Welcome to Porto, Portugal.
I’m the Founder and Principal Architect at Pluginslab, a specialized team that engineers enterprise-grade WordPress, WooCommerce, and AI solutions. I help enterprise clients ship faster, grow smarter, and stay ahead.
With a background as the Head of Software Engineering at Silicon Dales and stints at iThemes and HelloDev, I have spent the last decade architecting high-scale eCommerce and content platforms. My career in web development began in 1998 with HTML4 and CSS, and script pages powered by ASP 2.0. I entered the WordPress ecosystem in mid-2011 and have been deeply involved ever since.
Before founding Pluginslab in 2017, I ran HelloDev, a WordPress agency with eight employees, which I sold to pursue a leaner, more specialized approach. Pluginslab has since served over 200 customers with enterprise-level solutions, together with my partner Nuno.
My core focus includes:
- High-Performance WooCommerce: Auditing and tuning high-volume stores where milliseconds equal revenue.
- AI Strategy & Integration: Helping businesses leverage LLMs and AI automation to modernize their workflows.
- Native Mobile Development: Delivering end-to-end iOS (Swift) and Android (Kotlin) apps.
- SaaS Product Development: Building scalable software products from the ground up.
I maintain a top-tier presence on Codeable and speak at WordCamps. I was born in Brazil, in a town called Blumenau. I moved to Portugal when I was 8, and graduated from high school at the German School in Porto in 1998. I’m a native Portuguese speaker, with C2-level German and English, and B1-level Spanish and French.
As a former professional drummer and photographer, the connection I have with creativity is always present. I studied classical organ for eight years, and I have done some YouTube videos with an overall 50k+ view count.
When I’m not mangling code or optimizing databases, you can find me producing music or behind a camera lens.