- São Paulo São Paulo
- [email protected]
Head of marketing, products and business development, with direct report to CEO and board of shareholders, and accountable for P&L and Business growth focusing on "banked", "underserved" and "unbanked" consumers through the integration and partnership with MNOs and Banks (i.e. Oi and Banco do Brasil); and to merchants from retail informal markets and other niches lacking for electronic payments solutions. Results: Launched Oi Carteira, a pre-paid payment card for financial inclusion / mobile money for the unbanked, 2013. Cross-planned the massive roll-out of mpayment functionality for “Ourocard” credit card within Banco do Brasil, 2013. Increased mobile payments adoption from 250k to 640k cardholders in Brazil by launching Oi’s co-branded Credit card with Banco do Brasil, converting former OiPaggo’s portfolio into Oi Credit Card, 2013. Increased mobile payments acceptance from 75k to over 1.5 MM merchants in Brazil by integrating mPayments features into Cielo’s processing systems, 2012
Head of Products development, reporting to COO, and accountable for consumer / merchant engagement, technology screening & products road-map and project management. Results: Increased m-payments acceptance from 15k to over 75k merchants in Brazil with system integration to retail networks over TEF and eCommerce portals, 2010. Increased 30% of activation among consumers by developing Card-Not-Present cross-promotions with self-top-ups, 2009. Increased consumer engagement with mobile Remote Payments: Mobile Airtime Top-up, remote purchase of bottled gas (ultragaz) and mobile collect campaigns, 2009. Progressively enhanced enrollment, activation and purchasing experience for both,consumers and merchants by defining KPIs, running consumer researches, tuning IT performance and adjusting business processes.
Management of mobile products development in support to the B2C marketing strategy, reporting to products General Manager, and accountable for the development of products, value added services, mobile financial services (top-up and payments) and interactive channels (IVR, SMS and web) based on the fixed-wireless convergence. Results: Enabled fixed-mobile convergence for the broadband strategy in the B2C marketing segment by launching data bundles and Oi’s 3rd Gen Network – 3G, 2008 Gross Adds of +1,2 million consumers in 12 months by launching Oi Paggo, the 1st mobile payment operation in Brazil, and implementing a retail mass-promotion which explored the synergy between telecom and payments, bringing differentiation for Oi´s marketing positioning, 2007 M&A support for Amazonia Celular, Paggo and Brasil Telecom acquisitions by analyzing and integrating the a cross-company product portfolio, 2007.
Execution of marketing strategy for the B2C low-income segment, with direct report to the Products Director, managing a team of 15 employees, and accountable for product development to the prepaid business, by designing solutions and implementing multi-functional projects across the organization to customize customer service, electronic channels, supply chain and IT support systems, according to legal restrictions and regulatory compliance. Results: Prepaid product’s NPV turned into positive by launching several convergent value-added services based on SIMCARD ( "Saldo Unico", a unified credit account balance to finance mobile and public phones usage, ”Self topup”, “programmed topup”, etc) which enabled the rollout of the "CHIP ALONE" sales strategy and thus eliminate handset subsidy for all prepaid consumers, reducing CAPU nearly to zero, 2006 Increase of prepaid outbound calls by supporting the creation of the promotion "Oi Ligador", a viral trade-marketing campaign which became one of the greatest hits in TV , Radio and You tube, 2007 Additional BRL 12 Million annual revenue in topup distribution by launching a Self- topup service within consumer´s handset, connected to a credit card pre-registered for financial settlement, 2007. 30% increase on topup distribution volumes by reducing the minimum topup ticket to start from BRL 1.00, ranging in cents, what enabled micro-recharges to consumers, 2006. Additional BRL 1,8 Billion annual revenue stream in electronic topup for Oi, by developing, launching and operating of the topup distribution network "Oi PDV", based on mobile handsets as POS for the micro-retail, 2006. 6% increase of Oi's post-paid marketing mix by launching Oi CONTROLE, a hybrid pricing plan with real-time control over post-paid expenses, targeting an emerging segment of consumers, 2004. Supported ANATEL by developing and launching AICE, the 1st prepaid fixed-line service in compliance to regulatory norms, 2005.
Business Consultant, reporting to matrix management and coordinating multi-functional teams, accountable for systems integration and business solutions for Marketing, Sales, Customer Care and Provisioning. Results: Gross-additions of 1,5 Million new subscribers in support to Oi's launch and its initial 12 operating months, by designing & implementing the products portfolio and launch promotion "31 anos" for Oi , the 1st GSM mobile network operator in Brazil, 2002 Merge of 16 regional telco companies to constitute TELEMAR, the largest fixed-line incumbent in Brazil, by mapping business processes and implementing system integration, 2001 Supported Claro’s (former ATL) Data warehouse modeling, after Claro’s subsidiaries merge, 2000.
Maintenance and supervision of equipments, platforms and peripherals which were part of the fixed-line analog telephone systems, the Public Switched Telephone Network - PSTN for the central and south zones of the city of Rio de Janeiro, such as: telephone lines, fiber optic cables, microwave transmission links, cellular networks, communications satellites, and undersea telephone cables, all interconnected by switching centers.
Graduate in Hydraulic and Coastal Engineering: analysis and development of supply, distribution and storage facilities for drinking water; collection, storage and treatment facilities for wastewater; conveyance, storage, sediment transport and BMP treatment facilities for storm water runoff; and supply availability, flow movement, groundwater levels, and constituent loading for groundwa