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Ana Paula
Lafuente
Product Marketing Coordinator & PMA Ambassador
Afya
Ana Paula Lafuente (She/Her) is a Product Marketing Senior Analyst and Marketing Specialist with over eight years of experience spanning strategic marketing, product positioning, and go-to-market execution across B2B and B2C technology sectors, including SaaS, edtech, foodtech, and healthtech. Certified by both Reforge and the Product Marketing Alliance, Ana is a trusted voice in Brazil’s PMM landscape, known for translating deep user insight into actionable strategy. She currently serves as an ambassador for PMA and is a dedicated mentor, helping professionals grow into product marketing roles through structured guidance and practical frameworks. Ana has built end-to-end PMM strategies, led pricing and packaging initiatives, and enabled commercial teams with tailored sales content. Her work is grounded in a passion for elevating the role of PMM in Brazil, and she’s a vocal advocate for better market understanding, fair recognition, and cross-functional alignment. A frequent contributor to the PMM community through talks, workshops, and published articles, Ana is driven by a mission to empower others with the tools, mindset, and confidence to thrive in product marketing.
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12 March 2026 16:15 - 16:45
Building digital products in complex markets: A PMM perspective from Brazil
Building and scaling digital products in complex markets forces product marketers to move beyond playbooks and into true cross-functional leadership. In this session, Ana Paula Lafuente shares a real-world product development case from Brazil, where success depended on deep partnership across Product, Product Marketing, and UX — and on adapting global frameworks to local reality. Using Brazil as the lens, Ana Paula explores how PMMs can influence product direction in fast-moving, high-context markets, balance global strategy with local nuance, and act as connective tissue between teams when complexity is the norm rather than the exception. She’ll unpack the leadership behaviors, collaboration models, and decision-making tradeoffs that made this partnership work, and the lessons that apply far beyond one market or region. Attendees will leave with insights on how to lead without authority, build credibility across functions, and design products that truly resonate in diverse, real-world conditions - skills every PMM needs as our role continues to evolve.