Barcelona, Catalonia, Spain
10 years of experience in analytics, in cross-functional roles (product, finance marketing, customer retention). University of California, San Diego Class of 2016, B.S. Nano Engineering, with a minor in Economics. Born and raised in São Paulo, Brazil. Lived in Shanghai (China), Montreal (Canada) and San Diego (USA). Spanish and Brazilian citizen
- Spearheaded the Email’s team data strategy, serving as the sole technical expert for all data related processes, such as dashboard creation, AI automation, analytics and reporting. - Directed all forecasting and goal-setting initiatives for the email channel, using monthly performance forecasts to track progress of 30% YoY revenue growth. - Created and orchestrated the channel's data models in Big Query, integrating multiple sources (Marketo, GA4, Salesforce) to power dashboards (Looker) and drive key business decisions. - Provided analytical support to the Email channel, creating key dashboards and ad-hoc analysis that informed OKRs. - Supervised and ran A/B tests for the Email channel, improving user conversion by 10 pp YoY.
- Monitored and provided insights on the progress of paid ads, through dashboards in Looker and Google Ads. - Created data models with DBT and structured Marketing DAG. - Calculated payback period for paid ads and investment efficiency curve for target markets. - Customer attribution model for customer acquisition. - Projected user acquisition and seasonality for OKR goals.
- Worked on implementing new invoicing system for the company alongside software and data engineers. - Created reports and health dashboards to track implementation on Looker. - Automated business logic for invoicing such as taxable items and partner and delivery take home
Multi-functional role that focuses on clients and internal processes. Client focused functions: - Identified client’s needs and created MVP solution. - Analyzed customer sentiment on household appliances for clients. And built and presented decks. - Clients include companies from home appliances, smartphone, laptops, and electronics departments. Backend related tasks: - Built and organized raw data tables in SQL - Assisted Development and Engineering teams in improving NPL model. - Developed and implemented KPI’s and metrics for client facing product through Tableau. - Applied client use cases to create automated insights through the application.