Mariana Canivezi

Mariana Canivezi Email and Phone Number

Head of Growth | Consumer Insights | Marketing | Market Intelligence | Innovation | Data & Performance | Customer Journey | Sales Strategy | Operations Efficiency @ B2B Stack
Mariana Canivezi's Location
Greater São Paulo Area, Brazil
About Mariana Canivezi

Professional with a 15-year career, I have developed expertise in Sales Strategies, Growth, Data, and Operational Efficiency. My experience spans from crafting strategic and marketing plans to generating consumer insights and conducting comprehensive research. I am proficient in managing the entire insights lifecycle, which includes market research and analysis, customer journey mapping, marketing planning with a focus on media investment, and the digital customer journey. I have also excelled in relationship marketing, structuring and managing performance portals, and proposing new products, segmentations, and customer communication strategies.I have successfully managed both people and budgets, handling up to R$ 200MM, and have maintained strong relationships with company boards and advertising agencies. I hold a degree in Economics from UNICAMP, with specializations in Marketing and Business Strategy.In 2022, I chose to work on my family business, Recanto das Videiras, where I applied over 15 years of marketing experience to expand and diversify the business. Now that the business is thriving and profitable, I am seeking new opportunities where I can leverage my skills to identify and execute opportunities, working through and with people to achieve meaningful results.Core Skills:+Business Strategy+People Management+Strategic Insights+Innovation+Data Modeling+Market Intelligence+New Business+Product Management+Digital Journey+Customer Experience

