Felipe Macario

Launcher / Expansion

São Paulo, BR


Office Hours

How does this work?

+10 years of experience and specially interested in companies trying to solve huge problems using technology.

Work experience

Jul 2020 - Jan 2021


Head of Expansion

Favo is an early-stage startup aiming to create the biggest footprint of direct sales in Latam, selling goods at a very aggressive price for customers and commissioning community leaders as they promote Favo within their communities. I joined the team to lead the expansion and growth strategies for Brazil and Peru, overseeing 10 team members in charge of Top of Funnel, Activation, and Client Success.


Feb 2020 - Jun 2020


Head of Experience

In charge of the customer success of all +500 partner hotels in Brazil within the recently-created Ops Central team. I was leading a 12-people team spread all geographies mainly taking care of two main customers: premium and long-tail hotels. Another key role was to be responsible for the vendor management, our call center operation at Atento with over 80 reps.


Sep 2019 - Feb 2020


Sr. Launcher - North and Central-West

Joined OYO to help the blitzscaling strategy they had to put in place for Brazil, aiming to cover the majority of the addressable market in every region. I was in charge to oversee the strategy and execution within the two biggest territorial regions of Brazil: North, and Central-West. Achievements: - Launch of over 35 cities, including Brasília, Goiânia, Manaus, Belém, Porto Velho, Poços de Caldas, Rio Verde, Palmas, Cuiabá, Campo Grande


May 2018 - Sep 2019


Business Unit Lead

DogHero is the largest marketplace in Latam to deliver services for pets' moms and dads. I joined the company to lead the rollout and management of the newest business unit: Dog Walking which was the first source of revenue for the company after the core business - boarding. At DogHero I had my first opportunity to lead a product team. Achievements: - Design and setup of the team, hiring all team members - Creation of the growth lane for product development which later led to several features launches - Launch of DogWalking in over 15 cities, covering the biggest capitals in Brazil. - Launch of the first affiliates program of the company


Feb 2018 - May 2018


General Manager

General Manager of Rio de Janeiro, reporting for business performance and leading business development, operations, and marketing. Achievements: - End-to-end launch of Rio de Janeiro, hiring all first 30 team members - Partnership with 99 to promote the launch of Rappi in Rio de Janeiro using 99's huge fleet for over 10,000 customers - Help to close the first strategic deals in Rio de Janeiro


Jul 2017 - Jan 2018


City Manager & Launcher

Part of the founding team of Rappi in Brazil which I joined a few months before the official launch. Played different roles from business development to leading the first marketing team of Rappi Brazil, overseeing user acquisition strategies. Achievements: - Supporting the launch of the app in Sao Paulo - Lead the first City Managers of Brazil, overseeing business metrics for top-tier locations in Sao Paulo


Jan 2016 - Jul 2017


Ops & Launcher

I had the opportunity to be an early team member of Uber in Brazil, playing a generalist role in the Operations & Expansion team, leading the geo expansion to several cities within Sao Paulo state. Achievements: - Launch of dozens of new cities in 10 months such as Baixada Santista, Ribeirão Preto, Sorocaba, Piracicaba, São José do Rio Preto and Curitiba. - Lead the first Brazil Expansion squad in charge of planning and creating the path for the long-tail (and low-touch) geo expansion for Uber in Brazil. - Second team member of the market intelligence team in Brazil - Lead the Learning & Development strategy for the implementation of UberPOOL in Brazil, in charge of conduct mandatory trainings to over 10k active drivers through different channels


Jan 2015 - Dec 2015


Client Services

Activities: operational management at our call center team (callbacks, trainings, implementation); run seed projects to prove value before scaling; analytic reports to the team; expand the base of customers eligible for support Achievements: Co-participation on Call Center launch; Global alignment for calling process on Call center in order to improve metrics as customer satisfaction and efficiency; Responsible for some products training; Management of call center reps and supervisors; Program to help time management for Global Account staff with more than 1M USD unblocked in revenue; Redesign contact form for advertisers

Feb 2014 - Jul 2014

Connect School of Languages

Digital Marketing Specialist

Professional experience during my business exchange in Toronto. I worked as manager of the online communication to Brazilian students. By that time, Google Adwords was the main channel to promote school's activations and I was in charge to coordinate a training to my co-workers (Japanese, Korean and Mexican peers) in order to get them ready to run Google Adwords to their markets. Main projects were (1) to develop an iBook with ex-students collaboration as a marketing asset to the Connect's marketing and as a project bringing ex-students back to the school agenda. (2) Develop from nothing the first ESL school's app in Toronto - Connect ESL App. It was the first app buit by an ESL school to have a closer relationship to students in the mobile presence. Personally proud to be close to iBooks development on that time. James Rice (CEO) has a clear vision on the way where ESL is going to be soon. See more on: https://www.linkedin.com/pulse/james-rice-ibooks-author-success-story-james-rice?trk=prof-post


Jan 2013 - Dec 2013


Marketing Intern

Part of Category Marketing team, responsible for supporting the brand managers for: Hellmman's, Cart'Dor and Arisco. Main achievements: - Redesign all the Brazil website in order to keep it alligned with global guidelines. - Feet on the Street - Event that invites all employees to have a day as a salesperson. Project delevoped with all interns. Great team work - Feet on the office - Event that invites someone from our market to speech about something relevant to our office. - Team's offsite: responsible to coordinate all preapartions and activities for the offsite.


Jun 2012 - Apr 2013


Relationship Manager

Coordinate sales team; Account for sales results; Meetings with clients through phone, Skype and in person; Raise the funds to sponsor events; Convincing companies to open positions for AIESEC exchangers students: Manager for partnerships with corporate clients at AIESEC USP. In charge to meet subordinates for 1:1 meetings and help on their development. Achievements: - USP Youth to Business Forum - Training of Sales team


Jul 2011 - Nov 2012

Banco Bradesco

Bank Employee

Call center agent at one of the most important banks in Brazil. First formal job and first time working with client services and selling activities. Along 19 months, I worked across different teams as ShopInvest (investments), retail clients and prime clients. Achievements: - 6x awarded as selling top performer - CPA 10 with 98% score - Recognized for best practices


2011 - 2016

Universidade de São Paulo

Bacharel, Marketing

2020 - 2020

Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo

Visiting Student, Effects of Advertising on Consumers and Society

2009 - 2010

ETEC Martin Luther King

Técnico, Business

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