As responsible for growth marketing and consumer journey at Ambev's Consumer Platform (DTC) - Zé Delivery, I was focused on building consistent consumer journey strategies aligned with use cases to drive sales and revenue, increase purchase frequency and improve consumer retention.

About:Bank founded in 1999, which became Digital in 2016, focused on serving people over 50 years old, which represent 90% of the 3 million user base, and also offers credit products for people with negative bank balance.I worked as Head of Marketing and Branding at a.House, a hub that was created within Agi specialized in content, business intelligence, communication and audience performance.In this role, I was responsible for Branding, Digital Media, CRM, SEO and Paid Search strategies, and also management of marketing team and partner agencies.The main project was the launch of Agi Superapp, which was previously just Agibank, now with an investment platform, a marketplace for financial and non-financial products, and a focus on expanding the main audience.

As a Marketing Manager, I was responsible for a strategic planning and budget management for both Online and Offline Marketing channels. My focus was on optimizing investments, driving growth of the brand marketshare through the identification of recurring customers and target audiences, and understanding consumer behavior and preferences.I managed all involved agencies (Publicis, Jussi, Corebiz, Matilda), ensuring seamless coordination of responsibilities and efforts. Additionally, I was in charge of defining the strategic agenda and content production for Social Media and Digital Influencers.Some key projects I led include:- Implemented Marketing investment diversification into channels such as cinema, out-of-home (OOH), content creators, and events.- Introduced the live streaming model (YouTube and Facebook) for the brand's Smartphone launch events, providing a more engaging consumer experience.- Executed a unique Smartphone tasting strategy at the Taste of São Paulo event.- Collaborated on the creation of the "Hello Future" Pocket Series in partnership with Jussi, Bufallos agency, and the presenter Didi Wagner, exploring themes of innovation and the future of technology.Additionally, I developed CRM strategies for relationship-building with the brand's loyal customer base, known as "motolovers," aiming to enhance loyalty and significantly contribute to new customer acquisition and brand awareness.

In my leadership role overseeing online marketing planning for Motorola Brasil's e-commerce, I achieved remarkable results, including a 200% increase in e-commerce revenue over a span of 2 years. Additionally, I led the implementation of a robust CRM strategy, strengthening direct consumer relationship channels, and building and improving internal processes and teams.I also want to highlight the implementation of the Performance Desk, in partnership with Jussi Agency, focusing on enhancing reporting models, real-time management, goal-setting, revenue growth, and investment optimization.Collaborating with Lenovo's strategic team based in China, along with designers and developers based in India and Chicago, I was one of the four leaders who built the strategic project called "HelloYou." The primary focus was on launch an embeded App, to focus on customer loyalty and monetization beyond devices for Motorola Brasil.

With the growth in revenue coming through the Apps, a structural change was made in Marketing and Technology team, and then I took over the CRM Marketing department.I was in charge of CRM initiatives, strategic planning, and direct relationship channel management for Netshoes in Brazil, Latam (Argentina, Mexico), Zattini, and Shoestock.I was responsible for KPIs definition, managed goals, and optimized results based on performance metrics.My activities included acquiring new users, as well as retaining, loyalty-building, and engaging the consumer base with a focus on increasing LTV (life-time value) and optimizing CAC (consumer acquisition cost) and CRC (consumer retention cost).I led a team of 20 people, overseeing their hiring, management, and development.

In this position, I was responsible for the strategic Mobile media plan forNetshoes Brazil and Argentina, considering the optmization of the budget and digital channels, with a focus on user acquisition and engagement, as well as partner/network prospecting. I managed the KPIs and understood the results for sustainable growth of Mobile platforms.An important highligh is that I had a key role in developing and launching the "Browse for Free" (Navegue Grátis) campaign in collaboration with the country's top 4 telecom operators (Vivo, TIM, Claro, and OI). The campaign aimed to provide free browsing for users through the respective mobile applications.Additionally, I handled hiring, management, and team development.

As a Product Owner, I managed the business KPIs and the roadmap for the Netshoes and Zattini apps on Android and iOS platforms, and also the concept and the launch of the Zattini app.I evaluated the roadmap prioritization and the main features in collaboration with developers, tech and UX teams, implementing agile methodologies.

Member of ComSchool São Paulo, teaching the Mobile Marketing module, within the High Performance Marketing Management course.

I was responsible for launching iOS and Android apps in Brazil, as well as baseline models for other Latin American regions. In this role, I managed the Mobile roadmap, including marketing and growth plans, strategic partnerships, and product development for iOS, Android, and Windows Phone. I also developed the marketing media plan focusing on exponential growth in downloads, users, retention, and revenue.Additionally, I handled budget planning and KPI management, projections, campaign analysis and optimization, workflow definition, and executive reporting. I maintained strategic relationships with media partners such as Apple, Google, Facebook, Vivo, Claro, Samsung, Amazon, Positivo, AACD, exploring opportunities for the business growth.

I was responsible for developing the strategic digital plan for the e-commerce in collaboration with the agency (VML - Newcomm Group), considering: media acquisition across various types of platforms and different negotiations (CPM, CPA, CPC, CPL), and marketing channels such as Display, Retargeting, Affiliates, Price Comparisons, and Facebook.Leadership of a team with10 people and management of agency teams.

Responsible for launching the Dafiti Affiliate Program in Brazil, which came to represent 30% of the marketing channels revenue in the first year.I was also responsible for strategic planning with a focus on sales growth and affiliate channel representation.Some of my roles was: benchmarking, financial analysis, and optimization of campaign results, negotiations, budget management, sales projections, and ROI.I led the development of the business plan, P1A (one year plan), goals, and KPIs in collaboration with Rocket Internet consultancy (Germany).

About:Pioneer in the diffusion of electronic music in Brazil, Plus has been consolidated over 20 years promoting entertainment, culture and behavior, through artistic representation, production of its own labels and international events, and execution of shows and international tours in Brazil.Responsible for managing more than 70 national and international Artists (DJs, musicians, productors): agenda, negotiations, direct relationship with customers, prospecting, market planning and sales reports with a focus on increasing their representation, driving revenue/comission and high frequency. Support in the creation, development and coordination of some events, such as the first edition of the Rio Music Conference in Brazil - Rio de Janeiro, an event with lectures and workshops with DJs and other top professionals from the world electronic scene.

Monitoring and analysis of research, execution of reports, participation in the recruitment of research groups, creation of visual identity and development of final presentations for the clients, desk research.Main Clients: Unilever, Pepsico, Colgate-Palmolive