São Paulo, São Paulo, Brazil
I work at the intersection of Customer Experience, Marketing, and Technology, with a strong focus on Salesforce platform evolution and data-driven customer journeys. As a Product Owner, I bridge business strategy, customer experience, and technical teams to translate needs into scalable, personalized, and high-impact solutions. I hold a degree in Advertising and Marketing and a postgraduate specialization in Artificial Intelligence applied to Marketing (ESPM). With over 10 years of experience in the financial services industry, including roles at Santander and Dock, I have led initiatives in CRM, personalized communications, and the evolution of digital ecosystems. #ProductOwner #CRM #Salesforce #CustomerExperience #DataDriven #Strategy #Innovation
Responsible for managing and evolving customer journeys and communication cadences across digital channels, with a focus on relationship building, engagement, and continuous improvement of the customer experience throughout the lifecycle. Worked on structuring Always On flows and Salesforce enhancements, connecting business needs, technical feasibility, and operational efficiency to drive CRM results. Led communication performance analysis by monitoring KPIs, identifying optimization opportunities, and generating actionable insights to improve campaigns and customer journeys. Planned, executed, and monitored A/B tests, new features, and adjustments to communication cadences, with a focus on performance gains, quality, and improved business results. Maintained continuous interface with Data Engineering, Martech, Analytics, and Technology teams to ensure proper data usage, criteria definition, flow stability, and operational evolution. Supported the structuring of communication monitoring, controls, and quality processes, contributing to stronger governance, better visibility into results, and greater maturity of the CRM ecosystem.
- Lead working groups to review and create commercial actions, ensuring strategic alignment with business areas. - Develop detailed campaign briefings, managing the full production cycle and publication across owned channels (email, SMS, push). - Manage the publication calendar, defining communication plans by channel and prioritization in partnership with business segments. - Negotiate and define strategies with stakeholders, ensuring flexibility and adherence to corporate goals. - Develop and monitor performance KPIs, conducting data-driven analysis for results measurement and continuous optimization. - Prepare executive presentations for senior management, consolidating insights and strategic recommendations. - Apply Agile methodologies (Scrum) for backlog management and evolution of digital journeys. - Utilize Salesforce Marketing Cloud, SQL, and Teradata for segmentation, automation, and data analysis. Skills and Tools: Salesforce Marketing Cloud · SQL · SAS · Agile Methodologies (Scrum) · Advanced Excel
Managed CRM operations using Salesforce and RD Station, structuring automated flows and communication journeys across the entire conversion funnel. Developed and executed relationship strategies and digital campaigns focused on engagement, performance, and continuous optimization of results. Monitored communication performance metrics and KPIs, identifying improvement opportunities and supporting the evolution of campaigns and flows. Planned communication initiatives for product launches and brand actions, connecting commercial objectives, customer experience, and brand positioning. Created content for owned channels and social media, supporting brand positioning and audience engagement.
- Led the planning and execution of strategic events as a demand generation and customer engagement channel; - Managed end-to-end event operations, including logistics, budget control, and vendor management, ensuring cost efficiency and high-quality attendee experiences; - Integrated event initiatives with marketing and communication strategies, strengthening brand positioning and consistency across touchpoints; - Evaluated event performance through KPIs, ROI measurement, and analysis of impact on the sales funnel; - Developed post-event executive reports with strategic insights to support continuous optimization and decision-making.
- Organized and executed national and international corporate events, ensuring logistics, timelines, and strategic alignment. - Supported the development of briefings and communication materials for institutional campaigns. - Collaborated with Product, Marketing, and Commercial teams to integrate actions and achieve business goals. Skills: Project Management · Strategic Communication · Branding · Agile Methodologies