Rafael Rodrigues de Oliveira - Engagement & Growth Senior Manager B2B (Longtail & SMBs), Mercado Pago

Feedback from Rafael’s ex-colleagues

Let me see

Keep in touch with meI'm using Intch to connect with new people. Use this link to open chat with me via Intch app

Network Power<100 people

Roles

Geos

🇧🇷100%

Brazil

Work Background

Mercado PagoSenior Manager, Engagement & Growth

Mar. 2022 - Apr. 2024São Paulo, BrasilResponsible for the strategic management of the sellers' portfolio and Value Proposition, with a focus on increasing Total Purchase Volume (TPV) and maximizing Lifetime Value (LTV). Development and implementation of CRM strategies through activation, engagement, cross/up-selling, and customer retention campaigns (churn reduction), driving sustainable growth and customer loyalty. Managed a team of 6 people. • Managed the engagement, retention, and growth of a portfolio of more than 3 million active Longtail and SMB sellers, achieving YoY growth in Total Purchase Volume (TPV). Led collaboration with strategic stakeholders, including Product, Credit, Marketplace, Pricing, Analytics, and Project areas. • Structured processes, governance, and agile work models across multiple channels (Marketing, Telemarketing, WhatsApp, and Consultants), ensuring the implementation of more than 150 monthly campaigns focused on retention, upsell, reactivation, and loyalty through gamification actions • Monetized the sellers’ base by encouraging the adoption of banking products, resulting in penetration of +68% growth in Insurtech, +5% in Debit Card, +8% in Credit, +12% in banking primacy, and a ˜12% churn reduction.

Mercado PagoEngagement & Growth Manager

Aug. 2021 - Apr. 2022Responsible for the strategic management of the sellers' portfolio and Value Proposition, with a focus on increasing Total Purchase Volume (TPV) and maximizing Lifetime Value (LTV). Development and implementation of CRM strategies through activation, engagement, cross/up-selling, and customer retention campaigns (churn reduction), driving sustainable growth and customer loyalty. Managed a team of 6 people. • Managed the engagement, retention, and growth of a portfolio of more than 3 million active Longtail and SMB sellers, achieving YoY growth in Total Purchase Volume (TPV). Led collaboration with strategic stakeholders, including Product, Credit, Marketplace, Pricing, Analytics, and Project areas. • Structured processes, governance, and agile work models across multiple channels (Marketing, Telemarketing, WhatsApp, and Consultants), ensuring the implementation of more than 150 monthly campaigns focused on retention, upsell, reactivation, and loyalty through gamification actions • Monetized the sellers’ base by encouraging the adoption of banking products, resulting in penetration of +68% growth in Insurtech, +5% in Debit Card, +8% in Credit, +12% in banking primacy, and a ˜12% churn reduction.

Mercado PagoCross Selling | Partnership Manager

Oct. 2019 - Sep. 2021São Paulo Area, BrazilLed the creation and development of a new area focused on increasing the penetration of banking products and services. Developed and executed the strategic plan to drive product penetration and established external partnerships aimed at acquiring new clients and expanding acquiring services. Managed a team of 2 people. • Promoted cross-selling of Mercado Livre products and services to the B2B sellers' portfolio, resulting in ˜25% purchasing and ˜2% selling their products on the e-commerce platform. Spearheaded the shift from a product-centric to a customer-centric mindset. • Structured the Partnerships area, strengthening the relationship between Mercado Pago and partner associations and companies, resulting in over 30,000 new sellers and generating approximately R$70MM/month in Total Purchase Volume (TPV) (2020-2022). • Implemented the first Black Friday campaign for Mercado Pago, resulting in a 15% YoY increase in sales (2020).

Adtalem Global EducationMarketing Manager | General Manager | Branding | Marketing Strategy and Planning

Jun. 2018 - Aug. 2019Managed the brand strategy and competitiveness. Led 360° marketing campaigns to attract new students, with CRM strategies and channel optimization. Planned and managed marketing investments, ensuring ROI maximization. Managed a team of 22 people. • Implemented branding campaigns for 17 universities in Brazil (Awareness, Consideration, and Conversion), with segmented communications across digital channels (+110 automated rules), social media (Facebook, Instagram, Twitter, and LinkedIn), and OOH (Out of Home) media. • Renegotiated contracts with third parties and led the onboarding of new and existing partners, generating an initial savings of over R$2MM (-8%) within approximately six months. • Implemented a strategic partnership with Santander to boost the EAD course portfolio and credit card sales for middle and low-income audiences, resulting in a 70% increase in enrollments.

