Hugo Enes - Ex - Director of Consumer Experience @ IQOS Spain, Philip Morris International

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Work Background

Relocating back to Portugal in 2024COO | Managing Director | CX Director | Head of Digital & Marketing

Nov. 2023Portugal

Philip Morris InternationalDirector of Consumer Experience | CX

Sep. 2020 - Oct. 2023Madrid, Comunidade de Madrid, EspanhaAs a member of the Management Team, I worked in the entire business cycle of management of the Spanish affiliate of Philip Morris, including: strategic planning, objective setting, budgeting, resource allocation, daily management and devising comprehensive people strategies impacting hundreds of talented PMI Spain employees. As a CX Director I was responsible to design and deliver the growth strategy for IQOS in Spain fulfilling the “Unsmoke your World” vision of PMI. The CX team designed and deployed initiatives all around the Consumer Journey (Consumer Awareness and Education, Customer Acquisition and Loyalty) marketing them through an omnichannel approach (Direct Retail, Indirect Retail Field Forces, Remote Channels and eCommerce). I led a dynamic team of dozens of creative people in devising and delivering product and pricing strategies, as well as pioneering various consumer-centric programs/digital products such as, Referral Programs, Loyalty Club, CRM Communications, Onboarding and Proactive Support, among others. Additionally, I assumed responsibility for the Data and Analytics Teams, driving actionable insights through a results-oriented NPS program, impactful market research, and advanced analytics. This enabled targeted initiatives tailored to diverse consumer segments leveraging on agile methodologies, iterating towards the perfect consumer experience.

Philip Morris InternationalHead of Customer Relations - Iberian Cluster

Sep. 2018 - Sep. 2020MadridMy team had the ownership of Customer Lifetime Management, Customer Care and CRM operations for IQOS Iberian Cluster (Spain, Portugal, Canary and Andorra markets). The mission was to develop and sustain IQOS impeccable reputation for servicing, caring, and clearly communicating so it could generate positive word of mouth fueling IQOS growth. Our playbook included the deployment of highly targeted initiatives with sound consumer impact while maintaining a strong economic business case (ex: upgrade programs, fast warranty), the removal of attrition points among the several actors in the customer experience value chain (BPO providers, Indirect retail partners, logistics suppliers) and a motivated, skillful, and well managed contact center of more than 100 agents. We built from the ground a complete strategy of automated CRM journeys to nurture consumer along the life cycle with IQOS, integrating a rich data strategy with impactful and relevant communications. We were rewarded with best of class consumer satisfaction and active referral metrics.

NOS SGPSDigital Service, Analytics and Customer Care Transformation Director

Jan. 2014 - Aug. 2018LisbonAt NOS I led a team of 35 people that took the post-merger integration of two big scale customer care operations into a single one with over 2.500 people. On top of the integration efforts we build a whole new infrastructure of digital service tools from zero to millions of interactions per month: - APP (App Cliente NOS) - https://apple.co/2DDKky1 - Selfcare tool - https://cliente.nos.pt - Social Care Operation over Facebook - m.me/nosportugal - Online Community/P2P Channel - https://forum.nos.pt At the same time, we built a new analytics infrastructure that boosted best CX/CRM efforts and the control of customer care operations. I helped to pioneer new ways of working into the company by setting up agile squads and bringing design thinking tools to day to day work.

ZON TV CaboCustomer Care and Telemarketing Director

May. 2013 - Jan. 2014Lisbon Area, PortugalAs Customer Care and Telemarketing Director, I was leading a 2.000 person organization responsible for Customer Support, Selfcare Channels as well as Inbound and Outbound sales activities. We managed to win the 2013 European Customer Satisfaction Index (ECSI) for Portugal for Pay TV and Telephone services

ZONProduct Management Director

Jan. 2012 - May. 2013Lisbon Area, PortugalBeing the leader in TV services in Portugal and one of the world's most advanced MSOs, ZON is one of the largest portuguese companies. As Product Management Director I had end2end responsabilities on our service offer for residential customers, including TV and Internet services. contents, and management of some high profile brands.

ZONSMB Product Management Director

Sep. 2007 - Dec. 2011ZON revamped it's market approach to the business segment on January 2009. As an agressive challenger in this market we brought new ways to market fixed telecom products to SOHO/SMB clients like the introduction of vertical markets bundles, the fully integrated Embedded IPPBX multi-line offer "ZON Office" or new SaaS, Cloud Computing services. Our work ranged the full cycle of product marketing from market research, to product development, pricing, promotion and operational support. The outcome was a remarkable turnaround in the declining B2B business, achieving a staggering revenue and market share growth for three consecutive years

Portugal TelecomOperations Development Manager

Jan. 2004 - Dec. 2007

DeloitteManager

Jan. 1998 - Dec. 2004At Deloitte I had the opportunity provide top level consulting services to public listed companies and other high profile clients. My role involved not only client management, but also b2b sales, advisory and project management activities. As a consultant with Andersen, I had an allround exposure to different industries (Telecommunications, Healthcare, Manufacturing) and subjects (CRM, Customer Care, IS, Costing). My role evolved from consulting activities at a junior level to management of complex projects involving large teams of consultants.

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