Rodrigo C.
Product Manager

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Bio

Digital Product Management professional with 13 years in the technology sector, including 9 years dedicated to strategic management of digital products across industries such as Omnichannel Service, Retail, Entertainment, and Finance. Specializes in the entire lifecycle of digital products using agile methodologies, from discovery and ideation to development, launch, monitoring, and growth. This comprehensive approach has consistently resulted in profitable and impactful digital products aligned with market needs and business strategies. Proficient in exploring complex problems and identifying opportunities through Product Discovery techniques, creating product strategy and vision, and developing result-oriented roadmaps. Adept at conducting research, benchmarking, and competitive analysis using market intelligence practices, defining target audience, Ideal Customer Profile (ICP), personas, and buying centers. Skilled in crafting product narratives aligned with strategy, including naming and tone of voice definition, and formulating packaging and pricing strategies through testing and methodologies. Expertise in structuring product launches, feature rollouts, and campaigns with thorough metric monitoring. Utilizes Product-Led Growth to optimize funnel conversions, enhancing user acquisition, activation, and engagement, thereby turning users into advocates through recommendation techniques. Experienced in assembling and managing local and remote multidisciplinary teams of up to 120 members across various functions such as product management, experience design, interface design, data analysis, CRM, customer success, product marketing, and sales. Proven ability to integrate multiple areas and stakeholders to devise solid strategies from a broad business perspective in both traditional companies and early-stage startups. Effectively tracks business and product indicators, aligning them with business objectives and OKRs, and adeptly manages suppliers across segments like payment processing, outsourcing, general consultancies, digital marketing, and SaaS platforms.

Head of Products | Director of Products | Chief Product Officer
12/1/2021 - Present

Achieved a 120% increase in revenue through strategy redefinition, market repositioning, and department restructuring for a product in 2022. Facilitated a 10x increase in total transactions via digital self-trading channels, elevating their share from 5% to 30% of the company's total results, averaging R$330M/month. Enhanced conversion rates by 281% and improved B2B Net Promoter Score (NPS) by 65 points through customer success strategies. Reduced operational expenditure by 20% through a strategic push towards digital channels, resulting in efficiency gains. Augmented revenue from secondary sources by 7% within an 8-month period by exploring new avenues for risk diversification. Successfully restructured the company's Product area to prioritize market repositioning, revenue growth, B2B and B2B2C customer base expansion, and operational efficiency.

Defined and implemented an end-to-end product strategy with a comprehensive roadmap (short, medium, long term) aligned with market needs and business objectives, and regularly reviewed the business model for profitability, sustainability, and scalability. Developed and monitored commercial strategies driven by Ideal Customer Profiles (ICP), acquisition metrics, and customer success strategies to ensure high engagement and value delivery. Employed revenue-enhancing techniques such as cross-selling and up-selling in collaboration with the customer success team.

Led multidisciplinary teams, including product management, UX/UI, product marketing, customer success, data, CRM, and sales, fostering high-performance environments that emphasized innovation, continuous learning, and value delivery. Monitored team performance through Individual Development Plans (IDPs) and feedback cycles to develop skills and competencies. Held executive meetings with C-level executives to present results, track goals, discuss strategic topics, and contribute to the company's strategic planning and annual budget creation.

Built and monitored OKRs aligned with company objectives, managed stakeholder and executive expectations, and maintained close relationships to ensure clarity in roadmap and strategy execution. Promoted a product culture within the company, benchmarking market practices, and conducting trend analysis to maintain competitiveness. Implemented a data-driven and data-informed culture for strategic decision-making, identified new market demands and opportunities for revenue growth, and established strategic partnerships to enhance product value offerings and expand the ecosystem.
Head of Products
9/1/2020 - 12/1/2021

Achieved a 40% increase in revenue through Member Get Member strategies, loyalty programs, cross-sell, up-sell, bundling, and subscriptions, along with a 25% increase in the average ticket size. Optimized the sales funnel resulting in a 28% year-to-date increase in the e-commerce conversion rate, an 18% increase in the registration rate, an 80% reduction in customer acquisition cost (CAC), and a 10% improvement in the payment approval rate.

Key activities included creating a business model for Brazil's first bet tech company, defining the value proposition, strategy, and product vision to solidify the brand in the Brazilian market following international funding. Developed acquisition, activation, engagement, retention, and monetization strategies in collaboration with multidisciplinary teams comprising product management, UX, UI, data, and product marketing. Supported the team in discovery processes with various techniques and facilitated dynamics for optimal results. Led, organized, and cultivated high-performance squads, promoting best practices in product development and agile methodologies to ensure frequent and high-quality value delivery.

Defined and tracked objectives and key results (OKRs) aligned with company goals, ensuring stakeholder clarity on the product roadmap. Organized cross-departmental meetings to prioritize product improvements and monitor the impact of deliveries. Established strategic partnerships to expand product distribution channels and market share. Oversaw CRM strategies to bolster user acquisition, activation, engagement, and retention. Applied product-led growth techniques to elevate revenue through up-sell, cross-sell, and bundling. Reported business goals and progress to the executive team and international board.
CPO as a Service
7/1/2020 - 3/1/2023

Generated revenue of R$94M in the first quarter of 2023, marking a 55% increase compared to the previous year. Achieved over 5M app store downloads in 2022. Elevated loan amounts from R$7M to R$240M over a two-year period while maintaining controlled default rates. Successfully insured 300,000 devices through Vivo Pay in 2022 in collaboration with Chubb and Zurich.

