Carla Bacci De Melo Email & Phone Number

São Paulo, Brazil

Denmark

Multinational automotive manufacturing corporation formed with the merger between the Fiat Chrysler Automobiles (FCA) and PSA Group. It is the world's fifth largest automaker, where its principal activity is the design, development, manufacture and sale of automobiles bearing its 16 brands.Projects and Achievements:• Defined, implemented and managed the communication strategy and lifecycle of the brands Fiat, Jeep and RAM;• Managed the benefits and activations of the Loyalty/Relationship Programs;• Collaborate with partners and internal stakeholders to develop briefings, create and execute campaigns focused on customer relationship, conversion, engagement, retention and loyalty.Responsibilities:• Translate business objectives into clear creative strategies, as well as lead growth through data-defined opportunities;• Plan and produce A/B/multi-variate campaigns to content, timing, & segmentation optimization across channel campaigns;• Analyze and audience segmentation for campaign impact through email and SMS, according to profile, purchase propensity, conversion funnel, RFM strategy and engagement;• Define, drive, and execute the CRM strategy across websites and channels;• Design engagement and lifecycle campaigns like onboarding, up- and cross-selling, retention and more with the goal of raising the CLV;• Plan and develop loyalty programs together with partners and brand managers;• Use and educate on global reports, KPIs and frameworks to spread customer insight to stakeholders;• Follow up on KPIs, create reporting, analyze campaign performance through dashboards, and create recommendations to improve campaigns continuously;• Strong collaborative skills to be able to work with different teams within Marketing and other departments;• Coordination with the Brand, Growth and Sales teams for content alignment on Web, Paid and other channels as required for an omnichannel approach.

São Paulo, Brasil

French multinational hospitality company that owns, manages and franchises hotels, resorts and vacation properties. It is the largest hospitality company in Europe, and the sixth largest hospitality company worldwide. It operates in over 110 countries and it operates brands in many segments of hospitality: Luxury (Raffles, Fairmont, Sofitel), premium (MGallery, Pullman, Swissôtel), midscale (Novotel, Mercure, Adagio), and economy (ibis, hotelF1).Projects and Achievements:• Launch 35-40 campaigns per month for 9 brands in 10+ countries, which included the client's journeys, A/B tests, and other loyalty strategies to improve retention and increase CLV of our customer base;• Contribute to the management and further development of the centrally managed Customer Loyalty & Reward program with the aim of sustainably strengthening customer loyalty across customer segments.Responsibilities:• Build customer journeys based on transaction, behavior etc., and close tracking for better upsell/cross-sell, churn & retention results;• Define, drive, and execute the CRM strategy across websites, countries, and channels;• Ownership of CRM platforms and tools (Adobe Campaign, Tinyclues, Power BI, Cognos- IBM, DB Browser, etc.);• Define the annual CRM calendar by suggesting local adaptation of International strategy and proposing locally relevant specific client activations in a flexible mindset due to changing context;• Follow up on KPIs, create reporting, analyze campaign performance, and create recommendations to improve campaigns continuously; • Create reports for internal teams, supporting decision making;• Be the point of contact between the regional organization and global functions, and the different global analysis teams on topics concerning customer centric frameworks, reports and analysis;• Strong collaborative skills to be able to work with different teams within Marketing and other departments.

São Paulo, Brasil

• Assisting the SVP Sales and Distribution and his subbordinates;• Supporting the Sales, Distribution, Revenue Management, Web and Relationship Marketing departments;• Administrative tasks, organizing agendas and meetings, payments and HR requests;• Coordinating national and international trips;• Coordinating and organizing board events (Annual Convention of South America and monthly committees);• Organizing visits to the company's headquarters (France), and assisting during their stay in Brazil.

Mba Lato Senso, Marketing

Bachelor Degree, Tourism

USP is the largest Brazilian public university and the country's most prestigious educational institution, the best university.

Bachelor Degree, Hospitality Management

SENAC is a Brazilian institution of professional education open to the whole society. Its mission is to develop people and organizations.

Bachelor Degree, Tourism

Exchange student in Hospitality and Tourism for one semester in Barcelona. CETT is the leading higher education school in Tourism.