College graduate and MBA Marketing Manager with more than 10 years of experience in the telecom sector.
Multilingual: English, French, Spanish and Brazilian Portuguese language fluent after being raised, educated and worked abroad.
Specializing in both Strategic and Operative Marketing (focusing on fixed and mobile acquisition and loyalty strategies).
Specialties Team Management. Marketing and segmentation strategies. Customer experience programes. Customer acquisition, loyalty and retention. Project and Business management.
Customer loyalty and growth development: defined and implemented the Fixed Broadband loyalty strategy (2,5MM customers): defined the value proposal and promotions, economics, 360º communication plan for ADSL on TV, BTL (emailing, mailing, SMS), community management/social media (Facebook, Twitter, blogging), PR, retail stores and call centers.
Implemented a new reposition strategy for top value customers (ADSL 24,9 for fixed + mobile customers in 4Q 2011): achieved a 30% penetration of value added services, 1.4pp churn decrease and 20% increase on fixed-to-mobile voice traffic.
Defined a cross selling/up selling strategy for 8MM customers contacting call centers on a daily basis. 4% of these contacts become final sales.
Helped decrease the churn TV rate by 0.5pp by identifying 4 critical levers (first billing, promotions, content use, and technical support) in TV customers in the first 6 months of their life cycle.
Created a Pay-per-View strategy to achieve content use and ARPU growth in new TV customers (20% increase in pay-per-use content).
