Igor Mendes Email and Phone Number
Growth and Lifecycle Marketing professional graduated from UFMG with a postgraduate degree in Strategic Communication Management and an MBA in Digital Business. 14 years of experience in Growth, Digital Marketing, Product, Branding and Corporate Communications.I have extensive experience leading multidisciplinary teams, combining specialties such as CRM, Content, Copywriting, Design, Growth Hacking, Product Management and Product Marketing Management. I have worked in companies such as:• Vale: Brazilian multinational mining company with over 100,000 employees worldwide and one of the largest companies on the Brazilian stock exchange• VLI: logistics company subsidiary of Vale with operations throughout Brazil and more than 5 billion in revenues• Livraria Leitura: Brazilian book retail company operating in all states of Brazil, with more than 100 stores and revenue exceeding 1 billion reais• Inter & Co: Brazilian technology company focused on financial services, investments, insurance, and retail. The company is listed on Nasdaq with a market value exceeding US$ 5B and currently operates in Brazil, United States and PortugalSome projects and results that made a difference in my career:• Rebranding project at Vale mining company seeking the transition of one of its companies to VLI and repositioning logistics products for all stakeholders• Implementation of e-commerce and Growth strategy for Livraria Leitura's book subscription service, aiming to expand the digital presence of the Brazilian company with more than 100 physical stores. With the project, we grew annually by more than 100% from the previous year's base and tripled revenue.• Customer acquisition for Inter & Co's Inter Empresas vertical since 2020, expanding this portfolio by more than 1.5M customers, representing growth of over 200% during this period• Implementation of the CRM and Lifecycle Marketing model for Inter & Co's business customers, with the implementation of more than 100 marketing automations and generation of over 100M in cross-selling and upselling revenuesSpecialties: Growth, Lifecycle Marketing, CRM, Product Marketing Management, Communication Planning, Communication Strategies, Business Communication, Communication Management, Business and Brand Management, E-commerce.
Inter
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Growth & Lifecycle Marketing Executive ManagerInter Apr 2024 - PresentInter is the leading Super App in the Americas, offering a comprehensive range of services within a single digital ecosystem. These services include full banking capabilities, investments, credit, insurance, and cross-border solutions. Additionally, Inter operates a marketplace that brings together top retailers from Brazil and the United States. Nowadays, Inter has more than 30 million clients Growth Executive Manager main responsabilities:- Responsible for acquisition strategies, digital marketing, growth, positioning, CRM, content, and communications of Business accounts (Inter Empresas) products and solutions aimed at the entrepreneurial audience - Business Digital Account and MEI, Business Credit Card, Acquiring, and others.- Growth Strategy Development and Execution: Create and implement growth strategies to increase the user base and revenue, focusing on key channels and funnels.- Identify and Execute Growth Experiments: Build and create different test products such as freemium trials or similar to identify the best channels for long term student acquisition - Growth Team Management: Lead the marketing and analytics teams, setting goals, monitoring KPIs, and coaching team members.- Sales and Retention Funnel Optimization: Increase conversion rates at all stages of the user journey—from initial engagement to repeat purchases and retention.- Data Analysis and A/B Testing: Continuously analyze data and conduct experiments to make data-driven decisions and optimize current processes.- Marketing Campaigns: Oversee all marketing campaigns, including paid channels, content marketing, SEO, and CRM strategies.- Partnerships and Collaborations: Identify and establish partnerships with other companies and platforms to expand reach and brand awareness.- Improving LTV and CAC: Optimize Customer Acquisition Cost (CAC) and increase Lifetime Value (LTV) by enhancing user experience and delivering additional product value.
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Growth & Lifecycle Marketing ManagerInter Sep 2022 - Apr 2024Belo Horizonte, Minas Gerais, Brasil
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Growth & Product Marketing CoordinatorInter Aug 2021 - Sep 2022Belo HorizonteGrowth & Product Marketing main responsabilities:- Create technical marketing content that clearly and effectively communicates the value-proposition, benefits and features to customers, including: use cases, datasheets, whitepapers, articles, webinars etc. - Full ownership of product content planning and execution: excel in collecting, analyzing and conveying technical data in compelling and differentiating messages- Work with the IT team and the Sales team to translate the product and capabilities into customer value. Translate this value into messaging that can be used across the organization- Work with the Branding team to support marketing efforts, including campaigns, website content development and social media- Develop deep understanding of the buying audience, target personas, buyer needs and the purchasing decision process for our products- Growth Strategy Development and Execution: Create and implement growth strategies to increase the user base and revenue, focusing on key channels and funnels.- Identify and Execute Growth Experiments: Build and create different test products such as freemium trials or similar to identify the best channels for long term student acquisition - Growth Team Management: Lead the marketing and analytics teams, setting goals, monitoring KPIs, and coaching team members.
