B2B Marketing Automation & Project Owner: Oversaw a digital squad to execute B2B (business-to-business) digital strategies. Developed and implemented personalized journeys using Salesforce Marketing Cloud, enhancing New Sales, Customer Retention, Onboarding Service, NPS, and Lead Generation processes.Project Management & Execution: Defined timelines for the design, delivery, implementation, and launch of marketing journeys, ensuring alignment with business needs. Managed daily operations, coordinated with the squad and various teams, and delivered project updates to executives.Strategy & Performance Optimization: Planned A/B tests and continuous improvements based on metrics. Documented journeys and facilitated hands-on training sessions to ensure smooth knowledge transfer and skill development within the team.

CRO Strategy (A/B Testing, UX Design, Neuromarketing Principles): - Hypothesis Creation and Testing: Enhanced the digital journey through hypothesis creation, A/B testing, and personalization. - Design of Landing Pages and Communications: Designed landing pages and communications (email marketing and SMS) to align with CRO strategies, optimizing user engagement and conversion rates.- Collaborative Approach: Worked with cross-functional teams in a fast-paced and agile environment.Digital Analytics Expertise (Web and Visualization Tools):- Tracking Events: Implemented tracking events using the data layer in Google Tag Manager, ensuring accurate tracking of user interactions and behaviors.- Performance Analysis: Analyzed website and landing page performance using Google Analytics and Looker Studio, leveraging 100+ dashboards to identify trends and optimize sales funnels.- Data Analysis and Visualization: Conducted data analysis and delivered insightful heatmap visualizations using Hotjar and Microsoft Clarity, enabling informed decisions.Google Analytics | Looker Studio | Google Tag Manager | Google Optimize | Microsoft Clarity | Hotjar | Adobe Experience Manager | Adobe Target | MS Office

- Conceptualised and monitored a variety of newsletters and promotional emails through various channels;- Collaborated with marketing agencies to design, build and update websites;- Supported the development of a Customer Experience (CX) strategy to define touchpoints within the customer journey and create effective brand campaigns based on customer needs;- Worked directly with medical and sales departments to promote online and hybrid courses for GPs;- Facilitated the launch of new branding for GPs' social media network;- Measured the performance of digital and F2F marketing initiatives through defined KPIs;- Supported and managed logistics for corporate events.

- Planned, publicised, and ran events for students on the topic of Entrepreneurship in coordination with a team across logistics, content, and social media;- Focused on redefining the association's purpose in response to Covid-19.

ACE came up with a different concept: To increase the contact between companies and students at the University of Minho and prepare them for the marketplace. - Defined the association's purpose and grew the team while finding sponsors and creating partnerships with multinational companies and startups to meet our goal;- Supervised directly the HR and External Relations departments;- Created a five-day event for 100 students, produced talks and workshops in which more than 50 students attended and some got job offers;- Organised summer internships in startups for students by prioritising and delegating tasks to team members.