Caetano Maffra

GTM & AI Product Lead @ Meta | AI Agents & Business Messaging on WhatsApp | 15+ Years Building New Businesses, Growth and Strategic Partnerships

São Paulo, São Paulo, Brazil7.4k followers

Meta

ex-Hotmart

ex-VTEX

I never got excited about technology just because it was new. What always interested me is what happens after: when an idea leaves the deck, enters a company's routine, and turns into revenue, adoption and better decisions.
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For over 13 years, that curiosity has taken one consistent shape: building new business lines inside companies that already work, and turning early ideas into structured, scalable operations. I've done this across retail, e-commerce, SaaS and the creator economy, at Ricardo Eletro, Lojas Marisa, VTEX, Hugo Boss and Hotmart, connecting product, growth, strategic partnerships and go-to-market to move ideas from plan to execution. Today, that same pattern is what I bring to Meta, where I lead Product Marketing and GTM for AI Agents on WhatsApp across Brazil, Mexico and LATAM. It's the newest and most technically advanced chapter of the same work I've always done: turning a new capability into something companies understand, trust, adopt and use to sell better, automate interactions and build more useful relationships with customers. At VTEX, I helped scale the strategic partnerships ecosystem from 7 to 40+ companies, contributing to 4x revenue growth. At Hotmart, I built and launched a physical products vertical from zero, creating a new monetization path in the Creator Economy. Along the way, I also led global e-commerce strategy work across Europe, the US and Asia, and worked on marketplace, omnichannel, financial products and digital transformation initiatives, always with the same thread: turning product, technology and market into real growth. Outside my core role, I'm a co-founder and strategic advisor at Cuia Tech, helping companies apply AI to real operational problems, and I mentor founders and teams through programs such as BNDES Garagem, Instituto BRF, Sebrae, Meta, Braskem Labs and Fundo Vale. Right now, my focus is the practical impact of AI Agents on how companies operate, sell and build relationships with customers. Not as hype or a nice-looking deck, but as a concrete lever for revenue, efficiency and better customer experiences. Core areas: New Business Development, Go-to-Market Strategy, Product Strategy, Growth, Strategic Partnerships, AI Agents, Conversational AI, WhatsApp Business, Product Marketing, Marketplace, E-commerce, LATAM Expansion, 0-to-1 Product Development, B2B SaaS.

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GTM Index

CONFLOWJOB
1. Co-Founder, Curated Networ…
  1Y 9M
CUIA TECHJOB
1. Co-Founder and Strategic A…
  4Y 9M
METAJOB
1. PMM and GTM Lead, AI Agent…
  1Y
HOTMARTJOB
1. Head of Product and Strate…
  11M
HUGO BOSSJOB
1. Consultant - Senior Produc…
  9M
VTEXJOB
1. Product Lead, Marketplace…
  6M
2. Head of Marketplace and St…
  1Y 5M
LOJAS MARISAJOB
1. Marketplace Strategy Lead,…
  10M
MÁQUINA DE VENDASJOB
1. Head of Digital Products a…
  3Y 5M
2. Head of New Business
  11M
3. New Business Analyst
  11M

