Head de Marketing Vidda Capital - BTG Pactual· Structuring the Marketing department with the aim of boosting current business and transforming the company into a business unit within the group, offering services to clients and partners. · Structuring the strategic planning for the department, resource allocation, and defining a cross-functional team. · Defining an action plan with key support and commercial development initiatives. · Growth Marketing - Demand generation through lead acquisition strategies on digital platforms. · Sales machine. Implementation of a methodology for more effective results in the customer journey (from Sales Funnel to Customer Success).

Development of projects focused on strategies that promote the integration of brand, marketing, communication and business through a complete ecosystem of solutions:- Review of brand, culture and business strategy- Strategic planning focused on strengthening market positioning- Brand/product and service portfolio architecture- Research and Insights- Customer journey - Product Market Fit- Go to Market Strategies- Customer Success

Director of Marketing and Business Strategy responsible for expanding the franchise network throughout the country. The objective is to double the number of franchises in 2023 and reach a total of 270 units by 2027 and annual revenue of R$65MM.• Implemented a method with a value proposition to attract new franchisees and increase revenue from current contracts.• Review of processes for generating Leads from franchisees with a significant increase of more than 25% in demand generation.• Results obtained in 2023 from 15 to 26 new franchises. 16 new contracts generated.

Investor partner in the Optica Center franchise. Osasco-Center

Leadership of the Trade Marketing area managing a team of 22 professionals responsible for supporting the commercial area in generating new business opportunities, both for the external channel (insurance brokers) and internal channel (sales consultants). through communication, relationship and incentive actions.•Implementation the relationship program (Tamo Junto Corretor) for the external channel.•Management of “Qualiplay”, the main communication vehicle for the sales channel used to promote products, benefits and exclusive promotions for insurance brokers.•Promotional activation of QualiStores stores. Health insurance points of sale located in shopping centers in the main cities in Brazil.•Launch of the “broker's house”. Space in a historic building in downtown São Paulo dedicated to the relationship with insurance brokers (work stations, training, gourmet space for events, among other services).•Leadership in marketing for the squad responsible for launching QualiBank, a bank with exclusive financial services for insurance brokers.•Management of the internal creative cell (house) responsible for planning communication strategies to support Trade Marketing actions.

Led the Marketing department responsible for supporting the Growth areas of the UHG group companies - Amil (Medical and Dental Health Plan) and the Americas Network (Hospitals). Annual budget of R$75M targeting the activation and relationship with the Amil sales channel. Reported to the Executive Board, leading a team of 10 people.-Resumption of the health plan distribution channel (brokers) relationship with actions focused on communication, incentives, relationships and market intelligence. In 2020, the SMG sales channel reached the mark of 276,000 new insurance contracts implemented, resulting in a 26% sales increase and 17% in customer retention compared to 2019.-Action plan to launch a new Amil product line (Selected Line) for the sales channel in 2019 and new products incorporated into the portfolio throughout 2020, with 40% more contracts implemented compared to the Membership goal for the year.-Implemented strategies for the sales channel to regain sales of the Dental product (Reloaded Project). As a result, it brought more than 309,000 logins to the website with 103,000 new contracts initiated.-Development of health calendar awareness campaigns and activation of services such as Telemedicine, with more than 65,000 appointments for elective consultations and 43,000 for emergencies.-Re-launched products from Integrated Care operators and structured a marketing plan focused on activating the sales channel in the operators’ regions, achieving a 90% share of sales volume.-Reviewed the medical lead generation process, with an increase of more than 300% in the volume of leads generated by the digital channels and call center.-Launched the “Experts Amil” relationship program with an incentive package and services targeting Middle Brokers, today responsible for more than 60% of the channel's sales.-Implemented relationship actions with major corporate companies, focusing on renewing strategic contracts, reaching a retention rate above 85% in 2020.

