Fernanda Rabelo

Experience

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  Zahn Innovation Platform Launchpad

  Jan 2016 - Jan 2016

  Research And Development Intern

  Zahn Innovation Platform Launchpad is a multi-disciplinary incubator that helps students, faculty, and staff at San Diego State University launch their startup idea into market.Key activities:- Worked with the H.G. Fenton Laboratory Manager supporting the design and prototype of hardware and software products;- Developed a customized workshop to assist potential startups owners in testing their product hypothesis/ideas in order to validate their business plan;- Worked with strategic marketing planning, design thinking and agile product discovery and development. Exibir menos

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  Globo.com

  Jan 2017 - Jan 2020

  Globo is the number 1 media company in Brazil. The Digital Hub takes care of the news, sports and entertainment web/apps/connected TV and also Globoplay streaming service. I was in charge of the User Knowledge initiative and team at Globo's Big Data & AI division.- Developed the Globo User Profiling Platform in house. This platform is a foundation of all centralized user data allowing our products to have easy access to users unique profiles, quickly activate and impact them with a personalized experience.- Managed the 3rd party Data Management Platform (DMP) and productized rich available data to empower Advertising and Marketing segmentations;- Created a data onboarding product that enabled Globo's internal product teams to upload their 1st party customized data segments inside the DMP in the easiest and fastest way possible;- Productized and scaled a 2nd party data activation product that promoted Advertising Spending attribution among Globo's key Advertisers; Exibir menos Our biggest challenge was to constantly provide quality platform and data solutions that can attend the velocity of both digital advertising and subscription market. Some achievements:- Analyzed advertising metrics using some tools such as Google BigQuery (MySQL) to generate insights and debug issues.- Increased the accuracy of our on-target demographic segmentation from 38% to nearly 80% - according to Nielsen DAR metrics - by iterating machine learning inference models.- Created dashboards to follow up with our KPIs and reported back to Globo's board. Exibir menos

  • Product Manager

    Jan 2019 - Jan 2020

  • Product Analyst

    Jan 2017 - Jan 2019
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  Grupo OLX

  Jan 2021 - now

  Staff Product Manager

  Seller experience: Looking after the seller journey of announcing products and services inside OLX marketplace. Aiming to increase the percentage of satisfied sellers and liquidity rate in this platform. OLX Group is the biggest C2C marketplace in the world also mastering autos and real state verticals through 30 countries. Every month more than 300 million people visit one of its platforms. Previous teams I was part of at OLX:Advertising:Worked with the advertising product, along side Adtech, Commercial teams and external partners such as Google. Some of our achievements:- Reformed all advertising positions and formats in order to improve user experience while delivering a better quality advertising. - Developed contextual advertising by activating user behavior and purchase intent data - Joint technical Project with Google resulting in +16% APP ad impressions, 4x more ad click rate and +10% ad viewability rate- Added new customized formats that integrated well with OLX marketplace and improved click rate from 0.07% to 0.95%.- Implemented programmatic partners that returned 15% of revenue growthData Science:- Worked in the data science team prioritizing data products for different business needs, such as potential leads prediction for financing partners, churn and discount rate predictive models for subscription plans.- Focusing on building the new OLX Feature Store platform and its use cases, especially for chat moderation models that need features processed near real time to act upon fraudulent users. Exibir menos