ClaroMarketing Manager
Apr. 1997 - Nov. 2003Post Paid: All Claro operations after merge. Consolidate postpaid operators mix in a single portfolio. 40% of Claro´s gross revenues. Customer lifecycle management. Developed alternative Sales channels, such as Direct Marketing, Telemarketing and Partnerships. Responsibility for acquisition, customer value management and profitability. Results: Doubled sales and market share through handsets based promotions.
Value Added Services: Launched new services such as Voice Portal, Voice Chat, International Roaming, WAP, and Short Messages Services. Responsibility for negotiation with partners and content providers such as AT&T, Nokia, Rede Globo , ABN Amro, EMI, Grupo Abril, UOL, Agencia Estado and others. Results: Increased Value Added Services revenue over 100% in 12 months through mass marketing and direct marketing. Value added Services ramp from 3% to 7% participation in total revenue.
Prepaid: Stimulate usage and implement prepaid concept into market, pioneer for this service in Brazil. Developed Phone in the Box concept, pre-activated at main retail stores. 500K activated phones sold in 16 days. Prepaid Strategy managed to address a pent up demand of over 1 million subscribers in ATL´s market. Implemented a prepaid cards distribution network.