Marcelo Guedes

Experience

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  L'Oréal

  Jan 2011 - May 2012

  Marketing internship
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  Americanas s.a.

  Jun 2012 - Jun 2022

  Consumer Finance Unit issuing credit card, loans and insurance to customers throughout a Joint Venture between Americanas S.A and Cetelem Brazil – BNP Paribas with a reported 3.4 million cards issued.Management of the Customer Lifecycle and Product of four credit cards exclusively offered on the group's websites.•Successfully executed a Lean Six Sigma project in six months, resulting in a proven cost savings of R$ 3.2 million on an annual basis. (Green Belt Certificate)•Significant participation in several projects in Billing, including the implementation of features such as pre-authorization and installment payments with interest, as well as a strategic project in partnership with Bain & Company team in 2021.•Leadership of a multidisciplinary team of over ten members, including managers, coordinators, analysts, and web designers, ensuring the delivery of high-quality projects within the roadmap and budget.•Managed the Loyalty program (over R$ 20MM in annual budget), usage rate and breakage, in addition to improvements in the customer’s journey and new redemption options. Show less soubarato.com is an online retailer of refurbished and open-box consumer goods•Attended in all Business Plans that resulted in a five-years journey, building the brand from scratch to 10x growth•At the end of 2016, in a General Manager role, responsible for sales and operations strategies, P&L, and marketing functions.•Leadership of a multidisciplinary team of over 15 members, including managers, coordinators, analysts, and web designers, after being promoted to Marketing Manager in 2015. Show less

  • Marketing Manager

    Jul 2017 - Jun 2022

  • General Manager of Sou Barato

    Aug 2016 - Jun 2017

  • Marketing Manager of Sou Barato

    Feb 2015 - Aug 2016

  • Marketing Coordinator of Sou Barato

    Feb 2014 - Feb 2015

  • Marketing Analyst

    Jun 2012 - Feb 2014
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  Ame Digital

  Jul 2022 - Aug 2023

  Marketing Manager

  Ame Digital is an asset light digital wallet from Americanas S.A with a Fintech role and the Ame Credit Card surpassed 2.1 million cards issued.Management of the Customer Lifecycle of Ame Credit Card in partnership with one of the biggest banks in Brazil. •Led the launch strategy of Ame Credit Card's digital issuing in 2022, expanding its reach beyond physical stores, resulting on a significant increase in average GMV of purchases on the On US platform. •Played a key role in a six-month consulting project with Mastercard Advisors team (Q4 2022 to Q1 2023), focused on customer engagement, churn rate, and other customer lifecycle KPIs.•Established new communication journeys, enhanced the business rules of existing journeys, besides intern partnerships with other areas focused on reducing the churn and default rate. Show less

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  Centro Universitário Celso Lisboa

  Sept 2023 - Apr 2024

  Commercial and Marketing Director

  In charge of the leads acquisition funnel and conversion/enrollment of new students. Directly oversee 70+ associates among Media, CRM and Inside Sales team

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  Crownstone Ventures

  Aug 2024 - Feb 2025

  CRM & Loyalty - iGamingSmartico.ai

  • Head of Growth

    Nov 2024 - Feb 2025

  • Head of Lifecycle & CRM

    Aug 2024 - Feb 2025
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  Grupo Bet.Bet e DonaldBet

  Feb 2025 - now

  Head of CRM

  Donald.bet - iGaming