Herbert Polizel Email & Phone Number

Calgary, Ab, Ca

São Paulo, Brazil

São Paulo, Brasil

Gerdau is the leading global steel producer in the Americas. With more than 30,000 employees, the company had revenue of $13.804B for 2023. More information: https://www2.gerdau.com/about-us• Conducted ad-hoc studies based on the needs of the company's internal departments: Quantitative and qualitative research with stakeholders, results analysis, and teamwork in developing action plans and improvements. Results: Study findings contributed to the development of updated processes and products, reducing investment and time expenditures, and improving stakeholder satisfaction.• Implemented and managed the Net Promoter Score (NPS) and defined KPIs: Conducted monthly NPS surveys with measurable results related to business unit goals. Scenario: more than 60.000 costumers. Result: developed action plans and managed projects based on customer pain points identified through NPS. Within 6 months, NPS was achieved, and sales increased by 30%.• Analyzed customer pipeline, presenting periodic reports to the sales team with NPS results (factors driving brand promoters and detractors), as well as analyzing strategies taken by competitors. Result: Actions outlined in the reports led to a 20% increase in lead generation and a reduction in customer churn.• Customer Journey management: Developed distinct customer journeys segmentation based on costumer behaviors, preferred purchasing channels, and customer needs. Result: Sales team assertiveness in offering products according to customers' preferences, achieving targets after implementing journey.• Coordinated procurement bid processes for software acquisition from suppliers. • Used QuestionPro as online surveys tool and Microsoft Power BI for dashboards.• Mentored team of analysts.

São Paulo E Região, Brasil

Cogna Educação is one of the largest private educational organizations in the world, operating for over 70 years. With more than 35,000 employees, the company had revenue of $956M for 2023. More information: https://ri.cogna.com.br/servico-aos-investidores/arquivos/• Conducted all qualitative and quantitative studies of the company (scenario: more than 1 million students on database). Presented the results and conducted workshops with multidisciplinary teams, developing action plans in line with the company's business plan. Result: Addressed the needs of many departments of the company in the development of updated products and strategies.• Customer Journey: Created the student's journey from the moment they consider which institution to attend, through enrollment and studies, to graduation; understanding the main pain points that generate outcomes. Result: identification of customer behavior patterns and development of strategies to avoid churn through predictive analyses in collaboration with sales and statistical teams. Churn was reduced by 30% in one year as a result.• Conducted the Net Promoter Score (NPS) with a weighted sample of more than 25 thousand respondents per month, developing action plans according to the student's feedback. Result: Increased 20 points in NPS in one year, maintaining promoters' satisfaction and addressing detractors' concerns.• Market studies and competitors' benchmarking: Conducted studies of economic trends, evaluated the main competitors through SWOT analyses, and analyzed their pricing strategies. Result: New pricing strategies were developed to compete with the competition, attracting students and minimizing churn in 10%.• Used Medallia, Typeform and SurveyMonkey as online survey tools. Conducted large-scale analytics studies in partnership with Ipsos and GFK research institutes.• Mentored team of junior analysts.

São Paulo E Região, Brasil

• Coordinated all quantitative and qualitative studies: conducted Focus Groups, Face to Face interviews, UX studies, and online quantitative studies with the customer base. Result: In response to customer requests, development of 2 new products based on the results of studies.• Conducted NPS (Net Promoter Score) survey: Identified customer pain points, formulated KPIs, and recommended actionable strategies to be implemented as action plans. Result: The established goal was achieved in 6 months.• Competitive analysis: Analyzed the competitive scenario and competitors' movements to identify patterns, opportunities, and trends. Result: Presented analytical reports to product managers, enabling a better understanding of the market and more assertive decisions.• CRM: Analyzed databases, developed analytical reports, and categorized customers according to their consumption patterns. Presented results to managers using dashboards. Result: Based on consumption patterns displayed on the dashboard, churn was reduced by 20% after the implementation of after-sales services.• Coordinated procurement bid processes to hire research institutes and software acquisition.

