Responsible for developing the portable appliances market in Latin America, preparing management reports to support strategic decisions and ensure data accuracy, and implementing a centralized CRM for Latin America using Adobe Campaign. Coordinated a creative agency to optimize marketing strategies and customer relationship management in the region.Key Responsibilities:• Led the development of the portable appliances market in Latin America through detailed market, customer, competitor, and technology analyses. Defined new products and identified strategic opportunities, resulting in significant market growth and competitive market share.• Developed and implemented detailed dashboards and reports for in-depth analyses of market dynamics, customer insights, competitor activities, and technological trends. Supported managers in making real-time data-driven decisions and provided analytical insights to guide strategy and optimize business performance.• Implemented a centralized CRM system for Latin America using Adobe Campaign, coordinating with a creative agency to enhance marketing strategies and customer relationship management. This initiative improved our approach to personalized and efficient customer engagement significantly.

I developed customer relationship strategies, optimized marketing campaigns, and ensured strict adherence to credit policies to achieve better financial outcomes. I ensured proper implementation of credit policies and ongoing performance evaluation. Experienced in leading multifunctional teams, deriving data-driven insights, and implementing continuous improvements to maximize customer satisfaction.Key Responsibilities:• Implemented strategic partnerships to offer personal credit through online channels. Evaluated the entire process from application to formalization and payment, ensuring rigorous adherence to credit policies and monitoring operational performance. Managed databases and private payroll credit processes, including credit pre-approval and execution of campaigns through direct marketing, telemarketing, and SMS.• Coordinated the provision of pre-approved leads and segmented partner lists for acquisition campaigns in stores. Skilled in identifying and targeting audiences to maximize campaign impact and conversion rates.• Strong analytical ability to measure and evaluate campaigns based on financial outcomes (CPA, CPK), transactional metrics (volume, rate), and performance (conversion, score, cluster) to adjust strategies and continuously improve campaign effectiveness.

I led the credit committee for structured operations, focusing on high-risk transactions with significant impact on product profitability. Managed portfolio oversight to monitor indicators such as LLR (Loss Loan Reserve), write-offs, and payment delays across various products and structured operations. Coordinated the implementation of the risk module for structured operations in Totvs, enhancing risk analysis and control.Key Responsibilities:• Led the establishment and management of the credit committee for structured operations, focusing on identifying and managing high-risk transactions impacting product profitability. Collaborated closely with the sales team to ensure close monitoring of strategic and high-risk clients.• Responsible for comprehensive credit portfolio management, including LLR analysis, write-offs, and payment delay control. Experienced in managing various financial products such as car loans, motorcycle loans, credit cards, mortgages, payroll loans, and structured operations.• Specialist in specifying and implementing risk modules for structured operations in Totvs, aimed at improving risk analysis accuracy and process efficiency. Proficient in integrating technological solutions to strengthen risk management and compliance.

I designed and implemented the credit scoring model for customers and prospects, ensuring accuracy and efficiency in credit analysis. Developed detailed dashboards and reports that empowered managers to make data-driven decisions. Analyzed risk analysis practices to ensure integrity and quality of data used in credit processes.Key Responsibilities:• Evaluated and implemented credit scoring models for customers and prospects across more than 300 branches, ensuring accurate credit analysis and minimizing risks. Developed robust criteria and analytical tools for efficient evaluation, optimizing credit approval processes and enhancing financial security.• Led strategic projects, providing ongoing training and aligning team activities with corporate objectives.• Developed and implemented advanced risk analysis strategies to identify and mitigate potential threats to the company's financial health. Leveraged advanced analytical techniques and BI tools to proactively manage risk, ensuring process integrity.

I led the BI team, implemented best practices in data analysis within the department, ensuring data integrity, and developing strategies to optimize business performance. I also played a key role in integrating diverse data sources, creating a unified view of company performance indicators to support decision-making.Key Responsibilities:• Provided critical support in strategic decision-making, ensuring effective distribution of management reports. Implemented detailed dashboards that assisted managers in making data-driven decisions in real-time, thereby optimizing performance.• Led the Business Intelligence team, implemented best practices in data analysis, ensuring integrity and quality. Managed BI projects, team training, and aligned BI activities with strategic objectives of the company.• Facilitated the integration of various data sources, enabling comprehensive and detailed data analysis, contributing to the identification of trends and growth opportunities.

I developed a robust strategic planning process utilizing performance indicators from all departments to outline corporate goals. Supported the distribution of management reports, ensuring a detailed view of internal processes to facilitate strategic decision-making.Key Responsibilities:• Led strategic planning initiatives using performance indicators from all departments to establish clear and achievable corporate goals. Analyzed and interpreted data to identify improvement opportunities and define short and long-term strategic objectives. Provided support in strategic decision-making by ensuring efficient distribution of management reports through the creation of detailed dashboards based on accurate and updated data.• Developed and implemented customer acquisition, activation, and cross-selling strategies for products and services. Utilized direct marketing campaigns for customer loyalty and retention, targeting specific market segments to maximize impact and return on investment.

I monitored indicators to project risks and assumptions, structured segmented plans, and continuously reviewed them. Managed Campaign Metrics focusing on audience identification, selecting specific indicators, and tracking results. Developed management reports, customer segmentation, and managed technological resources.Key Responsibilities:• Continuously improving data analysis and indicators to enhance market strategies and customer segmentation.• Development of standardized tools and processes to efficiently support presentations and decision-making.• Integration of managerial insights and customer segmentation for a more strategic and personalized approach to customer service.

Evaluated suppliers, processed and stored data for verification of customer information. Supported in the strategy and execution of acquisition campaigns for new clients using PRM (Prospects Relationship Management), created, disseminated, and analyzed metrics.Key Responsibilities:• Continuously improved the quality of customer data, ensuring accurate and up-to-date information for acquisition campaigns.• Optimized marketing campaigns through detailed analysis of metrics and feedback, ensuring greater efficiency and return on investment.• Effectively integrated prospect management with campaigns, providing a cohesive and strategic approach to reach potential clients.• Managed the prospects database and executed acquisition campaigns for new clients using PRM (Prospects Relationship Management), involving market segmentation, data analysis, and implementation of targeted strategies to expand the company's customer base, ensuring sustainable growth.