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Work Background
SmilesSenior CRM and Data Analyst
Jul. 2022Barueri, Sao Paulo, BrazilAs part of GOL's CRM Team, I contribute to enhancing the airline's loyalty offerings as a CRM & Data Analyst. My role includes managing refined databases for internal use, crafting sophisticated customer segmentations for targeted email marketing initiatives, and generating actionable insights via advanced analytics techniques. Furthermore, I develop and maintain dashboards while leveraging cutting-edge technologies like Azure Databricks and KNIME to streamline our email deployment processes. To ensure smooth collaboration, I provide support and training to colleagues regarding SQL coding practices and business rules. With over 13 million members across 14 partner airlines, the Smiles program remains among the most extensive frequent flyer platforms in Brazil, boasting annual ticket sales exceeding 5 million and roughly 6 billion miles redeemed monthly. Since its launch, this industry-leading initiative has earned recognition as the top mileage plan in Brazil according to Folha de S. Paulo readers in 2017.
AxurSenior Data and People Analytics Analyst
Sep. 2021 - Jul. 2022Porto Alegre, rio Grande do Sul, BrazilAxur offers protection against phishing, false identities, and data security threats through innovative AI technology and an agile, on-demand platform. Our firm operates primarily in the B2B sphere, recognized for exceptional operational efficacy. Key Responsibilities: Design and maintenance of executive dashboards to assess corporate performance using the OKR framework.
Application of Business Intelligence strategies to analyze employee and candidate profiling, employing resources like Python, machine learning algorithms, and spreadsheets.
Continuous development and enhancement of critical performance indicators, namely: Lifetime Value per Cohort, eNPS per Department, High-Performing Talent Retention, Median Staff Turnover, and Recruitment Timeline.
Establishment of tracking mechanisms for ongoing evaluation of KPI attainments aligned with individual departments' goals throughout the fiscal year. This approach ensures transparency and accountability, promoting long-term growth and overall organizational health.
Cobasi - O shopping do seu animalSenior CRM and Data Analyst
Feb. 2020 - Aug. 2021Sao Paulo, BrazilCobasi, Brazil's premier pet supply retailer operating nationwide with a robust network spanning over 100 brick-and-mortar locations, achieved impressive financial gains in recent years—generating revenues totaling R$1 billion in 2019 before escalating further to R$1.5 billion in 2020. Most recently, Cobasi secured a significant capital infusion worth R$300 million courtesy of renowned investor Kinea. Primary Responsibilities: Spearheaded the implementation of a centralized Data Warehouse infrastructure aimed at bolstering comprehension of customer behavior patterns and preferences. Collaboratively led discussions with IT personnel to outline key performance indicators and set realistic project benchmarks. Project success validated through regular assessment of data integrity monitors integrated directly into the warehouse architecture. Curated tailored email marketing campaigns targeting various market segments to augment both sales figures and delivery rates. Accomplished this feat by executing precise SQL query scripts designed to filter potential leads efficiently. Quantified results derived from carefully constructed performance measurement systems gauging individual effort effectiveness. Unearthed novel consumer perspectives centered around personalization and customization. Leveraged toolsets comprising SQL, Microsoft Office Suite (Excel, PowerBI), and PowerPoint to construct intricate analytical reports illustrating opportunities to enhance user classification methods and cultivate superior digital interaction scenarios. Applied critical metrics encompassing recency, frequency, and monetary value (RFV), along with cohort groupings and lifetime value calculations to inform strategic decision-making.
Itau UnibancoData Analyst
Apr. 2014 - Feb. 2018Sao Paulo, BrazilHeadquartered in São Paulo, Itaú Unibanco stands as Brazil's foremost banking institution, supporting a diverse staff of over 90,000 professionals who collectively serve nearly 55 million customers and cater to the needs of more than 95,000 shareholders. Key Responsibilities: Provide analytical expertise concerning digital branch operations during routine executive sessions.
Monitor essential performance measures on a monthly basis, ensuring adherence to established targets.
Partner closely with commercial divisions to devise well-structured action plans aimed at driving sustainable growth.
Define service models grounded in sound business principles, thereby enabling consistent stakeholder satisfaction.
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