kleyson [at] gmail [dot] com | LinkedIn

PROFILE

As a writer in tech, I'm currently working as a UX Writer, at Zup, an innovation consultancy, where I design content and experiences for digital products, being the guardian of content guidelines and text structures that will enhance people's digital experiences.

With a proven track of a record in managing people, projects, and digital platforms, I have over 12 years of experience managing projects for brands, publishers and agencies, and covering national and international news, culture, education, sustainability, entertainment, and technology stories.

  • Directly managed interdisciplinary teams (8 people).

  • Developed the local content strategy in Portuguese for a global app.

  • Created “Grifei Num Livro”, an independent project to encourage literature reading w/ +80k followers.

  • Work in UX Writer/Content Design in design teams for a digital product.

  • Collaborated in web redesign projects, using Design Thinking and UX Design methodologies.

  • Author of the book “Os 198 Maiores Memes que Você Respeita”.

  • News writing, content creation, planning, editing, and strategy.

  • Content strategist for media outlets, such as Superinteressante, MdeMulher, and Playboy.

EDUCATION

University of Washington (2022), Foundational course | Foundations of UX Writing

UFMG (2003 – 2008), Bachelor | Social Communication and Journalism with focus on Economics and Politics

EMPLOYMENT HISTORY

UX Writer at ZUP Innovation | Jan 2021 - Present
UX Writer Specialist at ZUP Innovation | Dec 2021 – Present
UX Writer Senior at ZUP Innovation | Jan 2021 – Nov 2021


Founder at Grifei num Livro | Jan 2011 - Present

Independent project to encourage literature reading, with more than 80,000 followers on social networks.

  • Viral on social media: the hashtag created by the project has more than 10,000 posts.


Content Editor at Accenture Interactive | Aug 2020 – Jan 2021

Created data-driven strategy, content and experiences for Natura's online audiences with the goal to achieve best results in engagement, relevance, and conversion.

Content Manager and Strategist | Oct 2019 - Dec 2020

Communication strategy and content creation for brands, publishers, and agencies.

  • Revamp a Museum communication plan (2020).

  • Investigation and reporting on social initiatives for TRIP - Movimento Bem Maior (2019).

Content & Branded Content Director at Atuação CC, São Paulo | Jan 2018 – Aug 2019

Managed content areas for this experimental communication agency focused on social responsibility and mobilization projects. Managed campaigns budget, set and monitored indicators, and goal achievement.

  • Directly managed an interdisciplinary team (8 people).

  • Desk & media research, brand positioning & purpose, betas & influencers engagement.

  • Developed a successful hyperlocal campaign (Recicla Pinheiros), with organic growth.

Os 198 Maiores Memes que Você Respeita (Book) | 2017

Author of the nonfiction book, the first Brazilian memes encyclopedia.

  • Interviews for several local outlets and presentations at CCXP and Greenk Tech Show.

Multimedia Editor at Bossa Nova Films, São Paulo | Jan 2017 – Aug 2017

Managed ATRAVES\\ platform, creating content for its 24/7 live streaming.

  • Directly managed an interdisciplinary team (4 people).

  • Created storytelling narratives and short documentaries.

Editor-in-Chief at Playboy Brasil, São Paulo | Jan 2016 – Apr 2016

Relaunched the brand. Co-directed, defined/elaborated, and executed the original editorial guidelines of the offline and online publications.

  • Directly managed the editorial team (5 people), and external collaborators.

  • Playboy Brasil's new release was a trending topic on social networks and media outlets.

  • The publication has successfully increased subscriptions after the new first issue.

Web Editor at G1 (Rede Globo), São Paulo | Jan 2015 – Jan 2016

Editor of g1.com.br, the largest news outlet in Brazil, as part of the team updating the home page in real-time. Also managed the regional teams.

  • Production a series of reports on the Abortion debate and Lava Jato Operation.

  • Video insertion with cultural tips for Bom Dia SP.

Producer at BBC Brasil for the FIFA World Cup, São Paulo | Jun 2014 – Aug 2014

Correspondent of BBC Brasil – bbc.com.br, covered events during the FIFA World Cup.

  • Authored stories and translated news on international affairs, local politics, economics.

Brazil Country Marketing Manager (Scruff) at Perry Street, São Paulo | Oct 2013 – Dec 2014

Developed the marketing and content strategy for the application, as well as cross-media campaigns.

  • Responsible for creating the content and sending push notifications and in-app communication.

  • Collaborated with the global product, development, and operation teams.

Editora Abril, São Paulo | Apr 2009 – Aug 2013

Editor at MdeMulher | Apr 2012 – Aug 2013
The largest women’s website in the country. Edited content for different formats and channels.

  • Directly managed an interdisciplinary team (4 people), and external collaborators.

  • Integrated the website redesign team, with designers, BI, analytics, and developers.

Assistant Editor at Guia do Estudante | May 2011 – Mar 2012
Managed the digital branch of the publication: guiadoestudante.com.br. Edited content on education.

  • Results: 71.6% growth in UVs (1 mi/month) and 89.2% in PVs (12 mi/month).

Reporter at Superinteressante | Jan 2010 – Apr 2011
Coordinated the digital branch of the publication: superinteressante.com.br.

  • Conceived and scripted “Acredite no Conhecimento”, a video with more than 500,000 views.

Trainee at Editora Abril | Apr 2009 – Dec 2009

Reporter at Agora São Paulo (Grupo Folha), São Paulo | Nov 2008 – Jan 2009

International Correspondent at Radio UFMG Educativa, Europe | Feb 2007 – Aug 2007

Reporter at Diário do Aço, Belo Horizonte | Jan 2005 – Jun 2005

LANGUAGES

Portuguese (native) - English (fluent) - French (advanced) - Spanish (basics)