Otavio Lacerda Email & Phone Number

State Of São Paulo, Brazil

São Paulo, Brasil

São Paulo

• Leader of the project and launch of the new institutional website. Site management and responsible for continuous UX/UI improvements together with the development team at act digital Serbia. • Development of digital media plans, containing different channels such as LinkedIn Ads, Google Ads and Meta Ads, focus on the B2B target in Brazil and the United States. • Creation of promotional landing pages for events and seasonal campaigns focused on the dissemination of rich content and e-books. • Tagging and implementation of SEO strategies and tactics on the website and blog act digital for indexing on search engines. Tracking best practices and metrics via SEM Rush and Google Search Console. • Preparation of monthly results reports. • Management of the development of the digital activation and gamification project at Febraban Tech 2023

São Paulo

•Leadership in structuring, planning and implementing the Inbound Marketing strategy to generate new leads for the commercial area.• Implementation and management of Hubspot, a marketing automation tool, sales cadence and CRM.• Creation and management of the entire nutrition, maturation, weighting and closing funnel.• Study and creation of Lead Scoring within Hubspot for better qualification of captured leads.• Generation of content for the nutrition rules, together with the Branding team.• Monitoring the creation of landing pages, rich content, e-books in order to generate relevance and authority for the Linker brand and increase the generation of organic leads.• Management of the implementation of On-Page and Off-page SEO strategies and tactics on the website and Blog Linker to improve ranking in search engines.

São Paulo

• Management of the performance marketing team, with a focus on generating and nurturing leads in the sales funnel.• Leadership in the development of media campaigns for alternative investments available on the platform: legal claims, music royalties, works of art, real estate, among others;• Daily monitoring of the sales funnel and key KPIs through Hubspot: number of leads, contact qualification index and cost per lead (CPL) for continuous optimization of campaign results;• Budget Management and Media Planning;• Creation of briefing with copys for the ads of the platform operations campaigns, as well as email marketing campaigns for segmented customer databases;• Moderation of weekly alignment meetings to show the results of A/B tests of ads, copys and landing pages, results of actions and definition of new optimization tactics for media channels such as Google Ads and Facebook Ads;• Responsible for testing and implementing media campaigns for APP monitored by Adjust and new channels such as Twitter Ads and Programmatic Media; • Coordination of daily marketing actions for App Renda Fixa partners, such as: Push Notification via One Signal, Promotional E-mail Marketing to the base via RD Station, blog posts and social networks such as Facebook and Instagram

São Paulo

• Responsible for managing the social networks (Facebook and Instagram) of the BOM Card and VOUDapp, an urban mobility app focused on recharging credits on the transportation cards of the population of the metropolitan region of São Paulo (Bilhete Único and BOM Card);• Definition of agenda and monthly/weekly content together with the communication agency. Testing and learning the best themes and schedules that generate greater involvement with the public, in addition to the preparation of weekly reports on the channels' performance;• Leadership of the project to restructure the company's institutional websites (Autopass, BOM Card), where I was able to apply the best practices of UX\UI (User Experience/User interface), with a focus on improving navigability and user experience;• Insertion of Google Analytics Tags in all Autopass sites and creation of dashboards for frequent monitoring of the main KPIS, with the Business Intelligence team;• Responsible for the study and analysis of application of new strategies for Content Marketing, Inbound Marketing, and automation platforms related as RD Station;• Implementation of seasonal media performance campaigns for promotional actions (Campaign Recharge Awarded) and development of commercial promotions with raffles, which the objective was to increase the load of credit tickets in the self-service machines of Metro and Train. (Authorized by SECAP);• Development of seasonal promotions communicated through E-mail Marketing SMS and PUSH Notification to leverage the VOUD App customer base. (Activation and Retention).

São Paulo

• Strategic and tactical planning of media performance campaigns (always on) focused on lead generation, for the investment products (CDB and LCI) of APP PAN Investimentos, an online platform for fixed income investments;• Development of seasonal and opportunity campaigns (CRM and Media) with measurement of KPIs and tracking made by Appsflyer and Google Analytics;• Daily analysis of results and production of weekly reports of online media campaigns in different channels such as Google, Facebook, Instagram, AdNetworks partners among others.• Briefing and approval of graphic pieces and formats for each of the channels, analyzing whether the communication is in accordance with the media used;• Management of budget and media plan of the online channels. (Paid traffic);• Analysis and study of the investment market and competition in order to propose new strategies, segment new audiences and optimize campaign results;• Development and implementation of relationship rules (E-mail, SMS, Apppush) together with the CRM area, focusing on activation, retention and profitability of the customer base;• Support and configuration of media campaigns for other areas of the institution, such as renegotiation of debt (Collection), Institutional among others;• Responsible for the quarterly disclosure of the Bank's results with initiatives such as: organization of internal disclosure event for managers, superintendents and directors; production and sending of e-mail marketing, whatsapp card for stakeholders; ads and posts on social networks (Facebook, Instagram and LinkedIN), publication of balance sheet in a large circulation printed newspaper (Valor Econômico) and the Press.:: FEATURED PROJECTS• Organization of an Internal Workshop on Digital Marketing for managers, superintendents and directors, with the goal of presenting the main tools and their positive effects for the bank's results.

