Fernanda V.

Product Manager

Senior Product Marketing Manager
1/1/2024 - Present

Monitored, designed, and analyzed product health through churn indicators, sales, revenue, and other KPIs, developing a keen expertise in data-driven decision-making. Proposed strategic paths for product evolution or replacement based on customer interaction metrics with portfolio products. Gained insights by cross-referencing market information, financial indicators, and product usage data, enhancing analytical skills. Successfully launched, positioned, and strengthened products against the company's portfolio and competition, demonstrating a strategic approach to product management. Planned and implemented targeted marketing actions on communication channels, focusing on maintenance, profitability, acquisition, and customer retention, thus improving marketing acumen.

Identified product differentiation opportunities aimed at increasing average ticket size, indicating a strong understanding of market needs. Actively raised opportunities for testing to enhance e-commerce conversion rates, leveraging knowledge in e-commerce optimization. Regularly reported product performance scenarios to the board, enhancing communication and reporting skills. Conducted thorough market and competition analysis, improving strategic planning. Provided training for internal teams, emphasizing leadership and knowledge sharing abilities.

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1/1/2023 - 1/1/2024

Participated in the entire lifecycle of digital product development, from initial conception to post-launch. Acquired expertise in understanding product users and market trends through rigorous analysis, research, and user testing. Led experimental initiatives to validate assumptions, recording insights and sharing them to guide product evolution. Facilitated alignment sessions to explore challenges and generate ideas with multidisciplinary teams, stakeholders, partners, and users. Established, prioritized, and monitored metrics and goals related to the product. Inspired the development team by conveying the purpose of products and fostering the development of the agile Scrum methodology in various rituals. Engaged in discovery sessions with business stakeholders to drive the evolution and development of business products.

Senior Product UX Writer
8/1/2022 - 1/1/2023

Developed proficiency in ideation and creation of performative texts for mobile applications within an investment squad, ensuring clear, concise, cohesive, and useful communication across various digital platforms including websites, apps, and chats. Responsible for reviewing and correcting material, improving voice tone and maintaining stylistic consistency. Enhanced user interface design in collaboration with UI designers, focusing on simple and responsive design tailored to user needs. Organized content with a keen focus on user perception and experience throughout their journey. Ensured platform designs adhered to user experience inputs and contributed to the production of site maps, flowcharts, functional descriptions, and briefings alongside analysts. Conducted critiques on interfaces and solutions, providing constructive suggestions for improvements. Emphasized usability, ergonomics, and human-computer interaction principles to foster efficient and error-minimized user experiences. Identified and implemented improvements in the creative process, and assessed the applicability of prototypes in collaboration with core teams.

Senior Marketing Analyst III
8/1/2022 - 1/1/2023

Managed content and creation team, overseeing planning and tracking of the creation schedule. Monitored insights and achieved results against projected goals, optimizing incremental acquisition across all social channels and the company's website. Conducted testing and monitoring of website management, content, testimonials, and optimizations. Supervised both paid and organic traffic channels, enhancing inputs for SEO and guiding the managed team in content production. Compiled and analyzed data to create comprehensive reports, sharing insights with various company stakeholders. Directed third-party management including partner agencies, freelancers, and influencers, while implementing on-site lead acquisition strategies through events.

SEO Copywriter
1/1/2022 - 8/1/2022

Constructed detailed customer journeys by stages for websites, apps, and social networks, focusing on creating seamless user experiences. Adapted UX-writing language across various digital platforms to enhance user engagement. Developed content for apps and websites in alignment with SEO guidelines to improve visibility and search ranking. Analyzed customer journey stages to tailor communications effectively at each stage. Created compelling social media copy and implemented comprehensive communication strategies. Developed detailed personas to better understand target audiences and tailored the brand voice accordingly. Produced diverse content including landing pages, websites, blogs, and videos with a focus on engaging storytelling. Scripted and studied SEO best practices for application across digital platforms, leading to the implementation of effective reach strategies. Emphasized keyword insertion to optimize content discovery. Developed integrated overcommunication and structural communication rules to ensure consistency and effectiveness in messaging.

Senior Marketing Analyst
8/1/2019 - 12/1/2021

Constructed the customer journey for a prominent beverage company's app, ensuring an engaging user experience. Conducted UX-writing language readjustments across digital platforms to enhance user interaction. Created app and website content aligned with SEO guidelines to optimize search engine visibility. Analyzed various stages of the customer journey and adapted communication strategies accordingly. Managed social networks and client accounts across multiple segments. Oversaw design, writing, UX, development, social media, and customer service teams, ensuring a cohesive workflow. Specialized in writing tailored content for different communication channels. Provided press office services and executed internal endomarketing and promotional actions.

Marketing Intern
1/1/2018 - 8/1/2019

Led the study, construction, and initiation of the marketing department. Provided communication and press consultancy while capturing commercial and marketing partnerships. Managed social media platforms and produced branding and sales-oriented copy. Created diverse content for social media, including design, photography, and text. Oversaw the broadcasting of internal and external advertising campaigns. Planned and executed monthly and annual marketing calendars, and constructed comprehensive reports.

Junior Editor
2/1/2015 - 12/1/2017

Developed proficiency in creating textual content for blogs and corporate websites, alongside expertise in brand development utilizing effective branding tactics. Increased website traffic through strategic SEO practices and conducted comprehensive studies on user interface design. Analyzed advertising revenue and user acquisition metrics, providing detailed metrics reporting. Spearheaded the development of sales strategies and gained hands-on experience in photography and filming of events, lectures, and presentations. Constructed a linear internal communication model and managed SMS and email communications to collaborators. Managed social media platforms in collaboration with the responsible agency and planned as well as managed internal events. Additionally, structured and executed an onboarding agenda, ensuring seamless integration of new team members.

Journalism at UNINASSAU
2017 - 2021

Radio and Television Technician at UNINASSAU
2014 - 2015

MBA in BI, Digital Marketing, and Data-Driven Strategy at Pontifical Catholic University of Rio Grande do Sul
2022 - 2023

Technical in Business Administration and Marketing at Federal Rural University of Pernambuco
2013 - 2014

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