The events portfolio & Seller Hub

Beyond any single flagship, the mandate is a full national portfolio: owned conferences, industry sponsorships, executive programs, and hospitality — 28 events a year reaching 9,700+ sellers and prospects, managed end to end on a seven-figure budget, with no incremental headcount.

Seller Hub: from pilot to standing program. I piloted the concept online at Amazon Impulsa in 2023, then ran the first in-person version at Conecta 2024. It worked well enough that the business adopted it as a standing program in its own right — expanding beyond Conecta into a listing hub and a registration hub, and eventually onto other events entirely. By 2026 a single day of Seller Hub delivered 715 specialist sessions and 11,495 concrete customer growth actions, at high satisfaction. Amazon’s main competitors have since copied the format at their own events.

Orchestrating “One Amazon” without owning any of the teams. At Amazon’s largest industry trade-show presences, the booth used to be one team’s project, usually shared with a single partner org. I rebuilt it as a coordinated presence across seven Amazon organizations at once — Marketplace, 1P, Ads, Devices, Alexa, Prime, Ops — none of which report to me. That meant building an SME model: 15 teams voluntarily contributing roughly 106 people across the calendar, with SOPs and mandatory training so quality held regardless of who staffed a given shift. The result reads as one Amazon, not seven silos stitched together.

Executive Seller Summit started as a gap I noticed: Amazon’s most strategic sellers had no venue built for them, only the mass-audience flagship. I designed a closed-door format — networking, a leadership keynote, an executive panel built from questions sellers submitted in advance, and a dinner where every seat was assigned around a personalized briefing on that seller’s business. It posted an NPS of 100 in its debut year — the ceiling score, on the first attempt — and I later adapted the same playbook for Amazon’s Mexico market, coaching a local counterpart through the launch rather than running it myself.

Running a portfolio this size means the same discipline applied to Conecta — commercial objective first, design second, measurement third — has to hold across two dozen formats and audiences at once, not just one flagship.

Track record. The portfolio scaled from 3 events in 2022 to 28 in 2026, reaching over 9,700 sellers and prospects a year with no incremental headcount. Qualified lead generation grew from 700 to over 4,100 per cycle. One on-floor audience-support activation drove 1,300+ program adoptions in a single day — a format later replicated by Amazon’s main competitors. The program earns 15+ pieces of national press coverage a year, reinforcing Amazon’s position as the go-to platform for Brazilian entrepreneurs and sellers.