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Carolina Martelli

@carolinamartelli

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Senior Product Manager at Vivo, shaping the B2B eCommerce roadmap and guiding product discovery through delivery.

Brazil

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At Vivo, I managed the strategy, roadmap, and continuous delivery of a B2B eCommerce product, working with multidisciplinary squads. I balanced customer value, business impact, technical dependencies, and strategic objectives when prioritizing the roadmap and backlog.

I partnered with business, technology, and operations on product discovery, turning needs into functional requirements, user stories, and acceptance criteria. I monitored product KPIs, business metrics, and ROI to inform decisions and improve the customer experience.

Before that, I worked across digital transformation programs, agile delivery, digital products, and critical systems operations at Vivo. I hold the SAFe® 6 Agilist certification and received the Marketing Best award for Vivo Next Digital Experience (Project Beatrix).

Experience

Work history, roles, and key accomplishments

Senior Product Manager | Product Owner

Vivo

Jan 2022 - Jan 2026 (4 years)

Led multidisciplinary squads as Product Manager and Product Owner for B2B eCommerce, defining product vision, strategy, roadmap, and continuous delivery. Managed product discovery, backlog prioritization, stakeholder alignment, KPIs, and budget planning (CAPEX/OPEX).

Product Management Product Ownership Ecommerce B2B Roadmapping Product Backlog User Stories Agile Scrum SAFe Stakeholder Management KPIs OKRs CAPEX OPEX ROI

Agile Delivery Lead | Senior Scrum Master

Vivo

Jan 2021 - Jan 2022 (1 year)

Led execution of a structural B2B eCommerce project, facilitating squads and agile ceremonies to promote efficiency and predictability. Aligned technical and business areas, removed impediments, and supported continuous improvement and roadmap direction.

Agile Delivery Scrum Facilitation Impediment Removal Continuous Improvement Stakeholder Alignment

Program Manager | Digital Transformation

Vivo

Jan 2020 - Jan 2021 (1 year)

Managed a strategic digital transformation program, coordinating multiple initiatives, tracking deliveries, risks, dependencies, and alignment with business objectives. Oversaw consolidated budget management, global team interface, and evolution of digital platforms (eSIM and technology modernization).

Program Management Digital Transformation Budget Management Risk Management Stakeholder Management ESIM technology modernization

Product Owner | Digital Products

Vivo

Jan 2019 - Jan 2020 (1 year)

Evolved digital platforms (eCommerce, eCare, URA) ensuring continuous value delivery. Supported backlog definition and prioritization, elaborated and refined user stories, and ensured quality and alignment across multidisciplinary teams.

Product Ownership Backlog Management User Stories Ecommerce E Care URA Stakeholder Communication

Senior Digital | Operations Analyst

Vivo

Jan 2017 - Jan 2019 (2 years)

Implemented and stabilized digital platforms in a critical environment, managed incidents and root cause analysis, interfaced with suppliers and internal areas, and monitored performance and availability.

Incident Management Root Cause Analysis Performance Monitoring Availability Supplier Management

Systems Analyst | Critical Operations

Vivo

Jan 2013 - Jan 2017 (4 years)

Managed critical systems with direct customer impact, stabilized structural problems, handled critical incidents and war rooms, and controlled access and logical security.

Critical Systems Incident Management War Rooms Access Control Security