Scaling Digital Products through Data & Strategy.
Helping companies turn data into scalable product decisions
Bridging complex business questions with scalable analytical solutions to drive global impact. From high-growth tech at Adobe to global commerce at Heineken.
Companies I’ve helped scale through data and product strategy
How I think about
data and product decisions
"Every click tells a story. My job is to translate those stories into business growth."
Turning user intent into measurable business impact
My journey began with a curiosity about how people interact with the digital world. By scaling search ecosystems and product strategies for global leaders like Adobe and The HEINEKEN Company, I've learned that digital growth is never accidental—it is engineered.
I operate under Vinicius Codes, my personal brand focused on product, data, and digital strategy. While my name is Vinicius Oliveira, Vinicius Codes represents my work, content, and professional positioning globally.
Across 5 different roles at Jüssi (WPP Group), I led product cycles for major accounts like 99 (DiDi Global), Mondelez, and Cyrela, delivering high-impact results through data-backed strategies and technical precision.
Now at The HEINEKEN Company, I act as a Mid-level Product Owner in the Data & Analytics vertical (Commerce). I lead the development of internal data products that empower Sales and Marketing teams to make smarter, data-driven decisions on a global scale.
I don't just build products; I build systems that allow data to speak, ensuring technical precision always serves the strategic bottom line.
My experience building data-driven products
Product Owner Pleno (Data & Analytics)
The HEINEKEN Company
- Directing the lifecycle of analytical products for Commerce, bridging Sales and Marketing Needs with high-value BI solutions.
- Translating complex stakeholder requirements into structured analytical scopes, defining KPIs and success metrics.
- Monitoring product adoption and data quality, driving continuous improvements based on impact indicators.
- Standardizing analytical governance and KPIs across global Commerce initiatives.
SEO Consultant (Adobe Account)
NP Digital
- Strategic consultancy for Adobe (Acrobat & Firefly), focusing on AI-driven search positioning (ChatGPT, Gemini, SGE).
- Pioneering GEO (Generative Engine Optimization) initiatives to enhance brand visibility in AI Discovery journeys.
- Partnering with PR and Creative teams to translate search intelligence into strategic architectural briefs.
Jüssi (WPP Group)
Jüssi (WPP Group)
Product Owner
Aug 2025 - Dec 2025Accounts: Cyrela, Living & Vivaz
End-to-end product lifecycle leadership for real estate digital platforms. Managed 18+ stakeholder groups and utilized behavioral analytics to optimize delivery predictability.
SEO Coordinator
Jan 2024 - Aug 2025Accounts: 99, 99Pay & DiDi Global
Served as the bridge between global product, engineering, and local teams. Led strategies for 99Pay and improved user adoption through intent-based research.
Senior SEO Analyst
Sep 2023 - Dec 2023Account: Potbelly (USA)
Technical SEO consultancy focused on large-scale architectural optimization and Core Web Vitals for the US market.
Mid-level SEO Analyst
Jan 2022 - Sep 2023Account: Mondelez (Oreo, Lacta, Tang)
Management of organic strategy for global snack brands. Led the "Receitas Brincantes" initiative focusing on accessibility and audience growth.
Junior SEO Analyst
May 2021 - Dec 2021Account: Mary Kay Brazil
Collaborated with engineering to implement technical performance improvements and on-page optimizations.
Junior SEO Analyst
Fujioka Distribuidor
Focused on B2B E-commerce performance, implementing Schema Markup and BI dashboards for organic traffic monitoring.
Ecommerce Analyst
Grupo Jorlan
Intensive project for technical SEO fixes and on-page optimization, achieving rapid visibility engagement gains.
Marketing Assistant
Novo Mundo
SEO management for retail e-commerce. Analyzed traffic and conversion data to drive CRO initiatives for product pages.
Marketing Assistant
M3H
Supported inbound marketing efforts and early-stage SEO optimization to improve digital lead generation.
Education and foundation in digital product and marketing
Postgraduate Specialization, Digital Product Management
Uniamérica
- Specialization focused on the full lifecycle of digital products (Full Product Lifecycle), with an emphasis on discovery frameworks and continuous delivery.
- Development of strategic competencies in Product-Market Fit, value-based backlog prioritization, and alignment between business, technology, and UX.
- Practical application of agile methodologies and stakeholder management to optimize time-to-market and sustainable product growth.
Bachelor's Degree, Digital Marketing
UNINTER Centro Universitário Internacional
- Solid foundation in digital transformation and performance, establishing the essential analytical base (Data Literacy) for data-driven decision making.
- Focus on outcome measurement, growth KPIs, and acquisition strategies—fundamentals that now support my work at the intersection of Product, SEO, and Data.
Languages
Volunteer Work
Associação Semeando Amor
Digital Presence & Technology Support
Certifications in product, data and digital strategy
Technical PM
Project Management Institute
Inbound Marketing
Growth Driven Design
HubSpot Academy
Planejamento
Universidade de São Paulo
Análise de Dados
Google / Coursera
SEO Profissional
SEMrush Academy
Outbound Sales
Rock University
What I bring to product, data and growth teams
My expertise lies at the intersection of business strategy and technical execution. I build systems that allow data to drive product decisions at scale.
Product Strategy & Execution
- Product Discovery
- Scrum / Kanban
- Roadmap Prep
- Stakeholder Mgmt
Data-Driven Product Management
- Data Product LC
- BI Dashboards
- Behavioral Analytics
- Data Governance
Growth Strategy & SEO
- Strategic SEO
- GEO / AI Search
- Conv. Optimization
- Global Scaling
Let’s build better products with data
Whether you're looking for strategic product leadership, data-driven growth insights, or just want to talk about the intersection of tech and business.
Available for strategic consultations & global opportunities.