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Work Background
Clube da BorrachaBusiness Unit (E-commerce) Director
Jan. 2023São Paulo, SPResponsible for the retail operation of the Siqueira Campos group, which, since 1997, has been importing and distributing tires in Brazil.
- Responsible for implementing and managing technology systems
- Implementation and support of Intelligent Business systems
- Pricing and monitoring of online market competitiveness
- Management of purchases of products from brands with national representation
- Team management for marketing performance and branding
- Marketplace team management
- Development of partnerships with influencers and motorsport drivers
- Management of post-sales team and fulfillment processes
Erich K Yoneyama Consultoria e TreinamentoEbusiness Consultant & Advisor
Oct. 2021São Paulo, BrazilE-commerce ecosystem planning and implementation
Online sales acceleration
Digital Marketing Consultant
Digital Business Advisor
Universidade de São PauloMBA Professor in Physical and Online Retail
Sep. 2020 - Dec. 2021Piracicaba, São Paulo, BrasilProfessor of Business Intelligence and Customer Relationship Management Subjects (BI & CRM) at ESALQ/USP.
CantuStoreHead of Marketing
Mar. 2020 - Sep. 2021São Paulo, BrasilGrupo Level is the Brazilian largest tire importer and distributor and became a R$1 billion revenue company in 2020. They hired me to renew the marketing department, create new roles and processes to improve the group revenue. Important achievements:
- I consolidated all marketing efforts in one team with 15 employees
- Our team integrated the marketing actions with commercial and supply-chain needs
- New digital channels implementation such as Push Notifications using ML
- We grew our revenue by 60% during 2020 through digital sales
- CRM (B2B & B2C) and data intelligent team creation
- We implemented our UX area
- We built our audiovisual studio for live conferences streamings and developed our own live commerce platform
- I lead the rebrand project with one of the significant brand consultancies in Brazil
- We sponsorship the largest automotive channels in Instagram and Youtube
- In 2021, we were present in important car racing championships: Porsche Cup, Hb20 Cup, National Tourism, and Drift
- We produced the 3rd most viewed live youtube show during the Black Friday campaign with Fernando & Sorocaba band simultaneously with a car drift presentation
Sake StoreCo-Founder & Advisor
Apr. 2018 - May. 2023São Paulo, BrasilSake Store is an ecommerce specialized in fine drinks produced in Japan. In view of the growing world market of Japanese beverages (Sakes, Gins and Whiskies - today awarded among the best in the world), the online store aims to bring together two cultures and invite more and more people to taste this drink so rich in expression and experience without formalities and judgments.
Organica Evolução ExponencialCRM Consultant
Mar. 2018 - May. 2023São Paulo, BrasilSenior CRM Consultant for B2C and B2B digital projects.
B4AEcommerce VP
Dec. 2017 - Mar. 2020São Paulo e Região, BrasilMen's Market is one of B4A (Beauty for All) business units. It´s the biggest brazilian e-commerce focused on personal care and beauty for men. As Men's Market VP, I led the company through a highly efficient management, reducing resources in a significant way. We implemented some important solutions that reduced our IT efforts and gave us a new level of consumer experience. Some of our projects I implemented were: - New ecommerce, ERP and BI systems,
- Salesforce Marketing Cloud platform, - Portfolio and Suppliers Development. We also started new sales operation in B2W (Americanas.com, Submarino and Shoptime) and MercadoLivre marketplaces and developed new suppliers based on dropshipping model. In November 2019, we launched our 2nd ecommerce operation, the Glamshop Store.
Selia Full CommerceBusiness Director of Selia & Ecadeiras
Dec. 2016 - Nov. 2017São Paulo Area, BrazilI worked together with 3 managers and 26 professionals developing the following areas: Marketing, Commercial, Portfolio Management, Help Desk and Business Intelligence. We were responsible for some important brazilian ecommerces operations like Vans, CNS, Ajinomoto, Brooksfield Donna and others. Ecadeiras.com.br was our own online store, which reached the financial breakeven in 2016 and incresed over 120% its revenue in 2017.
São Paulo Digital SchoolVisiting Professor - Advanced Excel for Marketing & Ecommerce Management Courses
Mar. 2016 - Nov. 2021São Paulo Area, BrazilI developed the first Excel course aimed at marketing professionals. In this course, we discuss the functionalities of the tool, concepts of statistics and how they can be applied in the most different needs of marketing. We also discussed how technological developments shaped the new economy and forced the professionals to take on new skills. The regularity and demand for the course, five years after its launch, shows how we have succeeded in identifying this demand to maintain the competitiveness of the professionals who attended it.
eduK - Cursos OnlineCRM Manager
Oct. 2015 - Dec. 2016São Paulo Area, BrazilI was hired to create a new marketing area, based on an analytical culture to improve the results.