São Paulo

• Plan and develop strategic digital marketing campaigns in the main online acquisition channels (Google Adwords, Facebook Ads, among others) focused on generating qualified leads for the business areas (Personal Loan, Proven Loan and Investments). • Management of the marketing and performance agency team, and co-creation of ads and promotional pieces ensuring efficient deliveries and deadlines and optimization of digital media campaigns.• Promote and advertise the brand and products and services in digital channels, including management and maintenance of the institutional website and social networks (Facebook and Linkedin) with support from the communication agency.• Perform and ensure the tracking and measurement of results of all actions focused on ROI.• Preparation of weekly management reports and monitoring of metrics and performance indicators with reporting to the Board.• Management of new digital marketing projects based on canvas model and agile methodology with main focus on user experience (UX).• Analysis of competition (credit fintechs) in the digital environment and study of implementation of new strategies for Content Marketing, Inbound Marketing and automation platforms related as RD Station.• KPIS tracking and statistics of portals, sites and campaigns by Google Analytics. • Responsible for the development of relationship rules and implementation of management tool and automation of sending e-mails marketing (AKNA).

São Paulo

• Planning and implementation of campaigns in the digital media a lways on, focused on performance for the products: Daycoval Investe - online investment platform (CDB, LCI, LCA, investment funds); tourism exchange stores, consigned loans, vehicle financing, among others.• Daily analysis of results and production of weekly reports on media campaigns in different channels such as Google Ads, Bing Ads, Facebook/Instagram Ads .• Briefing for the creation of graphic ads for media together with the performance agency according to each channel.• Coordination of the development of landing pages for Always on and seasonal campaigns. • Analysis of competition in the digital environment and implementation of new strategies and tools such as affiliate marketing (Zanox/Awin), Native ads (Taboola) and programmatic media.• Development of improvements and management of SEO (on-page/off-page) in all portals and websites of the institution.• Study and analysis of new strategies for Content Marketing, Inbound Marketing and automation platforms related as RD Station and Hubspot.• Traffic monitoring of portals and websites by Google Analytics.• Management of the bank's social networks (Facebook/ Instagram and LinkedIn) with development of monthly calendar of posts and implementation of Social listening tool / SAC 2.0. (Zmonitor)• Creation of relationship rules (e-mail marketing), sending management and results report.

São Paulo

• Brand management, visual identity and communication line of Daycoval Câmbio, the bank's tourism exchange products area;• Planning and development of regional marketing actions for store openings and network expansion, such as: POS merchandising, billboard ads, e-mail marketing, distribution of promotional materials, gifts, among others;• Responsible for co-creation, budgeting and monitoring the application of visual communication of exchange stores;• Organization of internal events, commercial meetings and participation in trade fairs such as: ABAV Expo, Avirrp, tourism saloons, among others.• Structuring of incentive campaigns for the bank's own stores, exchange correspondents, and commercial area (Cross-selling).• Development of seasonal B2C promotional campaigns to leverage the sale of coins in kind, prepaid cards in foreign currency, international remittances and other services;• Mailing management and creation of relationship rules (e-mail marketing) for customer activation and retention;• Activation of digital marketing campaigns (Google Ads and Facebook Ads) always on for currency exchange stores and performance monitoring with agencies;• Preparation of briefing and approval of graphic pieces and formats for each of the communication channels, analyzing whether it is in accordance with the digital media used;• Analysis and feasibility of sponsorships and strategic partnerships with agencies / tour operators, aligned with the interests of the business area;• Analysis of results of actions and construction of management reports.::FEATURED PROJECTS• Launch of new products: Corporate Travel Cards, Co-Branded Travel Cards, and the Corinthians and Atletico Mineiro Travel Cards, with the VISA flag;• Promotional campaign "Exchange Money for Fun" focused on foreign tourists of the 2014 World Cup.• Responsible for the project to restructure the Daycoval Câmbio website adapted for mobile and web devices.

São Paulo

• Responsible for the financial control and payment flow of the marketing area;• Stock control and distribution of promotional materials to Middle Market agencies, Daycred Stores and banking correspondents;• Requesting quotes and negotiating with suppliers (graphic companys, buffets, hotels and gift and promotional material companies);- Organization of internal events and support in annual conventions, campaign launch events, business meetings and trade fairs;• Support in the organization and maintenance of incentive campaigns for the commercial areas (Consigned Loan and Middle Market);• Support in the coordination of social responsibility projects and tax incentive laws (Rouanet Law, CMDCA and Sports Incentive Law);• Clipping of all legal advertising notes and balance sheets, printed and digital media;

São Paulo, São Paulo, Brasil

• Organization of technical seminars, workshops, award ceremonies and participation in business fairs;• Stock control and distribution of the company's promotional materials (Suppliers catalogues, Uniforms and Gifts);• Request for quotes and interface with suppliers (graphic companys, buffets and companies manufacturing gifts and promotional materials);• Development of new suppliers and database;• Clipping of all news and ads of the institution, printed and digital media;• Stock control and graphic production of all company employees' business cards.• Support in the maintenance of sales campaigns and incentive for the commercial area;• Responsible for coordinating the project of FRATO Social for the donation of wheelchairs to charitable institutions.

Agile Marketing, Marketing

Pós-Graduação Lato Sensu, Especialização Em Marketing Digital

Marketing

Bacharel Em Comunicação Social - Publicidade E Propaganda, Publicidade E Propaganda, 8,0