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Bárbara Rachel User

@brbararacheluser

CRM and Customer Experience Specialist at Accenture Song who designed lifecycle journeys and tested campaigns that outperformed a bank’s existing campaigns.

Brazil

Message

At Accenture Song, I designed lifecycle journeys across email, push, and SMS for micro-business, SMB, and Open Finance customers of one of Brazil’s largest banks. The journeys built trust before the sale and supported engagement and product sales.

I proposed, built, and published data-backed A/B tests in Salesforce Marketing Cloud. Test campaigns that I developed outperformed the bank’s existing campaigns on sales and conversion, and winning learnings became standards across campaigns.

Earlier at Accenture Technology, I supported adoption of a new SAP system by training approximately 3,500 employees and worked as an SAP SD consultant and business analyst. I also created and led Call Good Vibes, a weekly virtual community session at Accenture that continued on Zoom after participants left the company.

Experience

Work history, roles, and key accomplishments

Customer Experience & CRM Specialist

Accenture Song

Mar 2021 - Oct 2025 (4 years 7 months)

Designed lifecycle journeys across email, push, and SMS for banking customers, and led A/B testing in Salesforce Marketing Cloud to improve open rates and conversions. Led weekly review sessions with stakeholders across business, data, creative, marketing, and technology.

CRM Lifecycle Marketing Customer Journey Mapping A B Testing Salesforce Marketing Cloud Segmentation Personalization Stakeholder Management Agile

Technology Consulting Analyst

Accenture Technology

Jun 2019 - Mar 2021 (1 year 9 months)

Trained approximately 3,500 employees on a new SAP system and represented client business needs as an SAP SD consultant and business analyst, performing functional analysis, documentation, and testing.

SAP SD Business Analysis Functional Analysis Testing Training