Azul Linhas Aéreas BrasileirasMidia and Performance Manager
May. 2019 - May. 2021• Created and implemented a strategy for generating revenue at the beginning of the pandemic, designing a plan focused on paid media online and content development, applying agile methodology, marketing analytics, creating A / B tests and studies of available markets, to transmit the message that it’s safe to fly. As a result, it was possible to maintain an ROI above 25 until operations were resumed;• Analysis of the consumer personas and user journey to increase website and app conventions
• Developed a new integrated check-in flow for website and app, thereby bringing a 100% customer-centric vision to the Project by using strategies such as User Experience, Customer Experience, prototyping through MVP (Minimum Viable Product), thus enabling a 10% improvement in the use of self-service channels, compared to January of the previous year;
• Responsible for all of the company's digital channels and the marketing budget for online, offline and content production;
• Developed a media plan for all Azul business units;
• Presented return on investments in on line media, (Google, Facebook, Instagram, programmatic and segmented actions), which amounts to approximately 10% of the company's revenue through the direct channel, website and app (B2C);
• Handled demand generation for direct airline ticket sales channels (30% of the company's revenue);
• Managed the performance team with 7 people to create and / or adapt all campaigns;
• Presented investment reports, return, initiative and communication plans to partners, management and vice presidency; • Acted as member of the crisis committee, responsible for all digital channels (website, app and social networks);
• Constantly improved initiatives with the SEO strategy to enhance and improve the conversion of organic visits (unpaid).