Cargo de diretoria ou vicepresidência, foco cliente, marketing, digital

•	Responsible for the development of Petz’s loyalty programs.
•	Led the development of Petz’s ecosystem / platform strategy, identifying potential partnership targets among established companies and startups, including acquisitions and Corporate Venture opportunities.
•	Designed Petz’s customer data strategy, including external monetization and internal use of customer data to improve business efficiency.
•	Responsible for outstanding customer service ratings (NPS and C-SAT in excellence level), through development of a new call center location with 150+ employees, definition of internal policies and processes and technology adoption to improve efficiency.

•	Responsible for the development of GPA's loyalty programs.
•	Responsible for the development, management and growth of the PA Mais and Clube Extra Apps, achieving in 2 years over 11M downloads, 3.5M MAU and ~1M monthly converted customers, which are generating BRL 100M+ incremental EBITDA for the company per year.
•	Launched, managed and developed the global benchmark programs Meu Desconto (digital personalized offers) and Meus Prêmios (personalized stretch-spend type loyalty program), which included setting up the technical and organizational structure for GPA's Customer Data Platform (CDP), Marketing Automation and Data Science organization.
•	Responsible for the development of the digital marketing capabilities, including CRM and direct channels (SMS, push, email), paid media (Google, Facebook, Criteo, etc.) and Content / SEO strategy.
•	Led 50+ direct employees (100+ including external developers).
•	Interfaced weekly with the company's C-Level board.

•	ZBB, Promotions cost segment, Global CPG: Coordinated the ZBB work over the Promotions package in 20 countries, achieving significant savings (~20%); identified new, innovative ways of doing business to achieve the savings leveraging traditional levers (price and consumption) and also digital technologies; awarded the best evaluation across all cost segmentsby the client senior team (Marketing Executive VP, Global CFO)
•	Post-Merger Integration, LATAM Retailers: Identified opportunities to capture synergies in the merger of two major LATAM retailers without operational overlap; set up and kicked-off specific projects to capture synergies, spanning all major areas of operations (best practices exchange in store formats, purchasing synergies, back-office synergies)

•	Responsible for all performance analysis on promotions (all channels including temporary price reductions, circulars, points based, etc.), regular pricing changes and events (e.g., store -wide points events, targeted events).
•	Provided actionable recommendations (specific price and promotional changes) to merchandising and marketing leadership (C-level, director-level); Evaluated effects of implemented recommendations and recommended adjustments going forward.
•	Contributed with functional and technical expertise to the development of a portal designed for internal and external use on consumer behavior (purchase frequency, basket mix, geographic dispersion, etc.) for Promotional activities; supported the creation of new revenue stream through data monetization for diverse CPGs.
•	Designed, piloted and rolled out customized marketing strategy (price points by product family, promotional frequency and depth) for subset of stores in metropolitan areas (NYC, San Francisco, Chicago)
•	Identified customer groups, store clusters and promotional mechanics to incentivize the usage and adoption of the newly created Balance Rewards Loyalty Program; Supported the achievement of 100M customers enrolled in 3 years.
•	Led a team of 13 coworkers with different backgrounds (business and statistics) and at different development stages; Worked with IT, Finance and other functions to improve data infrastructure.

RETAIL AND HOSPITALITY INDUSTRY EXPERIENCE
•	Pricing strategy for hotel chain: Improved revenues per available room (RevPAR) by ~5% through local market opportunities to adjust rates; Developed and rolled-out to all 650+ properties market-specific strategicprice positioning tool incorporating dynamic occupancy pace information; Designed and set up processes and tools (PMO) for the delivery of $70M+ incremental EBITDA through ~20 initiatives spanning all areas of the company (both revenue and cost driven).
•	Loyalty program assessment and roadmap for leading global grocery retailer: Defined optimal strategic path for legacy loyalty program among options analyzed (kill, divest or re-invest); Recommended operational improvements (accrual / redemption rates, vendor relationship, marketing offers).
•	IT Strategy for Home Improvement retailer: Designed the 5-year strategy for the transformation of the IT department of a major Home Improvement retailer, redirecting and prioritizing the portfolio of the IT investments ( ~$1B); Identified opportunities to adjust governance, processes, structure and people in the IT department.
OTHER INDUSTRY EXPERIENCE
•	Strategy refresh / formulation for IT distributor: Created the 3-year strategy for a leading IT distributor; Developed specific recommendations in 4 areas (core business, IT services, digital platform, business analytics –including Big Data).
•	Customer loyalty improvement program for major wireless carrier: Profitably improved customer retention by targeting homogenous groups of high churn risk subscribers with tailored marketing offers.
•	Results delivery (strategy implementation) for safety-net hospital: Defined the structure and executed the plan to implement a bold, transformational vision brought by the new CEO, which anticipated the implementation of the Affordable Care Act; Interacted weekly with hospital’s CEO and President of the County Board.
SENIOR CLIENT INTERACTIONS
•	Presented recommendations for C-level management, board of directors and elected officials.
•	Prepared high-quality meeting materials to facilitate senior management and board of directors meetings.
•	Developed productive working relationship with senior clients through one-on-one and multi-person meetings.
TEAM MANAGEMENT
•	Led teams of 4-5 consultants with various skillsets and development needs.
•	Teams consistently ranked in top quartile in case experience satisfaction and results delivery.
•	Coached consultants beyond case-team period and supported them through the promotion process

•	Convenience retailing market entry strategy: Designed new business model for convenience store format; Created and analyzed a discounted cash flow model of new store format in partnership with the COO, finance, marketing and operations teams; Ten stores were piloted as the first step of the $1B market entry.
•	Pricing strategy for major Brazilian retailer: Defined category roles for main categories in store assortment; Improved category gross margins by designing new pricing management strategy and processes based on new pricing application using price elasticity models.
•	Back-office shared services capability design for major Brazilian retailer: Reduced cost in back-office administrative functions while improving service level (reduced lead time, reduced error incidence) by reengineering processes.
•	Strategic sourcing project for market leading footwear manufacturer and retailer: Reduced client’s cost base by 5%+ through new, innovative strategic alternatives to source direct and indirect materials.
•	CRM system implementation for global CPG Company: Configured the CRM systems to reflect the business requirements defined by the sales organization.

MBA, class of 2009
•	Focus: Marketing, Management & Strategy, Analytical Consulting, Decision Sciences and Managerial Economics
•	MBA Summer Intern, Sears Holdings Corporation, 2008
•	GMAT Score: 750

BS, Electrical Engineering – Energy and Industrial Automation, 2003
•	Awarded best graduation project (2002), Illumination software using Genetic Algorithms.
•	Academic Director of Gremio Politecnico (Student Club).