MastercardDirector | Lifecycle Management | Strategic Planning | Customer Experience

Mar. 2018 - Jun. 2018São Paulo Area, BrazilLed the ideation and management of strategic projects for Mastercard Advisors, focused on providing lifecycle management consulting, campaigns, service channels, and customer experience for large banks and acquirers. Managed a team of 2 people and a team of 5 to 10 outsourced personnel. • Managed accounts for major banks and acquirers, identifying opportunities for Mastercard Advisors projects, generating R$45MM in revenue (~15% of total revenue) through digital acquisition, activation, usage, e-learning, customer experience, and trade marketing projects. • Implemented a digital acquisition strategy for a retail bank, resulting in a +65% increase in new credit card customers. Also implemented customer experience projects using Design Thinking for Brazil's largest acquirer, generating R$8MM in incremental revenue and new project opportunities. • Managed and implemented a Lifecycle structure for a large government bank, composed of seven projects focused on acquisition, activation, loyalty, and retention, generating R$12MM in revenue.

MasterCardLeader | Manager - Lifecycle Management and Strategic Planning

Jan. 2015 - Feb. 2018São Paulo Area, BrazilLed the ideation and management of strategic projects for Mastercard Advisors, focused on providing lifecycle management consulting, campaigns, service channels, and customer experience for large banks and acquirers. Managed a team of 2 people and a team of 5 to 10 outsourced personnel. • Managed accounts for major banks and acquirers, identifying opportunities for Mastercard Advisors projects, generating R$45MM in revenue (~15% of total revenue) through digital acquisition, activation, usage, e-learning, customer experience, and trade marketing projects. • Implemented a digital acquisition strategy for a retail bank, resulting in a +65% increase in new credit card customers. Also implemented customer experience projects using Design Thinking for Brazil's largest acquirer, generating R$8MM in incremental revenue and new project opportunities. • Managed and implemented a Lifecycle structure for a large government bank, composed of seven projects focused on acquisition, activation, loyalty, and retention, generating R$12MM in revenue.

Santander Financiamentos - Grupo Santander BrasilGerente de Segmentos

Feb. 2014 - Dec. 2014São Paulo Area, BrazilLed the strategy for acquiring new loans via the Telemarketing channel, with full lifecycle management (B2C), including activation, cross-selling of insurance products, and retention. Managed the value proposition for B2B, ensuring competitive offers in the automotive financing market and other goods/services. Managed a team of 11 people. • Implemented an Executive Business Governance weekly meeting for senior leadership, driving strategic decisions to increase market share (offers, pricing, products, etc.). • Defined dealership segmentation, promoting changes in customer relationships by adjusting the service model and offering tailored value propositions by B2B segment. • Implemented Lifecycle strategies with CRM and Call Center (Inbound and Outbound) processes, resulting in a 10% increase in retention and 11 p.p. growth in new financing (R$7MM in margin and R$300MM in loans).

Santander Financiamentos - Grupo Santander BrasilCoordenador de Segmentos

Apr. 2012 - Feb. 2014São Paulo Area, BrazilResponsabilities: * Customer Segmentation (B2C) aimed at driving precision in commercial actions, offers, and customer service strategies. *Customer Segmentation (B2B) with a focus on designing commercial service models, delivering value propositions, and integrating financial solutions across business units. * Led the implementation of customer-facing commercial initiatives to enhance market presence and engagement. * Managed comprehensive strategies for customer activation, win-back, and retention, ensuring sustained growth and loyalty. * Oversaw the operations and database marketing (DBM) for multichannel campaigns, ensuring consistency and measurable impact. * Led and developed high-performing teams to exceed business targets. * Managed the department's budget, ensuring effective allocation and ROI-driven investments. * Spearheaded strategic projects focused on B2C customer experience and engagement.

SantanderMarketing Project Manager

Aug. 2013 - Nov. 2013Mönchengladbach Area, GermanySelected for the international Santander Mundo program in Germany to work in the Cards area. Exchanged best practices between Brazil and Germany regarding lifecycle strategies, product performance, campaign opportunities, processes, and management tools. This invitation recognized my expertise in lifecycle strategies and ability to drive improvements in international markets. Key responsibilities: * Assessed the Credit Card market in Germany, consumer behavior, and ongoing Lifecycle Management strategies. * Analyzed product portfolio performance to drive data-driven decision-making. * Identified opportunities in commercial actions (Activation, Retention) and Lifecycle Strategy enhancements. * Recommended improvements in existing campaigns and processes related to Lifecycle Management. * Proposed enhancements to portfolio management tools, providing executive-level insights. * Shared portfolio management strategies (Acquisition, Profitability, Retention, and Loyalty) implemented at Santander Brazil.

