Jul 2020 – Nov 2021 · 1 yr 4 mos

• Built multifunctional BU (product, eng, design, data science, etc) from scratch with the goal of learning to maximize product distribution and customer engagement
• Created and shipped NuSocios program, more than doubling the number of stockholders in Brazil, resulting in one of the biggest financial inclusion and education programs in the country’s history
• Developed cross-sell capabilities to enable personalized and contextual product communication, achieving 40% acceleration of products/customer growth (infrastructure, modeling and marketing campaigns)
• Defined a Loyalty product vision and prototyped with focus on understanding effect of incentives on behavior changes
• Enabled personalized account management through warm and automated two-way conversations with customers (leveraging acquisition within the BU of Juntos Global)

Feb 2018 – Feb 2021 · 3 yrs

• Created the Product Marketing chapter from scratch, with a focus on improving our ability to find product market fit through a deep understanding of the customer we serve and the problem we solve
• Led the team that defined the value proposition of many of Nubank’s products before building them
• Led the team that ran several successful go-to-markets, like Pix (instant payments), reaching the highest number of registered users vs incumbent companies and other challengers

Jun 2015 – Feb 2018 · 2 yrs 8 mos

• Recreated go-to-market structure for dairy manufacturer generating ~6p.p. EBITDA increase on implemented channel
• Mapped opportunities in sales force effectiveness, go-to-market and revenue management for beverage company to gain up to USD 100 EBITDA yearly
• Implemented commercial transformation on durable goods player, including the definition of a channel strategy and the design and implementation of a new commercial policy (margin gain of USD 90M yearly)
• Designed value proposition for retailer based on understanding of different consumer segments and their consumption journey, creating clear guidelines on how to reflect new proposition in stores
• Designed and implemented in the full portfolio new pricing methodology for food manufacturer, generating ~3p.p. EBITDA increase
• Created expansion plan for drug retailer leveraging machine learning methodology to select & approve new store locations
• Designed category strategy for food player, including new product strategic definition, trade investment for new product launch, and manufacturing footprint to optimize profitability
• Crafted strategic reaction for steep price movement from main competitor in a consolidated CPG industry (up to 70% share in two main players)
• Designed growth & profitability strategy for apparel retailer; mapping, sizing and creating an action plan for implementation of main opportunities (online & offline)
• Created investment thesis & performed strategic due diligence in two targets in the food distribution industry for top PE firm

Jan 2015 – Mar 2015 · 2 mos · Shanghai City, China

Jun 2014 – Aug 2014 · 2 mos · São Paulo Area, Brazil

• Personal Finance start-up with the mission of helping people understand, manage and improve their finances
• Defined pipeline of major features for the product to fulfill users’ unresolved needs
• Developed initial version of main features to have an implementation specification and get users feedback
• Interviewed users to unveil unmet needs that were causing disengagement after few weeks of use

Aug 2013 – Jun 2015 · 1 yr 10 mos · Evanston

Aug 2012 – May 2013 · 9 mos

• Defined allocation of marketing budget
• Revamped the decision process for TV ad investment, creating KPIs and decision
• tools leveraging market response to drive and assess the quality of investment
• Assessment of sales as compared to market and competitors, establishing early reaction processes for media reinforcement on needing regions

Aug 2010 – Jul 2012 · 1 yr 11 mos

• Growth & corporate strategy
• Outlined strategic perspective for board of directors of top 3 Brazilian bank to define 5-10 years vision
• Developed the business model for company diversifying entering the telecom commercialization market,
• including field research for segment validation and value proposition refining
• Created long-term vision for top 3 mining company and strategy regarding recently acquired assets abroad
• Assessed diversification opportunities for a top 3 media company
• M&A due diligence
• Performed strategic due diligence in acquisition in Beauty & Personal Care industry
• Operational improvement and process redesign
• Redesigned and implemented a new process in telecom company field operation, achieving ~20%
• productivity improvement
• Implemented strategic sourcing practices in utility company, achieving USD ~25 million cost reduction
• PMO on utility company during performance transformation program, coordinating 17 director-level
• workstreams with total steady state impact of ~20% of the EBITDA

Aug 2008 – Jul 2010 · 1 yr 11 mos

• Restructured credit risk committees, bringing credit analysis responsibility to the risk team
• Financial projections focusing on different scenarios with cash flow stress
• Application of models to assess and control investment funds exposure in VaR and Stress Test

Jan 2007 – Aug 2008 · 1 yr 7 mos · São Paulo, Brazil

• Built model to assess the probability of default of corporate and middle market clients
• Developed tool and ran stress test analysis to understand portfolio’s response to economic environment