4.3
sao paulo, Brazil
Speaks English, Portuguese

Customer behavior and SME expert

Domain/SME (Subject Matter Expert). Over 15 years of experience in customer behavior with skills in project management, e-commerce and data driven marketing campaigns in multinational large and medium-sized companies, building a record of achievements through a series of progressive management positions directly leading teams and also leading projects in a matrix structure.
Questions I can answer:
What are the key aspect to consider to implement a data driven marketing campaign?


Experience
Cisco • Brazil

Subject Matter Expert

2016 - Present (2 years, 2 months)
Domain expert
Amazon • Brazil

Senior Site Merchandiser, Kindle Content

2012 - 2016 (4 years, 1 month)
Strategic planning and execution to launch the Amazon Kindle Store customer experience in 2012.
Launched Kindle Device Sales using 3rd parties (Ponto Frio), managing teams towards unified launch, using online and offline marketing campaigns. Also responsible for launching Kindle Devices at Amazon.com.br website, coordinating efforts of both 3rd parties and internal site to leverage sales.
Launched Amazon Book Store experience on 2014, combining marketing efforts of Kindle Store, eBooks Store and Book Store Combined marketing and merchandising activities to win on retail events and also to drive traffic by creating proper events
Drive demand for BR marketplace using customer behavior with deals, recommendations, promo codes, give away content and automated campaigns.
Responsible to report and adjust tactics toward goals, by channels, on a weekly basis, driving the WBR meeting for Kindle. Also responsible for content P&L and for customers LTV in different platforms.
Dive deep in crunching data, looking for customer behaviors and productivity in different platforms (iOS, Android, Kindle Platform), linking content to engage customers and to upsell devices.
Responsible for Customer Lifecycle: Acquisition, Activation and Engagement.
Yahoo! • Brazil

Product Marketing Manager LATAM

2011 - 2012 (1 year, 4 months)
Strategic planning and execution for re-launching Yahoo! Meme, a blogging tool, with $150K budget. Results: traffic increased by 300% in 4 months. Meme’s go to market plan success promoted me to be in charge of Yahoo! Mail for Latin America.
Planned and implemented Yahoo! Mail migration campaign, persuading users to move to a new mail platform, with 80% of success in the region. There was also a 10% increase in media inventory due to the use of the new mail platform.
Opened a new distribution channel for Yahoo! Mail, using Cyber Cafes, that increased campaign conversion rate from 0,25% to 1,5% by targeting "new to the net” users.
Opened new channels using social networks, listening to users to decrease error detection in production from 48 to 6 hours. Also, with proper scripts, the rate of complaining users that had their problems solved increased from 10% to 80%.
Elaborated Yahoo! Mail annual KPIs (acquisition, retention, engagement) for products in Latin America using ComScore and internal BI tools, taking into account region seasonality, marketing campaigns, product road map and competitor’s analysis.
Coordinated PR (Public Relationship) during critical moments; also created a priority line to assist key-trendsetters costumers.
Yahoo! • Brazil

Emerging Markets Product Owner

2009 - 2010 (1 year, 3 months)
Responsible for managing a team of 5 engineers and 1 designer to develop products for emerging markets (Brazil and India).
Planned and launched functionalities for an application on social networks that promoted experimentation with Yahoo! content inside Orkut, based on competitor analysis and “new-to-the-net” consumers needs; multiplying acquisition by 2, with a zero cost go to market plan.