Fernando Funicelli
@fernandofunicelli
Senior Product Manager driving growth, onboarding, KYC and product-led transformation.
BrazilWhat I'm looking for
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.
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.
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.
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%.
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.
Education
Degrees, certifications, and relevant coursework
Fundação Getulio Vargas (FGV)
Master of Business Administration, Strategic & Economic Business Management
2018 - 2020
MBA in Strategic & Economic Business Management from Fundação Getulio Vargas completed between 2018 and 2020.
Universidade Paulista (UNIP)
Bachelor of Arts, Advertising & Marketing
2004 - 2007
Bachelor's degree in Advertising & Marketing completed from 2004 to 2007.
Tech stack
Software and tools used professionally
Availability
Location
BrazilAuthorized to work in
Job categories
Skills
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