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Content strategy & curation
the data-driven curation that made brazilian content outperform the platform's other markets.
Domestika is a global online learning platform. Its Brazilian content strategy was led from inside the global Programming team, the bridge between a global vision and a specific local market.
Brazil is not a translation of another market. It has its own creative industries, its own culture and its own user behaviour, and the content had to answer to that.
align global vision and local culture while growing in performance.
Shape the local product and content strategy for the Brazilian market, aligning global vision with regional culture, creative industries and user behaviour, all while growing in performance. The harder part was finding local content that made sense at global scale: projecting the Brazil the world wants to see, going past the superficial, with originality and truth.
As part of the global Programming team, Aline led the Brazilian front of Domestika's curatorial efforts: researching emerging trends across design, tech, music, writing and more, analysing data in real time, and turning insights into action.
She mapped local opportunities, selected standout professionals, and helped them structure engaging learning journeys, balancing depth, clarity and creativity. From content mapping to teacher coaching, everything was designed to connect the right knowledge to the right audience, with a mix of local perspective and global standards.
She also built a system of curation criteria and results mapping that went on to be adopted by Domestika curators worldwide.
Research into emerging trends across design, tech, music, writing and more, with real-time data analysis.
Mapping local opportunities and selecting standout professionals, turning insight into a curation strategy.
Many creatives had never had any contact with pedagogy, and few had ever mapped their own creative process. The work created investigation methods to draw that process out of each professional and train them to actually teach it.
brazilian content outperformed the english and spanish markets.
The data-driven curation strategy led to 50+ Brazilian courses, all earning over 90% positive reviews and reaching international audiences. Brazilian-led courses outperformed the equivalent English and Spanish offerings, riding Domestika's 20% annual growth in Brazil and contributing to the platform's 700K+ Brazilian users. That is worth pausing on: English and Spanish reach well over a billion and roughly 600 million speakers worldwide, against around 260 million for Portuguese. The Brazilian catalogue won on relevance, not reach.
Domestika Brazil won because it was curated for relevance, not translated from a global strategy. International brand work fails when teams translate words and skip context; this is the case for doing the opposite.