Fernando Souza

Experience

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  5A Consultoria

  Apr 2007 - Oct 2007

  HR Intern
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  STAG Central de Estágios

  Oct 2007 - Mar 2008

  HR Intern
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  WTorre Engenharia e Construções S A

  Apr 2008 - Oct 2008

  T&D Intern
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  Prodigo Films

  Oct 2008 - Mar 2009

  Financial Assistant
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  RSA

  May 2009 - Jun 2010

  BI Intern
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  Tectrain Consultoria Ltda

  Jun 2010 - Jan 2013

  BI Consultant
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  Teresa Perez Tours

  Jan 2013 - Feb 2014

  BI Consultant
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  Accenture

  Feb 2014 - Nov 2014

  Sourcing Execution Specialist
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  BTG Pactual

  Nov 2014 - Jan 2016

  HR Sr. Analyst - HR Intelligence
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  Bebê Store

  Mar 2016 - Jul 2017

  Web Analytics, Performance Marketing and CRM Coordinator

  In my dynamic role as a Performance Marketing, CRM, and Business Intelligence (BI) specialist, I blend strategic acumen with analytical prowess to drive e-commerce success. My expertise lies in crafting and executing comprehensive marketing strategies, implementing innovative eCRM projects, and leveraging BI tools like Tableau to inform decision-making. I excel in managing substantial budgets, averaging investments of BRL 4MM/year, and fostering collaboration across departments to optimize business operations.Performance Marketing:-Orchestrated promotional campaigns, enhancing engagement and maximizing revenue across media platforms.-Developed strategies for shipping, taxes, and discounts, leveraging coupons and diverse payment methods.-Kept ahead of market trends and competitor analysis, identifying business opportunities.-Managed a cross-functional team approach for the entire order life cycle, demonstrating significant -budgetary oversight.CRM:-Spearheaded the launch of a new eCRM project, optimizing business strategies to increase conversion and click-through rates, improve delivery rates, and drive revenue growth.-Utilized web analytics and customer behavior data to refine the customer experience online.Business Intelligence:-Created advanced Tableau dashboards, enabling data-driven decisions across departments.-Offered expert guidance on Tableau, ensuring accurate interpretation of KPIs.-Conducted in-depth data analyses to aid strategic planning and reporting.-Skilled in data preparation and manipulation using SQL Server, Excel, and Google Drive, including the creation of automation tools.-Worked closely with Directors to streamline and enhance workflows, showcasing robust budget management and supplier portfolio development. Show less

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  C&A Brasil

  Jul 2017 - Dec 2019

  Analytics Manager (prev.: Web Analytics Coordinator)

  Main Projects:-Demand Forecast: Leading C&A's project to increase product availability and optimize sales projections and product distribution, resulting in a 15% lift in sales.-Sentiment Analysis: Utilizing client feedback and applying Google API and NLTK methods to identify improvement opportunities in stores based on factors like queues, music, lighting, and products, and correlating them with NPS.-Lifetime Value: Creating and monitoring LTV metrics to inform digital marketing strategies, focusing on long-term decisions considering LTV, Repurchase, Churn, and ROI.-App: Defining KPIs to analyze the performance of C&A's app, implementing key tools such as Appsflyer, Firebase, and GA.-Roll-up Property: Consolidating data from different devices (desktop, mobile browser, and app) into a unified Google Analytics property for a comprehensive view of the customer journey.-Near-real-time Information: Mapping necessary information, collaborating with teams, and managing deployment for timely insights.Role/ Responsibilities:-e-Commerce BI Area: Structuring the department and managing a team of a coordinator, two analysts, and an intern.-Analytics Team Supervision: Directed a team of three data scientists, a data engineer, and a BI analyst, providing guidance and fostering a collaborative environment focused on delivering impactful analytics solutions.-Task Organization: Prioritizing and ensuring staff understanding using KANBAN and Daily methods.-Monthly Rolling Goals: Active participation in the committee with e-Commerce business areas.-Monthly Reporting: Creating presentations on results for the board committee.-Executive-Level Reporting: Prepared and presented monthly result reports to the board committee, showcasing the impact and effectiveness of digital marketing, CRM, and UX strategies, with a comprehensive focus on the entire sales funnel and conversion rate optimization. Show less

