Building end-to-end product marketing strategy for financial products to SMBs customers at Nubank, a fintech-unicorn turned into one of the largest financial public institutions in Latin America and the most loved brand in Brazil. By navigating great complexity and ambiguity, my role entails creating product value proposition and positioning, go-to-market, and engagement and lifecycle strategies.

Built engagement digital marketing strategy and go-to-market initiatives at alt.bank, a Series A fintech startup that provides digital account and banking services to the unbanked and underbanked population. My main focus areas were:- Created multi-channel campaigns that increase the customers’ engagement, growing the company’s number of transactions and the value transacted;- Implemented a member-get-member strategy testing different app features, rewards, and communications, growing the referrals acquisition volume and fostering the virality of the product;- Developed and managed a CRM program the focus on product and financial education, increasing product engagement across the customers' lifecycle.

As the startup's first marketing hire, I helped to build the marketing function and customer acquisition strategy at Shoobx, a legal tech startup that helps startup founders to manage their equity, fundraising, HR, and governance needs, from incorporation to exit. I was in charge of developing growth marketing strategies that included digital marketing (PPC, Email Marketing, and SEO), lead management, event marketing, operations, and analytics. I was also responsible for creating and nurturing partnerships with startup communities and executing the customer marketing strategy, which included customer engagement and referral programs.

- Developed, lead and executed brand awareness and top of the funnel inbound marketing campaigns, focusing on SEO, social media, and email marketing, increasing lead generation.- Developed, led and executed e-mail marketing campaigns from end to end, aiming to increase brand awareness, website traffic, and lead generation, resulting in engagement rates 4 times above industry average.- Implemented new SEO and content distribution initiatives aimed to optimize the inbound marketing strategy, driving 20% more traffic, supporting lead generation and customer acquisition.- Created operations and analytics processes by implementing HubSpot and utilizing data that feedbacks the marketing strategy and identify growth opportunities, increasing marketing investment YoY.

- Managed product development, product marketing, partnerships, and the team of the Telecom Cross Services portfolio.- Led product launch of International Roaming products, determining positioning, feature prioritization, and external communications with cross-functional teams, launching 15 new offers and increasing customer acquisition in B2C and B2B segments.- Developed and launched a new acquisition channel (Mobile Portability via SMS), coordinating a cross-functional team and increasing customer acquisition.- Negotiated and launched co-marketing partnerships with top-of-mind brands, managing the relationship with multiple partners and driving brand awareness without impacting the CAC.- Managed website collateral for product and co-marketing partnerships webpages, along with decisions on digital and email marketing, increasing in 2x the traffic for these webpages.

- Developed sales initiatives, facilitated sales enablement, and supported sales teams and partners, managing the relationship with executives, managers, and salesforce in 18 states.- Created a retailer’s loyalty marketing program reaching seven Brazilian states and increasing sales by 30% among the participants by creating brand preference at the point of sales.- Negotiated the acquisition and implementation of routing software with 30 business partners in order to optimize the distribution channel, resulting in a 30% savings in the sales force budget.- Coordinated field execution of go-to-market strategies for 6 product launches, mobilizing more than 100 persons each time and accelerating product adoption by sales teams and channel partners.

- Selected as one of 80 trainees from 12,000 candidates in Brazil. Developed leadership competencies through job rotations, training and interaction with the board of directors.- Designed a project to implement a new managerial software for 93 sales channel partners, negotiating US$ 400K in budget savings, to standardize the partners’ database and support decision-making nation-wide. - Created a project to improve the sales people’s recruiting and retention processes of the indirect retailers, assuring a satisfactory standard of service delivered at a 30% cost savings.- Created analytical reports that mapped business opportunities among underserved markets and identified sales potential for all marketing channels in Brazil’s Northeast region, generating insights that supported sales increase.

Internship at the company's Project Management Office, in contact with electrical energy distribution projects, strongly working with project management methodology aligned to PMBoK, supporting the projects' control with Microsoft Project and EPM Solution; also worked modelling tactical and operational processes (Daily Routine Management, Lessons Learned Management).