As VP of Product-Led Growth (PLG), I drive adoption and engagement with our product among our B2B customers. Leading strategic initiatives, I ensure end users (employees) onboard and engage with our products effectively, delivering value to their employers.We prioritize user engagement post-adoption by implementing nudging strategies, refining product features based on user behavior, and leveraging data-driven insights to enhance the overall user experience.

I lead Growth for Open English, an ed-tech company changing the lives of hundreds of thousands of students. My team oversees strategic initiatives to increase LTV, develop new acquisition channels and drive overall business growth.

I led subscription growth initiatives for Spotify Premium while optimizing acquisition, upsell, and retention in owned, earned and paid channels. One of my core duties is to partner with global/regional cross-functional teams aimed at accomplishing business goals. It is worth mentioning that, I devise and implement robust strategies to enable achievement of full business potential.✯Some of the achievements are:• Enabled outstanding subscription growth, reaching conversion and optimization targets through collaboration with multiple teams like Consumer Marketing, Content, Product, Analytics and local agencies.• Developed and led high-performing team of eight members, ensuring top employee NPS.• Collaborated with payments for launching alternative payment methods, such as cash, gift cards, and bank transfer as well as turning pre-paid products into substantial growth drivers.• Devised and executed localized in-platform lifecycle strategy for Spotify Premium, including conversion, activation, retention, and upsell, with a keen focus on scalable growth levers.• Headed product marketing for Premium, driving awareness, consideration and adoption for Student, Duo, Family and Prepaid plans.

In this role, I have executed proven business administration practices to spearhead cross-functional teams of 22 professionals to drive sales for Saraiva.com through various online/offline channels, including email, CRM, SEM, display, social, affiliates, and partners. I also met organizational objectives by implementing innovative business management approaches.✯Some of the achievements are:• Steered acquisition for Saraiva.com by spearheading CRM and performance experts to deliver US$100M revenue target.• Designed/managed user acquisition strategy and execution based on maximizing return on ad spend.• Advanced end-to-end user acquisition process, including onboarding and managing ad networks/partners, optimizing storefronts for conversion, budget optimization, and creative optimization, and reporting.• Developed an omni-channel Lifecycle strategy to increase engagement of customer base through personalized marketing campaigns• Designed marketing experiments to test a multitude of elements (messaging, content, and promotions) that optimized targeted conversion and purchasing behaviors.

Abril media group is the 2nd largest media company in Brazil, encompassing several segments like print, TV, education, experiential and digital. ~US$700M in revenue in 2014.During my time here, I launched and administered various B2C and B2B digital products in startup accelerator owned by Abril media group. Here, I hold concurrent responsibility for ensuring rapid/consistent growth by developing and executing effective marketing management strategies in paid, owned, and earned channels. I also developed product pricing and positioning strategies by collaborating with cross-functional teams aimed at generate sales.✯Some of the achievements are:• Partnered with other companies by leveraging project management and business development skills to generate business.• Gathered, analyzed, and acted on insights/data, creating conversion campaigns to determine most valuable opportunities for driving growth for new products from 50M user customer-base.• Spearheaded marketing strategy for ibaclube, the first unlimited digital magazine subscription service for marketplace in BR (currently available as GoRead), and attained 1.3M subscribers in less than one year, exceeding forecast by 30%.• Implemented and optimized performance marketing programs for audiences, including teens, young fashionable women, and mass market continuously overachieving LTV/CAC targets.