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Growth Hacking SpecialistInter Nov 2020 - Aug 2021Belo Horizonte, Minas Gerais, BrasilSpecialist in Growth Strategies, User Acquisition and Digital Marketing for Inter Empresas products.Management and monitoring of indicators and processes to improve Inter products for businesses, focusing on usability, experience, and activation (digital account, acquiring, payment methods, credit, insurance, and investments).Management of marketing squad in campaigns and actions for new customer acquisition, cross-selling, upselling, branding, and recognition.Support to credit sales teams in developing relationship actions and processes, increasing average ticket size, and presenting the business product portfolio.Development of positioning and value proposition for new products and features.
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Product And Marketing ManagerLivraria Leitura Apr 2018 - Nov 2020Livraria Leitura is the biggest book retail brand in Brazil with more than 120 stores located at all country and with revenues over R$ 1 billion.Key Achievements:- Growth in 300% the digital customer basis- Rebranding e re-positioning campaign reaching over than 100k clients- Increase over than 100% the product revenue in 3 yearsProduct and Marketing Manager main responsabilities:- Acted as managing partner of the business, overseeing all aspects of company management (financial, commercial, distribution, purchasing, editorial curation, and marketing). - Create technical marketing content that clearly and effectively communicates the value-proposition, benefits and features to customers, including: use cases, datasheets, whitepapers, articles, webinars etc. - Full ownership of product content planning and execution: excel in collecting, analyzing and conveying technical data in compelling and differentiating messages- Work with the IT team and the Sales team to translate the product and capabilities into customer value. Translate this value into messaging that can be used across the organization- Work with the Branding team to support marketing efforts, including campaigns, website content development and social media- Develop deep understanding of the buying audience, target personas, buyer needs and the purchasing decision process for our products -
Trainee ManagerLivraria Leitura Nov 2017 - Mar 2018Job rotation for training in the bookstore sector, covering central aspects of the business: purchasing, taxation, customer service, central finance, book curation, stationery, gifts, and IT.
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Communications, Institutional And Community Relations ConsultantZona Da Mata Mineração Nov 2018 - Dec 2019Belo Horizonte, Minas Gerais, BrasilCommunications Consultant responsible for structuring the Communication plan for the company's implementation in the city of Viçosa- Minas Gerais brazilian region. Structuring the stakeholders matrix, interviewing and interfacing with the local community and authorities, developing key messages per stakeholder, developing brand positioning, supporting branding development with the creation of communication materials, website and positioning materials for the community.
