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V4 CompanyPartner | Director Financial & Digital Services
Sep. 2024São Paulo, Brazil
FamilhãoRetention & Martech Advisor
Mar. 2024 - Oct. 2024São Paulo, Brazil
The CMOs MarketersMembro
May. 2023The CMOs Marketers is a community that brings together the marketing leaders of the main companies in Brazil. The community aims to stimulate the ecosystem of the field, training the next generation of marketing leaders in the country, and connecting potential talents in the area to companies.
WineHead of Ecommerce & Martech
Apr. 2023 - May. 2024Brazil• Head of 3 Business Units - Wine Ecommerce - Vinho Facil Ecommerce - We Wine Direct Sales
• Head of Martech & CRM
XP Inc.CRM & Growth Leader
Mar. 2022 - May. 2023São Paulo, Brasil• Leader of the customer activation front via digital channels
• Management of the lead base and inactive customers
• Responsible for activating customers from the RICO, XP B2C, and XP PJ brands
• Responsible for reactivating customers from the RICO and XP brands
• In charge of all digital channels in the activation front
Wine.com.brHead of Subscription & Growth
Jan. 2022 - Mar. 2022São Paulo, Brasil• Head of the Clube Wine BU
• Responsible for the entire lifecycle optimization
• Responsible for the optimization of both LTR and LTV
• Leader of all digital channels
Wine.com.brGrowth Marketing Coordinator
Jan. 2021 - Jan. 2022São Paulo, Brasil• Leader of acquisition
• Leader of the innovation team and GTM
• Management of acquisition indicators
• Management of communication and CRM fronts aimed at members
• Management of the entire SDR chain
Wine.com.brSr Growth Marketing Specialist
Feb. 2020 - Jan. 2021São Paulo, Brasil• Leader in the renewal/re-purchase journey front
• Leader in the Upsell journey front
• Management and strategy in segmentation for conversion optimization
• Management of CLM (Conversion | Revenue | LTV) action indicators
• Management of growth squad tests (A/B Test | CRO | CX)
• Management of growth indicators
• Development projects (New channels, CRM, automations)
• Development and planning of calendar, promotions, and omnichannel communication (sms | emm | push | WhatsApp) Results: 4.75x increase in the percentage of incentivized renewal (~31% renewal per batch)
8x increase in upgrade volume (3.3x increase in conversion rate)
Implementation of 4 new communication channels
Nextel Brasil Growth e CRM Specialist
Jul. 2018 - Feb. 2020São Paulo• Leader in the management of base movement processes and tools
• Leader in the innovation squad
• Leader in the management, diagnosis, and improvement of customer experience
• Regular maintenance of offers and conversion methodologies of proactive channels
• Development of loyalty offers for the audience with a propensity for Churn or at the end of loyalty
• Audience segmentation focused on the best offer
• A/B Testing Results: 25% increase in the monthly volume of re-loyalized customers
109% increase in SMS and SM conversion rates
33% reduction in complaints in the customer plan change journey
Claro BrasilSr Marketing Analyst
Jan. 2017 - Jul. 2018São Paulo e Região, Brasil• Development of a new profit structure for the Postpaid Base
• Monitoring of migration KPIs within the Postpaid Base
• Creation of new offers focused on increasing revenue for the Postpaid Base
• Development of actions with strategic partners
• Training of partners and sales force
• Head of the mobile segment in convergence projects
• Planning and implementation of actions in diversified channels such as Telemarketing, SMS, Push, SmartMessages, and bots
• Development of new digital channels focused on revenue increase
• Portfolio development for mobile and fixed base
Yeast Consultoria EmpresarialFounder
Jan. 2016 - Dec. 2019São Paulo• Responsible for prospecting and maintaining clients
• Go To Market strategy consulting
• Marketing and Communication planning
• Creation and enhancement of Outbound and Inbound communication channels
• Mitigation of revenue reducers
• Sales team training
• Brand development
• Development of On and Offline communication
• Development of BP's
Telefônica BrasilSr Marketing Analyst
Aug. 2015 - Feb. 2016São Paulo Area, BrazilMarketing Analyst – Postpaid Acquisition Profitability • Development of a new profit structure for the Postpaid Base
• Monitoring of migration KPIs within the Postpaid Base
• Development of Outbound and Inbound actions focused on profitability increase
• Restructuring of Outbound channels focused on profitability increase and customer readjustment
• Training of partners and sales force
Telefônica BrasilMarketing Analyst
May. 2014 - Aug. 2015São Paulo Area, Brazil• Development and improvement of the portfolio based on market trends
• Monitoring of customer KPIs for new acquisitions and migrations in the Control segment
• Development of actions to increase revenue and gain market share
• Development of actions to encourage customers from the base to migrate to more profitable offers
• Development of the strategic financial plan for new acquisitions and upgrades
• Increased attractiveness and capillarity of the sales stores
• Internal and external communication
• Sales force training
• Reduction of revenue transfer to competitors
• Responsible for the annual adjustment of rates and monthly fees Results: 1 – Historical lowest transfer to other operators
2 – Lowest transfer value per customer for three consecutive months
3 – Best customer retention within the base
4 – Achievement of the 2014 sales target
Telefônica BrasilMarketing Analyst
Mar. 2013 - May. 2014São Paulo Area, BrazilProduct Marketing Customer Retention • Analysis of KPIs for downgrades and churn of base customers in the postpaid segment
• Monitoring of KPIs for loyal customers in the postpaid segment
• Development of actions for customer retention both in Stores and Call Centers
• Monitoring and maintenance of the customer's Baby Sitting rule in the postpaid segment
• Development of the strategic financial plan for downgrades and churn
• Monitoring the quality of retention actions
• Analysis and diagnosis of customer acquisition batches
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