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Bruno Baccan

@brunobaccan

Executive Director of Strategy & Marketing at Somos Young, redesigning education growth, CRM, and customer journeys with AI.

Brazil

Message

At Somos Young, I lead strategy and marketing work for education organizations, redesigning acquisition, CRM, and customer success operations. I build growth strategies and education models that focus on conversion, retention, and operating efficiency, including AI-enabled initiatives.

At UniFil, I renewed the Distance Education strategy and integrated Marketing, Commercial, Customer Success, and Inside Sales. The academic network expanded by more than 50%, with the student journey at the center.

At UBEC, I managed business and communications strategy for Basic and Higher Education brands, delivering average growth of 17% in 8 months. Earlier, at Pearson Education - Brazil & Growth Markets, I helped grow market share by 8% over 3 years and implemented Trade Marketing that achieved 97% partner retention.

Experience

Work history, roles, and key accomplishments

Current

Executive Director, Strategy & Marketing

Current

Somos Young

Aug 2022 - Present (4 years 1 month)

Lead diagnostics and redesign of acquisition, relationship, education product, Marketing, Inside Sales and Customer Success operations for education institutions. Build Growth, funnel and CRM strategies, and serve on the Executive Board for strategic and growth planning.

Marketing Strategy GTM CRM HubSpot Marketing Automation Customer Success Inside Sales AI Powered Growth M&A Portfolio Growth Market Share Growth

General Director, Distance Education (EAD)

UniFil - Centro Universitário Filadélfia

Oct 2020 - Aug 2022 (1 year 10 months)

Renewed and managed the education strategy and business model for Distance Education, including Continuing Education, flexible curricula and transversal learning paths. Restructured the Distance Education core and integrated Marketing, Commercial, Customer Success and Inside Sales operations.

Education Strategy Distance Education Business Models Marketing Commercial Customer Success Inside Sales College Network Expansion

Chief Marketing & Customer Success Officer

UBEC - União Brasileira de Educação Católica / BRAS Educacio

Apr 2017 - Apr 2020 (3 years)

Managed and developed business and communications strategy for Basic and Higher Education brands, delivering average growth of 17% in 8 months. Restructured Distance Education, Marketing, Commercial, Customer Success and Inside Sales operations across the group.

Marketing Strategy Communications Strategy Trade Marketing HubSpot Marketing Automation Customer Success Retention KPIs OKRs

Education Branding & Planning Manager

Pearson Education - Brazil & Growth Markets

Oct 2009 - Apr 2017 (7 years 6 months)

Managed communications strategy for Basic Education brands in Brazil and strategic growth markets, increasing market share by 8% over 3 years. Restructured Marketing for Basic and Higher Education, contributing to record revenues above R$ 200M and R$ 120M.

Branding Marketing Strategy Trade Marketing Partner Retention Market Share Growth Communications Strategy

Art Director & Production

CNT Television Network - Central Nacional de Televisão

Dec 2006 - Sep 2010 (3 years 9 months)

Led Art Direction and Production, with responsibility for graphic assets across programming and advertising media. Developed visual identities for TV programs and on/off media while raising communication standards for international partner network distribution.

Art Direction Production Graphic Design Visual Identity Media