Thaina Parma

Experience

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  Fatal Surf

  May 2004 - Mar 2007

  PPCP Coordinator

  - From style assistant to PPCP Coordinator - Planning, Scheduling and Production Control. Leader of three junior resources.

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  Bradesco

  Oct 2007 - Jul 2022

  - Responsible for the development of the Innovation Hub in Communication and Marketing, under 5 pillars of action: 1. Discover channels, communities, behaviors, interests, opinions and opportunities for Bradesco in Digital Marketing; 2. Inspire creative teams by compiling references from different advertisers and segments, stimulating gamified brainstorms; 3. Optimize actions, rules and flows, contributing to a significant increase in the operational efficiency of strategic teams and with influencers.4. Connect Bradesco's Marketing team to experimental initiatives promoted by startups in the inovabra ecosystem, including the main Social Media platforms (Facebook, Instagram, TikTok, Twitter, Pinterest);5. Develop tools, projects and methodologies to evaluate and prepare talents, promoting training, lectures, workshops and academic partnerships.- Responsible for the leadership and execution from end to end of the Corporate Social Network project (cloud-based solution), to integrate the various sources of internal communication, enabling that employees from all areas and companies of the Bradesco Organization could connect remotely.- Leadership and management of multidisciplinary teams and innovation projects, with a cross-functional strategic mindset, using agile methodologies and developing MVPs / Prototypes to test ideas.- Execution of innovation projects, being responsible for the mapping and implementation of solutions (open and closed innovation), acting throughout the innovation funnel.- Implementation of chatbot to automate some responses in the service via Facebook Messenger, freeing up skilled labor for more strategic demands.- Acting in the development of User Experience (UX) strategies, building an intuitive journey for customers and bank employees.- Participation in forums and internal committees, presenting projects, ideas and results for the approval of the Executive Board. Show less - Acting in the Northeast region as responsible for training more than 8 thousand internal clients in the best practices for Digital Channels and Negotiation Strategies. Simultaneously, with active participation in the development of commercial campaigns to meet goals and monitor results.- Coordination of strategic campaigns with the Regional Directors and Managers to expand the penetration of the Bradesco Mobile App among its clients.- Training of Agency Managers on how to automate tasks and how to stay relevant in the new digital environment.- Training on Digital Channel platforms and solutions for employees and customers throughout Brazil. Show less

  • Innovation Specialist

    Aug 2015 - Jul 2022

  • Communication Project Leader

    Mar 2014 - Aug 2015

  • E-Banking & Mobile App Leader

    Apr 2011 - Feb 2014

  • Digital Channel Analyst

    Nov 2010 - Mar 2011

  • Teleservice Analyst

    Oct 2007 - Oct 2010
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  I3 Data Hub

  Oct 2020 - May 2023

  Creative Data and Communication Manager

  - Responsible for Communication Planning;- Responsible for Creative Data projects (innovation from data);- Participation in the construction of BI reports and generation of insights for decision making of our clients;

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  Leo Burnett Tailor Made

  Jul 2022 - Mar 2023

  Strategy and Social Media Manager

  - Responsible for content cell management and customer service; execution of strategic planning for national and global brands in the long term.- Supervision of multidisciplinary team to build the tactical plan (Always on).- Analysis of consumer behavior in digital environments and in Social Networks, such as Google, Facebook, Instagram, Twitter, Tiktok.- Communication with Customer Service, Media, BI, Content and Client teams for execution of creative briefing.- Execution and management of in-depth research, monitoring and Social Listening of client brands and their competitors, generating insights for strategic improvement of the client.- Creation and execution of workshops focused on innovation, trend analysis and development of communication campaigns in Social Networks.- Content calendar creation, updating, piece approval and content curation.- Participation in the analysis and monitoring of resolution of customer manifestations in Social Networks, ensuring adequate solution and within the informed deadline (SLA).- Monitoring and acting in crisis management.- Participation in Creative Data projects for commercialization of solution for World Cup (Qatar) and fight against Etarism in the advertising market.- Channel opening on the TikTok platform, with reach and engagement higher than expected since the first month of implementation. Show less

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  Just a Little Data / Unlock Knowledge

  May 2023 - Mar 2024

  CRM SR Strategic Planning Specialist

  - Planning of Data-Driven strategies for CRM actions focused on e-commerce and performance;- End-to-end mapping of B2B/B2C journeys, design of communication rules, monitoring of key KPIs and development of performance reports in partnership with Data teams;- Strategic leadership and execution in implementation processes;- Acting as a brand ambassador, ensuring that all projects fit the business and customer objectives;- Hypothesis survey and monitoring of tests in the search for levers that can generate optimization of campaign performance;- Strategic and creative thinking to challenge and interpret client briefings;- Mapping of Martech trends that impact the client's business;- Management and development of the strategy team;- Definition and monitoring of the main KPIs of the area and estimation of results;- Sharing of learnings and best practices, reporting results and opportunities for improvement to Stakeholders (internal and external). Show less

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  Cheil Brasil

  Apr 2024 - now

  CRM Planning Manager

  Main activities:- Prioritizing clients' commercial strategies and challenges- Understanding demands and crafting briefings with teams and clients- Managing and strategically directing the Planning Analyst in handling demands- Developing strategies based on the customer lifecycle, offer calendar, campaigns, and key moments in the client's business- Guiding the creation of messages for CRM channels- Directing the strategic team (using a toolkit)- Monitoring all CRM success KPIs and their channels- Collaborating on the construction of weekly performance and results reports- Working in partnership with the BI team to monitor results and identify opportunities Show less