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Work Background
LegalPassChief Revenue Officer (CRO) & Co-founder
Nov. 2023São Paulo, BrasilI am responsible for driving the company's revenue growth, aligning sales, marketing, and customer success, developing and executing strategies to expand revenue, analyzing market trends, setting realistic goals, and creating plans to increase customer conversion. Additionally, I structure a strategy for sustainable and predictable growth. I work strategically to ensure that marketing and customer success collaborate to maximize customer value over time, monitoring metrics such as CAC, LTV, and churn, optimizing processes to ensure efficiency and retention. Moreover, I explore new revenue opportunities, entering new markets, products, and strategic partnerships that strengthen the company and expand its impact. My role goes beyond numbers—it's crucial for fostering a culture of growth and innovation. I lead teams to adopt a results-driven mindset, promoting the use of technology and data in decision-making. By creating a collaborative and high-performance environment, I ensure that the company is always evolving and adapting to market changes.
20º Cartório de Notas de São PauloMember of the Management Board
Jul. 2023 - May. 2024São Paulo, São Paulo, BrasilI played a strategic role in defining and executing the corporate vision, ensuring sustainable growth and effective governance. I participated in key decision-making processes, aligning stakeholder interests and overseeing operations to maximize efficiency and competitiveness. Additionally, I contributed to innovation, market expansion, and the implementation of best practices, ensuring long-term value for the company.
SWEDCHAM | Câmara de Comércio Sueca no BrasilMember Board Of Directors
Apr. 2021 - Apr. 2024Supported the organization in defining its strategy, governance, and sustainable growth. Contributed a long-term vision, risk management, and decision-making, ensuring alignment with stakeholders. Additionally, I supported innovation, expansion, and best practices.
LexlyCEO & Founder - Lexly Brazil
Mar. 2020 - Oct. 2023São Paulo, BrasilLed the company's strategy and governance, driving sustainable growth, innovation, and operational excellence. My role focused on defining and executing a long-term vision, ensuring the company's strategic positioning and competitiveness. I worked on building and strengthening relationships with stakeholders, including shareholders, clients, partners, and regulatory bodies. Through transparent and collaborative management, I aligned interests and ensured sustainable value creation for all parties involved. My leadership was aimed at business expansion, identifying new growth opportunities, strategic partnerships, and unexplored markets. With a results-driven and innovation-oriented approach, I developed scalable and resilient business models. Additionally, I maintained a strong commitment to sustainable and corporate governance practices, ensuring the company’s growth aligned with the best social and corporate practices.
IntuitHead of Marketing - Brazil
Sep. 2017 - Dec. 2019São Paulo e Região, BrasilI led the brand's positioning, growth, and innovation strategy, ensuring alignment between marketing, sales, and customer experience, as well as developing the business case for the implementation of the commercial area. Additionally, I was responsible for planning and executing campaigns, market intelligence, branding, and digital performance, always focusing on revenue growth and engagement. With a data-driven approach, I drove market expansion and innovation, keeping the company relevant and connected to industry trends.
TeleHelpManaging Director - Marketing & Sales
Apr. 2014 - Mar. 2017São Paulo e Região, BrasilResponsible for managing the company as a whole, with a focus on marketing and sales, as well as operations, technology, product, HR, and finance. Strategic planning, KPI monitoring, and execution of a new marketing and sales strategy based on lead generation and improving the sales team's performance. Implementation of a digital strategy, transforming online channels into the primary source of lead generation. Development of brand-building initiatives and growth hacking strategies, along with a new pricing strategy based on ROI studies to optimize CPA. Company restructuring: process review to maximize efficiency with the goal of achieving sales targets and maintaining high service levels for clients. Implementation of new sales channels (telemarketing, e-commerce, and direct sales), as well as the expansion of the representative sales channel. Business development in both the public and private sectors to offer tailor-made solutions.