Focused on it, I implemented new direct marketing tools, hired the CRM team and developed them. We created the first Business Intelligence system to take fast media investments decisions for all digital marketing channels and feed them with relevant informations. Keeping in mind that we were a startup company, limited in headcount, I developed many automated systems to executed some online publishment process. Important achievements: - During my management, the company grow 90%;
- Implemented Business Intelligence, Facebook Notification, Browser Notification, CRM and Email Marketing Systems;
- Reduced direct marketing costs in 45%;
J. Walter Thompson / Blue HiveAnalytics, CRM & BI Manager
Jun. 2015 - Oct. 2015São Paulo Area, BrazilI managed a team of 12 employees working to create an analytical approach to marketing decisions in company. Dedicated to Ford Motors Company, we start a project to install de first Business Intelligence plataform, restructured the web analytic system and create the data science team. The strategic plan was aligned and approved with Team Detroit headquarter. Important achievements: - Indentified web analytics system failures;
- Approved a strategic plan with Detroit headquarter;
- Created and hired the Data Science Team.
Universidade Presbiteriana MackenzieVisiting Professor - MBA in Marketing and Competitive Strategy
Mar. 2015 - Apr. 2015São Paulo e Região, BrasilVisiting Professor - Applied Statistics for Marketing Professionals
MBA in Marketing and Competitive Strategy
Fastshop S/AOnline Media Manager
Dec. 2014 - Jun. 2015São Paulo e Região, BrasilAs a Online Marketing Manager at Fast Shop, I was responsible for digital media planning and its operation. Leading a team of seven employees, we were responsible for all digital promotional communication. Important achievements: - Implemented A-B tests to improve email and display performance.
- Set publishing process through SEM and comparison medias.
- Hired and developed the Online Media Team.
Oppa Design Ltda.CRM & Marketing Manager
Apr. 2013 - Dec. 2014São Paulo Area, BrazilIn this position, I was responsible for the complete understanding of customer profile, online behavior and satisfaction using market research, cluster analysis, RFM model and voice of customer survey.
Under my supervision, the marketing team plans and publishes campaigns according to customer´s lifecycle and promotional schedule. Important achievements: - Increased in 68% the email marketing traffic to ecommerce store;
- Created and automated customer´s lifecycle campaigns;
- Developed a new supplier for CRM & email marketing;
- Implemented the CRM database and its statistical models;
- Hired and developed the CRM & Marketing Intelligence Team;
- Defined the campaigns' publication process;
- Created the marketing performance dashboard and tracking system.
Netshoes - NS2 Internet Ltda.Senior CRM & Database Marketing Analyst
Mar. 2012 - Apr. 2013São Paulo Area, BrazilAs a senior analyst, I was responsible for supplying the online marketing channels with ad-hoc studies and weekly reports. Working with some IT partners, we developed a predictive system that increases the conversion rate using product recommendation model. Important achievements: - Developed a cluster analysis for sporting goods market;
- Automated some predictive models for digital marketing channels;
- Reported the marketing channels performance and optimized online campaigns;
- Implemented the RFM model and planned the loyalty program;
- Wrote the new privacy policy according to the new law requirements
Natura Cosméticos S.A.Senior Demand Planning Analyst
Aug. 2011 - Mar. 2012São Paulo Area, BrazilI was responsible for building the sales forecasting for all SKUs in perfume category (which responds for 40% of the company´s revenue) and special dates category. During weekly S&OP meetings, we discussed the forecast numbers and redefined the promotional strategy according to revenue and margin targets. Important achievements: - Simplified the calculation method for forecasting and delivered a clear visibility of how marketing, commercial and supply-chain actions affect it;
- Managed the SFE (sales forecast error) according to defined targets;
- Created a new historical database and tools that reduce the calculation time.
Natura Cosméticos S.A.Commercial Intelligence Analyst
Sep. 2009 - Aug. 2011Itapecerica da Serra - SP, BrazilIn this position, I had the responsibility of analyze, understand and create the commercial performance report for Natura´s board of director and managers. This job included several ad-hoc studies to evolve the commercial planning and its process. Important achievements: - Created and presented the sales reports, detailing promotional actions, targets and its results;
- Developed new KPIs to identify trends on the cosmetic market;
- Evolved the business intelligence system;
- Developed tools to automate commercial planning process;
- Created an automated system that reduces analysis time from 4 days to 2 hours and received a salary bonus.
Rhodia Poliamida S.A.Supply-Chain & Production Intern
Jan. 2006 - Aug. 2007Santo André - SP- Developed a system for PCP using VBA programming.
- Awarded in "The Best of Rhodia" Program - best service project.
- Implemented WCM KPIs in production areas.
- Joined the 6-sigma team to reduce N2 gas consumption.
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