Fernanda Ferraz Email & Phone Number

State Of São Paulo, Brazil

São Paulo, Brasil

● Responsible for defining go-to-marketing and customer lifecycle strategies for PicPay Negócios credit products (Working Capital and Receivables Anticipation), covering everything from activation, engagement to customer retention and reactivation; ● Defining channels, segmentations, communications and frequency of communication rules for encouraging, reactivating and charging products; ● Creating and analyzing detailed target audiences using SQL (Databricks) to measure campaign… Show more ● Responsible for defining go-to-marketing and customer lifecycle strategies for PicPay Negócios credit products (Working Capital and Receivables Anticipation), covering everything from activation, engagement to customer retention and reactivation; ● Defining channels, segmentations, communications and frequency of communication rules for encouraging, reactivating and charging products; ● Creating and analyzing detailed target audiences using SQL (Databricks) to measure campaign results, identify patterns, opportunities for improvement and develop segmentations; ● Conducting A/B tests to optimize campaign performance, evaluating variables such as audience, copy and design, and improving the customer experience at all stages of the lifecycle; ● Interfacing with Product Manager (PM) and CRM, digital channels, franchises and legal areas to ensure integration and compliance of strategies; ● Continuously monitoring the customer journey to identify opportunities for improvement in engagement and effectiveness of lifecycle strategies. Show less

São Paulo, São Paulo

● Development and execution of 360° digital marketing strategies to promote features and new products of the Itaú App, including go-to-market planning and campaigns on digital channels;● Data analysis and creation of dashboards in Google Analytics, DataStudio, Tableau and other platforms to optimize performance and improve the strategy based on insights;● Creation and management of advertising campaigns, communication pieces and briefings with agencies, covering paid and organic media… Show more ● Development and execution of 360° digital marketing strategies to promote features and new products of the Itaú App, including go-to-market planning and campaigns on digital channels;● Data analysis and creation of dashboards in Google Analytics, DataStudio, Tableau and other platforms to optimize performance and improve the strategy based on insights;● Creation and management of advertising campaigns, communication pieces and briefings with agencies, covering paid and organic media, POS, OOH and targeted communication via SMS, push, email, banners and social networks;● Definition of segmentation strategies and target audience selection, in addition to measuring the results of actions and campaigns carried out, aiming at growth and improvement of SEO and Google Ads;● Opening of briefings and registration of campaigns on the Salesforce Marketing Cloud CRM platform;● Interface with stakeholders, including Product Manager, CRM, digital channels, franchises and legal, to ensure the integration and alignment of marketing strategies. Show less

São Paulo, São Paulo

● Responsible for creating and structuring the new help page model for web and mobile, including planning the product roadmap in Sprints aligned with leadership;● Using Design Thinking, Discovery and Lean Inception techniques to design journeys and personas, in addition to conducting research and testing with customers to obtain feedback and improve features;● Mapping and analyzing the user journey to identify opportunities for improvement and optimization of the experience, in addition… Show more ● Responsible for creating and structuring the new help page model for web and mobile, including planning the product roadmap in Sprints aligned with leadership;● Using Design Thinking, Discovery and Lean Inception techniques to design journeys and personas, in addition to conducting research and testing with customers to obtain feedback and improve features;● Mapping and analyzing the user journey to identify opportunities for improvement and optimization of the experience, in addition to studying the main customer pain points to create relevant solutions and content;● Managing Sprints in JIRA, creating and prioritizing the backlog, and coordinating with product, technology and branding teams to ensure a consistent journey aligned with the bank's identity;● Defining and monitoring KPIs and OKRs;● Conducting A/B tests for features and content hierarchy, and reviewing deliveries to ensure alignment with the business strategy. Show less

São Paulo, São Paulo

● Responsible for structuring the campaign showcase to promote the use of digital service tools and developing briefings for advertising pieces in collaboration with the agency;● Leadership in defining the product's vision, mission and goals;● Planning roadmaps and prioritizing tasks based on the product backlog, managing and monitoring task progress in JIRA in conjunction with CRM for contextualized campaigns in Salesforce;● Carrying out agile ceremonies (daily, planning and… Show more ● Responsible for structuring the campaign showcase to promote the use of digital service tools and developing briefings for advertising pieces in collaboration with the agency;● Leadership in defining the product's vision, mission and goals;● Planning roadmaps and prioritizing tasks based on the product backlog, managing and monitoring task progress in JIRA in conjunction with CRM for contextualized campaigns in Salesforce;● Carrying out agile ceremonies (daily, planning and retro);● Active participation in the Discovery and Delivery processes, focusing on defining the functionalities and content hierarchy of the new mobile and internet page;● Conducting user research, market analysis for innovations, and validating proposed prototypes to ensure solutions that meet the needs of the target audience; ● Coordination of a multidisciplinary team and interaction with the technology, marketing and UX teams, working with the Scrum framework to ensure efficient delivery of the product strategy;● Understanding customer pain points and monitoring the journey/experience to implement predictive actions, aiming to reduce calls to the call center and impact customers at the points of contact of digital channels;● Alignment of marketing campaigns and launches with the Marketing/CRM teams, in addition to approving actions with products, franchises, marketing and legal;● Monitoring KPIs for journeys and campaigns, and creating reports and presentations of results using tools such as DataStudio, Google Analytics, SAAS and Tableau. Show less

São Paulo, São Paulo, Brasil

● Planning of marketing and communication actions aimed at B2B;● Graphic design of catalogs, folders, brochures, banners, newsletters and gifts in accordance with the company's visual identity;● Creation of layout and content for advertisements, e-mail marketing and social media advertising;● Purchase and distribution of gifts for external vendors;● Planning and creation of internal marketing actions (internal magazine for employees and motivational campaigns);●… Show more ● Planning of marketing and communication actions aimed at B2B;● Graphic design of catalogs, folders, brochures, banners, newsletters and gifts in accordance with the company's visual identity;● Creation of layout and content for advertisements, e-mail marketing and social media advertising;● Purchase and distribution of gifts for external vendors;● Planning and creation of internal marketing actions (internal magazine for employees and motivational campaigns);● Synchronization of marketing activities with the headquarters in Germany. Show less

São Paulo, São Paulo, Brasil

● Database, selection and segmentation of bases for sending e-mail marketing, focusing on campaign performance;● Prospecting of new partners for sending campaigns (e-mail MKT);● Control and optimization of campaigns, focusing on the best CPC and ROI performance;● Daily control and monitoring of the management panel of various marketing channels;● Analysis of ROI of comparators, database partners and social networks;● Management of Facebook accounts, content creation… Show more ● Database, selection and segmentation of bases for sending e-mail marketing, focusing on campaign performance;● Prospecting of new partners for sending campaigns (e-mail MKT);● Control and optimization of campaigns, focusing on the best CPC and ROI performance;● Daily control and monitoring of the management panel of various marketing channels;● Analysis of ROI of comparators, database partners and social networks;● Management of Facebook accounts, content creation, contests and analysis;● Management of campaigns through Google Adwords and Facebook ADS;● Measurement of results through Google Analytics and performance reports to present results. Show less

Master Of Business Administration - Mba, Digital Business

Publicidade E Propaganda, Marketing

Tecnólogo, Marketing