Rafael Feitoza Torres Email and Phone Number
Senior Manager – Digital Products, Martech and Data Strategy at
@
Azzas 2154 | Fashion & Lifestyle Men
Brazil
Rafael Feitoza Torres's Location
São Paulo, Brazil, Brazil
About Rafael Feitoza Torres
With a solid and multifaceted career, I am a leader passionate about driving digital transformation and creating innovative products that elevate the user experience. I currently work as Head of Digital Products at Reserva, where I establish the strategic vision for the product portfolio, from conception to launch, aligning them with business objectives and customer needs.⇥ Main Achievements:• Development of successful digital strategies for Reserva, Reversa, Go, Mini, Oficina, BAW and Ink, resulting in positive and efficient online interactions.• Implementation of a product development line focused on the customer's purchasing journey, using frameworks such as SAFe and Scrum.• Leadership in optimizing conversion rates on digital platforms, achieving specific sales and lead generation goals.• Elevation of the application sales channel to become the main one, consolidating itself as a central point for the relationship with Reserva customers.I work to build a culture of innovation in digital design, exploring new technologies and trends to improve the user experience at the AR&Co Group.I'm a leader in the evolution of the digital ecosystem, transforming the digital app channel into a leading sales channel in the sector. Under my management, the application received recognition as the Best Fashion Retail Application in Brazil for three consecutive years, in addition to reaching high levels in the main monitoring KPIs, such as Conversion, Retention, Stickiness, MAU, DAU and Audience.⇥ Key Skills:• Leadership of multidisciplinary teams.• Product strategy and agile development.• Culture of innovation and experimentation.• Data analysis for informed decision making.• Conversion rate optimization and experience personalization.- MBA in Business Innovation from FIAP.- Certificate in Digital Transformation Strategies from Cambridge Judge Business School.- Graduated in Technology in Internet Systems and Bachelor in Design in Digital Interface.Connect with me to explore opportunities for collaboration and digital transformation. #DigitalLeadership #ProductInnovation #CustomerExperience 🚀✨
Rafael Feitoza Torres's Current Company Details
Azzas 2154 | Fashion & Lifestyle Men
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Senior Manager – Digital Products, Martech and Data Strategy
Brazil
Rafael Feitoza Torres Work Experience Details
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Senior Manager – Digital Products, Martech And Data StrategyAzzas 2154 | Fashion & Lifestyle MenBrazil
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Executive Manager Of Digital Innovation And Data IntelligenceAr&Co Jan 2024 - PresentResponsible for e-commerce operations (app and website), stores (POS and sales app), post-sales (loyalty, logistics, on-demand, and customer service), and Customer Experience Optimization (CRO, UX, and BI). Leading the integration of digital and physical channels, ensuring an efficient and consistent purchase journey, while driving data analysis to enhance the experience and boost conversion.
