Personal Brand Management & Strategic Content for Raul Dagir

Before we start

We understand
you, Raul.

“A brand is something you carry forever. Either it builds you, or you burn yourself on the internet. We are taking the first road.”

You are 27, born in São Paulo, building in New York. Stanford engineering. A Facebook internship project you presented to Zuckerberg in person. A crypto fund, a quant fund, a first e-commerce built out of a high school bedroom, and a payments company you ran for two years before this one.

Now there is Cartsy: a shopping agent that lives inside Instagram and TikTok. Someone forwards a post, and seconds later they know exactly what the product is and how to get it. No app to download. No search bar. No creator tagging ten products first.

You already have a content engine running with creators, but that engine promotes the product. Nobody is telling the story of who built it and why it should be trusted. That is the gap.

And there is the honest part: you are a private person. Your profile photo is AI generated on purpose. You told me plainly that if putting your face out there is what makes this work, then the face goes out there and we find out. That tension is not a weakness in the strategy. It is the strategy. And that is what we are going to build together.

Section 01

What Is
at Stake

Let us be direct, because transparency is the base of any partnership that works.

You have the rarest kind of founder résumé and no window for it. Right now it only benefits people who already know you. Three bottlenecks are holding the brand back.

1. A product with no face. Cartsy is being promoted by creators, not by its founder. Buyers of a brand new consumer AI product need a reason to trust it, and trust does not come from a feature demo. It comes from watching a real person build the thing in public.
2. A real clock, running now. The a16z accelerator ends in a demo day in October. The next round depends on users and retention, which depend on how many people hear about the product in the next 90 days. Every week without a founder narrative is a week of paid reach doing work that owned attention could do for free.
3. The instinct to stay unreadable works against you here. Staying private lets you tailor the story to each investor and each hire, and that is a smart private founder move. Social media rewards the opposite: one consistent, recognizable position, repeated until people remember it. That tension has to be resolved on purpose, not avoided.

The window is open right now. Your main competitor built 300 thousand followers on two famous last names and a podcast, and just spent its trust with a public controversy. That leaves an opening for the founder who leads with proof instead of personality: the guy who shows the product working, on a real post, in real time. Whoever takes that position first becomes the reference. Whoever arrives later fights for scraps. That is the arm I bring. You focus on Cartsy. The content runs.

First results

What changes in the
first 90 days

• In 30 days: anyone who opens your Instagram or TikTok understands in seconds who you are, what you built, and why it matters. Not another founder influencer. The person closing the gap between seeing something and owning it.
• A defined narrative axis: the trajectory, the product and the city stop being scattered facts and become one recognizable story.
• A content machine running: four posts a week with strategy, scripts written for you, and predictability. No more “I should be posting” with nothing in the pipeline.
• Proof, not pitch: recurring demonstrations of the product solving real finds, the format that turns viewers into users.
• A qualified base: the young, mobile first American audience Cartsy is actually built for, not a founder only bubble.

Section 04 | Brand Personality

Tone of
Voice

Tone of voice is what makes someone read a caption and know it is yours before seeing the name. Archetype: the Magician (transformation made instant, send a post and get the product) delivered as the Everyman (a guy in New York figuring it out, not a mystic selling a vision). Magic without ceremony.

What Raul's voice is vs. what it is not

Non negotiable principles

• Show, do not pitch. Every few posts, an unscripted demo of the product solving a real find.
• Short sentences with weight. Real reactions, visible imperfection.
• Light self deprecation about being camera shy. A real limitation turned into a running, relatable bit.
• Nationality is color, never the frame. English only, for an American audience.