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Work Background
AIBFC Customer Lifecycle Management
Oct. 2019 - Apr. 2024
BETC HAVASMedia Research and Consumer Insights Coordinator - BETC Havas
Nov. 2016 - Feb. 2018International advertising agency with 900+ employees and offices across London, São Paulo, and Los Angeles. 📍Established and maintained trusted client relationships to define and anticipate needs, share best practices, and serve as a subject matter expert on customer research, consumer trends, and insights within major Latin American markets
📍Planned and executed research projects by scoping out business objectives, selecting appropriate methodologies, and configuring research design to deliver actionable insights on consumer habits, brand positioning, and communications
📍Developed customer segmentation and attribute models to define customers by demographic and/or psychographic profiles, and form user personas for each segment to drive major targeting and messaging decisions
📍Created dashboards and reports to track media consumption patterns and media campaign performance across both digital and offline channels to inform media buying strategies and measure effectiveness of existing strategies
📍Outlined differences in social and consumption behaviours between various market segments to devise campaigns that resonated directly with target audiences across multiple channels
📍Clients: Reckitt Benckiser (Strepsils, Dettol, Air Wick, Veja, Vanish, Olla, Jontex, Veet, SBP, Naldecon etc.) – Group Pão de Açúcar – Peugeot Citroën – Hershey’s – Coral – Jequiti – Accor Hotel
DPZ&TMedia Research Analyst
Apr. 2015 - Nov. 2016São Paulo Area, BrazilOne of Brazil’s largest and best-known advertising agencies with 350+ employees. 📍Originated and executed research projects from initial concept and design to implementation and evaluation to distil consumer and media insights that drove decision-making on product innovations, brand strategy, and positioning
📍Designed qualitative and quantitative research to deepen understanding of consumer behaviours, shopper trends, and cultural events that allowed clients to align themselves with market needs, demand spaces, and emerging opportunities
📍Benchmarked competitor data from a category and marketing spend standpoint to assess the ROI effectiveness of various marketing strategies, and identify underpenetrated customer segments and marketing channels
📍Introduced KPI reporting and other performance measurement tools across projects that provided enhanced visibility into marketing performance and channel attribution, as well as key drivers of customer retention and attrition 📍Highlights: Contributed to Itau’s Brand & Communication publication, a monthly report on the effectiveness of media strategies including audience data, GRP/TRP, and media investments
📍Clients: Itaú (financial services) – Vivo (telecommunications) – McDonald’s (fast food) – Natura (cosmetics) – Polenghi (food services) – Dotz (rewards program) – Kimberly-Clark (FMCG) – Ovomaltine (food) – BMW (automotive) – Shopping Flamboyant (entertainment) – Embelleze (beauty cosmetics)
WMcCannMedia Research Analyst
May. 2014 - Apr. 2015São Paulo Area, Brazil📍Managed and coordinated all aspects of the research process from proposal writing and research design through to field implementation, analysis and interpretation to prepare reports and presentations for client decision-makers
📍Compiled and consolidated quantitative data into clear visualizations including charts and tables to illustrate key primary research findings, and map out major trends in product and media consumption
📍Devised and refined questions for interviews, surveys, and focus groups that enabled the gathering of unbiased consumer research while collecting both quantitative and qualitative information
📍Conducted competitive research and monitored global best practices to recommend website, social media, and campaign optimizations, and shift media and budget allocations accordingly to deliver stronger ROI and engagement
📍Managed the database of consumer, shopper, and market data to provide an updated view of products, categories and customers, and build the organization’s research library for future projects
📍Clients: Coca-Cola – Bradesco – TIM – Nestlé – General Mills
DPZ PropagandaMedia Research Intern
Apr. 2013 - May. 2014São Paulo Area, BrazilPerformed detailed market research including consumer behaviour studies, interviews and observations to understand consumption habits and help companies prioritize new strategic initiatives and/or product
developments 📍Prepared monthly reports that tracked the status of client implementations and subsequent results to understand
areas of underperformance and help project teams internally course-correct as required
📍Input articles and data into internal databases to help analytics teams generate consumer and market insights
📍Clients: Vivo – Itaú – Sadia – BMW – Azul – Bombril – Ovomaltine – Kimberly-Clark – Shopping Pátio –
Shopping Flamboyant
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