Developed a comprehensive business model and advanced the financial services sector, specifically Vivo Pay and Vivo Money, thereby positioning the company as a service hub. Led Service Design teams, including designers and researchers, product development, growth initiatives, and data analysis. Set and monitored OKRs to ensure alignment with expected outcomes. Continuously tracked market trends, user needs, and competitor activities to maintain competitiveness and deliver user value. Served as the primary liaison with the BaaS provider to ensure service availability and compliance with Central Bank regulations. Identified new market opportunities and trends for business expansion and innovation. Regularly reported outcomes to senior management, vice-presidency, and the board.
Head of Products
9/1/2019 - 9/1/2020

Achieved a 4,000% increase in subscriber base within 3 months, reaching 40 million users and generating R$14 million per month in GMV through strategic partnership implementations. Weekly active user engagement escalated from 5% to 25% via targeted strategies, while continuous enhancements elevated the app rating from 3.4 to 4.4 in app stores. Recognized as the largest distributor of ebooks in Brazil and ranked as the third most downloaded reading app on both Android and iOS platforms. Spearheaded the creation of Brazil's largest platform for ebooks and audiobooks, becoming the third most used virtual library app in the country. Guided product management, UX, UI, product marketing, and customer success teams. Formulated product strategy and business models, earning recognition at the Frankfurt Book Fair. Carried out market research and analysis to identify opportunities and address user and market pain points during the ideation phase. Employed tests to assess product-market fit and negotiated with strategic partners to expand app distribution channels and acquire ebook content. Launched the product to market, monitoring key performance indicators and evolving the product based on behavioral data, feedback, and partner needs. Developed and executed national campaigns for user acquisition, activation, and engagement, and investigated new market trends and opportunities for business expansion.
Senior Product Manager
9/1/2018 - 9/1/2019

Developed proficiency in monitoring the complete product lifecycle, from ideation to launch, in collaboration with UX/UI designers, developers, marketing, and sales teams. Created short, medium, and long-term product strategies encompassing backlog, roadmap, and prioritizations. Formulated strategies for maximizing outcomes in B2C areas, including search engine optimization, showcases, recommendations, mobile initiatives, and omnichannel integration. Worked alongside other product managers to identify and capitalize on cross-functional opportunities. Led and monitored results of A/B tests for conversion optimization. Participated in team meetings and ceremonies utilizing agile frameworks, establishing goals and related metrics to track progress within product management. Contributed to the merging process between Estante Virtual and Magazine Luiza, identifying and implementing synergy projects to boost revenue and market share. Demonstrated skills in communication and coordination across various departments to achieve cohesive and successful product launches.
Senior Product Manager
6/1/2014 - 9/1/2018

Built a pioneering product in customer service technology aimed at revolutionizing the market in Brazil. Oversaw the complete product lifecycle from ideation through iterations with multidisciplinary teams. Guided discovery processes using product techniques to explore problems and identify opportunities. Regularly attended meetings and team ceremonies employing agile frameworks. Developed go-to-market plans for new products and features. Conducted user interviews to uncover gaps and needs essential for product evolution. Actively monitored market trends and participated in sector events to sustain the product's and company's leading status. Fostered relationships with stakeholders, providing clarity on the direction and strategy of the product. Integrated benchmarking information and best practices into product development. Encouraged collaboration through forums with strategic customers and stakeholders, promoting the creation of innovative and comprehensive solutions. Utilized dashboards to create and monitor product metrics, ensuring assertive decision-making.
Quality Assurance Manager
4/1/2012 - 6/1/2014

Managed the quality of web and mobile applications for high-profile clients in various industries. Oversaw the performance and resource allocation of the quality control team while mentoring members in test plan development and the execution of test cases. Designed, tracked, and disseminated key metrics for software quality monitoring. Evaluated, monitored, approved, and prioritized issues using tracking systems. Effectively communicated with stakeholders at all levels and handled multiple simultaneous projects, contributing to critical business solutions. Enhanced testing capabilities by adhering to best practices, standard policies, and procedures. Consistently provided accurate, summarized, and detailed statuses on defect metrics.
Web Developer
1/1/2010 - 4/1/2012

Developed customized solutions centered around an online business guide platform, accommodating a diverse range of listings such as restaurants, stores, events, and medical professionals. Engaged in the full development lifecycle, encompassing scope gathering, budgeting, specification, development, testing, and deployment phases. Delivered projects for clients across more than 80 countries, handling various project types and requirements.
Information Technology Intern
8/1/2008 - 3/1/2009

Completed a mandatory internship as part of the Technical Course in Information Technology at UNESP, focusing on software development and database management. Developed proficiency in programming languages such as Java and Python, and gained significant experience with web development frameworks including Django and Spring. Demonstrated expertise in database management systems like MySQL and Oracle, ensuring efficient data storage and retrieval. Utilized version control tools such as Git for collaborative code maintenance and project tracking. Employed agile methodologies, particularly Scrum, to streamline project workflows and enhance team productivity. Gained hands-on experience with integrated development environments (IDEs) like Eclipse and PyCharm, ensuring high-quality software development.

Computer Science at Sacred Heart University
2010 - 2013
Computer Science at Isaac Portal Roldan Industrial Technical School - UNESP - Bauru
2007 - 2009
Software Engineering at Sacred Heart University
2014 - 2015
Digital Product Management at Nuclio Digital School
2022 - 2023
Digital Leadership at Boston University
2019 - 2020
Digital Product Management at Boston University
2018 - 2018