Gerente de Inteligência de Mercado, Pricing e Produtos

• Jun 2023 - Present

Market Intelligence & Consumer Insights Manager

• Sep 2020 - Mar 2023

- Structuring the market intelligence department in Brazil, leading the entire team hiring process, developing work scope and KPIs for the department; - Building methodology to estimate demand potential and student acquisition in M&A and Greenfield projects; - Responsible for competitive analysis and pricing determinations for tuition fees; - Preparing studies and presentations aimed at strategic decision-making in Brazil and Chile; - Coordinating projects and conducting research in collaboration with Marketing and Product departments; - Driving and supporting the development of strategic planning for growth areas and commercial strategy implementation. Show less

Market Intelligence Manager

• Apr 2019 - Sep 2020

- Development of modeling to determine the market potential for dental aligners in Brazil, leading the entire market intelligence implementation process and expansion strategy definition; - Evaluation of the business model and expansion adherence through performance analysis, market share acquisition, and store sales growth rate; - Generation of insights through data enrichment and analysis of customer and lead data; - Conducting weekly forums to control the expansion planning in collaboration with the executive team. Show less

Market Intelligence & Consumer Insights Coordinator

• Jun 2018 - Apr 2019

- Responsible for strategic planning, potential calculation, and prioritization of new markets for M&A activities, as well as determining the organic expansion capacity of future acquired brands; - Identifying opportunities and evaluating performance through analysis of the group's brand portfolio; - Conducting an in-depth analysis of the current portfolio, its students, competitors, and target markets to identify expansion opportunities and assess the enrollment performance of existing units; - Developing methodology to estimate student enrollment for new units; - Coordinating projects and conducting research in collaboration with leading institutes; - Responsible for pricing analysis during a project in the publishing area, working with historical cost analysis, margins, competition, and product life cycle. Show less

Market Intelligence Coordinator

• Jun 2016 - Jun 2018

- Responsible for strategic expansion planning and potential market analysis for new units and medical specialties, such as exams and medical specialties; - Development of studies, reports, and presentations aimed at strategic decision-making for the CEO, Board of Directors, and executives; - Building a model that combines external variables and performance data from all units, generating a matrix with the key factors determining success in new markets; - Detailed market analysis to guide the medical department's activities, aiming to enhance the range of specialties based on local demand and develop more targeted marketing strategies; - Mapping the profile of current clients and managing the units' influence area by enriching the database with external market data; - Monitoring competition and the market to support detailed pricing analysis and competitiveness of services and offered exams. Show less

Strategic Planning Analyst

• Jun 2013 - Dec 2015

- Development of strategic projects and potential analysis for new segments and specific markets; Creation of reports aimed at strategic decision-making for the VP of Development, Presidency, and Directors in Brazil and the headquarters in Argentina; - Responsible for improving the monitoring process and competitive analysis, geographic presence, new openings, and future movement trends; - Representative of the development department in the anti-competition squad, discussing joint actions to reduce the impact of new openings and achieve market share gain targets; - Creation of dashboards using BI tools (MicroStrategy) and data modeling (Stata and Excel); - Advanced geolocation analysis and expansion using GIS tools (Geofusion). Show less

Research & Consumer Insight Coordinator

• Oct 2012 - May 2013

- Management and development of quantitative and qualitative market research projects, including moderation, analysis, coordination, and field team training. - Conducting research using various methodologies (focus groups, in-depth interviews, semi-structured interviews, ethnographic studies through store safaris and point-of-sale observation, mystery shopping, pre and post-campaign, product testing, and street and online quantitative surveys). - Estimating project costs and financial management. Show less

Market Research & Communication Planning Analyst

• Aug 2011 - Sep 2012

- Engaged in strategic planning, providing unique research solutions to generate insights primarily from consumers for strategic decision-making, marketing campaigns, and branding. - Coordinated and planned qualitative and quantitative research, both internal and external, including briefing development, methodology selection, questionnaire and script creation, fieldwork supervision, analysis, and presentation of results to the company and its clients. - Managed and estimated budgets for the research department. - Contracted, negotiated with, and coordinated external research institutes and field teams. Key clients served: Liberty Seguros, Subway, Kopenhagen, Chocolates Brasil Cacau, GSK-Stiefel, Laboratórios Aché, Grupo Marisol, Borges, Discovery, and Hertz. Show less

Strategic Communication Planning Analyst

• May 2009 - Jun 2011

- Development of strategic communication planning and competitive proposals for clients such as Vivo, Natura, Souza Cruz, and Sony. - Creation of action plans for online and offline activations. - Development of strategies for social media. - Involvement in the intelligence field, participating in qualitative and quantitative research projects for both internal needs and clients' demands. - Development of strategic communication planning and competitive proposals for clients such as Vivo, Natura, Souza Cruz, and Sony. - Creation of action plans for online and offline activations. - Development of strategies for social media. - Involvement in the intelligence field, participating in qualitative and quantitative research projects for both internal needs and clients' demands.

Marketing Intern

• Jan 2007 - Dec 2008