George Maeda - Customer Experience Strategist, OPINAIA

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Network Power1000+ people

Roles

🧨100%

Consulting

Geos

🇧🇷100%

Brazil

Work Background

ESPM Escola Superior de Propaganda e MarketingInvited Teacher - Customer Experience and Marketing Metrics

Oct. 2018São Paulo e Região, BrasilCustomer Experience Management (CX) Customer Success (CS) Marketing Metrics Customer Journey Net Promoter Score (NPS) Satisfação (CSat) Customer Effort Score (CES)

OPINAIA BrasilCustomer Experience Strategist / Country Manager / Head of Business Development

Jul. 2022São Paulo, BrasilCUSTOMER EXPERIENCE Creation of the Customer Experience Management Strategy Implementation of the Customer Experience Management Program Defining CX objectives - Leadership of Customer-Centered Culture initiatives - Implementation of CX Metrics System (NPS, CSAT, CES) - Implementation of Governance of the Customer Experience Management Program Execution of the VoC (Voice of the Customer) Strategy - Management of Inner Loop and Close the Loop activities - Analysis and management of priorities - Generation of Customer Insights Team development and management Leadership and management of Customer Experience improvements - Creation of contingency plans and improvement actions Management and leadership of cross-functional initiatives - Management alignment with the CX Program Sponsor - Work closely with cross-functional teams (IT and Business) - Supplier management Monitoring CX and Business results - Management of CX and Business indicators - Creation of Dashboards - Statistical analysis of CX Program results CUSTOMER SUCCESS Relationship with customers Project management Analysis + Insights Health Score Customer Retention NEW BUSINESS DEVELOPMENT Business development in Brazil and other LATAM countries Implementation of strategy for OPINAIA's entry into the Brazilian market. Defining and monitoring commercial results Creation and implementation of initiatives to drive results according to defined goals. Monitoring the operational performance of each local partner. Budget management, expense control and optimization of available resources. Management of supplier contracts and payments Leadership of the expansion of the hunting process and its development in Brazil. Preparation of strategic presentations and development of assertive recommendations and solutions.

MAPFREHead Of Customer Experience I CRM I Loyalty

Feb. 2020 - Jun. 2022São Paulo, São Paulo, BrazilHad a team of 8 employees (2 managers, 2 senior specialists e 4 analysts) - Provided leadership in projects to deliver a seamless Customer Journey (online and offline integration). - Led Customer Journey Mapping projects. - Responsible for managing and conducting action plans related to CX. - Structured of strategic services to increase retention and acquisition of new customers. - Leadership in projects related to Digital Transformation. - Implemented of Customer Experience Dashboard (NPS, CSat, Retention and Customer Acquisition). - Managed projects of Customer Insights, Market Opportunities and Market Trends. - Business development support (cross-selling / up selling). - Developed customer retention strategies. - Customer Experience Projects - Design Thinking and Service Design approach - Process Improvement

MAPFRECustomer Experience-Manager

Mar. 2019 - Feb. 2020São Paulo

Hospital Alemão Oswaldo CruzCustomer Experience Manager

Mar. 2017 - Sep. 2018São Paulo Area, BrazilLed a team with 2 employees (Customer Insights and Service Design). - Set up the Customer Experience area in order to restructure the hospital’s strategic services and increase the retention and acquisition of new customers. - Developed a Customer Experience strategy based on 3 pillars: Customer Success, Service Flow, and Innovation. - Mapped the Customer’s Journeys in the services of Oncology, Emergency Care, and Hospitalization. - Designed and redesigned products and services. - Implemented Customer Experience digital solutions such (O2O Strategy) as Checking Online, App and Online Scheduling. - Provided leadership in projects related to the hospital’s Digital Transformation. - Defined and implemented the Customer Experience Dashboard including NPS and Customer Satisfaction, Retention, and Acquisition. - Developed and led the activation strategy of focus products (imaging, appointments, and checkups). - Created and implemented scheduling cells for customer retention. - Managed and carried out action plans related to Customer Experience indicators such as NPS, Customer Satisfaction, Retention, and Customer Acquisition. - Created and managed the customer advisory council with the aim of bringing the hospital’s top leadership closer to the end customers, improving the current services, and innovating products and services.