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Head Of Digital StrategyReserva Jan 2024 - PresentRio De Janeiro, BrReporte direto para o CTO, sendo o responsável técnico da experiência do cliente nos canais digitais do Grupo Azzas 2154 na unidade de negócio de moda masculina AR&Co (Marcas Pica-pau: Reserva, Reversa, Go, Mini, Oficina Reserva, Simples Reserva, Reserva INK e BAW), liderando uma vertical de 50 pessoas que gerenciam toda a frente de Produtos Digitais, Aplicativo do Cliente, E-commerce, Aplicativo do Vendedor, CRM, Dados, Loyalty e Experiência do Usuário. Responsável por liderar a definição e execução de estratégias digitais que impulsionam a transformação e inovação dos negócios na AR&Co. Gerencia o ciclo completo dos produtos digitais, desde o conceito inicial até o lançamento, garantindo que cada etapa seja eficiente e alinhada aos padrões de qualidade da empresa e aos objetivos de negócios.Lidera a visão estratégica dos produtos digitais, utilizando insights de mercado, análise de dados e feedback dos clientes para guiar o roadmap de produtos, priorizando funcionalidades e melhorias que maximizem o ROI e o impacto estratégico. Promove o uso de dados para decisões informadas e define KPIs que medem o sucesso das iniciativas.Com foco na melhoria contínua da experiência do cliente, desenvolve estratégias que proporcionam jornadas de compra coesas e satisfatórias, além de aumentar o engajamento e retenção. Trabalha em estreita colaboração com equipes de marketing, vendas e atendimento para garantir que as soluções digitais e omnichannel estejam alinhadas com as metas corporativas.Também é responsável por gerenciar todas as iniciativas de tecnologia relacionadas à experiência do cliente, incluindo o aplicativo do cliente, e-commerce, CRM, CDP, fidelização e retenção, bem como a evolução dos produtos de Supply Chain, como WMS e produção on-demand. Além disso, coordena a área de User Experience (UX) e a gestão dos canais de relacionamento com o cliente, tanto no ambiente digital quanto no físico. -
Digital Experience ManagerReserva Jan 2023 - Aug 2024Rio De Janeiro, Br• Senior lead in the creation and implementation of strategies focused on improving all customer interactions with the company;• Ensure an exceptional customer experience at all touchpoints, from customer service to the digital interface and after-sales;• Responsible for understanding customer needs and expectations, using feedback and analytical data to identify areas for improvement, developing and implementing initiatives to increase customer satisfaction, loyalty and engagement, promoting a customer-centric approach across the organization;• Executive of multidisciplinary teams that ensure a cohesive and high-quality experience, in addition to promoting an organizational culture that values customer excellence at the center;• Leader of strategies and initiatives related to user experience, in order to define and execute digital strategies that guarantee positive, efficient online interaction and aligned with the organization's strategic objectives;
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Group Product Manager | App GrowthReserva Jul 2022 - Aug 2024Rio De Janeiro, Br• Responsible for managing and optimizing the performance of Reserva client applications, maximizing its impact on the business, driving the online sales growth strategy;• Implement growth strategies for the app, including user acquisition, user retention and engagement, analyzing metrics and usage data to identify opportunities for improvement and make informed decisions about developing features and optimizing the user experience;• Responsible for building, modernizing and scaling the channel to its maximum potential, transforming it into the group's largest online sales channel, in addition to strengthening the channel as the customer's main omnichannel channel;• Data analysis evangelist, using derived and deep insights to evaluate the performance of the mobile platform;
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Growth Hacking Manager | Innovation - Jet SkisIfood Jan 2021 - May 2022Osasco, São Paulo, Br• Manager of the disruption team, being a key player in accelerating the company's growth strategically, through leadership of 6 squads with a multidisciplinary team from UX, developer, product and business, totaling approximately 44 chairs, responsible for carrying out testing and analyzing hypotheses of short and medium term growth opportunities.• Responsible for actively prospecting new business opportunities, evaluating the adherence of products and services under development both in the core of the product and in the innovation of new trends.• Map competitors and their differentiators, potential partners and customers and identify business opportunities for the company.• Responsible for spreading curiosity about new trends, and learning by seeking knowledge to develop Business Intelligence, understanding varied scenarios and meeting the expectations of the organization and customers;• Leader for delivering + 6.5MM orders in the artificial intelligence project responsible for presenting dishes based on the personal taste of each app user.• Responsible for the prospecting and growth front of the IFood Econômico Community Leader (Poupaê). Jetski that aims to grow over 60MM in monthly orders, becoming a Business Unit within iFood, reaching the Class C audience, which was previously unattainable. -
