Ederson Souto

At Cognition AI, I built the global CRM and lifecycle function from scratch for Enterprise and PLG motions, implementing Customer.io and designing the CRM data architecture and CDP layer. My behavioral targeting and experimentation increased free-to-trial conversion from 3.2% to 7.0% and recovery conversion from 3.0% to 6.5%.

I also built detection, gating, and cleanup models that blocked nearly half of abusive PLG sign-ups, avoiding an estimated $3M per month in LLM infrastructure costs.

Previously at Pilot, I used product data to redesign onboarding and reduce early churn by about 11%, while a predictive decisioning system lifted post-free-trial revenue by roughly 35%. At SumUp, I led global CRM transformation across 20+ markets, increased activation from 11% to 30%, reduced CAC by 31%, and generated $15M in incremental revenue.

My work at Uber included scaling Uber Eats across 40 LATAM cities, creating a global City Launch Playbook, and improving Rides-to-Eats conversion from 9% to 17%. I bring 15+ years of growth, lifecycle, CRM, analytics, and cross-functional leadership experience, backed by a Kellogg MBA.