Experience

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  Íntegra comunicação estratégica

  Oct 2007 - Jun 2009

  Planner
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  Verbo comunicação

  Jun 2009 - Oct 2010

  Planner
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  Dp6

  Oct 2010 - Jun 2013

  Business intelligence analyst

  Definition of KPIs and organization of metrics planning. Tactical and Managerial Reports aiming at the site performance and ROI for campaigns. Analysis Online Campaigns (Pay per Click, Display ads and others), SEO, among other channels. Working with clients such as Telefónica and Vivo, aiming to enhance the performance of the self-service portal and registration on the site, reducing the phone call service costs. Recommendations for usability based on web analytics studies in order to leverage the results from retail e-commerce and services do aggregate value. Performance management and monitoring of the dp6’s blog, helping with posts and review of contents. Projects: Telefônica | Vivo and MegaMamute. Show less

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  Digitalburnout

  Jul 2013 - Jan 2015

  Co founder

  O Digital Burnout surgiu com a ideia do Marco Cardozo, especialista em métricas e UX, e do Erick Formaggio, com vasta experiência em SEO e digital em geral, de divulgar conteúdo e, sobretudo, opiniões sobre o mercado de marketing digital.

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  Vitrio

  Jul 2013 - Jan 2018

  Head of digital intelligence

  Head of the Digital Intelligence and Analytics Area, working on a matrix management structure with all the agency’s clients. Responsible for the training programs and for the innovations in the area, empowering the team and helping with the projects optimization. Structuring dashboards for KPIs managerial monitoring, campaign results, and digital strategies. Team leader of Data Science and Web Analytics, assisting in seeking solutions, offering a business vision, potential of products, and opportunities for automation of information. Team leader of Search Engine Optimization, structuring projects and validating on and off page strategies. Responsible for metrics planning, defining KPIs and tagging sites and campaigns. Writing proposals aiming for new business focusing on Digital Intelligence, Web Analytics, Tagging, SEO, among others. Optimizing performance media with planning and using tools such as AdWords and DSPs (Demand-side Platform). UX Analyses (User Experience) based on metrics, understanding the behavior and dispersion within the online environments. Projects Management: NET, Claro, Embratel, Riachuelo, L’Occitane, Unicesumar, Ovomaltine, DPaschoal, Copag, among others. Show less

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  Esamc sorocaba

  Jan 2015 - now

  Mba teacher - digital marketing

  Modules : - Content Marketing - Analytics & Metrics - Digital Planning

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  Magazine luiza

  Jan 2018 - Nov 2018

  Marketing intelligence & seo manager

  Responsible for managing the Insights and Analytics team and sharing strategical KPIs and analysis with the whole ecommerce department including business, ecommerce buyers and IT agile teams (Luiza Labs) showing opportunities, monitoring the conversion funnel and the media results (upper and lower funnel) Responsible for planning the new metrics structure using Google Analytics and internal data to provide a complete view of the funnel and the link of online and offline data. Usage of new KPIs in CRO strategies to test the journey to purchase: internal search results, Add to Cart, Shipping costs among others. Development of a tradeoff matrix analysis using the shipping costs and time to delivery as a success factor for the conversion rate supporting the logistics team to prove the value of faster deliveries. Show less

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  Claro brasil

  Nov 2018 - now

  Cro & martech manager

  Responsible for planning key positions and team structure for Claro's CRO team to support other agile digital teams in improving results through web and app journeys to purchase.Implemented a process to think about new insights using navigation and funnel data to generate hypotheses for AB and multivariate testing, applying more than a thounsand 'CRO' actions to the digital team throughout 2020.Use of additional analysis tools such as log view (anonymity), mouse over and click heatmaps and also quick surveys while browsing to collect customer feedback.Implementation of NPS for digital products in order to measure customer satisfaction and collect inputs for constant improvements.Responsible for restructuring the ecommerce team for residential products with the internalization of NET at Claro, remodeling the squads and applying the data driven concept for decision making, doubling the ecommerce result in 12 months.Use of agile development methodology (based on SAFE) for the constant evolution of teams, with quarterly alignment of objectives and transparent management for stakeholders with a ceremony called PI Planning.Management of the media hub focused on acquisition and communication with the clients, using 360 media mix (Digital and Offline) through the Marketing Mix Modeling project focused on the evolution of the attribution model and integration of online and offline media.Leadership in discussions of O2O (Online to Offline) actions focused on omnichannel media strategies. Show less