Mariana Canivezi's Current Company Details
B2B Stack

B2B Stack

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Head of Growth | Consumer Insights | Marketing | Market Intelligence | Innovation | Data & Performance | Customer Journey | Sales Strategy | Operations Efficiency
Website:
b2bstack.net
Employees:
18
Mariana Canivezi Work Experience Details
  • B2B Stack
    Coo
    B2B Stack Oct 2024 - Present
    Brasil
    Leadership of Customer Support Operations: Oversee the delivery of exceptional client services within established SLAs, driving operational efficiency and aligning customer satisfaction with overall business objectives.Management of Product Setup and Marketplace: Strategically lead the configuration of products, categories, and taxonomy to enhance marketplace engagement, ensure accurate positioning, and drive user traffic.Management of Support Metrics: Analyze and optimize key performance indicators, focusing on traffic patterns and community engagement, particularly in high-value segments with paying clients.Leadership of Growth Marketing Initiatives: Develop and execute comprehensive marketing strategies, including targeted email campaigns and media outreach, to amplify the visibility of B2B Stack and its client offerings.Customer Engagement and Special Projects: Design and implement strategic customer engagement initiatives, such as the B2B Awards and tailored client events, to foster loyalty and deliver measurable value to stakeholders.Innovations and Growth Strategies: Drive the development and execution of innovative strategies that promote scalable growth, enhance profitability, and position the organization as a leader in the software marketplace.
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  • Recanto Das Videiras
    Head Of Business | Business Strategy, Performance & Customer Journey
    Recanto Das Videiras Aug 2022 - Present
    Itapira, São Paulo, Brasil
    Led the structuring and acceleration of the company, overseeing the entire business strategy. This included everything from strategic planning and infrastructure development to data modeling, pricing strategy, communication planning, and performance management.Key activities:*Developed and executed the company’s strategic plan*Designed both physical and digital infrastructure*Cultivated strategic partnerships focused on business growth*Led the structuring and implementation of marketing and communication strategies*Developed new products, defined pricing, and drove sales strategies*Provided leadership to cross-functional teams
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  • Cogna Educação
    Head Of Customer Insights | Market Intelligence & Customer Journey
    Cogna Educação Jul 2021 - Aug 2022
    São Paulo, Brasil
    Part of the VP of Operations, was responsible for structuring the Customer Experience evaluation model, working from the strategic planning of the area to the management of data governance, generating Insights on the "Voice of the Customer" for the entire company and executive leadership, accompanying the Kroton, Platos and Saber brands.Key activities:+ Strategic planning of the area with a focus on B2B and B2C clients+ Structuring the customer experience evaluation model from scratch+ Mapping the entire customer (student) journey, analyzing pains and successes+ Hiring/managing market research consultancies such as HSM+ Structuring quantitative and qualitative research, generating an application schedule+ Proposals for standardizing processes and customer contact models+ Managing the area's budget, with ~R$ 200MM/year+ Building proposals for new products, segmentations and language+ Presentations to the entire leadership with proposals for adjustments+ Leadership of 10 people
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  • Cogna Educação
    Head Growth & Performance
    Cogna Educação Aug 2020 - Jul 2021
    São Paulo, Brasil
    As a member of the Martech Board, she was responsible for analyzing the business model, channels and media investment, designing, together with the company's Board, strategies for performance efficiency, cost reduction and the customer's digital journey.Key activities:+ Analysis of the business VS opportunities+ Managing the media budget for the group's 9 brands+ Deployment of media planning in analysis, recommendations, actions/corrections+ Designing media planning automation+ Proposal of new sales channels: Digital Dealers stand out, with +3.5K students/two months+ Development of strategic partnerships with companies that generate high-converting leads+ Review of the entire commissioning model for business partners+ Implementation of the partnership with Meta, Google, Tik Tok, with a focus on programmatic media+ Revision of the entire communication model, reinforcing the online structure+ Measuring/reviewing channels in order to diagnose opportunities+ Hiring research institutes to remodel the channels+ Project management for the creation of new reports, strategic visions, etc+ Leading 12 people
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  • Agência Três Meios
    Director Of New Business | Ooh (Out Of Home)
    Agência Três Meios Mar 2016 - Aug 2020
    São Paulo, Brasil
    Working with New Business Strategy for OOH (Out of Home), she was responsible for developing not only the prospecting of new clients, but also the internalization of projects within the entire structure.Highlight clients: Kroton, Vivo, TIM, among others.Key activities:+ Business strategy, with a focus on prospecting/.monetizing clients+ Developing projects in various markets, taking part in "Competitions"+ Market analysis, OOH trends and new technologies+ Managing the entire implementation of the Kroton account within the structure+ Working with clients on: media planning, investments, geomarketing, etc+ Negotiating/managing strategic partners, reviewing contracts, working models, etc+ Presenting results to clients and executive leadership+ Leading 22 people
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  • Twinkle Digital
    Co-Founder & Marketing Consultant
    Twinkle Digital Jul 2017 - Jun 2019
    São Paulo, Brasil
    She co-created the consultancy and was responsible for the marketing strategy focusing on website creation, app development and event management, with the highlight being the launch/publication of 4 apps for major companies, including Ceva and Royal Canin, on the Google Play Store and App Store.
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  • Kroton
    Planning Manager | Media, Market Intelligence & Sales Strategy
    Kroton Oct 2010 - Apr 2015
    São Paulo, Brasil
    Responsible for Anhanguera University's On and Off Media Planning, in addition to the performance/investment strategy, she defined the entire communication model with the market/students, focusing on TV, Radio, Magazines, but reinforcing actions for the digital world, where it went from 2% to 17% YoY Performance.Looking at Sales Planning as well, analyzing numbers, projections, and enrollments for the courses offered by the college, focused on the cost per hour, teacher, etc.Key activities:+ Strategic planning, with a focus on sales and media investment, , with a focus on Digital+ Managing a budget of ~R$ 180MM/year, defining where to invest efforts+ Hiring/managing two agencies, focused on media execution+ Strategy for Competitive Intelligence: market analysis, competitors+ Management of strategic projects, such as the ''Reoption of Class Formation''+ Review of the entire customer base, using the information to automate course offers+ Interface with teachers, analyzing possibilities for courses/products to use with students+ Implementation of the call center for price monitoring and robots+ Looking at the price of products, recommending seasonal prices/offers/communications+ Class formation management (looking at teacher costs)+ Leading 6 people (direct) and +35 people (indirect)
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  • Net Oficial
    Marketing Coordinator | Planning, Consumer Insights & Customer Journey
    Net Oficial Nov 2008 - Oct 2010
    São Paulo, Brasil
    Responsible for analyzing the Door-to-Door and Telesales channels, analyzing opportunities in terms of operational efficiency, customer communication and portfolio efficiency.Working with:+ Media planning, with a focus on customer acquisition+ Market analysis, competitors and potential business+ Participation in the merger process with Vivax and Big TV+ Mapping/reviewing all channel processes+ Implementation of Germarketing software to support the definition of actions/segmentations+ Leadership of 12 people
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  • Net Oficial
    Trainee
    Net Oficial Jul 2007 - Nov 2008
    Participant in Job Rotation involving the Finance, Commercial, Engineering and Operations areas.
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  • Natura
    Intern | Strategic Planning & Market Intelligence
    Natura Jan 2006 - Jan 2007
    São Paulo, Brasil
    Responsible for preparing market intelligence studies, such as analyzing trends, competitors and the voice of the customer, both in Brazil and abroad.Participation in the project to deploy and implement the BSC methodology throughout the company, including operations in Latin America and Europe.
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  • Cesit, Centro De Economia Sindical E Do Trabalho
    Research Assistant
    Cesit, Centro De Economia Sindical E Do Trabalho Mar 2004 - Jan 2006

Mariana Canivezi Education Details

Frequently Asked Questions about Mariana Canivezi

What company does Mariana Canivezi work for?

Mariana Canivezi works for B2b Stack

What is Mariana Canivezi's role at the current company?

Mariana Canivezi's current role is Head of Growth | Consumer Insights | Marketing | Market Intelligence | Innovation | Data & Performance | Customer Journey | Sales Strategy | Operations Efficiency.

What schools did Mariana Canivezi attend?

Mariana Canivezi attended Universidade Estadual De Campinas, Ohio University, Fundação Getulio Vargas, Universidade Estadual De Campinas.

Who are Mariana Canivezi's colleagues?

Mariana Canivezi's colleagues are Adriel Falcão, Divino Silva, Aline Santos, Julia Dias, Felipe Morais, Alessa Aragão, Diego De Oliveira.

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