At BETC Havas, I joined a dynamic Business Intelligence team led by a visionary Business Intelligence Lead. Together, we redefined the department, ensuring its relevance throughout the agency. I play a pivotal role in automating reports, enhancing analytical models, fostering technical expertise within my team, and building strong, collaborative relationships with both our agency teams and clients.Responsibilities:Team Management: Lead and manage a multidisciplinary team of 12 individuals across various levels of seniority, from interns to specialists.ETL Process Definition and Structuring: Designed and structured ETL (Extract, Transform, Load) processes utilizing APIs and the Google Cloud Platform.Report and Dashboard Development: Created reporting models and interactive dashboards using tools such as Google Data Studio and Power BI, enhancing data-driven decision-making.Analytical Methodologies: Utilized a range of analytical methodologies to enhance client communication and business performance, including A/B and multivariate testing, lift analysis, media optimization, clustering, impact measurement, user journey mapping, profitability analysis, and customer lifetime value (LTV) analysis.Innovation and Data Analysis Enhancement: Actively drove innovation and continuous improvement in data analysis processes, ensuring the integration of the latest tools and techniques.Data Culture Dissemination: Promoted and instilled a data-driven culture within the organization, emphasizing the importance of data in decision-making processes.

As a Data Intelligence Analyst at LVL, my a role centered around crafting invaluable insights for both clients and multiple divisions within the agency. My focus was on conducting quantitative and qualitative studies about consumers and their environments, with a dedicated commitment to aligning all data analysis with our clients' business objectives.Responsibilities:KPI and Goal Planning: Defined key performance indicators (KPIs) and goals to measure and guide data-driven strategies.Media Optimization Studies and Projections: Conducted in-depth studies and projections to optimize digital media strategies, enhancing campaign effectiveness.ETL Process Definition and Structuring: Designed and structured ETL (Extract, Transform, Load) processes utilizing APIs and the Google Cloud Platform to streamline data integration and analysis.Report and Dashboard Development: Created insightful reporting models and interactive dashboards using Google Data Studio, facilitating data-driven decision-making.Analytical Methodologies: Utilized various analytical methodologies to enhance client communication and business performance, including media optimization, clustering, impact measurement, user journey mapping, profitability analysis, and customer lifetime value (LTV) analysis.Innovation and Data Analysis Enhancement: Spearheaded innovation and continuous improvement in data analysis processes, staying at the forefront of data analytics technologies.Data Culture Dissemination: Promoted and instilled a data-driven culture within the organization, emphasizing the value of data in decision-making processes.

As an independent consultant based in Berlin, I embarked on a dynamic and challenging journey to provide specialized data-driven solutions for a diverse clientele. My mission was to deliver strategic insights and actionable recommendations that empowered businesses to reach new heights in the digital landscape.Responsibilities:KPI and Goal Planning: I meticulously crafted KPIs and goals that aligned with each client's unique objectives, ensuring clarity in measuring success and progress.In-Depth Studies and Projections: I conducted comprehensive studies and projections, leveraging my analytical prowess to unlock opportunities and drive data-driven strategies.ETL Process Definition and Structuring: With expertise in ETL processes using APIs and the Google Cloud Platform, I streamlined data integration to enable clients to make informed decisions rapidly.Report and Dashboard Development: Through the creation of intuitive reporting models and interactive dashboards on Google Data Studio, I transformed complex data into actionable insights, driving improved decision-making.Advanced Analytical Methodologies: I harnessed a variety of analytical methodologies to optimize client communication and boost business performance. This included media optimization, cluster analysis, impact measurement, user journey mapping, profitability analysis, and customer lifetime value (LTV) assessments.In this role, I was committed to fostering innovation and staying ahead of the curve in data analysis while actively promoting a culture of data appreciation among my clients.

This venture into the gaming industry was a significant departure from my previous roles, offering a chance to collaborate with developers, enhance my technical skills, and partner with game designers, which broadened my analytical perspective on consumer behavior.Responsibilities:Data Analysis Leadership: Led and managed data analysis processes in collaboration with development, game design teams, and company leadership (CEO and COO), ensuring data insights supported strategic decision-making.Gamer Journey Analysis: From a business perspective, defined the parameters for tracking and analyzing gamer journeys, implemented analysis models and tests, and provided recommendations and insights to enhance the gaming experience.Cross-Functional Collaboration: Worked closely with game design and marketing teams to optimize in-game experiences and user acquisition by delivering precise data and actionable insights.Statistical Analysis: Applied statistical concepts to daily analysis and reporting, enhancing the depth and accuracy of insights.Analytical Decision Support: Actively participated in discussions with an analytical perspective, including presenting results, formulating hypotheses, and proposing quantitative/qualitative tests to facilitate informed decision-making.Metric, KPIs, and Goals Planning: Defined and tracked critical metrics, key performance indicators (KPIs), and goals to measure and guide strategic initiatives.Dashboard and Report Management: Designed, developed, maintained, and automated dashboards and reports, ensuring timely and data-driven insights for stakeholders.Tracking Implementation: Spearheaded tracking requirements and managed their implementation in collaboration with the development team, ensuring data accuracy.Multivariate Testing: Designed, implemented, and analyzed multivariate, A/B tests, and quantitative tests to optimize user experiences and drive engagement.

