Marketing Performance | Growth | Analytics
São Paulo, BR
Professional with over 9 years of experience in digital marketing, data analytics, and strategic consulting. For the last 7 years focused on e-commerces and digital companies. Analytical background with deep experience in media, working with KPIs and metrics, and also structuring analysis for decision making. Relevant experience as a team leader, with the ability to work on operational issues with a hands-on attitude. Capacity to see the wide picture and acute business sense, besides the ability to dive in technical aspects (including programming) when needed. Extensive practical knowledge in performance of digital investments (Google Ads, Facebook Ads, programmatic media, display, affiliate networks, etc.), and ample expertise in CRM using Salesforce, Mailchimp, Braze and Pipedrive.
Sep 2020 - Present
Online Seller Marketing Manager
Oct 2018 - Aug 2020
Marketing Performance Manager
Responsible for Performance Marketing for Climate Corporation (digital agtech part of Bayer) for LATAM. Focus on creating engagement from current clients through the creation and maintenance of automated messaging. In charge of media investments, results tracking and KPIs in marketing.
Feb 2018 - Oct 2018
Head of Marketing
Restructure and optimize media investments focused on sales and profitability. Restructure the performance area, hiring team members, defining metrics and reports, procedures, and testing new approaches.
Jul 2017 - Feb 2018
Head Performance and BI
Investment allocation and optimization with a focus on sales and profitability, campaign creation and management, as well as online actions, guarantee accuracy and functioning of all company reports. Planning and forecast for sales, investment, and company metrics. Define development priorities with the Product team. Helped define company’s projects and business model for 2018.
Dec 2016 - Jul 2017
Business and Client Intelligence Manager
Analytical behavioral client study focusing on retention and CLV, identifying improvement points. Improve profitability and recurrence both online and in brick and mortar stores, in addition to creating action plans in collaboration with other areas. Go-to-person for data and modelling for new projects and decisions.
Feb 2015 - Dec 2016
Digital Marketing / Trade Marketing Manager
In charge of managing all online marketing efforts, responsible for sales efforts, investment allocation and optimization with focus on sales and ROI. Brand liaison and in charge of trade marketing efforts and cooperated campaigns. Responsible for BI data homologation, provide and automate managerial reports for several areas of the company. PMO for the implementation of two new channels: Marketplace and White Label Stores. Aided in the company´s tactical and strategic decision making process, in addition to providing support to medium and long term planning (budget, forecast and targets).
Jul 2013 - Jan 2015
Bussiness Intelligence / Marketing Coordinator
Responsible for coordinating marketing channels focused on ROI and sales, through the optimization of marketing investments, and also develop campaigns and actions to leverage sales. Daily analysis of KPIs for decision making. Also responsible for homologation of data, in addition to produce and automate managerial reports, also acted on several projects for different areas of the company (like operations, marketing and commercial).
Feb 2012 - Jun 2013
Different methodologies: Worked for over two years in several projects involving corporate strategy, brand strategy and marketing, pricing, M&A, and organizational structure. Different industries: Such projects were conducted in different industries, including financial services, public power, third sector, construction, sanitation, mining, logistics, and agriculture. International experience: Took part in an international project for 2 months, working in Maputo, Mozambique with a Monitor project team with the intention to aid the local government in the stimulation of agribusiness investments.
Jan 2011 - Dec 2011
Assisted in the Identification of underlying market characteristics to improve the marketing effectiveness on launch for a international pharmaceutical company Helped re-organize and re-define the strategy of a large Brazilian arts foundation Assisted in the creation of a workshop to re-think the mission of a large Brazilian logistics company Identification of opportunities to expand top line margin of a consumer durable company, through a transactional pricing methodology
2018 - 2018
Negotiation and Leadership
2016 - 2017
Fundação Getulio Vargas
Master of Business Administration (MBA), Gestão Empresarial
2007 - 2011
Universidade de São Paulo
2004 - 2006
Bandeirantes High School