L'Oréal

RGM Manager - Consumer Products Division

Esade

- Delivered consultancy projects to consumer goods and sports companies, entailing diagnosis and recommendations for corporate strategy and growth.
- Built an International network in cities such as Barcelona, Paris, London, and Dubai.

MBA Candidate

Mastercard

-	Conducted national and international benchmark analysis to assess the client´s credit card value proposition, identifying strengths and weaknesses by analyzing pricing, product features, access policies, benefits, and communication strategies and recommending innovative features to enhance consumers’ value perception.
-	Delivered loyalty program assessment by researching loyalty models and best practices, looking inside and outside the payments industry.

MBA Summer Consultant

-	Performed the annual P&L´s €15MM of incremental revenue targets by managing and executing the acquisition and monetization strategies for the high-value segment, entailing 4 brands and 9 sales channels.
-	Reduced the historical gap of Fiber occupation by more than 50% in pilot areas after 16 weeks of designing and implementing a new go-to-market strategy for buildings and condominiums.
-	Led 3 cross-functional agile squads to implement the company´s new CRM, being accountable for product and service features, customer migration between systems, and go-to-market strategies (sales, pricing, and communication).
-	Led the Residential products business unit in the restructuring project of company segregation (Nova Oi and V.tal) defining business models, contract agreements, and business plans to enable Oi´s turnaround.

Brand Marketing Manager - Bundles/ High Value Segment

-	Leveraged by more than 10x the Fiber sales on consumer base channels by implementing and coordinating a cross-functional war room of around 15 people and weekly reporting. 
-	Promoted the agile framework applied to non-technical teams in marketing and sales projects, kicking off 3 projects with more than 40 people involved by leading culture change, training, organizational alignments, and executive reports.
-	Conducted budget processes within the marketing department (€4Bn of revenue) to ensure assertive modeling of revenue forecasts, alignment of assumptions with the impacted areas, and building the presentation material for the board of directors.
-	Coordinated due diligence processes of Oi´s mobile business unit sale (€5Bi deal), by producing, validating, answering, and managing the information flow among the company, the independent consulting firm, and the consortium of acquirers.

Project Marketing Manager - Consumer and SMB Marketing Planning

-	Reported, planned, and controlled the channel´s expenses package of €70M/year.
-	Operated and enhanced the informational structure of the retention and collections Directory (construction and generation of management KPIs, maintenance of informational architecture, and supply of data for internal and external customers).
-	Responsible for reporting results inherent to retention and collection operations (churn, conversion rates, delta ARPU, TMA, payment reversal, CPC and etc).

Channels Planning Manager - Retention and Collection Channels

-	Created the Business Applied Analysis Laboratory (BAAL), which delivered more than #200 tests of new marketing strategies based on advanced analytics and machine learning, incrementing revenues of €30M.
-	Managed the Next-best-action tool project (a tool that raised recurrent revenues in €50M/year) as responsible for its operation and expansion within the Retail business units (Residential and Mobility services).
-	Performed the recovery strategy of default customers involving offers and segmentation strategy and implementation of new digital collection channels (Bmail, push notification, etc.)
-	Managed a consulting contract with an annual budget of €4MM.

Marketing Analytics and Project Manager - Residential and Convergence Segment

-	Supported the construction of the marketing strategy for the Residential Monetization division, by defining projects, and operational and financial goals, to leverage incremental revenues of €120M/year.
-	Consolidated the Residential business unit´s marketing actions for the preparation and defense of the annual budget of €2.6Bn of annual revenue.
-	Implemented new residential products, involving segmentation studies, definition of the target audience, and elaboration of the marketing mix.
-	Performed segmentation and offers strategies of pro-active and reactive retention operations (active and receptive operations with 800 contact-center operators and 400k contacts/month) of residential customers.
-	Modeled, planned, and controlled the churn of residential services, involving the construction and generation of monitoring KPIs, executive reports, identification of relevant segmentation variables, and studies to identify the root cause of cancellations.

Monetization and Retention Specialist - Residential Segment

Casa & Video Rio de Janeiro S/A

Senior Financial Analyst - Cash management and FP&A

Globex Utilidades S/A

Internal Auditor - Finance, accounting and tax team

RGM Manager at L'Oréal | FMCG and B2C enthusiast | ESADE MBA

As a seasoned professional with an MBA from ESADE Business School and around 15 years of experience in consumer industries, I have developed a strong expertise in revenue management, product development, and brand management. Currently, I lead an RGM function for L'Oréal's consumer products division, where I oversee the performance, pricing strategy, and promotional activities of a portfolio of iconic beauty brands in Brazil.

In my previous roles, I have successfully launched new products, improved customer retention, and increased market share by leveraging my analytical, communication, and leadership skills. I have also worked with diverse teams and stakeholders across different geographies and functions, delivering consultancy projects, executive reports, and strategic recommendations. I am passionate about creating value for consumers, partners, and shareholders, and I thrive in dynamic and innovative environments.

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