At NLAB, the Nestle hub within WMcCann, I worked hand-in-hand with media buying teams to fortify their strategies with data-driven insights. This role allowed me to become an integral part of the decision-making process and empowered me to provide invaluable support by delivering precise analysis and consumer insights to the stakeholders.Responsibilities:Analytical Decision Support: Actively engaged in discussions from an analytical perspective, presenting results, formulating hypotheses, and offering quantitative/qualitative test solutions to drive data-informed decision-making.Accurate Data and Insights: Provided accurate data, insightful analysis, and actionable insights to empower decision-makers and key stakeholders.Metric, KPIs, and Goals Planning: Collaborated with teams to define and track essential metrics, key performance indicators (KPIs), and strategic goals, setting the path for informed decision-making.Dashboard and Report Management: Designed, developed, maintained, and automated dashboards and reports, ensuring timely access to data-driven insights for all stakeholders.Tracking Implementation: Spearheaded the definition of tracking requirements and coordinated their implementation in collaboration with the development team, ensuring data integrity.Multivariate Testing: Designed, implemented, and analyzed multivariate, A/B tests, and quantitative tests to optimize strategies and enhance business results.

Remix Social ideas is a digital advertising agency specialized in creating branded content. Some of the clients I worked with were: RedBull, Twitter, Fiat, P&G, and BRF.I was responsible for managing the BI team and the BI process, from defining how and which data to track to developing complex reports and real-time dashboards for crisis management.Responsibilities:-Identify potential business opportunities and present them in a clear and concise way to content, planning and media teams-Developing hypotheses and quantitative/qualitative test solutions to support the decision-making process-Development, maintenance, and automation of dashboards and reports -Team development and management

Responsible for establish and nurture the data analysis area from the ground up. This dynamic publishing firm, responsible for Trip and TPM magazines and renowned branded content for Itau Personalite, Gol and Nestle, faced a pivotal challenge: the absence of data-driven insights for their content creators and advertisers. My primary objective was to bridge this gap by educating and empowering the teams, providing valuable data reports to enhance website traffic, expand subscriptions, and optimize business results for our branded content clientele.Responsibilities:Database Development and Maintenance: Collaborated closely with the development team to set up and maintain a robust data infrastructure, ensuring data accuracy and accessibility.Report and Test Design: Designed, implemented, and analyzed reports and tests using relevant statistical methods, offering data-driven insights to guide decision-making.Team Training and Management: Trained and managed a team of professionals, instilling a data-driven culture and fostering a strong analytical perspective.Editorial Team Support: Provided analytical support to the editorial team by presenting results, formulating hypotheses, and proposing quantitative/qualitative test solutions to enhance content strategies.Ads and Content Analysis: Conducted in-depth analysis of ads and content to optimize cost, target audience reach, and creative quality, ultimately improving the impact of our campaigns.Metric, KPIs, and Goals Planning: Collaborated with cross-functional teams to define, track, and achieve critical metrics, key performance indicators (KPIs), and strategic goals.Dashboard and Report Management: Designed, developed, maintained, and automated dashboards and reports, ensuring timely access to data-driven insights.Tracking Implementation

Responsible for constructing valuable insights for the clients and several fields of the agency, through quantitative and qualitative studies about the consumers and their environments. All the data analysis is focused on the client’s business.Main tasks and job descriptionData extraction and analysis generating reports; collaboration with quantitative and qualitative studies; Internally, generating reports for several fields such as: strategy and planning, media planning and creative department, for on going optimization of the campaigns; For the client, reports on the health of their campaigns, digital presence, consumer and user studies and strategic recommendations, always focusing on business.Main ClientsPlayStation, Kimberly Clark (TMJ - Click Jogos), Unilever Corporativo, Dove, AdeS, Hellmanns, Quem disse Berenice, Volvo, Jaguar, Burger King.

Responsible for supporting the creative and planning teams through insights focused on performance enhance.Main tasks and job descriptionData extraction and analysis focused on social media environments, generating reports about the digital presence; Elaboration and analysis of quantitative and qualitative studies with performance enhance purposes;Main ClientsBatavo, Boticário Capricho, Furby, Skol Sensation, Youtube.

Planning and executing communication projects in digital environments; Quantitative and qualitative studies elaboration and conducting giving inputs for the planning; Monitoring and performance reports for both internal teams and clients;Main ClientsKolosh, Celulose Riograndense.

Planning and executing communication projects in digital environmentsMain tasks and job descriptionData collection and analysis with consumer focus; Content production for the Social Media Networks; Monitoring and performance reports; Customer Care; Facebook Ads and Google Adwords planning.

Relationship initiatives for the advertisers and clients relationship initiatives; Releases of special projects, shows and opportunity; Collaborating with regionalization of Globo special projects (Amigos da Escola, Criança Esperança); briefing elaborations; Post Morten reports of the special initiatives with conversion focus.

Data extraction and analysis on the magazine and partners on social media networks; Consumer and performance reports; Communication planning and social media management;