Experience

FiberX

• Brazil
• Telecommunications
• 100 - 200 Employee

• Growth Specialist

  • Feb 2023 - Present



Vinci Shoes

• Brazil
• Retail
• 1 - 100 Employee

• Head of Growth and Analytics

  • Jul 2020 - Dec 2022

  Responsible for ecommerce Revenue and ROAS targets; Customer acquisition and retention strategies focused on performance; Management of more than US$ 50k monthly investment in Google and Instagram media with a focus on ROAS and CAC; Detailed monitoring of the sales funnel and customer journey ensuring maximum use of traffic and conversion; Management of tests and experiments; Responsible for defining content and arguments for application in marketing efforts; Definition and implementation of CRM strategies and customer segmentation in order to maximize activation through marketing automation flows in WhatsApp, email, webpush, sms, paid media and active contact; Structuring and implementation of the BI and Data Science area. Creation of data marts and cloud development. Construction of prediction models using Artificial Intelligence and Machine Learning; Focus on customer experience and process optimization in order to reduce lead time and average delivery time. Outstanding Results: Increase of email revenue share from 8% to 16%, doubling the average monthly revenue from $45k BRL to $90k BRL through the implementation of a CRM tool through automations of email campaigns, SMS, webpush, WhatsApp and active contact. |Scaling the average monthly investment in media (Instagram and Google) from $50k BRL to R$100k BRL, maintaining a healthy return on media spend (ROAS) and acquisition cost (CAC). |Increase in the annual growth rate from 30% to 56% in the digital channel, maintaining this level over the years.| Implementation of the multi-distribution centers delivery process (scaling omnichannel) with a 40% reduction in delivery time and a 50% increase in the conversion rate in the regions served. | Opening of the North American and Persian Gulf international markets. |Implementation of the international website, planning and operation of acquisition campaigns through Google Shopping and Facebook Ads and management of exchanges and returns. Show less



enjoei

• Brazil
• Technology, Information and Internet
• 200 - 300 Employee

• Head of Retention Marketing

  • Oct 2018 - Sep 2019

  Planning and organization of CRM activities and projects; Deployment of marketing automations in email, app push, sms and ads journeys; Activation, retention and engagement of users on the app platform and website; Monitoring the behavior of monthly cohorts, ensuring activation, retention and recurrence of user purchases; Definition of discount strategies and policies based on user segmentation; Data extraction and analysis for tactical and strategic decision making. Outstanding Results: Margin increase from 8% to 12%, generating a gross profit increase of $200k BRL/month through the revision of the commercial discounts policy. | Improved the efficiency and effectiveness of communication with customers and prospects through marketing automation. Show less



Reweb

• Brazil
• Technology, Information and Internet
• 100 - 200 Employee

• Business Intelligence Manager

  • Feb 2016 - Dec 2016

  Strategic definitions and generation of decision-oriented intelligence; Implementation and evangelization of the BI culture; Definition and tracking of success metrics. Outstanding Results: Financial and budget analysis, generating an additional R$200k in the first 60 days of operation of the BI team. | Reduction of the operating cycle based on detailed management of revenue and cash, increasing net revenue to 70%. | Creation of a cancellation propensity model, allowing $100k BRL upside in the year Show less



Grupo RBS

• Brazil
• Media Production
• 700 & Above Employee

• General Manager

  • Oct 2012 - Jan 2016

  Responsible for sales and business relationships with a portfolio of 7,000 customers and revenue ($7.4 million BRL/year);Direct management of sales, retention, collection and recovery, services, marketing and business intelligence teams;Monitoring of costs and expenses, return on investment, payback, fixed and variable costs and break-even points;Digital product development and pricing strategy;Financial administrative control;Monitoring of operating results and actions;Campaigns planning, definition of customer acquisition and retention strategies;Monitoring of web analytics metrics and product performance.Outstanding Results: Implementation of the visible management culture with an immediate increase of 25% in operational productivity. |Construction of a default propensity model, with a 25% increase in productivity. |Conducting the Qlikview BI and DB tool deployment project. |Revision of the pricing policy, enabling an average revenue capture of $125k BRL/year without increasing expenses. Show less

• Business analyst

  • Sep 2009 - Oct 2012

  Responsible for managing the circulation area indicators team;Support in analyzes for Grupo RBS newspaper circulation directorate and executive managers of subscriptions;Conducting the revenue budgeting process, together with the executive management and operations board;Pricing process for the mix of newspaper subscriptions;Responsible for projections, monitoring and explanations of circulation, portfolio, revenue and circulation KPIs, and their consequences;Monitoring and verification of sales performance and prospecting opportunities through indicators;Risk monitoring in the main commercial processes, involving payment, benefit policy, average ticket, collection and productivity.Outstanding Results: Review of subscriber cancellation and retention rules, generating average savings of 25k BRL per month in production and delivery costs. | Reduction of report production time through process automation; implementation of the BI tool – QlikView. Show less