Leadership of Marketing team up to 25 professionals, focused on supporting commercial activities to improve sales and market penetration, managing 60MM annual budget applied to brand and products promotion. Main Achievements:- Marketing department reorganization to support all group companies.- Potential markets identification, partnership with tourism stakeholders to new business generation, cross sell and up sell actions to improve sales and revenue.- Marketing and Communications planning for each group company and their business lines. - Implementation of efficient communication processes (Press Office, Digital Marketing Trade Marketing, and other communication methodologies) to improve the relationship with prospects, clients, trade and business partners.- In partnership with IT Department, implementation of new CMS in order to develop new transactional and relationship gateways, resulting in best navigability, making tickets quotation and issuing process easier, making the relationship with B2C audience more effective. -Implementation and management of incentive program platform for travel agencies, obtaining larger market place, detailed information on consumer profile, their consumption behavior and providing detailed performance reports. -Digital Marketing strategies implementation (Google AdWords, Sponsored Links, Remarketing, Programmatic Media) generating leads for Franchising and promotion of Flytour Trade Fair for final consumers. -Development of cooperated marketing strategies in partnership with stakeholders of the tourism industry, such as hotels, car rental, tourist destinations and airline companies, increasing fundraising for sales campaigns and trade activation (tourism agencies). -Implementation of tourism agencies segmentation identifying those with major potential for sales conversion. -Development of Microsoft CRM (Dynamics) meeting commercial and marketing requests for performance control.

Leadership of Marketing and Products department, responsible for products promotion through: trade marketing strategies, digital marketing, relationship and incentive initiatives and trade fairs, managing 30MM annual budget and a team with 15 professionals. Also responsible for the company products portfolio, managing Assistance, Convenience and Special Risks (F&I-Financial & Insurance) product lines, considering life cycle, rentability and distribution channels (B2B, B2B2C, B2C).Main Achievements:-Implementation of strategic planning for repositioning the product SEGURVIAJE, achieving 15% of contribution margin agreed with headquarters. -Review of the repositioning of SEGURVIAJE communication strategies, rebranding of Mapfre Assistance, and implementation of international relationship events.-Improvement of SEGURVIAJE transitional portal, ensuring greater agility in products issuing, and platform optimization for online sales (SEO, and content generation to support the digital marketing strategies).-Implementation of digital marketing strategies (Google AdWords, Sponsored Links, Remarketing) for SEGURVIAJE online sales, achieving over 25% of return rate in sales campaigns. -Technical suitability of SEGURVIAJE and Extended Warranty, complying with legal regulations of SUSEP (local authority responsible for private insurance), enabling products distribution and sales after legal determinations. -Development of marketing researchesfor products releases and marketing positioning. -Implementation of marketing analysis and market segmentation supporting commercial planning and also providing higher efficiency in trade marketing strategies, focused on distribution channel activation with relationship actions, communication and incentives, achieving more than 20MM in contribution margin. -Structuring of Business Intelligence department to provide information on sales and products performance, as well as to enable customer management.

Management of Direct Marketing department focused on new business prospection through direct marketing strategies supporting the commercial initiatives developing telemarketing and also worksite campaigns. Main Achievements:-Marketing department reorganization, redefining strategic objectives, process and controls, obtaining higher team efficiency, with clear responsibilities and focus on raising funds and partnership to provide direct marketing campaigns. -Strategic planning and implementation of direct marketing campaigns focused on auto, home, and life insurance sales, obtaining results up to 15% of conversion. -Development of promotional campaigns to increase worksite sales, with 40% increase in sales.-Prospection and management of strategic partnership such as GM and Peugeot to implement direct marketing campaigns, obtaining more than R$ 30MM in net premium results. -Partnership in Business Intelligence development focused on direct marketing control and management improvement.

Responsible for the implementation of Brokers Relationship Program, with the objective to ensure higher brokers loyalty regarding insurances sales, based on the offer of a package of unique incentives and benefits. I've developed communication and relationship channels for the brokers, and participation in the Allianz rebranding project (Former AGF Insurance), and also defined institutional communication strategies for brokers and final consumers through different communication and relationship platforms. Main Achievements:-Implementation and managing of Allianz Brokers Relationship Program, increasing revenue in R$ 15MM during program development. -Development of Sales Campaigns for brokers, managing a 1MM budget, with average sales results over 10% of the invested money. -Implementation of corporate CRM marketing module, obtaining improvements in processes and promptness in information search to manage campaigns and customers, as well as for commercial strategies definition.. -Review of all branding and products promotion strategies, considering the characteristics of distribution channel (brokers), implementing new communication tools such as newsletters, journals, e-mail marketing, and others, in addition to relationship portal and other communication material for point of sales. It brings continuous improvement in content disclosure supporting commercial strategies and activities. -Coordination of direct marketing campaigns for prospection, activation and customer retention, obtaining more than R$ 1MM in net profit in cross sell, up sell and insurance renewal.

Responsible for the development of direct marketing actions to prospect new customers and cross-selling strategies. Developed customers segmentation methodology resulting in more than 300% direct marketing campaign responses, achieving 140.000 new accounts in 2004, the best result ever obtained. Those actions were awarded by ABEMD (Brazilian Direct Marketing Association).