Antonio Tinoco

Experience

• 

  TIM Brasil

  Sept 2001 - Aug 2007

  Responsável pelas avaliações das ofertas do B2BResponsável pelo processo de reajuste dos planos móvel do B2BResponsável pelo projeto de implementação da ferramenta de vendas para o segmento Empresarial.Análise de ofertas em geral.- Realizações: (1) melhora no processo de renegociação através da reestruturação da ferramenta de vendas corporativa. (2) Elaboração de um painel de indicadores que auxilia as áreas de produto (divulgação de várias visões e indicadores de todos os serviços e promoções). Show less

  • Especialista de Marketing na área de Pricing

    Apr 2005 - Aug 2007

  • Analista de Marketing na área de Planejamento e Orçamento

    Mar 2003 - Aug 2005

  • Analista Junior na área de Planejamento de Vendas

    Sept 2001 - Mar 2003
• 

  Oi/Telemar

  Aug 2007 - Nov 2010

  Main Responsibilities:Responsible for the retention offers in the Consumer segment for the Oi Conta Total product (Fixed + Broadband + Mobile + TV).Develop retention strategies and oversee the execution of retention actions.Projects and Achievements:Implemented Convergent Retention (retaining customers with cross offers).Eliminated penalty fees (“Fim da Multa”).Executed portability reversal strategies.Enhanced customer profitability through targeted retention initiatives. Show less

  • Lead of Enterprise Mobile Acquisition Area

    Aug 2009 - Nov 2010

  • Lead of Retention for Oi Conta Total Product

    Nov 2008 - Aug 2009

  • Marketing Especialista

    Feb 2008 - Nov 2008

  • Marketing Specialist in B2B Pricing

    Aug 2007 - Feb 2008
• 

  TIM Brasil

  Nov 2010 - Dec 2012

  Gerente Aquisiçao Consumer Pos

  Main Responsibilities:Structured the strategic plan, implemented, and monitored it with the sales team.Results:Increased the average ticket by 20% with the launch of the TIM Plug-In Radio to compete with Nextel, offering a more attractive product without destroying revenue.

• 

  Grupo Imaginarium

  Jan 2013 - Jun 2014

  Franquiado

  Main Responsibilities:Responsible for 4 stores (goal setting, hiring, processes, purchasing, and partnerships).Achieved an annual revenue of R$ 2MM.Results:Ranked 3 out of the 4 stores among the top 10 in YoY revenue growth.Reduced costs by approximately 10% (by reviewing warranty and product receipt processes and optimizing purchases using the ABC process, increasing turnover). This process was adopted by all franchise stores in the group.

• 

  TIM Brasil

  Jul 2014 - now

  Main Responsibilities:Responsible for the upselling strategy for TIM's customer base using Growth methodology.Plan, manage, and measure multi-channel marketing campaigns for the customer base.Development, result analysis, and control of actions to stimulate add-ins in the prepaid and postpaid bases through NBA (next best action).Track marketing metrics and trends, like click through rate and conversion ratesManagement of ATC (air time credit) for the prepaid base.Set specific life cycle marketing strategies to retain credit card customers Results:Increased ATC revenue for prepaid customers by 21%.Redefined the microcredit growth strategy for the prepaid base, turning it into a favorable NPS product with an annual revenue of R$ 0.9Mln in three years. To achieve this, it was necessary to redefine OKRs, innovate the revenue model with partners, manage the product portfolio well, and build a pricing strategy.Achieved a five-fold increase in monthly results for the prepaid base monetization squad (NBA).Monetized the recharge base, which had near-zero results in the first year and is projected to deliver R$ 200Mln this year. Key highlights include increased CTR with the introduction of personas (clusters), customer context, dynamic strategy, and financial monitoring models.Increased remote sales by 20%.Up-sell and cross-sell in remote and e-commerce (digital) channels for base customers. Implemented omnichannel, expanded customer segmentation with a focus on CTR, A/B testing, and revenue and quality OKRs.E2E Product – Actions to reduce the impact of payment failures.Improved the journey by implementing PIX, which now accounts for 40% of recoveries. Show less Main Responsibilities:Responsible for financial/risk evaluations of all TIM offers.Control and analysis of profitability actions in remote channels.Support area for Budget/Forecast, analyzing major marketing actions.Results:Introduced the first performance monitoring model by channel (physical, remote, digital), providing sales, revenue, and margin information, enabling the restructuring of representative channels in volume that were deteriorating the company's margin.Built the first TIM retention performance dashboard, focusing on revenue delta and base retention levers (LTV), which was a turning point for restructuring the strategy from operating solely on the number of retained accesses. Show less

  • Executive Manager - Marketing | CRM - Monetization & Rentabilization

    Apr 2021 - now

  • Senior Manager Economic Evaluation

    Jul 2014 - Apr 2021