Roberta Moraes

Experience

• 

  Burson-Marsteller

  Mar 2013 - May 2015

  Project Manager

  - Social Listening Manager for the L’Oréal Brasil brand and its main competitors.- Production and delivery of monitoring reports, crisis alerts, and trend analyses with a focus on Consumer Insights.- Utilized reports and dashboards as thermometers to measure the success of actions, monitor KPIs, track crises, and contribute to strategic decision-making.- Created a crisis calculator to classify and standardize potential risks identified in buzz.- Responsible for content management in a Facebook group dedicated to Rexam employees, a global leader in consumer packaging. The internal channel has a presence of over 70% of employees in Latin America Show less

• 

  TIM Brasil

  Jun 2015 - Jul 2018

  CRM Channel Expansion:- Led the expansion of CRM channels to a base of 60 million customers.- Strategically integrated digital media with proprietary channels.- Focused on consistent storytelling throughout the customer journey and optimizing the customer experience.Monetization and Relationship:- Implemented monetization and retention strategies (including upsell, migration, and retention).- Developed loyalty programs.- Conducted customer segmentation.Success Story: TIM Black Campaign:- Spearheaded the launch of the premium brand TIM Black.- Notably created the first AI-powered chatbot for TIM on Facebook, streamlining customer service, automating processes, and reducing costs.- Established a war room for real-time monitoring and decision-making Show less - Responsible for managing TIM’s official presence on social media, creating “always-on” campaigns and content across all digital media channels through Content Marketing.- Achieved a 27% increase in Facebook engagement and 92% engagement on curated posts.- Utilized second-screen strategies, such as live results during the MasterChef program via Twitter, resulting in the highest engagement rates among sponsors.- Notably created a Corporate Guide for TIM’s Commercial Partners, providing guidance on social media presence aligned with the TIM brandbook.- Developed a Social Media Policy for employees.- Implemented an Influencer Relationship Program.- Conducted Social Listening, monitoring and reporting on brand sentiment across social media platforms.- Established a War Room for real-time campaign tracking.- Leveraged both Inbound and Outbound Marketing strategies.- Utilized tools such as Scup and Sprinklr, among others. Show less

  • Sr. Consultant - Digital CRM

    Dec 2016 - Jul 2018

  • Sr. Consultant - Digital & Social Media

    Jun 2015 - Dec 2016
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  Electrolux Group

  Sept 2018 - now

  - Responsible for the After-Sales Portal and the Connected Products App.- Leadership of agile teams involving business, technology, and data: POs, Front, Back, CDC, GDP, Datamart.- Reports and insights on indicators such as NPS, CES, CSAT, and VSS.- Multiple integrations with platforms such as VTEX, Salesforce, Zendesk, Onetrust, and others.- Agile frameworks/methodologies (Scrum and Kanban).- Product discovery frameworks/methodologies (Design Thinking, Lean Inception, etc.).- Product analysis tools (Hotjar, Google Analytics, etc.).- Project management tools (Asana, Jira, Miro, Trello, Monday, and others) Show less Social Media Channel Management:- Responsible for the social media channels of Electrolux brands (Brazil and Argentina) and Fensa (Chile).- Implemented an always-on strategy, developed actions for different stages of the customer journey, and tracked results.- Collaborated with influencers and defined brand ambassadors.- Created an attribution guide in partnership with the Consumer Care team, directing community manager actions.- Optimized over 500 videos already published on the brand’s channels in Latin America, totaling more than 100 million views.Platform and Content Management:- Developed and maintained websites, including creating content and digital assets (3D tutorial videos, infographics, images, and SEO texts) for e-commerce across all SKUs to increase sell-out.- Led customer experience projects focused on D2C and consumer care.Content Management | Homepedia Project:- Managed the Homepedia platform (homepedia.com.br), focusing on SEO and audience management for Latin America.- Topics covered gastronomy, decoration, well-being, and other brand-related subjects.- Approved content for the portal and social media, collaborated with influencers, and tracked results and KPIs.- Tools such as Trello, CoSchedule, and others.- Led the project launch in Brazil, Chile, and Argentina.Social Listening:- Monitored social media for Electrolux brands and key players in Latin America.- Tracked crises, conducted ad hoc studies, and generated reports on key performance indicators.- Advanced training in the Brandwatch tool Show less

  • Digital Products Manager - Marketing and Technology

    Feb 2020 - now

  • Digital Specialist - Latin America

    Sept 2018 - Feb 2020