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Work Background
JüssiCRM Manager | Mondelēz
Mar. 2024- Lead the definition and implementation of CRM strategies for several Mondelez brands, including Bis, Oreo, Lacta, Club Social, Trident and Tang, focusing on increasing consumer engagement and strengthening long-term relationships. - Actively involved in the operationalization and analysis of first-party data projects, collaborating closely with internal teams and external partners to ensure the maximum use of consumer data. - Provide strategic support for CX, Marketing and E-commerce, aligning CRM needs with other departments, fostering efficient data integration and generating valuable insights.
MRMBrasilStrategic Planner Manager | CRM | General Motors
Jun. 2022 - Mar. 2024As the Strategic Planning Manager for CRM, I was responsible for implementing the Adobe Campaign platform, leading the integration with existing systems to maximize campaign efficiency. I developed CRM strategies that encompassed retail campaigns, product launches, and promotions, focusing on customer segmentation and targeted messaging. I also designed and executed complex lifecycle journeys tailored to different customer profiles, enhancing engagement and retention. I implemented promotional mechanics aimed at lead acquisition, enriching customer data and improving the understanding of the target audience. I collaborated closely with the CRM technical team, providing guidance to ensure the successful execution of strategies. Additionally, I worked with the Business Intelligence team to develop customized dashboards, enabling efficient analysis of campaign results and identifying areas for improvement. Leveraging data-driven insights, I optimized future CRM strategies.
MRMBrasilPlanejamento Estratégico | Mastercard Performance Desk
Apr. 2022 - Jun. 2022São PauloStrategic Planning for CRM Campaigns: Conceiving CRM strategies aimed at acquiring prepaid Mastercard-branded credit cards. This involved identifying market opportunities, creating effective segmentations, and implementing highly targeted campaigns to maximize conversions. Creation of Reports and Analysis: Developing detailed reports that tracked campaign performance, including conversion rates and relevant KPIs. The critical analysis of this data led to the identification of trends and the generation of actionable insights to optimize future strategies.
EXAMECRM Manager
May. 2020 - Mar. 2022São Paulo, BrasilResponsible for Structuring the CRM Area: Created the CRM area from scratch, establishing processes, setting goals, and building a dedicated team. Salesforce Implementation: Led the implementation of Salesforce solutions, providing a unified platform to enhance sales, customer service, and marketing operations. Development of CRM Strategies: Conceived and executed comprehensive CRM strategies for the three fronts of the company: Exame, Exame Academy, and Exame Invest Pro. This involved product launches, lead qualification, and retention initiatives. Team Management: Led a team of CRM professionals, providing guidance, training, and direction to ensure the success of initiatives. Definition of KPIs: Key Performance Indicators (KPIs) to assess the success of the CRM area, monitoring progress, and adjusting strategies as needed. Participation in Newsletter Development: Collaborated on content development, strategy, and creation of newsletters, effectively engaging our customer and prospect base. Development and Relationship Journeys Creation: Designed personalized journeys for customers and created relationship rules to increase customer loyalty and engagement. Management of Webpush and Email Platforms: Supervised webpush and email platforms, optimizing message delivery, and increasing campaign effectiveness. Database Management and Cleansing: Managed the quality of the database, ensuring information accuracy and compliance with data privacy regulations.
J. Walter Thompson WorldwideCRM Coordinator | Ford
Feb. 2020 - May. 2020After being promoted to CRM Coordinator, my role became more strategic, focusing on tactical planning of CRM workflows for automotive lifecycle stages. I was responsible for developing CRM strategies that covered the entire customer journey, from acquisition to retention, with a focus on personalization and ongoing engagement. I designed CRM workflows for different stages of the automotive customer lifecycle, optimizing engagement through personalized, data-driven interactions. I closely collaborated with marketing, sales, and BI teams to ensure CRM strategies were aligned with business objectives, creating tailored customer journeys that reflected customer behavior and needs over time. I was also responsible for continuously monitoring and adjusting CRM campaigns, using advanced analytics to improve segmentation, behavioral triggers, and performance optimization. I tracked campaign progress through dashboards and detailed reports, providing actionable insights to enhance the effectiveness of initiatives.
J. Walter Thompson WorldwideCRM Senior Analyst
Jul. 2016 - Feb. 2020São PauloSupport the strategic planning team on CRM strategies for Ford Brasil. • Create journeys that drives the campaign development, including the frequency of email, sms or push notification sends, audience segmentation, behavioral trigger, optimization and more.
• Plataform management: SalesForce, Adobe Campaign and Virtual Target.
• Work with BI and DBM team to provide advanced analytics that make it possible to create predictive consumer life cycle journeys, scoring leads and optimizing campaign performance.
• Creation of monitoring Dashboards
• Support the creative team so that the pieces are designed based on data and following good practices.
• Data segmentation and profile analysis of impacted audience.
Porto SeguroMarketing Analyst
Mar. 2016 - Jun. 2016• Responsible for producing email marketing campaigns;
• Development of user-centric digital e-learning platforms;
• Creation of presentations;
• Responsible for producing handbooks, certificates, and invitations for broker training courses;
• Responsible for implementing Porto Seguro's institutional visual guide into other company programs
Performa WebDesigner
Jul. 2013 - Dec. 2015• Responsible for the strategy, creation, development, and measurement of results for email marketing campaigns for retail companies in various segments;
• Creation of remarketing banners for clients such as Submarino Viagens, Americanas Viagens, and Dental Cremer;
• Design of user-centric e-commerce websites and digital platforms with a focus on results;
• Creation of websites and mobile applications;
• Design of assets for social media platforms;
• Monitoring and validating platform development with the front-end and back-end programming team.
• Front-End Development;
• Creation and implementation of 3,000 landing pages for B2W Viagens group websites (Submarino, Americanas, and Shoptime).
Vox DigitalDesigner
Feb. 2010 - Nov. 2012• Creation of websites for e-commerce and digital platforms focused on the user and focused on results;
• Creation of websites and mobile applications;
• Creation of pieces for social networks;
Teia MOWebdesigner
Nov. 2008 - Jan. 2010• Creation of websites for e-commerce and digital platforms focused on the user and focused on results;
• Creation of websites and mobile applications;
• Creation of posts for socieal media
E-Open Tecnologia e SoftwareEstagiária
Oct. 2007 - Sep. 2008
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