Felipe M.

Product Manager

Growth Product Manager, Lead
9/1/2022 - Present

Implemented a credit simulator that enhanced decision-making and efficiency, accounting for 93% of monthly proposals within three months, providing data-driven insights into customer preferences and streamlining the credit evaluation process. Optimized the proposal process to substantially increase hot lead generation, effectively doubling the activation rate of the partner user base, and boosting user engagement as they independently performed simulations. Achieved a 37% increase in the sales team's conversion rate by generating higher-quality leads from the simulations, significantly enhancing the overall effectiveness of the sales process. Reduced the document collection period by 66% immediately after issuing proposals through the credit simulator, effectively bridging the sales stage with customer success efforts.

Growth Product Manager, Sr
2/1/2022 - 9/1/2023

Led the student success tribe consisting of three squads, serving as both a tribe leader and senior Project Manager (PM) for one squad. As senior PM, responsibilities included managing an e-learning platform that facilitated asynchronous activities such as recorded lectures, project submissions, automated assessments, and access to forums. The platform operated on a collaborative learning methodology, requiring students to engage with instructional content prior to participating in group activities during class time.

As the tribe leader, focused on developing PMs responsible for an internal educational management platform aimed at enhancing the customer experience by optimizing employee routines. This included tasks related to enrollment, payment renewal, financing integration, student admissions, and retention flows connected to tutoring and student services. Additionally, recruited and developed an Associate Product Manager (APM) for a product growth initiative, resulting in a dedicated team for student onboarding processes, including levelling and admissions.

Supported the data technical team as a Product Owner, organizing stakeholder demands and serving as a data translator for internal users while contributing to the development of a data warehouse.

Key accomplishments include increasing the student onboarding success rate by 21% through a redesigned user journey that utilized computational tests and quizzes for automatic candidate evaluation, leading to higher enrollment rates, improved exam scores, and better attendance. Implemented automated and semi-automated evaluation features for exams, which reduced the workloads of teachers and tutors, optimized the student content consumption platform, resulted in cost savings, increased asynchronous video class watch time, and positively impacted attendance rates. Developed proficiency in project management, product development, and data coordination with a focus on educational technology systems. Utilized frameworks and methodologies to streamline internal processes and enhance user experience across educational platforms.

Entrepreneur in residence
3/1/2021 - 2/1/2022

Acquired comprehensive entrepreneurial experience encompassing product development, design, marketing, and data analytics. Developed in-depth knowledge of accounting practices, legal compliance, and human resources management. Applied an understanding of human physiology to exercise routines, integrating functional knowledge to create effective fitness programs. Leveraged technical skills in business development, strategic planning, and operational management to drive projects to successful completion. Utilized various software tools and frameworks to optimize workflow and achieve organizational objectives.

Growth Product Manager
9/1/2020 - 3/1/2021

Successfully led MVP validation with valid B2B clients within a concise two-month timeframe. Enhanced user research by applying a B2C approach to the development of a web-front product. Validated product-led growth principles demonstrating that optimal user onboarding involves providing an end-to-end experience with a single document featuring unlimited signatures across several trial periods. Implemented a subscription plan for users wishing to upload additional documents. Despite excellent product adoption by B2B clients resulting in the discontinuation of Sign2Go as a B2C product due to competition from DocuSign and ClickSign, successfully integrated Sign2Go's functionality into other company products.

Head of Growth
4/1/2020 - 10/1/2020

Developed and demonstrated robust expertise in leading and prioritizing the efforts of multiple squads, enhancing growth leverages, and ensuring alignment with internal and external stakeholders. Managed up to four squads simultaneously, overseeing growth initiatives for more than 30 clients and partners. Led the recruitment process to renew and onboard the Growth team, and played a pivotal role in introducing the Growth mindset within the organization.

Acquired substantial experience in leading cross-functional teams specializing in Conversion Rate Optimization (CRO), Performance, SEO, CRM, and Content throughout the user acquisition funnel to drive acquisition, activation, retention, and advocacy. Designed, planned, and executed comprehensive growth strategies for clients, formulating hypotheses around growth blockers, and scoping solutions. Implemented and ran A/B tests, analyzed results, and iterated strategies to maintain an optimal balance between acquisition, activation, and referrals.

Proficient in fostering a data-informed culture and implementing agile methodologies and OKRs across squads to enhance collaboration. Developed clear user journey touchpoints and structured customer success processes. Achieved product-market fit by identifying the ideal customer profile for clients' products and applied a lean experimentation process to optimize conversion rates and monetization models.

The term Product Manager is not an educational institution, instead, it is a job title. If you meant something else or have another query regarding educational institutions, please provide more details.
5/1/2019 - 5/1/2020

Achieved significant growth by leading a cross-functional tribe comprising product and growth squads, focusing on developing the product vision and strategy to meet customer needs. Oversaw the prioritization of over 300 user stories, directing three product squads for a web platform and app, along with various on-demand specialists. Managed two growth marketing squads spanning more than 15 marketing and sales channels, resulting in an average revenue growth rate of 30% post project onboarding. Demonstrated expertise in product discovery by meticulously understanding and mapping the user journey.

