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Fernando Funicelli

@fernandofunicelli

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Senior Product Manager driving growth, onboarding, KYC and product-led transformation.

Brazil

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What I'm looking for

I seek a senior product role where I can lead cross-functional teams, scale onboarding/KYC and growth initiatives, work in regulated environments, and drive measurable conversion and CSAT improvements.

I am a Senior Product Manager with 20+ years building digital products, growth, and full-stack marketing across regulated and high-scale environments. I connect business, product, technology and marketing to deliver measurable results for large consumer platforms.

At AME Digital and Vivo I led onboarding, KYC, APIs, CRO and product-led growth initiatives, driving major conversion uplifts, fraud reduction and cost savings while improving CSAT and NPS. I have experience leading cross-functional agile squads, governance of experimentation, and product roadmaps informed by data and experimentation.

I hold an MBA from FGV and a Master-level Certificate in Product Management from PM3, and I bring award-winning innovation (ABEMD, Cannes Lions) together with hands-on delivery in compliance-heavy contexts to scale products and teams.

Experience

Work history, roles, and key accomplishments

Senior Product Manager

Ame Digital

Jun 2022 - Sep 2024 (2 years 3 months)

Led onboarding, KYC and API product initiatives for a financial super app with 36M+ users, driving a 60% increase in conversion, 22% fraud reduction, and cutting manual KYC review from 2 years to 2 months while reducing support costs by ~USD 2.4M/year.

Onboarding KYC APIs CX Roadmapping

Conversion Lead

Vivo (Telefônica Brasil)

Jul 2019 - Jun 2022 (2 years 11 months)

Built and executed experimentation and growth roadmaps that delivered +18 percentage points conversion uplift, reduced acquisition costs by 22%, and embedded CRO practices into product backlogs across squads.

CRO A B Testing Funnel Optimization Growth Analytics Governance Of Testing Stack Stakeholder Management

Senior Product Owner

Vivo (Telefônica Brasil)

Aug 2017 - Jul 2019 (1 year 11 months)

Owned product for Meu Vivo and Vivo Easy, redesigning prepaid funnels to achieve +28 percentage points conversion and NPS increase from 63 to 88, launched omnichannel onboarding for Vivo Fibra reducing churn by 18% and grew Vivo Easy revenue by 40% monthly.

Product Ownership Product Led Growth Backlog Prioritization (RICE WSJF)NPS Funnel Optimization

Senior Project Manager

Vivo (Telefônica Brasil)

Oct 2016 - Aug 2017 (10 months)

Directed large-scale digital transformation programs, centralizing a 250+ initiative backlog to raise roadmap adherence from 68% to 94%, managed an $18M vendor budget, and reduced feature lead time by 22% and rework by 18%.

Program Management Digital Transformation PMBOK Budget Management

Digital Marketing Manager

Ad Factory

Apr 2011 - Oct 2016 (5 years 6 months)

Built and led the agency digital practice, launched multiple digital products and scaled an outsourcing product to +157% revenue in 12 months while managing 20+ accounts integrating UX, CRO, automation and analytics.