Experience

Zukk - Geoespacial
• Head de Marketing

  • Oct 2022 - Present


Luby Software

• Brazil
• IT Services and IT Consulting
• 1 - 100 Employee

• Diretor de marketing

  • Nov 2021 - Dec 2022

  - Leading Marketing, Communication, and Endomarketing efforts for the Brazilian early-stage company - Reporting directly to the CEO and leading a team of 9 people and external partners - Focused on revenue and demand generation through diverse Inbound and Outbound strategies - Increased avg ticket of pipeline by 25%, while growing inbound to a 300% increase YoY - Revamped the company's points of contact with customers and is leading the creation and go-to-market plan of new Business Units and products - Launched new campaigns that brought a follower growth of over 30% and engagement of 15% - Leading the kick-off and sales training of new outbound tools - Increased overall Ads and campaign ROI by over 20% Show less



Petlove.com.br

• Novos Negócios

  • Aug 2020 - Jan 2022

  Mapped Brazil's Pet market to understand short and long term goals and biggest category opportunities for innovation Executed Short & Long Tail analysis to understand growth opportunities Developed exclusive and private label brands (or own-brand labels) in a wing to wing process (from product development, passing through sourcing, financials, import, and Go to market strategy & execution) Responsible for P&L of each developed product and acting as category manager and assisting core business with insights Negotiated directly with suppliers & acted as PMO through product development cycle Based Brands creation and communication strategy through Brand Vision Architecture (BVA Model) Developed branding strategy and resonance pyramid (Brand equity model) for all communication channels Developed Brand Guide for created labels while handling day-to-day activities such as add agency execution, packaging research, artwork, etc. Kicked off Social Media execution plan (Organic and paid media) Responsible for Media Performance, paid media funnel, and campaigns KPIs (CAC, Churn, Life Time Value) Responsible for finding co-branding, licensing and partnership opportunities to increase Brand Awareness Inaugurated exclusive brands business model - partnering with global brands to add revenue and explore portfolio opportunities through assortment Leading all Innovation projects as a wing to wing manager. From product dev, research, feasibility and after sales performance. Main categories being: accessories, beds, premium goods and pet pads Show less



Baker Hughes

• Norway
• Oil and Gas
• 1 - 100 Employee

• • Jan 2019 - Jul 2020

  Business Operations & Marketing regional leader for the Digital Solution business Leading Market Sizing, Market Share, and diverse Business Intelligence studies of the business' 5 product lines. Delivered reports to improve market insights and created a detailed plan of where and how we can grow our market share (Growth Hacking) Close relationship with the commercial team - being a bridge between macro analysis to micro and deal-specific actions to win (for example; localizing solutions to specific regional demands on new markets or creating a launch plan for NPIs regionally)Developed multiple operational and commercial KPIs - focused on helping the business make decisions (commercial efficiency & effectiveness, NPI roll out plan, pipeline forecast, and health)Communications team leader, overseeing and managing regional budget and initiatives (trade shows, events, social media) while establishing KPIs to evaluate performance (lead cost, conversion rates, inbound marketing ROI, SEO, etc) Leading initiative to take Business intelligence projects on a "commercial drive". Focused market analysis efforts to deliver specific commercial recommendations for growth. Resulting in opportunities in the Mining, Food & Beverage and Automotive sectors (over U$50 million mapped). Developed action plan to reach and penetrate new markets through Demand generation tactics. Show less

• • May 2018 - Jan 2019

  Brazil Sales and Channel Manager for the Inspection, Measurement & Control equipment of BHGE's portfolio. Business development leader for new markets. Having the mission to raise BHGE's brand awareness and grow penetration in potential new clients (share of wallet) through consulting sales. Direct sales manager - responsible for Flow, Gas and Moisture on the Brazil territory and acting manager of customer relationships on these segments. Responsible for creating and managing channel partners' quarterly plan. Includes managing marketing budget, cost, discounts, and sales strategy by coverage and focus area. While monitoring compensation and sales incentive plan (in tools such as Salesforce.com, SAP & tableau). Leading Demand generation and Social Selling initiatives to pursue “dead opportunities” and create a new revenue flow for the channels and business. Show less



