Head of Engineering
Felipe
Ruiz.
I see the whole product: business, users, design, code and life after launch.
Now
- Leading engineering teams that build with AI and ship safely
- Head of Trust & Safety Engineering at GamerSafer
- 20 years in design, product and engineering
- Founded two companies · Executive MBA, Insper
What I bring
Engineering leadership
I lead engineering for GamerSafer's trust and safety products and own platform security and reliability. I built the security program and wrote the production standard every repository follows, checked automatically.
Building with AI
I taught my team to build with AI and wrote our Claude Code workflows for intake, code review and security triage. I build my own tools the same way.
Product and growth
Before engineering, I led design and product teams. At Grupo H2, a daily rewards wheel raised deposits by 39% in a causal study with more than 116,000 players.
Founder
I founded Avelã, a digital health SaaS with clients in nine Brazilian states, and Moxen, a live commerce app that grew its sales volume sixfold in 2024.
Selected Work
A daily rewards wheel, measured with a causal study
At Grupo H2 I designed and launched a daily rewards wheel for H2Bet, a licensed betting brand in Brazil, to build a habit of coming back without losing control of bonus costs. A causal study by the data team measured +39% in deposits and up to 5.6x return on the wheel's cost.
Moxen: turning live auctions into a product
After the MVP proved demand, I founded Moxen to turn live auctions into an app and a web platform for small businesses, and led product, design and engineering. In 2024, sales volume grew sixfold, revenue fivefold and users 24 times.
A live commerce MVP: from idea to R$850K in a year
In 2021 I tested whether live auctions could sell collectibles in Brazil, using Telegram, a payment link and a form instead of building an app. In one year: 320 live auctions and more than R$850K in sales.
Things I build
Typeset
A typesetting engine for your documents. Give it Markdown or Word and it hands back a native Word file or a print-ready PDF that looks professionally set. Free, in your browser.
Open Typeset ↗Claude Config Sync
A CLI that keeps your Claude Code configuration in sync across every machine, versioned in your own git repository.
View on GitHub ↗