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Work Background
QuintalData & Strategy Manager
Aug. 2019I develop a data-driven planning culture, diagnosing the needs for each project, including business and data needs; designing solutions; and leading their development, from tools to team education. - Developing strategies for clients, including online and offline advertising campaigns, content marketing, CRM, growth and more.
- Defining and monitoring key performance indicators (KPIs) to evaluate the success of strategies.
Implementing web analytics solutions and analysing its results.
- Análises de mercado, concorrência, comportamento do consumidor e tendências, para identificar oportunidades de negócio e insights estratégicos.
- Supporting the clients' social media strategy, defining objectives, voice & tone, social persona, responding and metric analysis.
- Collaborating with other departments within the company to ensure consistency of messaging and effective communication.
- Keeping up with trends and new technologies to ensure the clients' strategies are up-to-date.
Ganesha Insight LabData Strategist
May. 2019As an independent consultant for Data-Driven Culture, I help companies and marketing teams to plan, implement and operate data structures. This role goes from performing one-shot analysis to creating complex data projects, by diagnosing the clients' data need, connecting other data professionals with the client, helping train teams and designing processes, tools and routines.
NBSPlanning Director (Data Strategy)
Sep. 2018 - May. 2019Rio de Janeiro e Região, BrasilI led new Data Strategy department and redefined its team, processes and deliverables. I also had the mission of spreading a data-driven mindset across the agency, both actionable and relevant. - Redefining and implementing the agency's BI strategy, including developing data models, analysis, methodologies and products.
- Managing a team of data analysts, data scientists and consumer researchers.
- Developing and monitoring key performance indicators (KPIs) to evaluate the success of advertising campaigns and strategies.
- Conducting market, competitor, trends and consumer behaviour analysis to identify business opportunities and develop strategic insights.
- Developing and managing reporting systems and dashboards for data visualization and performance analysis.
- Working collaboratively with other agency departments, such as creative, media and planning, to ensure consistency of messaging and effective communication. Brands I have worked with: Oi, BR Distribuidora, Bob's, Secom, Mercado Pago, Greenpeople, Supercell.
UbookMarketing Manager
Jun. 2018 - Sep. 2018Rio de Janeiro e Região, BrasilAs a Marketing Manager, I led strategies on PR, advertising and growth, working as peers with Product and Sales teams. This brief and deep experience allowed me to strengthen my skills in Customer Success, CRM, event planning and PR, alongside my roles in Consumer Insights, Content Marketing, SEM, Inbound Marketing and growth strategies.
WinninData Science Lead
Apr. 2018 - Jun. 2018Rio de Janeiro e Região, BrasilSettled the Data Science team and started a Consumer Data process, focused in empowering the Creative team for gathering data, interpreting and extracting intelligence to develop consumer-centered strategies. I was responsible for prototyping, modeling and training the Creative team in video data analysis methodologies, that help drive entertainment strategies and kickstart creative process.
ArtplanBusiness Intelligence Manager
Dec. 2013 - Mar. 2018Created the Business Intelligence team and its main routines and roles at Artplan in 2014. Managed a multidisciplinary 8-people team, focused in collecting, generating and providing strategical data-driven insights to both the internal areas in the ad agency and strategical teams on the client-site. - Insights generation using web&social analytics, statistics, machine-learning and traditional reserach.
- Ensuring correct measuring of campaigns and defining its KPI.
- Studying campaigns' and products' life-cycle, in order to forecast milestones and possible pain-points.
- Designing new methodologies to track consumer habits, brand perception, influence-check and trendwatching.
- Managing data integration projects, using datablend and self-service BI tools.
Brands I have worked with: Rock in Rio, Live TIM, L'Oréal (Niely, Vichy, La Roche-Posay, Colorama, Garnier, Maybelline), Estácio, Amil, Leader, IMX, Weber Saint-Gobain, O Globo.
Artplan is one of the 20 biggest advertising agencies in Brazil. It is part of Dreamers Group, a holding with 17 entertainment & advertising companies, among wich Rock in Rio, The Town, Dream Factory, Convert and A_Lab.
CasaDigitalResearch and Intelligence Manager
May. 2012 - Nov. 2013Along with the Digital Content team, worked in monitoring, crisis-managing and developing insights workflows for political industry. Led the strategy and digital insights team on three electoral campaigns (Eduardo Paes, ACM Neto and Arthur Virgílio Neto) and two electoral pre-campaigns (Luiz Fernando Pezão and Aécio Neves) Some clients: Eduardo Paes, Sérgio Cabral, Agnelo Queiroz, ACM Neto, Arthur Virgílio Neto, Cidade Olímpica project, Operação Lei Seca RJ, Rio de Janeiro City Hall, Luiz Fernando Pezão, Aécio Neves
Oslo DigitalStrategic Planner
Nov. 2010 - Apr. 2012I was responsible for strategic and tatic planning, with focus on business management and data analytics. My tasks included integrating Social Content and Media strategies, in order to run complete online marketing projects. - industry reports and opportunities scanning
- strategic planning, integrating online media and social media
- KPI definition and measurement follow-up
- briefing and suporting the operating teams
- campaign results measurement with webanalytics and social analytics
- customized reports Clients: Gama Filho University, Ibmec, Insper, Garnier (L''Oréal), Taco Jeans, Universal Channel Brazil, Globosat channels
Oslo is a digital marketing agency focused on developing digital projects from pre-planning to results measurement.
Oslo DigitalSocial & Digital Media Analyst
Oct. 2008 - Nov. 2010My tasks included planning social media tatics and developing social monitoring strategies for brands and industries, from creating monitoring plans to implementing data mining routines. From 2010 on, I started to lead the Social Media team and took on more anaytical tasks, such as producing deeper reports.
Oslo is a digital marketing agency focused on developing digital projects from pre-planning to results measurement.
TeleListasProduct Assistant
Nov. 2006 - Oct. 2008Hired as an intern, I became part of seniro team on January 2008. On TeleListas.net portal, I was responsible for: - producing and analyzing access reports
- receiving users feedback and making them into actionable improvements sugestions
- following up IT team about implementing new applications such as Touristic Guide, the click-to-call service "Chame Grátis" and free-ads registration. TeleListas.net is the leading telephone directory and one of the most important business databases in Brazil. It was the first brazilian company to index its business database on the internet.
Núcleo Cinco Comunicação IntegradaAdvertising and Marketing Intern
Oct. 2005 - Nov. 2006During my 13-month internship, I experienced working on all af an ad agency departments -from media-buying and planning to art diection. I was also responsible for programming the website for the brazilian band Farofa Carioca.
Núcleo Cinco is a small ad and production agency, which clients are mainly musicians and local businesses like restaurants, bars and night clubs.
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