Marcos Eidi Yonamine Email and Phone Number
I have a solid career trajectory in large organizations such as Lojas Renner, Porto Seguro, Carrefour, and Banco Real (Santander), with a focus on results, innovation, and excellence. During my most recent experience, I led the implementation of robust processes in CRM, Marketing, Analytics, Growth, and Customer Experience (CX), driving strategic and tactical planning initiatives aligned with product areas and other business units.My work has been driven by analytical intelligence, emphasizing segmentation, customer profiling and modeling, automation, results measurement, and A/B testing, always adopting best market practices. Additionally, I led the development of Value Propositions, Branding, and Communication with a customer-centric approach, mapping physical and digital journeys, identifying improvement opportunities, and proposing effective solutions to optimize the customer experience.Leading multidisciplinary teams and applying analytical insights to strategic decisions have been fundamental throughout my career. At the core of my work is the pursuit of innovations that enhance the customer experience, always with a focus on sustainable results.With an analytical and creative leadership style, I guided teams in conducting trend and market analyses, transforming data into strategic information that supported the creation of numerous successful initiatives. My role included resource optimization and the implementation of innovative, personalized solutions to promote sustainable business growth.My interpersonal skills have been critical in fostering a collaborative work environment where negotiation, persuasion, and motivation stood out. I successfully managed teams both in-person and remotely, ensuring the cohesion and engagement needed to achieve high-quality outcomes.I hold a degree in Marketing from the Escola Superior de Propaganda e Marketing and an MBA in Digital Marketing and Data-Driven Strategy from PUC-RS, an MBA in Service Marketing from ESPM, and a specialization in Finance from FIA Business School.My passion for data and innovation, combined with the ability to build trusting relationships, defines my contribution to driving growth wherever I have led, consistently delivering exceptional results with excellence and creativity.
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Gerente Sr Crm E LoyaltyAvenidaState Of São Paulo, Brazil
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Crm & Analytics & Growth Manager | Realize CfiLojas Renner S.A. Jan 2024 - Aug 2024Porto AlegreResponsibilities:● Development of Strategic CRM Planning, ensuring coverage of actions and frequency of communications with relevant content for each client, according to their respective life cycle, combining automated actions and growth strategies through segmentations, relationship engines, and offers in appropriate channels, "driven" by results.● Creation of customer segmentation structure focused on loyalty.● Building relationship and offer engines for segmented clients to be… Show more Responsibilities:● Development of Strategic CRM Planning, ensuring coverage of actions and frequency of communications with relevant content for each client, according to their respective life cycle, combining automated actions and growth strategies through segmentations, relationship engines, and offers in appropriate channels, "driven" by results.● Creation of customer segmentation structure focused on loyalty.● Building relationship and offer engines for segmented clients to be applied in relationship rules.● Development of Loyalty strategies.● Implementation of Growth actions.● Development of topics related to Data Science & Business Analytics for CRM.● Monitoring business and CRM indicators to build guerrilla actions for performance adjustments.● Planning of Digital Marketing actions.Main achievements:● Highlighted results representing 20% of the sales share via Growth actions.● For every 10 recovered clients, 3 came via CRM actions; for every 10 retained clients, 5 came via CRM. Show less -
Gerente De Mkt, Crm, Analytcs, Cx & LoyaltyLojas Renner S.A. Apr 2019 - Dec 2023Porto Alegre, Rio Grande Do SulResponsibilities:● Development of the Strategic Marketing Plan.● Implementation of the 360° Marketing structure.● Creation of the CRM area, including the development of automated lifecycle relationship strategies (activation, loyalty, retention, and recovery).● Design and execution of Branding Experience strategies | Brand Building & Repositioning / Brand Architecture.● Advancement in topics related to Data Science & Business Analytics.● Planning and execution of Digital… Show more Responsibilities:● Development of the Strategic Marketing Plan.● Implementation of the 360° Marketing structure.● Creation of the CRM area, including the development of automated lifecycle relationship strategies (activation, loyalty, retention, and recovery).