Bradesco

Manager | CRM

PagBank PagSeguro

1. Responsible for managing business unit of online payments (e-commerce), with more than 2k clients and over +R$ 500M/month of total payment volume (TPV) – eg iCasei, Corinthians, Montblanc, ELGIN, BaladApp, etc.
2. Lead and support commercial team (thirty people), working on setting goals and implementing action plans to achieve sustainable outcomes for our company and customers.
3. Optimize special campaigns to stimulate sales and increase TPV (upsell and cross-sell), through business intelligence and analytics, prioritizing customers to offer our products, improving the results in a short space of time (partnership with CMR area).
4. Handle partner areas to improve processes and digital products, focused on the customer's experience and growth opportunities in the e-commerce market.

Head Of Commercial | General Manager

iFood

1. Manage restaurant acquisition strategy through new channels and partnerships to optimize Customer Acquisition Cost (CAC) and productivity (e.g., partnership Kibon, reducing costs in 33%).
2. Structure A/B tests, hypotheses, and measurement KPIs to engage users in organic order growth against the offer of restaurants in these cities (e.g., test with +5% of orders at lunch time during the week).
3. Optimize special campaigns to stimulate orders at iFood, through the acquisition of restaurants (offer) and communication by WhatsApp/email (40k restaurants, generating ~2M orders/month).
4. Elaborate and implement dashboards to analyze results (Tableau/SQL), insights, and opportunities to different business areas (Commercial, CRM, Data Analytics, Marketing, etc).

Growth & Strategic Planning Manager| Food Delivery

1. Promote and lead the development of new businesses and strategies focused on users and partners (Loyalty program).
2. iFood Subscription: Attract and engage restaurants in the loyalty test. The goal was to grow demand through free delivery strategy with a subscription plan, where the increase in orders in the app validated the investment of iFood and partners (average ticket increase +12% and orders +8% vs control group).
3. iFood Loyalty: Growth of the profitable customers base and their retention in the app, with investment management for promotional actions to generate new consumption habits (+6% in retention).

Business Development Manager (BizDev) | Loyalty

Itaú Unibanco

1. Conception, development, and implementation of Itaú’s sales and management digital solution of their financial products (44k users), providing more than 35M offers/day and increasing sales by 9% in just 6 months.
2. Prioritized data analyses to provide real-time indicators of sales performance (12M records/month), which fueled business intelligence tool and generated the propensity models that directed the available products to the clients.
3. Engaged with SQUAD teams and their product owners and stakeholders (defining roadmap), and delivery IT staff to understand business needs and identify appropriated solutions, using business case, prototyping and UX research.
4. Handled process management, executive presentations and reported with senior stakeholders.

Product Management Coordinator

1. Led a multidisciplinary team of forty-five people.
2. Coordinated process and project banking, focused on efficiency and productivity.
3. Planned the process to eliminate unnecessary screens and consolidate crucial information in the business operation software, which increased by +35% the productivity in the workflow.
4. Implemented new methodology that decreased by 33% the number of client complaints in the workflow supported.

Business Operations Coordinator

Senior Product Analyst

Trainee

Professional with +13 years of career working in areas of Strategic Planning, Sales Intelligence and Digital Products with experience in large companies in Online Payments, Technology and Banking segments, such as: Bradesco, PagBank PagSeguro, iFood and Itaú Unibanco.

∙ Leadership, training and development of teams;
∙ Management SQUADs in strategic projects;
∙ Working in complex environments and engaging different areas to create new products;
∙ Analytical thinking to interpret the data, identify opportunities and implement process improvement projects, UX; retention, growth and profitability;
∙ Cluster analysis, A/B testing and implementation of Go-to-Market campaigns;
∙ Experience with agile management models and creation of digital products.

Contact: rfarinacio@gmail.com

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