ALLOS is the largest shopping mall management company in Latin America, specializing in the management and operation of shopping centers, focusing on maximizing performance and profitability through innovative strategies.• Directed the management of the Benefits Program user base, developing queries and dashboards in Databricks to enable strategic segmentations for Growth initiatives.• Analyzed data using SQL, Databricks, and Excel to identify optimal communication frequency and channels, leveraging data from Salesforce and later Insider to monitor metrics like open rate and CTOR, optimizing strategies.• Developed a dashboard with KPIs in Databricks to analyze the usage of benefits from the loyalty program, facilitating the renegotiation of a co-participated benefit and generating savings of approximately R$1 million.• Participated in the integration of the new CRM tool (Insider), ensuring data consistency and collaborating with technical, data, and business teams.• Collaborated with Insider and CRM/Growth teams to resolve gaps, improve processes, ensure tool efficiency, and lead real-time segmentation pilots for more precise customer communications.• Led SQL-based analysis and implemented a new event attribution model, uncovering that 70% of customer actions occur within 7 days of communication engagement, driving strategic adjustments.• Designed ETL processes in collaboration with the Data Engineering team, implementing best practices to enhance efficiency and ensure high-quality delivery in CRM database generation for the new tool.

• Participated monthly in the CRM Forum, presenting technical topics such as available segmentations in Salesforce and training on dashboard consultation in Databricks, contributing to local shopping center strategies.• Extracted data via SQL through Salesforce's Automation Studio for dashboard construction in Power BI, providing insights for customer segmentation considering their consumption profile and participation in promotions.• Actively participated in the Salesforce Squad rituals, applying agile methodologies to ensure efficiency and continuous delivery of results.• Managed the interface between Salesforce Marketing Cloud and the CRM and Growth teams, ensuring the technical efficiency of the tool, identifying and resolving production gaps, and improving the quality of processes monitored via Jira.• Implemented automated journeys in Salesforce Marketing Cloud, optimizing the customer experience and campaign effectiveness.• Created and managed Landing Pages with HTML and CSS for efficient lead capture, expanding the potential customer base.• Updated table documentation continuously in Confluence and Excel, ensuring that information is always accessible to the team, with consultations conducted through Salesforce's Query Studio and Automation Studio.

• Managed the Relationship Program at Shopping Tijuca.• Developed email marketing, SMS, and push notification workflows through Salesforce - Marketing Cloud, ensuring tagging integrity and campaign consistency.• Performed in-depth analysis of the customer base via Query Studio/SOQL (Salesforce), including purchase profile and consumption habits, for precise segmentation and personalized communication.• Developed weekly Dashboards and Reports using Excel and Power BI, allowing customer behavior monitoring and evaluation of marketing campaign effectiveness.• Created and managed links for CRM campaigns and online and offline media using Firebase.• Defined benefit rules by category, aligned with value and differentiation guidelines, using data-driven insights.• Negotiated with store owners to optimize the acquisition of new benefits for the relationship program and enhance existing benefits.

TIM Brasil is one of the largest telecommunications operators in the country, with a presence in all Brazilian states.• Supported the CRM team through analysis via SAS and delivery of weekly and monthly base movement reports (Net Adds), retention, and monetization, providing insights for strategic decisions in creating more assertive plan offers.• Developed detailed reports in Excel and Power BI to monitor retention and renegotiation in the SMB (Small and Medium Business) segment, focusing on identifying improvement opportunities.• Optimized the SMB renegotiation report creation process, gaining approximately 87% agility in the process.

• Developed and implemented strategic informational campaigns as an essential part of the company's business plan, directed at migrations and base movements, with continuous analysis of results.• Conducted and optimized relationship workflows to improve customer experience and increase the • effectiveness of interactions.• Improved monitoring of the First Payment Default indicator to ensure sales quality, using SQL, SAS, and Excel.• Supported SAS projects, focusing on creating KPIs (conversion) to optimize profitability and monitor the performance of strategic partners.• Analyzed the efficiency of Pre-Pre migration campaigns, with daily monitoring via Power BI to understand the customer base movement of Prepaid clients.

• Developed and monitored the inbound channel (Pre Control) performance, analyzing data via SAS and Power BI to identify and optimize critical workflow points.• Created Excel reports on customer base movement (Net Adds) and payment monitoring (First Payment Default), providing insights for customer retention.• Optimized the First Payment Default report creation process via SQL.• Analyzed early churn indicators in Excel and Power BI, allowing for early identification of customer churn trends.

• Assisted in the structuring and execution of preventive customer retention actions, analyzing data using Excel and SAS to identify patterns and develop targeted strategies.• Prepared strategic materials for management with the results of preventive retention actions for the highest value-added base.• Collaborated with marketing and mailing teams to optimize customer behavior analysis and reporting processes.• Handled the strategy and operationalization of discount management for plans.

Supervia is the main concessionaire of urban rail transport operating trains in Rio de Janeiro, serving millions of passengers daily.• Managed tax withholdings, compiling and analyzing data for financial reports in Excel, ensuring transparency and accuracy in tax declarations.• Handled the management and entry of fiscal data into the Oracle corporate system.• Verified tax withholdings, monitoring and auditing them to ensure compliance with current regulations.• Calculated and issued ISS guides, collaborating with municipal fiscal departments where Supervia operates.