Strategic planning, monitoring KPIs and executing a new marketing and sales strategy, based on lead generation and sales team performance improvement. Implementation of a digital strategy, turning online into the main channel of lead generation. Development of brand building and growth hacking strategies, in addition to a new pricing strategy based on ROI studies to improve CPA. Company restructuring: review of processes to maximize efficiency in order to achieve sales goals and optimum service level for customers. Implementation of new sales channels (telesales, e-commerce and direct sales), in addition to expand the sales representantives channel. Business development in public and private sectors to offer tailor-made solutions.
JUST EATMarketing Director - Brazil
Mar. 2012 - Mar. 2014São Paulo e Região, BrasilHead of marketing in Brazil, part of the brand's global marketing committee, responsible for B2C, B2B and press communications, market intelligence, trade marketing and business development. Development and management of team and partners, definition of KPIs and goals. Strategic planning, KPIs tracking and execution of the marketing plan, including offline media (TV, Radio, among others) within a 360 marketing strategy. Excellence in digital marketing focused on performance (Google Adwords & Analytics, social networks - content and advertising, display, SEO, eCRM, performance / programmatic media, app marketing (download campaigns and ASO), among others) to achieve acquisition goals and planned orders based on CPA metrics, CPVenda, ROI. Planning and implementation of B2B activities to develop the partner restaurants base. * Currently JustEat operates under Ifood brand, after the joint venture.
Samsung ElectronicsSenior Marketing Manager - Latin America
May. 2009 - Mar. 2012São Paulo e Região, BrasilHead of Marketing for mobile phones in Latin America. Responsible for strategic planning to launch onew mobile phones in the region. Participation in product portfolio definition and life cycle management. Development of regional launch campaigns encompassing all marketing mix (ATL, BTL, digital, point of sale communication, training, among others), including regional media negotiation. Development of regional public relations programs, social media and trade. Development and implementation of new guidelines and relationship framework between teams to improve efficiency in all areas related to marketing, including budget planning, KPIs and results evaluation, integrated communication, trade marketing programs, online communication, among others.
NokiaManager Marketing
Aug. 2003 - May. 2009São Paulo e Região, BrasilActivation Marketing Manager Brazil - Jan / 2008 - Apr / 2009
• strategy development and implementation of action plans to position Nokia as a leader in the area of mobile convergence as well as a services provider with Nokia Maps, Nokia Music, N-gage, Ovi, among others. Acting on all fronts of marketing, including offline and online media, campaign development, trade and merchandising programs, market research, BTL activations, events, PR, among others. Marketing Manager (BG Multimedia) Brazil / Latin America - Aug / 2004 - Dec / 2007
• Planning and coordination of ATL and BTL activities. Strategic development and implementation of marketing plans to position Nokia as a player in the photography, music and games sectors. Coordination of local teams in 4 Latin American countries. Budget and results management for all Latin America. Marketing Manager for Digital Services Brazil / Latin America - Aug / 03 - Jul / 04
• Responsible for business development searching for partnerships to integrate new content, interfacing with mobile operators in different Latin American countries and active participation in technical negotiations and implementation. Development of special projects to support other areas of the company with TPOs (total product offerings). Development and implementation of high-scale campaigns and events (Nokia Trends)
ElucidMarketing Manager
Jun. 2002 - Jun. 2003São Paulo e Região, BrasilStrategic planning and management of ATL and BTL activities, including media, branding, direct marketing, PR, events, sales promotion, market intelligence and sales management. Conceptualization and Management of database marketing activities and demand generation plans.
Cheque-pre.com - proScore TecnologiaMarketing Manager
Jul. 1999 - Jun. 2001São Paulo e Região, BrasilBrand identity development, planning activities to start the company and marketing plan managmeent to acquire new customers and retain them throught digital and offline media. Implementation of PR activities, events and social responsibility campaigns.
Internet SecuritiesOffice Manager
Dec. 1997 - Mar. 1998São Paulo e Região, Brasil
LIB AssessoriaAccount Executive
May. 1995 - Aug. 1997São Paulo e Região, Brasil
Yazigi InternexusEnglish Teacher
Jan. 1994 - Dec. 1995São Paulo e Região, Brasil
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