Paula Poletti Email & Phone Number

Amsterdam, North Holland, Netherlands

Amesterdão, Holanda Do Norte, Países Baixos

- Responsible for the lifecycle strategy - creation of touch points with the customer in order to boost retention- Using frameworks and customer data to improve decision-making -Constant data digging (main tool: Looker) to get insights from cohorts/segments and design retention initiatives- Managing 2 automation specialists responsible for creating journeys in the ESP and for creating/improving data flows

Paris, Ilha De França, França

Management & Implementation of CRM projects - Data model on the ESP - Automation - Creation of audiences and journeys via the data model on the ESP / via data from the CDP / via SQL query on Sales Force Marketing Cloud - Managed a Jr CRM Manager in charge of campaign implementation / personalization strategy / reporting - Lifecycle management - Data quality

Paris Area, France

• Management of CRM activations (tactical and automatic emails, and SMS) in ten countries for a major player in the luxury cosmetics market - Supported two trainees in charge of setting up tactical campaigns / control and implementation of automatic campaigns / both through Adobe Campaign• Prospection activations (tactical emails and SMS, retargeting emails, and omnichannel campaigns) for important players in the French market, through a mega prospection database• Controlled and optimized this important prospection database: - Trained marketing teams on how to exploit and run activations campaigns through the database / Monitored these campaigns - Co-responsible for relationship management with the partners of the proprietary database (revenue optimization studies, GDPR compliance) - Management of the database with the product specialist and technical teams

Paris E Região, França

• Analyzed the competition and monitored trends in the luxury industry through several studies, mainly on: - Macroeconomic and cultural analysis of key luxury markets; - Dynamics of tourists purchases in Europe, with a focus on Chinese nationals; - Current scenario of the second-hand market (focus on Grey Market); - The evolution of the duty-free market – focus on beauty, fashion and hard luxury sectors.• Analyzed ad campaigns (investment per brand and per country and content of the message) in countries that are key for the luxury industry;• Coordination of the Newsletter « Competitor News », sent to over 2 000 people, which presents the most recent strategic moves and trends within the industry.

São Paulo E Região, Brasil

• Performed business valuation analysis for diverse sectors (e.g. technology, financial services, agribusiness, education), including studies such as:- Pricing of bad debts portfolio for some of the biggest players of the banking industry in Brazil;- Market value determination for companies within the portfolio of one of the biggest private equity institutions in the country.• Executed strategic studies for a multinational company from Spain (4.3 million euros in revenues in 2017) willing to create two additional business units in Brazil, in logistics and in banking services.

São Paulo E Região, Brasil

• Responsible for budgeting and forecasting administrative expenses.

São Paulo E Região, Brasil

• Ran profitability analysis for new product launches in over 20 projects;• Ran financial analysis for the setup of a new production plant in Brazil;• Generated and analyzed monthly P&Ls by brand;• Budgeting and controlling for the Trade Marketing team – including creation and implementation of profitability simulators for Trade Marketing field sales managers, to ensure that every action in the point of sales would give significant financial return to Danone Brazil.

Ribeirão Preto E Região, Brasil

Controlling and executing payments to suppliers.

Growth Series, Marketing/Marketing Management, General

Mba In International Management, Mention Très Bien

MBA in International Management • 1st semester in Turin (Italy) and 2nd semester in Paris (France) • Focus on marketing: Marketing plan.

Economia Empresarial E Controladoria, Economics And Accounting