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Work Background
GWM MOTORS BRAZILCustomer Experience
Aug. 2023 - Nov. 2024● Responsible for designing and implementing a disruptive Customer Experience and engagement strategy and model, centered on the "Customer First" concept, including the creation of a Multichannel Humanized Service Center (voice, email, WhatsApp, website, etc.) to ensure excellence in customer relations;
● Responsible for social media listening and care, including brand's communities in person and through the app.
● Definition and Implementation of the integrated customer data base and CRM management focused on lead generation, customer prospecting and sales conversion.
● BPO implementation and management;
Ensuring Service Level Agreements (SLAs) are met by managing front-office and back-office workflows, defining, measuring, analyzing, improving, and controlling CX departments and related areas;
● Monitoring service performance using key metrics such as BTC, AHT, ART, and FCR;
● Responsible for implementing a roadside assistance operation and attendance center;
● Establishing and structuring a Training Academy to enhance customer interaction across the journey, with a focus on product knowledge, techniques, best practices, sales, and retention strategies, ensuring consistency in customer experience;
● Leading the implementation and management of Learning Experience Platforms (LXP | LMS | LXM), optimizing remote learning through interactive portals and personalized strategies;
● Implementing tools and corporate KPIs (NPS, CSAT, CES, SSI, CSI, 5 Stars) to ensure the “Voice of Customer” is taken into consideration through robust metrics for monitoring and continuous improvement of customer experience;
● Conducting local and international benchmarking to align best practices with Brazilian market needs.
Main results: (1) Recognized with awards such as the "Gold Award – Smart Customer 2024," solidifying the company’s reputation in CX management and innovation. (2) Reduced average resolution time by 53% through operational monitoring and control implementation. (3) Achieved a 17% cost reduction and nominated for the RA 2024 award. (4) Achieved 97% satisfaction in training programs, with 98% approval rates and 34 courses delivered during the period.
GWM MOTORS BRAZILCommercial Projects & Digital Strategy
Sep. 2022 - Aug. 2023● Leading Digital Experience, Project Management and Customer Success for the Commercial Department (acting as Digital Product Owner);
● Developing strategic plans to position the brand in the Brazilian market, focusing on engaging clients, distributors, journalists, and influencers;
● Coordinating the definition and implementation of operational requirements for sales initiation, including process mapping, workflow creation, and oversight of execution and implementation of support systems for the new Brazilian operation: reservation and pre-sale systems, financial simulation platforms, order collection, product allocation, payment control, inventory management, invoicing, spare parts management, import processes, warranty support, post-sales technical support, delivery logistics, and regional distribution center management;
● Implementing SAP 4/HANA modules MM and SD, incorporating automation with RPA and API integration for DMS communication using artificial intelligence;
● Developing integrated lead and customer base management systems to optimize the sales funnel and convert opportunities into deals;
● Launching an exclusive distributor portal, centralizing communication, training, and operational tools, promoting process standardization;
● Overseeing the creation and operation of an e-commerce solution covering all purchase journey stages, from reservations to final sales;
● Managing successful implementation (ISM), from planning to final delivery, including MVP phases, validations, integrated tests, manual preparation, and internal/external training.
Main results: Exceeded initial BP sales projections by tenfold, achieving 1% market share in the segment and surpassing planned profitability, earning accolades across specialized press channels.
MITSUBISHI & SUZUKI BRASIL (HPE AUTOMOTORES)Sales Operation, Strategy & CRM
Oct. 2016 - Feb. 2020● Developing comprehensive business plans, defining sales goals, and conducting detailed market, trend, and competitor analyses to guide commercial strategies and demand planning (S&OP);
● Managing automated processes, including lead generation and management, corporate CRM integration, sales funnel optimization, and automation of order placement and invoicing;
● Coordinating cross-functional teams to implement strategic projects, fostering synergy between departments and ensuring high-impact deliverables;
● Conducting market intelligence analyses and evaluating KPIs to implement targeted actions aimed at improving customer satisfaction;
● Developing, implementing, and managing new F&I products to enhance revenue and profitability for the brand (Financing Programs, Insurance, and Consortia);
● Launching the executive vehicle leasing business, overseeing all stages from activation, financial product and accessory sales, fleet management, fine control, customer management, to asset deactivation.