São Paulo E Região, Brasil

FMU is a private post-secondary educational organization, operating for over 50 years and having over 73,000 students across Brazil. The corporate profile provides more information: https://portal.fmu.br/ri/?• Professor of Business Administration, Marketing, and Tourism and Hospitality programs at the post-secondary education level. • Member of Thesis Defense Committee for 10 years.• In addition to teaching, there was also the role of Scientific Initiation Advisor for postgraduate students. This provided mentoring for academic research and publishing scientific articles.

São Paulo E Região, Brasil

Vagas.com is a software company that offers an employment-focused platform. As a B2B provider, it serves companies looking for professionals, and as a B2C provider, it serves candidates seeking job opportunities.• Competitors' benchmarking: structured SWOT analysis, in-depth analysis of competitors' software, features, commercial policies, and pricing strategies. Result: Expansion of market knowledge and development of updated features and products based on competitors' best practices.• Conducted pricing research (conjoint analysis) in partnership with research institute Kantar TNS. Result: Enhanced key performance metrics, updated pricing strategy, and increased revenue of main product by 10% in six months.• Conducted CSAT (Customer Satisfaction Score) survey for the B2B and B2C customer base (scenario: around 150 thousand active customers): prospection of customer data base, survey design and programming, results analysis, report creation and presentation. Results: Improvements in software functioning and sales increase.• Generated inputs for the product development team (PO - Project Owners) and software developers. Result: Prioritization of product development based on customer needs and pain points, resulting in improved user experience for online tools.

São Paulo E Região, Brasil

• Microeconomic and macroeconomic analyses: Analyzed competitive markets in Latin America and competitors' value propositions in order to enter new markets. Implemented SWOT analysis of players and the feasibility of selling ADP's software. Result: a business plan was designed and an additional business unit was implemented in Mexico.• Conducted online surveys with consumers to develop features for HCM (Human Capital Management) software. Result: In response to customer feedback, the following software categories were improved and updated: Recruiting, Time Tracking, Payroll, RPO, and Time Clock.• Created reports analyzing customer purchasing behavior, supervising leads' pipelines, sales efforts and conversions. Result: In 7 months, the reports led to increased lead generation and new customer conversion by the sales team.• Coordinated routine administrative tasks, including: Procurement bid processes for software acquisition from suppliers; analyzing client data bases and developing analytical reports for sales department; coordination for meetings and workshops, both online and offline.

São Paulo E Região, Brasil

• Conducted all company-wide quantitative and qualitative studies, including: NPS (Net Promoter Score), Conjoint Analysis, Customer Segmentation and Categorization Study, Brand Image (Top of Mind and Brand Awareness), Mystery Shopper, and AD-HOC studies according to the company's specific needs. Study results led to the evolution of NPS and Brand Awareness indicators. Morover, it led to an increase in market share from 37% to 41% in the domestic market and a reformulation of the company's customer segmentation strategy.• Incorporated customer journeys using results of all quantitative and qualitative studies: identification of customer needs, bottlenecks, and market and product opportunities. Result: Action plans and increased NPS at all service touchpoints.• Collaborated with Marketing Communication on campaigns: Brand Health tracking, and formalized upcoming campaigns based on customer feedback.• Member of the Star Alliance Marketing Research committee: Biannual in-person meetings held in Tokyo, Frankfurt, Johannesburg, Miami and Rio de Janeiro. Result: Conducted a customer behavior study involving passengers from all companies in the alliance. This enabled the customer experience to be understood and improvement plans could be created in synergy.• Provided competitive benchmarking, analysing national and international players to identify best practices. Result: Updates and innovations in services, including: improvements to boarding procedures, innovation in the onboard entertainment and Wi-Fi system, VIP lounge models, usability of electronic check-in, and updated ticket pricing formats.• Use of Qualtrics and Qwest as online research tools. Partnership with the following research institutes: Ipsos, GFK, Kantar TNS, and Kantar Ibope.

São Paulo E Região, Brasil

• Coordinated hiring and market research with research institutes.• Analyzed quantitative and qualitative studies.• Informed high level managers about the results and reports of the study.• Provided strategic airline market information and market studies to departments within the company.

Diploma Of Education, Business Administration & Marketing

Master'S Degree, Social Sciences

Line of Research: Consumer Behaviour. São Paulo - Brasil

Bachelor'S Degree, Applied Social Sciences - Hospitality And Tourism

São Paulo - Brazil