HI, I'm ZARO
Turning complexity into culture for over 20 years.
I’m a cross-industry strategist with roots in art, circus, and systems design. Over the past two decades, I’ve built movements, launched brands, managed global communities, and directed content across politics, sports, entertainment, and gaming. What connects it all is a deep commitment to translating complexity into culture, while designing systems that scale trust.
Where circus met system, and never let go.
I started out as a circus performer, touring Europe after years of training in Brazil’s most prestigious circus school. That path eventually brought me back home to study Industrial Design, where I began shaping my ability to blend creative intuition with engineered thinking. Since then, I’ve led satirical collectives with millions of views, orchestrated presidential campaigns, and founded a 50+ person agency that delivered digital strategy across Brazil’s political, sports, and cultural sectors.
Cross-disciplinary by design, not accident.
After moving to Canada, I transitioned into gaming. First at Electronic Arts, where I led global community strategy for FIFA, and later at 2K, where I oversee community across many of the label’s top titles. My work has focused on building creator ecosystems, designing feedback infrastructure, and producing international endemic events that drive organic content, retention, and sentiment. I’ve always believed that community isn’t support—it’s signal. And when treated seriously, it becomes one of the most valuable intelligence layers in any live product
No matter what the question is,
the answer is COMMUNITY.
These days, I focus on the intersection of storytelling, systems, and strategy.
Whether I’m working with developers, political leaders, athletes, or creators, my goal is the same: building connective tissue between people and ideas, and making sure insight turns into action.