● Design and execution of Branding Experience strategies | Brand Building & Repositioning / Brand Architecture.● Advancement in topics related to Data Science & Business Analytics.● Planning and execution of Digital Marketing initiatives.● Organization and analysis of customer insights for Financial Products and Services | Banking.● Structuring of Promotions & Events.● Market Research & Insights production.● Development of a Marketplace for Renner Card customers.● Enhancement of CX | UX - Customer Experience | Consumer Journey areas.● Planning and launch of Digital Account & Wallet.● Definition of strategies for Social Media, Media Intelligence, Omnichannel, and Digital Channels.Key achievements:● Implementation of the marketplace for Renner Cards.● Development of the Brand Proposition. Show less
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Senior Business Development ManagerSalem Nov 2018 - Apr 2019São Paulo E Região, Brasil● Strategic Planning.● Business Development and Strategic Partnerships. -
Products And Communications | Loans And FinancingPorto Seguro Jan 2017 - Nov 2018São Paulo E Região, BrasilResponsibilities:● Responsible for all communication of the Finance Company - CDC, payroll loans, personal loans, working capital, etc.● Definition of the Finance Company's positioning and its products within the Porto Seguro brand.● Management of campaigns and relationship marketing actions - customer lifecycle.● Support to the sales and commercial area, providing support for brokers and consultants.● Creation of a 100% online simulation and contracting front for Vehicle… Show more Responsibilities:● Responsible for all communication of the Finance Company - CDC, payroll loans, personal loans, working capital, etc.● Definition of the Finance Company's positioning and its products within the Porto Seguro brand.● Management of campaigns and relationship marketing actions - customer lifecycle.● Support to the sales and commercial area, providing support for brokers and consultants.● Creation of a 100% online simulation and contracting front for Vehicle Financing.● Development of a chatbot for offering payroll loan products, after-sales, and offering Credit and Financing Products to Porto Seguro employees.● Management of personal and business loan products.● Responsible for all communication - online and offline, social media, print, media, PR, etc.● Management of Social Media Campaigns.● CRO.Main achievements:● Highlighted for productivity gain with low investment and 30% above expected return.● Efficiency in marketing approach with controlled costs and results 50% above expected. Show less -
Communication | Credit CardPorto Seguro Aug 2015 - Jan 2017São Paulo, Brasil● Responsible for customer lifecycle actions for the Credit Card (retention, activation, relationship, etc.).● Definition of all product communications - online/offline, social media, print, media, etc.● Launch of Samsung Pay at Porto Seguro - responsible for communication strategy and developing smartphone sales campaigns for the customer base.● Planning the Launch Campaign for the Porto Seguro Card APP - Definition of positioning, Launch Campaign, and download measurement.●… Show more ● Responsible for customer lifecycle actions for the Credit Card (retention, activation, relationship, etc.).● Definition of all product communications - online/offline, social media, print, media, etc.● Launch of Samsung Pay at Porto Seguro - responsible for communication strategy and developing smartphone sales campaigns for the customer base.● Planning the Launch Campaign for the Porto Seguro Card APP - Definition of positioning, Launch Campaign, and download measurement.● Management of the entire cycle of Porto Seguro Shopping - partnerships, brand activation, analysis, and marketing campaigns. Responsible for customer lifecycle relationship workflows (retention, activation, spending, etc.).Main achievements:● Highlighted APP download results 20% above targets.● 37% growth in marketplace revenue. Show less
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EntrepreneurshipManabe Terapia Oriental Jul 2009 - Aug 2015São Paulo Area, BrazilPeriod dedicated to entrepreneurship and innovation...www.manabe.com.br - Alternative Medicine | Acupuncture | Shiatsu● Participation in a clinic focused on oriental therapies● Market and commercial planning of the venture.● Development of strategies and tactics for expansion and partnerships.● Business model definition.www.anushachocolates.com.br● Structuring a food retail chain.● Planning, Implementation, and Management of e-commerce.CRM… Show more Period dedicated to entrepreneurship and innovation...www.manabe.com.br - Alternative Medicine | Acupuncture | Shiatsu● Participation in a clinic focused on oriental therapies● Market and commercial planning of the venture.● Development of strategies and tactics for expansion and partnerships.● Business model definition.www.anushachocolates.com.br● Structuring a food retail chain.● Planning, Implementation, and Management of e-commerce.CRM Consultancy (The Group Agency > VW client – 2013/2014) Show less -
