Felipe Luis Salgueiro / Journey

From kitchen operations to products and systems.

At O Berro, Felipe progressed from kitchen work to operations leadership and partnership, connecting recipes and specifications, costs, purchasing, inventory, service, brand, and demand.

At Grupo JDR, he worked across diagnosis, field research, positioning, content, channels, demand generation, and commercial routines. Today these practices meet in Cadencia, PD Framework, and teaching.

Full career

Born in São Paulo, raised in Mogi das Cruzes. He started in advertising, moving through companies and agencies before founding the leisure discovery platform Dagood (2012). In 2013, he shifted to food service, starting at O Berro restaurant as a kitchen assistant. Over the following years he became executive chef and then partner-owner, leading the business until 2024.

Between 2021 and 2024, he was founder and branding mentor at Grupo JDR, an agency specialized in positioning and sales. In 2024 he founded Cadencia. He works as a Marketing Engineer and teaches Programar com IA and speaks at NoCode Startup.

2024 — present

Founder — Cadencia

A product and GTM systems platform for marketing professionals serving multiple clients: acquisition, activation, distribution, CRM and automation powered by AI, without flattening each client’s identity.

2024 — present

AI Programming Instructor and Speaker — NoCode Startup

Instructor for Programar com IA and recurring live speaker on harnesses, AI agents, Claude Code and production-grade AI operations.

2021 — 2024

Founder & Branding Mentor — Grupo JDR

Agency specialized in positioning and sales. 30+ clients in social media, paid traffic (Google Ads, Meta) and automated sales funnels.

2013 — 2024

O Berro — Mogi das Cruzes

11 years. Kitchen assistant (2013), executive chef (2016) running operations for 800+ people/day, partner-owner (2018). Complete restructuring of operations, brand, digital positioning and financial management.

2018 — 2020

Founder — Alvenaria Fast Comfort Food

First New York-style Fast Casual concept in Brazil, in Berrini (SP). 190 customers/day.Archive without an internal case

2012 — 2013

Founder — Dagood

Leisure discovery platform in São Paulo. Personality detection algorithm that refined recommendations with usage.

2011 — 2012

Business Analyst — AgênciaClick

Digital projects for Fiat (Fiat 500, BBB 2012) and Itaú.Archive without an internal case

2010 — 2012

Marketing Intern — Itaú Unibanco

Campaigns with DPZ, Repense and RAPP Brasil for Itaú-Japan.Archive without an internal case

2008 — 2009

Consultant — ESPM Jr.

Started in brand management during undergrad. Communication plans and market research for real companies.Archive without an internal case

Education

Communications / Advertising — ESPM (2007-2011)
Gastronomy — Universidade Anhembi Morumbi (2014-2016)
G4 Educação — Growth Marketing T25 (2023) + Traction T20 (2023)
FGV — Branding (60h)
NoCode Startup — Prompt and AI Agent Engineering (2024); ambassador of Brazil's largest AI community.