Group Product Manager | EcommerceLojas Renner May 2019 - Dec 2020Porto Alegre, Rio Grande Do Sul, Br• Management of the evolution of the ecosystem together with the business and technology areas.• Responsible for the governance of the app product, aiming at the company's digital strategy, defining roadmap, and backlog management with the POs responsible for each tribe.• Daily monitoring of user feedback, research and usability tests, forming navigation data on the journey, which helps to indicate problems and opportunities, generating discovery and omni-channel hypotheses, constantly improving the product.• Responsible for managing the business plan, benchmarking, updating new technologies and mapping the squad's best practices;• Stakeholder and product intermediary, facilitating the understanding of business needs and digital product solutions;• Management of budgetary control of CAPEX and OPEX products;• Management of product tribe breakdowns, focusing on discovery, omnichannel, payment methods, after-sales, related markets and product marketing core.• Active orchestrator of digital transformation, experimentation, collaboration and IT/business proximity and App Only culture;• Responsible for defining and monitoring key performance indicators (KPIs);Results:• App becomes the company's main sales channel, exceeding established targets for Share, MAU, DAU, CR, Retention, Frequency, among others.• Winner of the E-bit Award, 3 consecutive years as the Best Fashion Retail Application in Brazil;• Only application among fashion retailers, to arrive and remain on both platforms (Android and iOS) among the 5 best retail applications in the Apps Stores;Main deliverables:Search by Image, Product Availability in Physical Stores, Push Notification with Segmentations and Geoloc, Single Showcase, Order Breakdown, Biometrics, Tagging of partners Appsflyer, AppAnnie, GA, Firebase, RankMyApp, etc. -
Ecommerce It Manager | AppLojas Renner Sep 2018 - May 2019Porto Alegre, Rio Grande Do Sul, Br• Responsible for all App product of the company's three brands, Lojas Renner (Nativo), Camicado (React Native), and Youcom (React Native);• Responsible for prioritizing challenges and seeking quick, structured and efficient solutions, ensuring the best product deliveries at an agile pace, balancing the time and quality factor;• Management to fully understand the organization's strategy and objectives, based on the KPIs defined by the business;• Leader in the process of developing digital application products, based on the agile scrum methodology;• Product management from the business perspective, with technical knowledge, in order to guarantee the constant evolution of the final product, making the development process and business need more flexible;• Navigation and user journey manager, monitoring consumer behavior to guide business decisions;• Responsible for agile development, focusing on the experience of the mobile client and mobile applications.E-commerce | User Experience | Omni Channel | Digital Transformation - CRO CSPO"Help your team (and your company) deliver the right product to users." - John Elman
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Growth PrincipalTivit Latam Aug 2017 - Aug 2018Santiago De Chile, Santiago, Cl• Responsible for leading the digital transformation front, focusing on product evolutions, within the Artificial Intelligence division. Focused on predictive models, based on Machine Learning and the construction of Virtual Assistants/Bots.• Customer experience organizer, combining Bot capabilities, enhanced by statistical/predictive models and integration of the 4th Telefônica Platform (big data and APIs).• Executive position, being a specialist in the growth of the AURA product, leading a team of nine PO positions + three interface designers, focused on user experience, + Telefônica allies.• Leader of data analysis and performance indicators for Aura products, bringing efficiency and profitability to artificial intelligence projects;• Responsible for obtaining insights that contribute to the expansion of new businesses and corporate business plans;• Management of processing and analysis of large volumes of unstructured data, using information from different sources (AURA Manager + Power BI + Google Analytics), facilitating the work of other business areas;• Responsible for identifying and interpreting trends to support decision-making in the data area;• Leader of Analytics, Data Governance, Big Data, Market Intelligence, Planning, Budgeting, and Benchmark initiatives;• Evangelist of the SCRUM/Kanban methodology, and agile process, leading the digital transformation in the Data and Artificial Intelligence department, with the thought of products and delivery evolutions, presenting greater value to internal and external customers. -
