IpirangaData Science and Consumer Insights Squad Lead
Apr. 2023 - Apr. 2025- Led multidisciplinary teams (data scientists, data analysts, and IT professionals) to generate strategic insights and identify business opportunities within the fuel market.
- Managed the definition and execution of the analytical pipeline using the SCRUM methodology to optimize workflows and project delivery.
- Played a key role in fostering a data-driven culture at Ipiranga, enabling data-informed decision-making and strategic business development.
- Partnered with marketing, product, and sales teams to ensure insights were seamlessly integrated into business strategies and decision-making processes.
- Translated complex analytical insights into actionable recommendations for business teams and senior leadership, enhancing the applicability and impact of data-driven studies.
- Contributed to the development of targeted communication strategies, optimizing the sales funnel to drive product upselling and revenue growth.
- Led the creation of marketing campaigns in collaboration with internal teams and agencies, leveraging data-driven segmentation and activation strategies to improve customer retention.
- Conducted in-depth analysis of products such as KMV and Abastece Aí, identifying optimal activation mechanics and evaluating customer lifetime value (LTV) to enhance retention and profitability.
- Designed and managed customer satisfaction surveys, including NPS for B2B and B2C segments, providing data-driven insights to strengthen customer engagement strategies.