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Work Background
99Performance Mkt Strategy Sr Manager
Jun. 2022 - Mar. 2024Greater São Paulo Area• Negotiation, definition, and allocation of Growth budget among all digital media channels (Google, Social, and Programmatic), to enhance the acquisition performance of passengers and drivers for the platform.
• Negotiation of department goals in conjunction with leadership.
• Implementation of A/B testing to improve results at all stages of the sales funnel and campaign efficiency.
• Studies and tests to avoid cannibalization between digital channels and maximize efficiency.
• Implementation of continuous SEO strategies to enhance organic conversions and website performance.
• Monitoring results with the team through dashboards and data analysis.
• Development of strategies and remarketing campaigns focused on customer recovery.
• Implementation of CRM actions focused on LTV and profitability of services offered on the platform.
• Continuous alignment with stakeholders and performance marketing team regarding business needs.
• Preparation of reports and constant updating of short and medium-term results and strategies with stakeholders.
• Launching of new products through Growth actions like the successful national launch of the 99Moto category, turning 99 into a market leader in the new category.
Squad - Shuttle Service for EventsHead of Marketing and UX
Jun. 2021 - May. 2022Vitória, Espírito Santo, Brazil• Brand Building - Manages brand strategy. • Creating brand awareness of the shuttle service. • Responsible for the entire customer journey and experience (CX), both internal and external interfaces, at various stages of the journey: before, during, and after the sale and travel experience. • Responsible for placing the Squad Shuttle Service product on the platform: visual presentation (layout) and content. • Responsible for the presentation and content of the Squad brand on digital media. • Leading customer interactions: CRM, social media, customer service, and customer feedback. • Planning and executing online marketing investments. • P&L Management. • Planning new digital businesses for product growth. • Providing guidance in digital culture planning.
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).
Azul Linhas Aéreas BrasileirasDigital Marketing and E-commerce Manager
Jan. 2015 - Apr. 2019Main Projects / Activities
• Created, implemented and managed the in-house performance team to improve service in all business areas related to online actions, increasing the ROI of adwords campaigns by 10 points and the return of display campaigns by 3 points;
• Responsible for Azul's marketing budget for online media investment;
• Responsible for all content productions for digital, Web and Social, to improve organic results (SEO) and reduce investments in adwords (SEM).
• Managed revenues of the company's direct channels (website and app);
• Presented weekly reports on the sales performance of direct channels to the board;
• Developed the entire look, feel and UX (User Experience) of the website and app to improve the user digital journey
• Analyzed and devised actions for the customer journey and the purchase funnel to improve conversion (Marketing Analytics);
• Handled use of proprietary channels (email, push notification, social networks) to generate revenue and communication;
• Designed Communication strategy and created campaigns together with advertising agencies;
• Developed and published content for storytelling videos to increase awareness • Developed and published institutional content on social networks;
• Responsible for the social media service team at the call center unit;
• Participated in the development of the CRM project;
• Member of the crises management unit for Azul.
Azul Linhas Aéreas BrasileirasInteractive Marketing Manager
Jun. 2008 - Dec. 2014Main Projects / Activities
• Developed and launched Azul's first e-commerce site within 60 days by focusing on the sale of airline tickets and customizing the product to present the brand's innovations, bringing the best shopping experience to the customer,
• Responsible for launching Azul Linhas Aéreas and building the brand in digital environments with national marketing and communication campaigns, integrating offline and online with an institutional and retail message, resulting in visits and sales above expectations, positive repercussion in the media, generating a lot of spontaneous media and guaranteeing capacity on the first flights;
• Created all SEO strategy with content development and using the right innovative technologies to bring awareness for Azul;
• Community manager for all the Azul’s social network channels;
• Created the customer service unit through social networks, SAC 2.0, a pioneer in the market and developed tone of voice for the digital channel, making it possible to reduce the number of calls for simple information solutions by 2% and reducing the solution time for information calls;
• Created the portfolio of strategies and best practices for the social content development
• Implemented an innovative crisis management strategy in digital channels (social networks and official website)
• Managed online media budget;
• Created, implemented and presented results of online campaigns;
• Created the entire client communication process;
• Implemented the campaign to launch the TudoAzul loyalty program in digital channels;
• Gave speeches at major e-commerce events at colleges such as ESPM, addressing topics such as the evolution of the digital market, social networks, crisis management, online campaigns, creation of brands in the online world and CRM 2.0;
• Nominated for the 2014 E-commerce Innovation Award, by E-commerce Brasil.
Xoxuá Comunicação InterativaPartner / Project Development Manager
Jan. 2005 - May. 2008Main Projects / Activities
• Developed the commercial area to prospect new customers; Handled project management from capture to delivery and maintenance.
• Samsung Brazil – Developed the digital experience for the brand’s concept store.
• Marcopolo (manufacturer of bus bodies) - Repositioned the main brand and its products in the digital environment; Created a unified vision for the B2B and B2C markets with a segmentation for the different brand targets.
• Abrasce (Brazilian Association of Shopping Centers) - Developed a new portal.
Anagrama InterativaPartner / Business Director
Jan. 2002 - Dec. 2004Main Projects / Activities
• Responsible for capturing and managing internet projects together with advertising and consulting agencies for digital projects.
• www.neogamabbh.com.br - advertising agency.
• www.jetsite.com.br - Brazilian aviation portal.
• www.companhiaboanoticia.com.br - editorial site.
• www.adstudio.com.br - producer of commercial films, clips and soundtracks.
• www.joelmirbeting.com.br - journalist's personal website.
• www.leopolldo.com.br - Leopolldo restaurants.
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