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  Ambev

  Dec 2019 - Feb 2022

  Sr Analytics Manager

  As an Analytics Manager, I have built and deployed data analytics solutions from Cervejaria Ambev with focus on customer needs while leading a team with 30 data scientists, data engineers and BI specialists. I have managed various analytics initiatives such as sales recommendation algorithm, churn analysis, customers clusterization, sentimental analysis and self-service BI.Focus areas:Trade Marketing, Marketing, DTC and Innovation (dec/2019 – feb/2022) Martech (oct/2020 – feb/2022)Supply (aug/2021 – feb/2022) My key accomplishments: -Led the expansion of the analytics team from 5 to 30 members, significantly enhancing the department's capabilities and capacity.-Implemented a sales recommendation algorithm resulting in a substantial increase in beverage sales.-Acted as the project leader for the Supply Self-service BI initiative, streamlining access to business intelligence tools.-Collaborated with senior leadership to establish an effective tagging process for web analytics, supporting advanced Martech implementation.-Optimized data product delivery to Trade Mkt, DTC, Innovation, and Supply divisions, ensuring timely and accurate insights.-Developed a centralized and reliable data repository, enabling stakeholders to access high-quality data and reports.-Provided valuable guidance to business areas on selecting and tracking performance indicators for improved results.Skills:-Microsoft Azure-Microsoft PowerBI-Looker Studio-Google Cloud Platform-Google Analytics-Google Tag Manager-Consumer Data Platform (Treasure Data)-Python / R / SQL Show less

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  Grupo Boticário

  Feb 2022 - Dec 2023

  CEx Analytics Manager

  - Expanded the Analytics and Governance & Command Center teams, growing to 20 direct reports, enhancing our analytical bandwidth and governance capabilities.- Reengineered team structures and workflows using Kanban, optimizing our project delivery and activity prioritization for peak efficiency.- Championed the use of Objectives and Key Results (OKRs) to closely align team efforts with corporate goals, ensuring a data-driven approach to performance measurement.- Launched a Google Site portal, centralizing operational and collaborative information, significantly improving stakeholder access to critical data.- Formulated and enforced data engineering standards within Google Cloud Platform's Trusted and Refined layers, solidifying our data infrastructure's integrity and scalability.- Directed a high-impact data squad on transformative projects, including digital overhaul, improving recall rates, customer segmentation, and sentiment analysis.- Designed and implemented over 60 dashboards, fostering a culture of transparency and insight-driven decision-making across the organization.- Initiated and led the "One Number" project, standardizing data dissemination for enhanced reliability and user trust.- Oversaw the "Self-service BI" initiative, broadening data tool access to empower non-technical team members.- Responsible for the strategic budget management for 2023 and 2024, laying down the groundwork for significant operational turnarounds. Show less

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  WEBJUMP

  Jan 2024 - now

  Head of Data & Analytics

  As a visionary leader in the Digital Analytics domain, I expertly helm a dynamic team of 5 Data Specialists, driving career development and maximizing project outcomes. My adept leadership spans direct oversight of Analysts, Data Specialists, Engineers, and Scientists, fostering their career growth and engagement. My technical mastery in Adobe Analytics, Adobe Customer Journey Analytics, Real-time CDP, and Audience Manager positions me as a cornerstone of innovation and strategy. I excel in enhancing team performance and utilization, alongside crafting deep technical solutions and proposals for commercial support.Key Highlights:- Spearheaded a team of Data Specialists in Digital Analytics, enhancing team synergy and project delivery.- Played a pivotal role in career development, providing valuable feedback and monitoring project involvement for Analysts, Data Specialists, Data Engineers, and Data Scientists.- Reengineered team dynamics to boost delivery performance and team engagement.- Emerged as the technical lead for cutting-edge tools including Adobe Analytics, Adobe Customer Journey Analytics, Real-time CDP, and Audience Manager, driving analytics excellence.- Provided critical commercial support, delving into technical details to design solutions and generate compelling proposals. Show less