São Paulo, São Paulo, Brazil
Data is only as valuable as the decision it enables. I've spent the last 4 years making sure that gap doesn't exist — between raw data and the people who need to act on it, whether that's a product team, a UX designer, or a CFO. I work at the intersection of CRO, Business Intelligence, and data analysis. I run experiments, audit funnels, build dashboards, and translate behavioral and operational data into recommendations that move businesses forward. I've done this across 10+ e-commerce clients in fashion, jewelry, home appliances, beauty, pharmaceuticals and so on — and inside companies where I was the person building the data foundation from scratch. Some things I'm proud of: — Designed and analyzed 150+ A/B tests across the full AIDA funnel, with a ~60% win rate and conversion lifts of 2–6%, generating up to R$50,000 in additional revenue per experiment — Conducted a full-site behavioral audit using GA4 and BigQuery — mapping entry points, rejection rates, and friction across the funnel — and delivered an action plan with an estimated 3% conversion increase — Led a company-wide data quality overhaul: audited every data source, identified inconsistencies causing different teams to report different numbers, and recommended a single source of truth that changed how leadership made decisions — Built analytical solutions adopted across entire teams, delivering recurring dashboards and ad-hoc deep dives for audiences ranging from engineers to C-level executives I use AI tools throughout my workflow — from accelerating analysis and automating repetitive processes to generating test hypotheses and improving code quality in SQL and Python. It's not a trend: I'm catching up with. It's been part of how I work since the beginning. What I bring isn't just technical skill. It's the ability to sit with messy, complex data, find what actually matters, and communicate it clearly to whoever needs to hear it — without losing the rigor along the way. Open to CRO, BI, and analytics roles where data is taken seriously and experimentation is valued. 📩 [email protected]
As a data team leader, I was responsible for ensuring excellence in analytics and data-driven decision-making, with a strong focus on solving technical and strategic challenges. My key responsibilities included: * Led a team of analysts delivering CRO strategy across 10+ e-commerce clients in fashion, jewelry, home appliances, and pharmaceuticals * Designed, executed, and analyzed 150+ A/B and multivariate tests across the full AIDA funnel, achieving a ~60% win rate and driving conversion lifts of 2–6% — with individual tests generating up to R$50,000 in incremental revenue * Conducted full-funnel behavioral audits using GA4 and BigQuery, mapping user entry points, rejection rates, and friction to produce data-driven action plans — including one with an estimated 3% conversion uplift * Built and maintained dashboards in Looker Studio and Amplitude to monitor conversion KPIs, surfacing actionable insights for clients and internal stakeholders * Structured hypothesis backlogs, experimentation governance, and documentation processes to scale CRO practice across the team * Developed and delivered internal training programs to elevate team expertise in statistical methodology and experimentation best practices * Used AI tools to accelerate hypothesis generation, automate analysis workflows, and improve SQL and Python code quality
Worked in CRO and Analytics, developing strategic analyses to optimize conversion rates and experimentation. During this period, I gained expertise in: * Tools & Technology: Proficient in Looker Studio, GA 360, GA4, Amplitude, SQL, and statistical methodologies for A/B testing. * A/B Testing & Statistical Analysis: Planning, executing, and interpreting experiments to support business decisions with statistical rigor. * Stakeholder Management: Collaborating with various teams and clients to translate data into actionable insights. * Training & Team Development: Structuring internal training programs, conducting interviews, and onboarding new team members. * Data-Driven Business Insights: Transforming data into strategic recommendations to enhance digital performance and maximize business impact.
Conducted a company-wide data quality audit — mapping every data source, analyzing feeding periodicity and consistency, and identifying conflicting numbers across teams. Recommended consolidation to a single source of truth, directly informing leadership decisions Built BI reports and dashboards in Power BI and Looker Studio, delivering recurring performance views and ad-hoc deep dives to audiences including product teams and C-level executives Developed an end-to-end data pipeline consolidating multiple sources with conflicting data — performing source auditing, data cleaning, transformation, and calculated field engineering — producing a final table adopted across the company for maintenance tracking Applied Python and SQL for data extraction, transformation, and automation of reporting workflows Built data ingestion pipelines using AWS Lambda and Apache Airflow, contributing to data architecture and ETL infrastructure Used AI tools to support code development, accelerate analysis, and improve data processing efficiency
Experience in the Data Team Acted as an active member of the Data Team, playing a key role in the development of the Data Dictionary, orchestrating data ingestion using AWS Lambda, and conducting in-depth exploration of information from various sources. My contributions extended to critical initiatives such as integrating multiple data sources and creating a structured framework for data discovery. Previous Experience: Project Team Additionally, I played a vital role in the Project Team, where I actively contributed to the development of an innovative and strategic process for the company. By leveraging tools like AWS Lambda, Workato, Pipefy, and integrations, we led an initiative that aligned multiple areas of the organization. This project had a significant impact, enhancing process reliability and strengthening governance across internal operations.
I conducted various fieldwork activities, including in protected areas and experimental management zones. I participated in water and specimen collection, physicochemical water quality analyses, and agrochemical management, among other tasks.