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GuiLucardy User

@guilucardyuser

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Results-driven Digital Marketing and Data Strategy Professional.

Brazil

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What I'm looking for

I am looking for a role that fosters innovation and collaboration, where I can leverage my data-driven insights to drive marketing strategies and contribute to business growth.

I am a results-driven Digital Marketing and Data Strategy Professional with over 8 years of experience in designing, scoping, and executing advanced research and analysis projects in highly competitive multinational environments. My expertise lies in translating complex business challenges into quantifiable research questions and transforming data-driven insights into actionable marketing recommendations.

Throughout my career, I have demonstrated a proven ability to synthesize large datasets and craft compelling narratives that influence strategic decisions. I have successfully led cross-functional teams and managed high-pressure projects, fostering data literacy to drive marketing growth across diverse markets in LATAM. My educational background in Behavioral Economics and Decision Making complements my professional experience, equipping me with the skills to deliver impactful results.

Experience

Work history, roles, and key accomplishments

Current

Branding Performance Manager

Current

RoarHub

Feb 2025 - Present (4 months)

Spearheaded a data-driven branding strategy for FMCG brands, establishing a measurable digital presence and sustainable performance improvements. Executed and optimized paid media campaigns across various platforms, enhancing SEO and UX/UI, which led to significant conversion rate improvements. Conducted brand lift studies and market research, translating findings into actionable recommendations,

Data Strategy Digital Marketing Paid Media SEO UI Brand Lift Studies Market Research Team Leadership Data Literacy

Consumer and Market Insights Supervisor LATAM

Samsung Electronics

Mar 2023 - Sep 2024 (1 year 6 months)

Pioneered a differentiated research initiative using advanced statistical methods to analyze consumer behavior, forming the basis for a digital marketing action plan that improved product performance. Led a project to develop precise customer segmentation for a major product launch, reducing execution time by coordinating with a Data Science team. Coordinated with Data Science and marketing teams,

consumer behavior Statistical Methods Digital Marketing Customer Segmentation Data Science Market Research

Digital Strategy Analyst

Telefônica Vivo

Dec 2019 - Mar 2023 (3 years 3 months)

Conducted in-depth quantitative analysis of digital channels, improving conversion rates by 14 percentage points through actionable marketing strategies. Collaborated with marketing, UX, and CRM teams to prioritize high-impact initiatives and ensure research findings translated into successful marketing strategies. Developed and executed region-specific action plans based on market insights, leadi

Digital Strategy Quantitative Analysis Conversion Rate Optimization Marketing Strategy UX CRM Market Insights Sales Performance

Product Management Analyst

Serasa Experian

Nov 2018 - Dec 2019 (1 year 1 month)

Collaborated across departments to convert business challenges into focused research questions and develop robust Go-to-Market frameworks. Taught marketing principles and facilitated the use of measurement and analytics, fostering data literacy. Engaged with technology, data structures, and product engineering processes to support innovative marketing initiatives, and managed relationships with ex

Product Management Go To Market Marketing Data Literacy Product Engineering Stakeholder Engagement Research Agencies

Strategy and Marketing Analyst

ADP Brazil

May 2016 - Nov 2018 (2 years 6 months)

Designed and executed multiple research projects, including competitor analysis and market studies using advanced statistical techniques, and developed a comprehensive contracts database with VBA. Led innovative research combining NPS, purchase intent, and brand evaluation to identify key actionable insights, transforming a negative NPS to positive. Synthesized complex datasets into clear reports

Strategy Analysis Marketing Analysis Research Design Quantitative Analysis Competitor Analysis Market Research Statistical Techniques VBA NPS

Education

Degrees, certifications, and relevant coursework

Stanford University

Course Completion, Human Behavior Biology

Undertook an open online course in Human Behavior Biology, exploring the biological underpinnings of human actions and cognitive processes. Developed a foundational understanding of the scientific principles governing behavior.

University of São Paulo

Bachelor's Degree, Marketing

Activities and societies: Financial Director - Academic Directory of Marketing; Senior Research Analyst - Marketing Jr

Earned a Bachelor's Degree in Marketing, covering core concepts such as market research, consumer behavior, and strategic brand management. Acquired comprehensive knowledge in developing and executing effective marketing campaigns.