Telos 360Head of Marketing and Customer Experience

May. 2014 - Mar. 2017São Paulo Area, BrazilPartner-Founder - Was responsible for sales negotiation and prospecting customers. - Managed and carried out projects of business design, marketing, and innovation in various segments such as retail, startups, and health services. - Was responsible for the Customer Success for clients such as Sbarro Pizzeria, Recycle Institute, Mob2con Technology, Fast Contract website, Bynd App, and Women’s Finance website, being the main point of contact between the customer and the company. ESCOPE: - Category management - Sourcing management - Innovation and product development - Innovation management - Client Experience management - Healthcare service development

Grupo FleuryMarketing and Customer Experience Manager

Sep. 2015 - Nov. 2016São PauloHad a team of 6 employees in the areas of Business Marketing, Branding, and Customer Experience. - Was responsible for Branding: its strategy, brand management, and for managing the reputation of the Group’s 7 brands. - Led and implemented a brand change in the units a+ of the brand Weimann in the state of RS. - Defined and implemented the Marketing strategy for the activation of priority specializations and new products in online and offline channels. - Developed and implemented a Customer Experience Project for the brand a+, Weimann, and Fleury B2B with a focus on retention actions. - Was responsible for the doctor relationship program (CRM) including defining the relationship ruler and managing the communication actions and scientific events. - Managed and carried out action plans related to Customer Experience indicators such as NPS, Customer Satisfaction, Retention, and Customer Acquisition. MAIN RESPONSIBILITIES: - Category management - Product management - go to market strategies - Branding - CRM - customer relationship management - Product Activation - Social media strategy and Inbound Marketing - CX - Customer Experience - Supplier management - Contract management

Via Varejo SACustomer Care Senior Manager

Jan. 2013 - Dec. 2014São Paulo Area, BrazilLed a team of 1,200 employees with 4 direct reports (white line, brown line, and furniture). Created and implemented Via Varejo’s after-sales policy. - Led the implementation of improvements in internal processes such as reverse logistics and customer services. - Negotiated commercial contracts with large suppliers. MAIN RESPONSIBILITIES: - Customer Care management - Contract Negotiation - Supplier Negotiation - Process Improvement - Project management

Rede D´Or de HospitaisSenior Marketing Manager

Mar. 2011 - May. 2013São PauloLed a team of 11 professionals (marketing, communication, market intelligence, and social media). Restructured the D'Or marketing team at a national level. - Led the implementation of the Market Intelligence Center dedicated to activating products and services. - Managed the Go-to-market strategy of hospital products and units. - Managed the National Communication strategy, including the campaigns Smart Track and Quadro_Nascer. - Managed the national marketing budget. - Prepared the strategy of the CRM Physician program and for managing medical events. - Led the development and launch of the São Luiz Baby App with a focus on the activation of maternity ward products. - Managed the digital channels of the D'Or brands. - Managed and carried out action plans related to Customer Experience indicators such as NPS, Customer Satisfaction, Retention, and Customer Acquisition. MAIN RESPONSIBILITIES: - Category management - medical service portfolio - Branding - CRM - customer relationship management - Product Activation - CX - Customer Experience - Social Media management - PR - Negotiation - suppliers and contracts

Avon CosmeticsSenior Product Marketing Manager and Strategic Sourcing Manager LATAM, Fashion & Home

Jan. 2009 - Mar. 2011São Paulo Area, BrazilLed a team of 11 Marketing and Sourcing employees. Was responsible for the Marketing and sourcing strategy of the category of women fashion accessories in Latin America. - Developed suppliers and new products. - Was responsible for the Sell In and Sell Out in the regional operations, harmonizing the product portfolio, creating a lookbook for the internal sale of the portfolio of regional products, including carrying out workshops. MAIN RESPONSIBILITIES: - Category management - New product development - Branding - Endomarketing - Negotiation - suppliers and contracts

CarrefourSenior Category Manager

Jan. 2008 - Dec. 2008São Paulo Area, BrazilLed a team of 5 employees. Managed the national sales of the category of cold cuts and dairy products. - Developed the category management strategy, as well as defined the category’s assortment and pricing. - Renegotiated the sales contracts, exceeding the annual target. - Managed and negotiated the promotional calendars of strategic products in order to ensure supply and competitive prices. - Implemented category management in cold cuts and dairy products at national level. MAIN RESPONSIBILITIES: - Category management - Product Portfolio management - New product development - Branding Strategy - Endomarketing - Negotiation - suppliers and contracts - Sourcing Negotiation - high volume

Grupo Pão de AçúcarSenior Category Management Coordinator

Jan. 2001 - Dec. 2007São Paulo Area, BrazilLed a team with 1 employee. Managed the categories for perishable products in GPA (CompreBem), defining the assortment and the pricing strategy. - Developed products with major suppliers adapted to the proximity store format. - Negotiated sales contracts with major suppliers. - Negotiated the promotional calendar of strategic products in order to ensure supply and competitive prices. MAIN RESPONSIBILITIES: - Category management - Product Portfolio management - New product development - Branding Strategy - Endomarketing - Negotiation - suppliers and contracts - Sourcing Negotiation - high volume

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