Vinicius Mayer Bastos

• Established a new CRM & Ad sales strategy
• Developed the new digital strategy on marketing efforts
• Ensured performance tracking across all KPI's
• Supported strategic and operational projects
• Actively contributed to company growth by leveraging insights from customer data within the CRM system for strategic decisionmaking.

Company Overview: BR Market, USD 4,51 bn Revenue, 48,9% EBIT, +60m customers, +10k FTE

• Led two product launches ($58M/year /+25M clients), alongside with omnichannel campaigns
• Developed a new customer-centric vision, optimizing CAC, CLTV and retention strategy (+18% download rates / +11 p.p retention rates)
• Led product strategy, delivery roadmaps, feature prioritization through stakeholders management and dev teams, maximizing delivery value and enhancing user engagement and growth
• Drove A/B testing within a structured experimentation roadmap, optimizing conversion funnels (from
• Defined personas and behavioral segmentation to mitigate residual engagement loss over time
• Established strong relationships with clients and stakeholders, ensuring long-term partnerships and repeat business.

Company Overview: BR Market & LATAM, USD 32,4 bn Revenue, 18% EBIT, +35k FTE

• Led three MKT teams orchestrating award winning campaigns for all 5 NBCU brands in Brazil
• Built from ground up a CRM loyalty program for NBCU TV shows & films in Brazil - with digital and physical activations - and also supported LATAM Team for its expansion
• Responsible for budget and forecast control of all brands in Brazil
• Digital transformation on social media strategy, adding double digits percentage users, plus building engagement growth of over 37% YoY, reaching an all time record for the company
• Enhanced brand recognition by developing and executing targeted marketing campaigns.
• Drove AI-based customer service solutions, improving resolution and NPS rates
• Supported Globo's Group in strategic projects, plus leading LGPD (GPDR) initiatives
• Shaped the strategy and launched Universal Plus app across 8 LATAM countries

Company Overview: BR Market, USD 4,51 bn Revenue, 48,9% EBIT, +60m customers, +10k FTE

• Led from concept-to-launch a new App and CRM program for prepaid customers, driving engagement and retention KPI's - over 1M downloads in under 45 days
• Managed backlog prioritization, ensuring alignment with business goals and stakeholder expectations.
• Implemented Agile methodologies to increase team productivity and enhance overall project outcomes.
• Rolled out a new ad-based solution, creating an additional revenue stream for the company (USD+5M/Year)
• Implemented performance tracking across all KPIs to optimize customer interactions and enhance brand preference and product usage

Company Overview: BR Market, USD 4,51 bn Revenue, 48,9% EBIT, +60m customers, +10k FTE

• Defined and executed an innovation strategy, transforming disruptive projects into viable solutions in the Telco market through customer base segmentation, A/B testing and targeting
• Led the rollout of a groundbreaking product, a digital bank account plus mobile service all-in-one, acquiring 5 million new bank accounts in the first year, in addition to reducing payment defaults, increasing retention and service usage to both companies
• Established performance tracking across all KPIs and OKRs, ensuring customer engagement continuous optimization and value-added services through data-driven decision-making
• Developed customized reports for improved sales forecasting and accurate performance tracking.

Company Overview: BR & US market, 200+ FTE, USD 94m Revenue, 26% EBIT

• Increased brand awareness by developing and executing targeted marketing campaigns.
• Developed and executed a dual-brand strategy (B2B & B2C), aligning digital and offline initiatives to maximize market presence and customer engagement
• Optimized customer service processes and supported sales - online and customer facing teams
• Organized successful trade show exhibits showcasing the company''s products in an engaging manner to generate leads and close deals.

• Developed deep data analysis on Sell-In strategies, market segmentation and strategic decision-making for the commercial team (SalesForce & MS Reporting Services) and brand performance across all Dermatological Beauty division brands - La Roche-Posay, Vichy, and Skinceuticals
• Performed potential market analysis through regional sales, KAM performance and benchmarking
• Collaboration with audit tool projects (Close-up and IMS) ensuring data accuracy, commercial strategy optimization and demand planning and forecasting support
• Contributed to mission success by providing accurate and up-to-date targeting data for key assets.

Company Overview: BR, 1000+ FTE, USD 144m Revenue

• Conducted market & competitive analysis, identifying market trends and opportunities, through practical recommendations to Sales & Mkt teams, added to G2M strategies to drive brand growth
• Worked cross-functionally, developing a healthcare market BI tool for sales quality tracking, results, marketing monitoring, plus hospital affiliate acquisition
• Developed strategic partnerships with key industry players, enhancing brand visibility and generating leads.
• Spearheaded loyalty programs that encouraged repeat business among existing customers while also attracting new clientele.

• Strengthened brand communication with in-depth analyses of competitors, market and economic changes.
• Conducted market research for better understanding of industry trends, customer needs, and competitive landscape.
• Increased brand awareness by developing and implementing strategic media plans tailored to client objectives.

• Negotiated contracts by collaborating with vendors and developers.
• Built relationships with clients to establish new contracts.
• Streamlined internal processes by identifying areas for improvement and implementing changes to increase efficiency.
• Used key metrics and prepared reports for senior management to monitor performance of commercial activities.

• Implemented innovative solutions for optimizing processes, resulting in increased efficiency and reduced costs.
• Increased brand awareness by developing and implementing strategic media plans tailored to client objectives.
• Oversaw execution of digital advertising campaigns, provided recap reports and presented renewal opportunities to clients.

• Planned and executed events and marketing programs to increase qualified leads.
• Increased brand awareness by developing and executing targeted marketing campaigns.
• Coordinated schedules and timelines for events.
• Managed administrative logistics of events planning, event booking, and event promotions.