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Co-FounderLa Masalaría Jun 2017 - Jan 2019Belo Horizonte E Região, BrasilCo-founder of a spices company leading all the market and digital strategy. Leader sponsor for the finance, sales and marketing departments -
Brand Comummunications AnalystVli Logística Jul 2015 - May 2017VLI is one of the biggest logistics companies in Brazil integrating rail transportation, ports and road terminais. The company are in more than 250 cities in the country and revenues more than R$ 9 billion aa year.Experience in Brand Management and Branding, Advertising and Institutional Communication, Image and Reputation Management, Intellectual Property, Communication for Tiradentes-S.J. Del Rei Tourist Train, HR Communication and Employer Branding in digital media.Main responsabilities:- Implementing communication plans aligned with company objectives.- Contribute ideas and support senior team members in crafting key messages.- Drafting press releases, media kits, and public statements.- Establish and maintain media contacts and help coordinate media outreach.- Help organize corporate events, press briefings, and presentations.- Social Media Management- Create and schedule posts, ensuring alignment with the company’s brand and messaging.- Draft content such as blog posts, articles, and social media copy.- Proofread and edit materials for accuracy and clarity -
Endomarketing AnalystVli Logística Jun 2013 - Jul 2015Planning and executing communication campaigns aimed at internal audiences and related stakeholders. - Led special communication projects such as Corporate TV. - Internal communication demands management- Branding Management for the internal audience. - Contract Management and relationships with advertising agencies and other related suppliers- Corporate events production and communication- Create and distribute internal communication materials, such as newsletters, announcements, and updates.- Support employee engagement initiatives by coordinating content and logistics
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Hotspot ManagerInstabridge Ab Apr 2016 - May 2016Implementation of wi-fi spots at Belo Horizonte-Brazil with focus on launch the app local operations -
Communications AnalystVale Apr 2012 - Jun 2013Vale is the biggest minering Brazilian multinational company operating over 4 continents and with more than R$ 26 billion in revenues.Internal Communication Analyst focused on the internal rebranding process and supporting the development of a new organizational culture for the new brand of the general cargo logistics enterprise (future VLI) -
Communications Planning ManagerFeeling Comunicação Feb 2011 - Apr 2012Development of communication planning for advertising campaigns, promotional actions and institutional publicity. Execution of communication strategy and creative conceptualization work. Projects carried out for: Lojas Dular, Construtora Diniz Camargos, TV Record Minas, Gran Viver Urbanismo (Seculus Group), Construtora Habit, Cultura Inglesa, Café Fino Grão, Ingleza (Cera Ingleza, UAU Multiuso, etc), Richter Joias, Móveis Lopas -
Account Relationship ManagerDestra Comunicação Jun 2010 - Feb 2011Worked in account management and communication planning. Developed advertising briefings, corporate commnunications plans and managing clients relationships. Clients served: Interatividade Itacaré, Shopping Plaza Anchieta, Cidade Administrativa Shopping, Tenco Realty, Roberto Vascon
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Director Of CommunicationsFejemg Jan 2010 - Jan 2011Strategic direction, monitoring and management of the internal and external communication team for the federation that brings together Junior Enterprises from across the state of Minas Gerais - Brazil. Responsibilities included event organization, social media management, institutional website maintenance, Promotional Campaigns, Information Technology and online communication management. -
InternUfmg Jan 2010 - Aug 2010Participação como estagiário de pesquisa em um trabalho de mensuração do relacionamento entre empresas e mídia. A pesquisa consistia em desenvolver indices análiticos de relacionamento das organizações com a mídia bem como verificar a efetividade dos trabalhos de assessoria de imprensa. Trabalhos para: Ale, Banco Bonsucesso, Santa Barbara Engenharia, Copasa e Construtora Patrimar -
Member Of The Management BoardCria Ufmg Nov 2009 - Apr 2010Membro presidente do Conselho Administrativo. -
Chief Executive OfficerCria Ufmg Jr. Apr 2009 - Nov 2009Implementation of organizational strategy, triennial strategic planning, and plan monitoring. Overseeing action plans for each department, corporate representation before partners and university.
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Management CoordinatorCria Ufmg Apr 2008 - Apr 2009
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InternTv Ufmg Jan 2009 - Jul 2009
Igor Mendes Education Details
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Communications
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Digital Business -
Communications Management
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Escola De Governo - Fundação João PinheiroPublic Administration -
Latitude 14Design Thinking E Design Centrado No Usuário
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Casa EducaçãoPublishing
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Colégio Magnum AgostinianoEnsino Médio
Frequently Asked Questions about Igor Mendes
What company does Igor Mendes work for?
Igor Mendes works for Inter
What is Igor Mendes's role at the current company?
Igor Mendes's current role is Growth | Lifecycle | Marketing Executive Manager.
What schools did Igor Mendes attend?
Igor Mendes attended Universidade Federal De Minas Gerais, Pontifícia Universidade Católica De Minas Gerais, Pontifícia Universidade Católica De Minas Gerais, Escola De Governo - Fundação João Pinheiro, Latitude 14, Casa Educação, Colégio Magnum Agostiniano.
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Igor Mendes
Full Stack Developer | Back End | Php | Symfony | Laravel | Sql | Javascript | CssRussas, Ce -
Igor Mendes
São Paulo, Sp -
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Igor Mendes
Full Stack Software Developer | Java | Spring Boot | Kotlin | React.Js | AwsMinas Gerais, Brazil1ntendencia.com.br
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