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Pedro Mascarenhas de Barros

@pedromascarenhasdeba

Marketing strategy and market intelligence consultant at Kaffa Tec, who drove client results including 22% SMB revenue growth.

Brazil

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At Kaffa Tec, I founded and led a consulting initiative focused on technology, e-commerce, marketing, and digital strategy. I developed client strategies from market analysis, customer insights, and digital analytics, contributing to outcomes including 22% SMB revenue growth and a 21% increase in conversion.

At Similarweb, I analyzed web traffic, market share, engagement, SEO, and competitive indicators for clients across Latin America. I turned market intelligence into recommendations for commercial and marketing decisions and contributed to more than US$100K in revenue across three strategic accounts.

At the University of São Paulo’s FEA-USP, I’m researching how Artificial Intelligence is developed, integrated, and used in B2B technology companies. My current research includes AI-enabled CRM, Agentic AI, and Dynamic Marketing Capabilities.

Experience

Work history, roles, and key accomplishments

Founder & Consultant

Kaffa Tec

Jan 2020 - Dec 2025 (5 years 11 months)

Founded and led a consulting/business initiative focused on technology, e-commerce, marketing and digital strategy, working with startups, SMEs and organizations across different sectors. Developed marketing and growth strategies based on market analysis, customer insights, digital analytics and business objectives.

Marketing Strategy Market Analysis Customer Insights Digital Analytics Ecommerce Business Development Stakeholder Management

Sales Coordinator & New Business

Grupo OM

Jan 2019 - Dec 2021 (2 years 11 months)

Worked across sales, new business, partnerships and customer strategy within a marketing and communications environment. Managed commercial pipeline, customer journeys, CRM activities and key accounts, contributing to 30% portfolio growth over approximately 2.5 years.

Sales CRM Customer Journey Business Development Partnerships Commercial Analytics

Market Intelligence Expert / Product Consultant

SimilarWeb

Jan 2018 - Dec 2019 (1 year 11 months)

Worked with digital intelligence and market analytics, helping companies understand their markets, competitors, audiences and digital performance. Analyzed web traffic, market share, engagement, bounce rate, SEO and competitive indicators to identify market trends and business opportunities.

Market Intelligence Web Analytics SEO Competitive Analysis Data Analysis Strategic Insights

Sales Planning & Development Strategy

Vaas

Worked in a B2B technology environment focused on financial institutions and transaction monitoring. Supported sales planning, business development and go-to-market initiatives, analyzing opportunities and market dynamics within the financial technology ecosystem.

Sales Planning Business Development Go To Market Market Analysis B2B

Cast Member

Walt Disney World Parks & Resorts

International professional experience in a highly customer-centric and culturally diverse environment. Developed experience in customer experience, service operations and multicultural environments, working directly with an international customer base in a high-volume, fast-paced operation.

Customer Experience Service Operations Multicultural Communication

Experience in Digital Business

Mercado Livre

Gained experience within one of Latin America's leading technology and digital commerce ecosystems, developing exposure to digital business, customer experience and technology-driven operations.

Digital Business Customer Experience Technology

Education

Degrees, certifications, and relevant coursework

University of São Paulo

PhD Candidate, Administration

2024 -

PhD Candidate in Administration, researching the intersection of Artificial Intelligence, technology, and marketing, with a focus on AI-enabled CRM, Agentic AI, and Dynamic Marketing Capabilities.