Caetano Maffra

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

Metaex-Hotmartex-VTEX

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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.