Content-led retention strategy, Hotjar
Onboarding narrative & prioritization, CSQ
Content architecture A/B test, Bitso
Hey, I’m Cata, and I’ve been
I build the infrastructure teams need to move fast: canvases, frameworks, and systems that outlast any single project. Across 5+ product units simultaneously, I connect the dots others miss and make sure the right thing gets said at the right moment.
"She's the memory and awareness agent of the Growth line. She creates the bridges for people to connect and ensures the quality and tone of the experiences we design. We clearly couldn't ensure the same quality of delivery without her."
"She made me a better designer because she challenges my assumptions and helps me see gaps I might have missed. Working with Cata has genuinely elevated the quality of my work."
"Her strategic and resourceful approach enabled effective async collaboration across teams. The clear process reduced iteration cycles and ensured packaging updates were delivered on time, every single time."
"Cata doesn't just write copy — she interrogates the entire user experience. She asks the hard questions: What happens in this edge case? How will users interpret this? This is strategic UX thinking that catches problems early."
Collaborating across product, design, and engineering.
Identified a communication gap: how to communicate when self-serve to different segments. Led research, built a framework adopted across teams, and operationalized it into paywall guidelines and pricing strategy.
Led content across churn modal optimization, personalised salvage offers by reason, and a communication strategy to retain users through their free period.
Identified a language mismatch between marketing and product. Rearchitected the flow from 42 undifferentiated options to three clear groupings.






I'm a Senior Content Designer II based in Portugal, with a background in Psychology.
I've spent the last several years embedded in B2B SaaS growth teams, working across 5+ product units simultaneously, connecting dots that don't always get connected.