GE

• Brazil
• Engineering Services
• 1 - 100 Employee

• • Jul 2016 - May 2018

  Managed regional Digital Transformation Sales efforts, across the Latin America region for the consulting service "GE Genius Link" - in short, a consulting company focused on Sales and Marketing solutions through business intelligence, innovation, data sciences, market research, software sales, software as a service - SaaS and Artificial IntelligenceBeat sales target on 2 consecutive years. Achieved expressive revenue growth (over 70%) & doubled regional opportunity pipeline year over year (16/17). Received global company award attributed to sales performanceResponsible for scoping, creating and negotiating consultancy projects for B2B customers. Solution architect for Data Sciences, Software as a Service and Crowd-sourcing projects. Won over 20 projects in 2 yearsManaged local accounts and customer relationships through full sales and project cycle. Becoming a Project Manager once the sales cycle endedAssisted on Strategic Marketing and Communication initiatives such as Social Selling and developing yearly communication plan. Generated over 500 qualified leads through campaignsCreated different value propositions to Stakeholders to increase cross & up-sell opportunities, resulting in 3 bundled/packaged sales over the last year. Developed relationships (often C-level) to serve as a trusted consultant with major customers to optimize and expand their investmentCreated and executed market research projects, using: conjoint analysis, focus group, Van Westendorp, and othersDeveloped projects regarding: customer retention, engagement & insights, pricing elasticity, CRM effectiveness, brand positioning, awareness, forecasting & market research for different sectors, such as healthcare, love sciences, education, oil & gas, energy, banking & technologyImproved Data Visualization and automation of manual work using AI focused on ERP use and IT transformationPartnership manager Show less

• • Nov 2015 - Jul 2016

  Responsible for creating a strategy and business development plan for a new Analytical service inside GE's corporate commercial structure.Our double-digit growth within the first year, enabled the team to become an external seller of consulting services to B2B and B2C customers across Latin America.Coordinated internal resources and third parties/vendors for the flawless execution of projects, becoming a project manager once the sales cycle ended.Liquidated team costs under 6 months of operation following a self-designed strategy of penetration. Grew team from 1 to 3 people in one year. Supported Senior Key Account Managers generating intelligence through consulting projects regarding: market research, market segmentation, buyer decision making, pricing, S&OP and aiming to accurately calculate TAM & SAS for clients such as Petrobras, AES YPF among others. Focal point for simplification initiative, concluded an internal analysis & action plan that simplified, gained speed and empowered the Latin America region on commercial operations. Decreased proposal generation time by 10% across the region. Improved customer care grades through faster response time. Managed marketing strategies as part of the business development plan and coordinated quantitative and qualitative research. Show less

• • Mar 2015 - Nov 2015

  On international assignment, in Argentina, created commercial and technical proposals for outcome based projects that involved multi-product line agreements. Involved in over U$ 80 million sales over 9 month period of assignmentCoordinated with the corporate team the implementation of a new commercial methodology - focused on shifting customer's investment from CAPEX to OPEX. Involved on training and mentoring of sales teams and technical teams to change the culture and create adherence to new commercial approach As a solutions architect or Tech Sales, represented multiple GE Business on understanding and creating solutions based on Key Account needs and yearly account planMapped competitor’s presence in Latin America to re-create Oil & Gas' communication plan. Handled budgetary projection for yearly plan and created road-map for online and offline presence (trade-shows, website, social selling, email marketing, inside sales campaign)Member of the GE Volunteers project - helping local communities through sports and education Show less

