Alice Maria de Andrade Capella
@alicemariadeandradec
I lead Latin American marketing, CRM, and growth programs that increase revenue and customer lifetime value.
BrazilWhat I'm looking for
At Samsung Electronics, I lead CRM, customer engagement, growth, retail marketing, branding, and digital activation across Latin America and Central America. I built the regional Customer Retention Program for Customer Success, helping drive approximately 196% revenue growth in one year and earning Samsung's Global Best & Most Profitable Operation award.
Previously, I led the Samsung SmartXperience rebrand and go-to-market strategy across the region, transforming service centers into brand experience centers and establishing scalable positioning, governance, and communications.
At Mercado Livre and Mercado Pago, I developed acquisition, activation, retention, and lifetime-value strategies that achieved 109.5% of the MAPs target and increased the qualified MAP-based MAU customer base by 180%. At Vivo, I grew the Vivo Easy customer base by more than 50% in one year and improved customer retention by 36.6% through CRM and lifecycle initiatives.
I've spent more than 10 years translating customer insights, transactional data, and performance indicators into growth opportunities across e-commerce, telecommunications, technology, financial services, and consulting. I lead multicultural teams and connect product, CRM, commercial, UX, business intelligence, and communications teams around customer experience and revenue growth.
Experience
Work history, roles, and key accomplishments
Leads CRM, customer engagement, growth, retail marketing, branding, and digital activation strategies across Latin America and Central America. Manages a team of over 14 members and drives revenue growth through data-driven initiatives.
Led regional rebranding and go-to-market strategy for Samsung SmartXperience across Latin America and Central America. Managed integrated marketing campaigns and coordinated regional strategy across multiple countries.
Marketing Consultant
Mercado Livre
Oct 2021 - Dec 2022 (1 year 2 months)
Developed integrated strategies for customer acquisition, activation, retention, and lifetime value expansion. Managed campaign measurement, budget allocation, and performance optimization across digital channels.
Led go-to-market strategy and customer base growth for Vivo Easy. Developed CRM and lifecycle marketing strategies, and defined KPIs and performance monitoring frameworks.
Led go-to-market strategies and integrated marketing plans for digital products. Managed end-to-end product launches and developed customer segmentation models.
Senior Analyst
UOTZ
Aug 2015 - Apr 2018 (2 years 8 months)
Conducted market research and competitive analyses for clients in telecommunications and financial services. Mapped customer journeys and identified process improvements.
Education
Degrees, certifications, and relevant coursework
Stanford University
Certification, Product Marketing
Completed a certification in Product Marketing at Stanford University in 2024.
FGV-EAESP
Master of Business Administration, Business Administration
Completed an MBA in Business Administration at FGV-EAESP in 2014.
Faculdade Cásper Líbero
Bachelor's Degree, Social Communication
Completed a Bachelor's degree in Social Communication at Faculdade Cásper Líbero in 2010.
Tech stack
Software and tools used professionally
Availability
Location
BrazilAuthorized to work in
Job categories
Skills
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