Digital Product CoordinatorPlusoft Jun 2015 - Aug 2017São Paulo, Sp, Br• Organizer of user interviews and behavior analysis;• Responsible for defining the interaction flow in the application, understanding, knowing and studying the user's behavior and experience;• Responsible for coordinating the team to create wireframes, prototypes, mockup and navigation flow for each system;• Orchestrator of the application of user research methodologies;• Information architect performing profile searches, organizing website content, such as internal search functionality, follow up procedure, workflow, nomenclature and menus, among others;• Management of the visual design of the system, such as typography, layout, colors, graphics, visual effects, images, textures, mood;• Responsible for coordinating the Front End development team focused on the system interface, using technologies such as HTML5, CSS3, Gulp, Sass, Less, Json, JQuery, Ajax, Git and etc;• Information and Taxonomy Architect, with logical programming techniques to obtain the best result and experience for the end customer;• Responsible for defining information architecture and interaction design for mobile devices such as iOS, Android and Windows Phone, not excluding the user experience on desktop devices;• Responsible for strategically planning pre-launches and launches through Growth Hacking, focusing on opportunities and gaps, aiming for quick results;• Content specialist and strategist with a focus on writing, structuring content to be delivered on different devices, text interface in titles and labels;• Benchmark, cognitive psychology, heuristic analysis, prototyping, usability test and A / B test.“I always focus on inspiring and training the new generation of leaders. The diversity of opinions, brings us a divergence of realities and various means of achieving our goals. ” - Barack Obama -
It Coordinator | EcommerceC&A Modas Jan 2014 - May 2015Düsseldorf, Nrw, De• Product Owner and focal point among stakeholders, internal customers and management team. Responsible for the front-end development team and designers from Brazil;• Leader of front end development and user experience of e-commerce company;• Project management, mapping and process improvement, SCRUM and Kanban system implementation in the e-commerce department, from Backlog, Sprint Backlog, Planning, Release and Burndown;• Deployment of the virtual store on the Vtex Commerce platform, from Massage Center, OMS, License Messenger, CRM and Portal, using current file versioning technologies such as GitHub and BitBucket, command line automation such as Grunt front/back development, with HTML5, CSS3, Sass, JQuery, JS, Json, etc;• Developing platform templates, shelves and layouts. Customization of web components for site elements;• Preparation and dissemination of periodic status reports, service and support to business areas. Work based on multiple research, behavior analysis and A/B testing;• Emphasis on managing user interface and usability projects, focusing on the user experience, with a background in creation and design, contributing to the formation of a better look in defining what is best for the end customer. Versatile, with experience in delivering SEO projects to complete Marketing and/or Social Media campaigns. -
It Specialist | EcommercePolishop Jan 2010 - Dec 2013São Paulo, São Paulo, Br• Management of usability and user experience study projects, suitable to the different phases of e-commerce development;• Planning, structuring and conducting usability tests and user experience surveys;• benchmarking;• Information architecture;• Development of diagrams, navigation flows, wireframes and prototypes;• Implementation and development of new business concepts and marketing intelligence in business strategy on the Vtex platform. Working alongside backend development and marketing professionals;• Conducting and executing strategic partnerships focused on the expansion of reason;• Responsible for all landing pages process and new product categories, aiming at improving page performance performance;• Pioneer in search engine optimization work for high-level pages for search engines. Working on multiple research, behavior analysis and A / B testing;• Implementation of e-commerce projects, applications and own physical structures, in partnership with the backend and QA development department;• Expertise in Vtex Commerce and Magento platform;• Extensive experience with Content Management System (CMS) and Projects (SCRUM). -
Engenheiro De SoftwareMarketdata Jan 2007 - Dec 2009São Paulo, São Paulo, Br
Rafael Feitoza Torres Education Details
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Cambridge Judge Business SchoolDigital Disruption: Digital Transformation Strategies -
FiapBusiness Innovation
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Senac BrasilDesenvolvimento
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Senac BrasilProgramação E Design
Frequently Asked Questions about Rafael Feitoza Torres
What company does Rafael Feitoza Torres work for?
Rafael Feitoza Torres works for Azzas 2154 | Fashion & Lifestyle Men
What is Rafael Feitoza Torres's role at the current company?
Rafael Feitoza Torres's current role is Senior Manager – Digital Products, Martech and Data Strategy.
What schools did Rafael Feitoza Torres attend?
Rafael Feitoza Torres attended Cambridge Judge Business School, Fiap, Senac Brasil, Senac Brasil.
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