school administrators and teachers to map jobs to be done and translate real-world pain points into scalable product solutions. – Planned and oversaw the national launch of the instructional collection across premium-segment adopting schools. – Led the development of Learning Trails content, aligned with National Common Core Curriculum (BNCC), focused on improving the pedagogical practice of teachers of Concept Schools. – Managed a squad of internal and external professionals across content creation, editing, and proofreading, ensuring editorial consistency. – Oversaw the adaptation of a proprietary digital platform to host the MVP of the solution, collaborating closely with UX and engineering teams to define functional requirements, user flow, and content structure. – Participated in discovery processes and usability testing to ensure that platform features met teacher expectations and institutional needs. – Delivered the MVP’s first release — platform and content — within scope and timeline, supporting onboarding and initial engagement with positive feedback from early users.

Editorial Manager / Publishing Director at Conexia Education

Editorial Manager / Publishing Director at Conexia Education

– Held director-level responsibilities, with direct reporting to the CEO and oversight of two managers leading print and digital content streams. – Managed the company’s largest recurring annual budget, sustained over multiple years and representing a substantial share of the startup’s total investment. Ensured financial efficiency, vendor coordination, and alignment with strategic and pedagogical priorities. – Scaled the editorial department from a small squad. – Managed a team of nearly 40 professionals responsible for the end-to-end editorial production of print and digital materials for early childhood through high school education across all SEB Group imprints. – Supported multiple brands including AZ, MyLife, High Five, Maple Bear, Sphere, Unique, Luminova. – Oversaw the selection and creative direction of illustrators for children’s books and textbooks across all K–12 segments—from early childhood education through high school—managing the process from initial briefs to final artwork in close collaboration with authors, editors, and production teams. – Achieved five consecutive years of on-time deliveries across all brands, with zero late submissions under my management.

Design Coordinator (K–12) at Pearson

– Led the art editing team and managed the production workflow, outsourcing processes, and quality control of layout and illustration for educational materials from the COC, Dom Bosco, and Pueri Domus brands. – Led the selection and art direction of commissioned illustrators for kindergarten, elementary, and other children’s books and textbooks, ensuring alignment with editorial vision and audience needs. – Implemented Trello as an agile tool to optimize Pearson’s editorial workflow, reducing communication time by 60% by centralizing interactions on a single platform. Delivered training to the entire in-house editorial team and external service providers. The implementation improved transparency through task histories and comments, increased accountability via clear task ownership, and enabled more efficient planning and real-time project tracking. – I led the implementation of a new taxonomy for all educational kits and their components, ensuring consistency from content creation through final delivery at schools. I aligned nomenclature across editorial, e‑commerce, logistics and SAP, mobilizing multiple teams to deliver an integrated and scalable classification system—boosting portfolio traceability and eliminating redundant processes. – Negotiated contracts and coordinated partnerships with external production bureaus.

Product Designer & UX/UI Design Coordinator at Pearson

– Led the ClassBuilder UI overhaul (COC authoring platform) to streamline creation of interactive lessons (simulations, animations, video, licensed assets). – Ran product discovery with stakeholders, teachers, and students; defined IA, flows, wireframes, and interactive prototypes; conducted moderated usability tests. – Established and maintained design guidelines and a light design system, standardizing handoff to engineering and design QA. – Managed the design team (UX/UI, visual) and usability analysts; implemented design ops rituals and acceptance criteria. – Drove adoption and quality metrics to inform roadmap and UX debt. Key projects: Leitura e Companhia (reading platform + TRI-based quizzes and per-student reports; public/private school adoption, national engagement actions), Sala Virtual (educator portal), ClassBuilder (authoring).