Job: Hotmart — Head of Product and Strategic Partnerships, New Business · 2022-10 – 2023-09 · 11 mo — I built and launched a new physical products vertical from zero, expanding Hotmart’s business model and creating a new monetization path in the Creator Economy. - I defined the product strategy, business model and go-to-market approach, connecting product, distribution, operations and revenue generation. - I led multidisciplinary teams across Product, Design, Engineering and Operations through discovery, validation, launch and scalable delivery. - I structured and executed strategic partnerships with logistics, ERP and payment providers, enabling an end-to-end operation for a new business vertical. - I translated market demands, creator needs and operational constraints into product decisi…
Job: VTEX — Head of Marketplace and Strategic Partnerships · 2020-06 – 2021-11 · 1y 5mo — - I structured and scaled the strategic partnerships program, driving 4x revenue growth in one year. - I expanded the partner ecosystem from 7 to more than 40 companies, creating a scalable model for acquisition, onboarding and ecosystem development. - I led commercial strategy and business development, closing partnerships with relevant marketplaces, sellers and ecosystem players. - I connected product, GTM and commercial execution to scale distribution and monetization across the platform. - I worked cross-functionally with Product, Sales and Operations to sustain marketplace growth and improve execution across the ecosystem. - I led high-impact initiatives such as the launch of the offic…
Job: Máquina de Vendas — New Business Analyst · 2013-09 – 2014-08 · 11 mo — I led omnichannel initiatives integrating physical retail and digital channels, expanding sales channels, reach and customer access. - I analyzed customer behavior and market dynamics to inform product and commercial decisions. - I supported strategic digital transformation projects, improving business performance and customer experience. - I worked with commercial and marketing teams to align growth opportunities, market insights and execution priorities. - I built early experience in business development, product thinking, partnerships and digital transformation, creating the foundation for my later leadership roles in product, marketplace, GTM and strategic partnerships. This was the b…
Job: Conflow — Co-Founder, Curated Networking and Innovation Experiences · 2025-01 – present · 1y 7mo — I co-founded Conflow to redesign how people build business relationships through curated networking experiences, intentional communities and innovation-driven journeys around global events. - I work on positioning, experience design, partnerships and go-to-market for programs that connect executives, founders and professionals before, during and after major innovation events. - I help structure relationship-driven products that combine content, curation, community, business connections and high-quality conversations. - I contribute to the design of experiences that move networking beyond generic introductions, focusing on trust, context, shared interests and intentional relationship buildi…
Job: VTEX — Product Lead, Marketplace and Strategic Partnerships · 2021-12 – 2022-06 · 6 mo — I led product strategy for marketplace integrations and the expansion of the strategic partnerships ecosystem, driving platform adoption, monetization and partner-led growth. - I defined and executed go-to-market strategies in partnership with Sales, Marketing and Engineering teams. - I structured and scaled strategic partnerships with integrators and agencies, expanding the ecosystem reach and accelerating customer acquisition. - I delivered new product capabilities and integrations that enabled partners to build, launch and scale within the VTEX ecosystem. - I closed international partnerships, including agreements with major Chinese players, generating approximately 400 percent margin g…
Job: HUGO BOSS — Consultant - Senior Product Manager, Global E-commerce Strategy · 2022-10 – 2023-07 · 9 mo — I led product strategy and growth initiatives for global e-commerce, working with markets across Europe, the United States and Asia. - I worked directly on conversion and revenue optimization, using data, experimentation, customer behavior analysis and performance signals to guide product decisions. - I prioritized high-impact initiatives by balancing customer experience, business goals, operational efficiency and execution feasibility. - I partnered with Product, Engineering, Marketing and Operations teams to ensure consistent execution, scalable delivery and alignment across multiple markets. - I translated performance data, market signals and user behavior into product decisions that im…
Job: Cuia Tech — Co-Founder and Strategic Advisor, AI Products and GTM · 2022-01 – present · 4y 7mo — I co-founded Cuia Tech to build and scale B2B AI solutions, connecting product strategy, go-to-market, automation, monetization and business growth. - I co-defined the company positioning, business model and growth strategy, connecting product, GTM and monetization for B2B AI and automation solutions. - I help define product roadmaps, solution architecture and scalable delivery models for AI and automation initiatives across different business contexts. - I contribute to the application of AI in real business problems, helping companies improve efficiency, reduce operational friction and create measurable business impact, including efficiency gains above 40 percent. - I participate in reve…
Job: Lojas Marisa — Marketplace Strategy Lead, Digital Transformation · 2019-06 – 2020-04 · 10 mo — I led digital transformation and omnichannel strategy, structuring the company’s entry into marketplaces and opening new revenue channels. - I defined and executed the marketplace strategy, integrating operations with platforms such as Mercado Livre, B2W, Magalu and Dafiti. - I structured and scaled marketplace operations by connecting product, commercial, financial and logistics workflows. - I negotiated and established strategic partnerships with leading market players, enabling fast market entry and scale. - I worked cross-functionally with Technology, Operations, Marketing and Sales to ensure channel launch, adoption and growth. - I delivered relevant early results, generating more tha…
Job: Máquina de Vendas — Head of New Business · 2014-09 – 2015-08 · 11 mo — I led new business initiatives focused on multichannel expansion, digital payments transformation and new revenue opportunities. - I structured and launched new products connecting physical and digital channels, including wedding registry and service offerings. - I evolved the payments infrastructure through the introduction of PSP capabilities and improvements in gateway and antifraud processes. - I identified and validated new revenue opportunities through market analysis, experimentation and business case development. - I worked with commercial, technology, operations and marketing teams to connect business opportunities with execution capacity. - I helped create the foundation for futu…
Job: Meta — Product Marketing and GTM Lead, AI Agents (WhatsApp) · 2025-10 – present · 10 mo — I own the go-to-market strategy for AI Agents on WhatsApp across Brazil, Mexico and LATAM, connecting positioning, segmentation, adoption, monetization and product feedback loops. - I lead cross-functional GTM execution with Product, Sales, Marketing and regional business teams, translating market signals and customer behavior into scalable adoption strategies. - I developed the Brazil GTM plan for AI Agents on Whatsapp, defining priority segments, activation motions, channel strategy and growth opportunities across WhatsApp Business. - I ran cross-market vertical analysis across LATAM markets and industry segments, identifying adoption and retention drivers that informed GTM prioritizatio…
Job: Máquina de Vendas — Head of Digital Products and Strategic Partnerships · 2015-09 – 2019-02 · 3y 5mo — I built and scaled a digital products portfolio, launching new business lines across e-commerce, services and fintech. - I defined and executed product and go-to-market strategies, connecting product, distribution and revenue generation. - I launched marketplace and service offerings, expanding digital capabilities and creating new monetization fronts. - I led the development of financial products, including private label card initiatives and consumer credit products. - I structured omnichannel initiatives that connected physical and digital channels to drive growth and improve customer experience. - I developed strategic partnerships with telecom companies, fintechs and service providers,…
School: Fondazione Cuoa — Global Leaders: Strategic Leadership, Intercultural Management, Negotiation and Conflict Resolution
School: Universidade Estácio de Sá — Bachelor's degree, International Relations and Affairs
School: Universidad de Burgos — Internship - International Relations, International Relations and Affairs
School: Tera — Digital Product Leadership
School: Gama Academy — Hustler - Business & Sales Development
School: Universidad de Valladolid — La politica exterior de la Union Europea, International Relations and Affairs

Skills

Customer InsightMarket ResearchBusiness GrowthProduct DevelopmentCommunity BuildingExperience DesignProduct StrategyAI StrategyBusiness MessagingCustomer AdoptionProduct ManagementProduct MarketingGo-to-Market StrategyAI for BusinessProduct LaunchStrategic PartnershipsDigital TransformationBusiness-to-Business (B2B)NetworkingArtificial Intelligence (AI)

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Caetano Maffra

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