Market Intelligence ManagerBanco Carrefour Apr 2007 - Jan 2010São Paulo, BrasilResponsibilities:● Managed the Market Intelligence area, where I was responsible for studies related to consumer behavior, identifying various customer profiles for appropriate product and service offerings. Analyses based on studies and statistical modeling - anti-attrition, purchase deceleration, data mining, segmentations, geomarketing, and customer base clustering.Main achievements:● Highlighted for achieving a return of 14.5% above the control group, representing 800M in… Show more Responsibilities:● Managed the Market Intelligence area, where I was responsible for studies related to consumer behavior, identifying various customer profiles for appropriate product and service offerings. Analyses based on studies and statistical modeling - anti-attrition, purchase deceleration, data mining, segmentations, geomarketing, and customer base clustering.Main achievements:● Highlighted for achieving a return of 14.5% above the control group, representing 800M in additional transactions. Show less -
Marketing, Crm, Dbm E Bi ManagerBanco Carrefour Apr 2004 - Apr 2007São Paulo, BrasilResponsibilities:● Creation, implementation, structuring, and management of DBM (database marketing) - from understanding and structuring databases, information, and data bank to the result, with marketing actions and campaigns.● Development of the Communication, Competitive Intelligence, and Relationship Marketing area.● Responsible for planning and executing actions and campaigns in various formats for activation, retention, profitability increase, and trade marketing.●… Show more Responsibilities:● Creation, implementation, structuring, and management of DBM (database marketing) - from understanding and structuring databases, information, and data bank to the result, with marketing actions and campaigns.● Development of the Communication, Competitive Intelligence, and Relationship Marketing area.● Responsible for planning and executing actions and campaigns in various formats for activation, retention, profitability increase, and trade marketing.● Implementation of the Loyalty Program "Cartão Mania".● Structuring of Trade Marketing actions based on customer purchase behavior studies.● Responsible for Visual Identity, Communication, Web content, and Call Center scripts, as well as structuring Competitive Intelligence: conducted surveys such as Customer Satisfaction, Mystery Shop, Brand Positioning, Competitor Monitoring, Inactivity, among others.● Management and implementation of the "Descontão" (Cash Back) Program.Main achievements:● Highlighted for achieving a 39% return in recovering inactive clients, representing an incremental R$ 15MM in 9 months. Show less -
Gerente De Segmento De Mercado Alta RendaAbn Amro Bank N.V. Dec 1996 - Apr 2004São Paulo, BrasilResponsibilities:● Analysis of key variables influencing the behavior of high-income clients.● Definition of the business and service model, considering channels, products, services, and pricing to be offered.● Strategic involvement in the launch, development, and implementation of the Van Gogh Preferred Banking brand.● Development and refinement of the manager profile, including delivering training sessions for the managerial team nationwide.Key achievements:●… Show more Responsibilities:● Analysis of key variables influencing the behavior of high-income clients.● Definition of the business and service model, considering channels, products, services, and pricing to be offered.● Strategic involvement in the launch, development, and implementation of the Van Gogh Preferred Banking brand.● Development and refinement of the manager profile, including delivering training sessions for the managerial team nationwide.Key achievements:● Initiatives led to a 20% revenue growth in the Van Gogh segment within a year, a 15% improvement in Product Penetration Indicators, and a 3% increase in Customer Satisfaction Survey results. Show less
Marcos Eidi Yonamine Education Details
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Finance, General -
Marketing Services -
Letras
Frequently Asked Questions about Marcos Eidi Yonamine
What company does Marcos Eidi Yonamine work for?
Marcos Eidi Yonamine works for Avenida
What is Marcos Eidi Yonamine's role at the current company?
Marcos Eidi Yonamine's current role is Gerente Sr CRM e Loyalty.
What schools did Marcos Eidi Yonamine attend?
Marcos Eidi Yonamine attended Puc-Rs, Fia Business School, Espm Escola Superior De Propaganda E Marketing, Escola Superior De Propaganda E Marketing, Universidade De São Paulo.
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