Proposed hypotheses to improve the user experience within the app, focusing on flows, journeys, and features through a rigorous discovery process. Established quality control processes, frameworks, and checklists to enhance the company's knowledge hub. Successfully translated customer needs into actionable business and product requirements. Conducted daily meetings with external software houses and regular follow-up sessions with executive stakeholders to ensure project alignment. Provided mentorship to the marketing manager and team, optimizing channel strategies and campaign tools. Identified customer behavior and needs through extensive research and analysis, sharing insights with relevant teams.

Continuously developed the product roadmap while ensuring adaptability to changing timelines. Curated book content and closely monitored competitors. Supported the selection, recruitment, and onboarding of new team members. Prepared detailed reports analyzing the project's profitability and productivity, maintaining a customer support team leader role. Proposed and translated UX texts for language localization, ensuring the app’s content met user needs in various regions.

Growth Hacker / Founder
2/1/2018 - 5/1/2020

Developed and executed election campaign strategies for elected officials, focusing on strategic communication to strengthen mandates. Managed marketing strategies that resulted in a threefold revenue increase for an e-commerce company within two years by scaling each sales channel sustainably. Coordinated and launched over 10 successful information products in the wellness, fitness, and education sectors. Provided consultancy and mentorship to over 20 projects, guiding them through the basic innovation process to market fit.

Excelled as a growth marketing strategist, product consultant, data analyst, and CRO and performance analyst. Advocated for agile principles and methodologies, working closely with project owners in backlog management and ensuring continuous delivery through scheduled sprints and touchpoints. Directed and led a digital intelligence squad from project initiation to final delivery. Managed overall operations and resources of the growth-focused agency, ensuring efficient and effective project execution.

Growth Marketing Specialist
12/1/2017 - 2/1/2018

Supported the marketing planning of 2018, focusing on content localization actions and planning and execution of media channels optimization. Assisted in managing the performance marketing agency, ensuring effective communication and collaboration. Developed proficiency in strategic marketing planning, media optimization techniques, and agency management. Leveraged analytical tools and frameworks to monitor and enhance performance across multiple media channels, contributing to the successful localization and adaptation of marketing content for diverse audiences.

Growth Marketing Specialist
7/1/2017 - 12/1/2017

Oversaw the planning and execution of digital projects encompassing SEM/SEO, inbound marketing, social media, CRM, and customer engagement. Developed expertise as a performance marketing specialist in SEM/SEO and social ads. Directed the recruitment and training of marketing and sales employees while managing a small team of content creators. Planned and supported fairs and conferences relevant to the education market. Generated and analyzed quantitative and qualitative reports to measure campaign effectiveness and identify improvement opportunities. Implemented CRO strategies to enhance the overall copy, call to action, and landing page information architecture. Managed multiple simultaneous demands autonomously and efficiently, ensuring the delivery of high-quality results.

Growth Marketing & Localization Trainee
3/1/2016 - 7/1/2017

Developed and executed digital projects focused on SEO/ASO, social media strategy, A/B testing, and performance marketing. Managed customer relationship management (CRM) efforts to enhance engagement and retention. Spearheaded local content projects to ensure accurate localization, supported pricing initiatives, and facilitated personalized translations to meet regional needs. Devised and implemented community marketing strategies, including ambassador programs, field operations, and collaborations with digital influencers.

Managed the setup and execution of online campaign channels such as Social Media ads, Google ads, and partnerships with niche blogs and influencers. Led initiatives focused on driving brand awareness and conversions through digital influencer projects and niche blog collaborations. Oversaw copywriting efforts to develop high-conversion landing pages. Generated comprehensive reports to measure campaign effectiveness both qualitatively and quantitatively, identifying areas for improvement. Efficiently handled multiple and simultaneous demands with a high degree of autonomy and efficiency.

Quality Engineering Intern
4/1/2015 - 3/1/2016

Responsible for quality control of suppliers and technology development of materials, including polymers, metal, and ceramics. Developed and elaborated technical reports while conducting comprehensive tests and analyses for quality control. Actively participated in follow-up meetings with suppliers and performed detailed analysis of raw materials to facilitate new project feasibility and homologation to suppliers.

Chemical Engineering at Federal University of São Paulo
2011 - 2017

English at Impact English College
2013 - 2014

Master of Science (M.Sc) Data Analytics and Marketing at Arden University
2019 - 2020

Product Management at PM3 Courses
2019 - 2019

Data Analytics at Digital House Brazil
2018 - 2018

IELTS Certificate at Cambridge Assessment English
5/1/2018

Growth Hacking at Gama Academy
10/1/2017

Growth Hacking at Internet Innovation
2/1/2017

Digital Marketing Specialist at Internet Innovation
6/1/2016

Studying Abroad Certificate - Spanish Language at Escuela Bellavista de Chile
7/1/2012