• • Jul 2014 - Mar 2015

  Assisted strategical Key Accounts managers in Latin America. Focused on key account growth, revenue & share of wallet. Developed yearly account plan and territory plan. Mapped regional pipeline and participated on key regional deals (U$ 50mm and above) Created metrics and assisted research programs to improve Customer Relations (VOC, NPS) while driving integration and orchestration across all business units to ensure a 'One GE' approach.Led commercial excellence projects aimed to streamline proposal generation, discount approval and delivery times in Latin America. Reduced sales cycle by 15% and grew regional autonomy On a cross area project with HR, created communication plan to attract and retain new generation talent, focusing on Millennial's and diversity. Implemented recruiting tactics such as "blind CV". Achieved goal to identify and create a new brand image, aligned with employee branding ideals that had a positive impact on talent retention and target recruiting metrics Show less



Groupon

• United States
• Technology, Information and Internet
• 700 & Above Employee

• • May 2014 - Jul 2014

  As a sales controller managed the forecasting of all sides of the commercial structure at Groupon. While, also, creating innovative ways to simplify a complicated deal approval structure.These responsibilities include negotiation, margin control, productivity expectation and measurement, contract approval simplification projects, endomarketing sales campaigns, sales incentive, and demand planning alignment.Managed partnerships and partners' performance. Helped partners generate additional demand through possible marketing strategies. Assisted the sales team in new business development, focusing on growth areas and key accounts for the company. Show less

• • Jan 2014 - May 2014

  Responsible for understanding the marketplace, client base and planning attractive offers for online consumers. Managed online planning for different cities, aligning strategic needs with the commercial team and key accounts team, supporting our growth plan for key partners Secondary actions included market tracking and sales force reports evaluating all offers planned in the past and future projections for each location regarding expected revenue(forecast), gross revenue and margin control. Show less



GE Grid Solutions

• France
• Electric Power Transmission, Control, and Distribution
• 700 & Above Employee

• Strategic Marketing and Communications

  • Jan 2012 - Dec 2013

  - Managed trade-shows and campaigns roadmap for Latin America. Definition of Brand & NPI positioning, leveraging market research inputs. Assisted creation of collateral material to use on client engagements - Developed alongside commercial team, product launch plan and pricing strategy - Assisted on internal communications, leading internal sales campaigns, and cultural branding of employees - Developed and executed market research initiatives, mainly focused on brand positioning - Planned events across the Latin America region, seeing an increase of leads generated from such efforts by 30% YoY - Created briefings and managed relationship with add agencies in Brazil - Managed yearly communication budget Show less



Cyou

• Technology, Information and Internet
• 1 - 100 Employee

• Co Founder - Marketing

  • Jun 2012 - Nov 2013

  Strategic planning and brand construction are just a few of the motivating challenges I faced as a Co-founder at an E-commerce company starting its operations. Directly responsible for creating the business strategy using Canvas. Designed the commercial structure and operations for the website. Managed branding initiatives, creating the mission, value proposition and competitive value of the company. Strategic planning and brand construction are just a few of the motivating challenges I faced as a Co-founder at an E-commerce company starting its operations. Directly responsible for creating the business strategy using Canvas. Designed the commercial structure and operations for the website. Managed branding initiatives, creating the mission, value proposition and competitive value of the company.



Projeto Janelas Para o Futuro - ONG

• Teacher and Couselour

  • Jan 2007 - Dec 2009

  Co-founder and member of the "Janelas Para o Futuro Project". A social project winner of two national awards (4th and 8th place) on the competition: Escola Voluntaria do grupo Bandeirantes de comunicação for the best social program or NGO created and ran by students in Brazil. At the project, I was an English teacher for two years and focused on teenagers from Brazilian public schools. Being a part time instructor in activities of body expression & college exams prep. As a board member, I also promoted integration between students and teachers and captured resources from private companies to gather funds aimed at maintaining and growing our non governmental initiative. The project is still live, ongoing and expanded to teach Spanish, French, Drama, Dance and Literature - leading to today’s NGO status. Over these years, we’ve taught and coached over 2000 kids and teenagers from the São Paulo region. Show less