Main results: (1) Designed and executed strategies to enhance customer experience, increasing NPS by 7 percentage points, directly improving engagement and loyalty. (2) Defined annual sales potential based on regional characteristics and product mix, ensuring alignment with financial projections and organizational goals.
FORD MOTOR COMPANYSales Operations and Marketing
Dec. 2012 - Feb. 2016● Supervising and monitoring sales performance metrics, market share goals, managing sales across B2B, B2C, B2E, and Direct Sales channels, and aligning strategies with the distributor network to maximize results;
● Coordinating retail marketing campaigns, integrating digital and physical actions to drive sales and enhance brand visibility;
● Delivering presentations to senior leadership detailing sales results and growth strategies by region and channel;
● Acting as the focal point for the Brazilian market in implementing the global Consumer Journey program.
● Key accounts management
● CRM management and leads generation.
Main results: (1) Increased sales volume by 85% through the Direct Sales channel. (2) Implemented a lead generation system and process, achieving 96% growth compared to the previous period. (3) Restructured the Sales Operations area, increasing staff while reducing costs by R$5.9 million and generating incremental gains of R$3 million annually. (4) Established a new order collection system, becoming a benchmark in the industry.
FORD MOTOR COMPANYMarketing, Product, Brand and Communication
Jun. 2006 - Feb. 2012● Developing and monitoring marketing strategies (product, brand, and communication) based on in-depth market, competition, and trend analysis to expand market share and maximize profitability;
● Managing the product portfolio, defining strategic positioning, pricing strategies, lifecycle programs, and personas, ensuring commercial appeal and alignment with organizational goals;
● Planning and executing integrated media campaigns (ATL, BTL, and digital), focusing on awareness building, improved consumer experience, and increased ROI;
● Leading the launch of new products, from conception to execution of go-to-market strategies;
● Coordinating brand activation initiatives, such as promotional events in shopping malls and showrooms, to boost visibility and consumer engagement;
● Driving branding and positioning strategies aligned with corporate goals, enhancing the brand's perception among target audiences;
● Overseeing cross-functional teams to ensure integration between marketing, sales, and R&D, fostering the synergy required for high-impact projects;
● Developing consumer-focused engagement campaigns using behavioral insights to tailor strategies and increase loyalty;
Implementing result measurement methodologies, including KPI tracking and market metric analysis, to adjust strategies and optimize performance.
Main results: Spearheaded the planning and launch of 14 new products, delivering significant sales and market share growth.
FORD MOTOR COMPANYAfter-Sales, Services, Customer Success, Sales Operations
Jun. 1995 - May. 2006● Developing innovative projects leveraging data to personalize interactions and optimize the customer journey;
● Coordinating marketing actions for parts and services, including pricing strategies and promotions aligned with consumer behavior;
● Conducting technical and commercial training to enhance sales and support team excellence;
● Managing national wholesale operations, incentive policies, market share goals, and sales objectives.
Main results: Reduced costs and increased sales, contributing to achieving 115% of the business operation's profitability target.
AVAPE (AUTOLATINA)e-Procurement
Jan. 1994 - Jun. 1995● Implementation of the purchasing system (CEPS – Productive and Non Productive), including mapping, testing, creation of manuals, user training, loading of databases for all Ford plants and Volkswagen in Brazil and Argentina.
VOLKSWAGEN DO BRASILSCM Process, Methods & Systems Integration
Jan. 1992 - Jan. 1994● Process improvement and systems upgrade to support releases to be sent to suppliers and optimize the production process, supply chain and meet daily production needs;
● STA process improvments
AR FRIO REFRIGERAÇÃO E ENGENHARIAData Processing Analyst
Jan. 1990 - Jan. 1992● responsible for processing information on engineering projects, parts inventories, payroll, accounting, among others.
NOVO ELO INDÚSTRIA METALÚRGICA LTDAAttendance, HR and Finance
Jun. 1988 - Jan. 1990● Accounts receivable and payable processing, tax writing, commission calculation, invoice issuance, HR support, customer service, among other activities.
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