Santander Financiamentos - Grupo Santander BrasilCoordenador de Produtos

Mar. 2011 - Apr. 2012Sao Paulo* Coordinated the launch of the Customer Lifecycle area, focusing on business opportunities in financial services. * Implemented a Customer Lifecycle Call Center, driving customer engagement and satisfaction. Led the execution of customer-facing commercial strategies, enhancing direct customer interaction and value creation. * Developed and executed the Customer Activation and Win-back Strategy, fostering growth and retention. * Managed the Customer Service Channel strategy, ensuring efficiency and customer-centricity. * Led and developed high-performance teams, fostering a culture of excellence. * Oversaw the operational processes and database marketing (DBM) to support multi-channel initiatives. * Managed a team of 2 people.

Santander Financiamentos - Grupo Santander BrasilAnalista de Produtos Senior

Apr. 2010 - Mar. 2011• Análise do Portfólio de clientes para entendimento e definição das fases das fases do ciclo de vida dos clientes finais • Coordenar a implantação de ações comerciais • Mapeamento e melhorias dos processos da Central de Atendimento e alavancagem de negócios para a financeira • Implementação de projetos voltados ao ciclo de vida dos produtos da financeira

Banco SantanderAnalista Alavanca Retenção

Sep. 2008 - Mar. 2010• Análise de dados mensais para proposta e inovação das estratégias de retenção • Acompanhamento e atuação em indicadores, processos, ocorrências e oportunidades do negócio • Projeto Retenção Preventiva: ações comerciais para clientes com propensão a cancelamento • Integração portfólios: Banco Real e Banco Santander • Elaboração e implantação de projetos da área e Planejamento Anual • Estruturação de campanhas para a Central de Atendimento • Análise de pesquisas do mercado de cartões para estruturação de estratégias • Acompanhamento da Central de Atendimento – resultados e oportunidades de negócios • Treinamento da equipe de atendimento com boas práticas e capacitação • Acompanhamento da migração de sistemas • Sinergia com demais áreas para ajustes e desenvolvimentos de processos; • Orientação para resultados e otimizações de processos para redução de custos • Reconhecimento como funcionário destaque da Diretoria de Cartões em 2009

Banco RealAnalista Comercial

Apr. 2007 - Sep. 2008• Responsável pelos índices de retenção na Central de Atendimento • Implantação de políticas, ofertas diferenciadas e campanhas de incentivo com objetivo de retenção de clientes • Acompanhamento e atuação em indicadores, processos, ocorrências e oportunidades do negócio • Planejamento anual da área de Ciclo de Vida

Banco RealAnalista Controle Financeiro

May. 2005 - Apr. 2007• Solução de ocorrências referentes à Cobrança • Acompanhamento dos indicadores de cobrança e ocorrências sistêmicas • Elaboração dos dados para atendimento a circulares do BACEN • Elaboração do P&L da área de Cartões de Crédito

Banco RealAssistente Administrativo (Operações Cartões de Credito PJ)

Sep. 2004 - May. 2005• Controle das contas do cartão Conta Viagens – atendimento das ocorrências, suporte a grandes empresas • Controle do BackOffice de Intercâmbio Cartões

Banco RealAssistente Administrativo (Operações Cartões de Credito PF)

Sep. 2003 - Sep. 2004• Responsável pela criação dos indicadores dos processos operacionais dos cartões de credito, desde seu embossing (gravação) e entrega, ate a emissão da fatura • Mapeamento dos fluxos da operação e criação de indicadores de qualidade dos pontos críticos do processo • Geração, acompanhamento e analise dos relatórios gerenciais

CCL - Cooperativa Central de Laticinios do Est. de S.P.Assistente Jurídico

Jul. 2001 - Jul. 2003Responsável pelo acompanhamento das despesas mensais e orçamento, assistência à advogados, acompanhamento de processos jurídicos, preposto oficial da empresa em audiências trabalhistas, elaboração de cálculos de processos.

CCL - Cooperativa Central de Laticinios do Est. de S.P.Assistente de Contas a Pagar

Aug. 1997 - Jun. 2001- Análise de pagamentos e fechamentos mensais