Daniel Andrade

I am responsible for:

• Creating, managing and executing a CRM Strategy
• Creating and supporting an Agile Data Team
• Creating, managing and executing a Web Analytics Strategy
• Creating, managing and executing a B2B Product Strategy

I was responsible for the product development of PSafe Total/ DFNDR android app. I used to coordinate all the necessary to ensure that the product is heading to the strategical path needed. My responsibilities included:

• Managing the product roadmap considering the company business objectives and the product vision and mission;
• Managing the product backlog considering value delivering to our users, development effort and financial returns;
• Leading a cross-function team of 2 Product Owners, 1 Product Intelligence Analyst and 3 Designers to deliver new features and product improvements;
• Communicate and interact with all stakeholders (Customer Support, Marketing, IT, Sales, Operations) informing about the roadmap, the new features, the product releases and resolving any other doubts they might have;
• Constant developing of product analysis, market analysis and benchmarking analysis to identify new product opportunities;
• Coordinating the product development process with the technical leaders to keep the product releases happening and within the determined time-box;
• Follow up on daily key metrics of the product (DEU, DAU, Impressions, Revenue, Payback, Retention);
• Constant interaction with the IT team for reaching to the best technical solutions to our user’s problems, always trying to optimize value x effort.

I was part of PSafe Total team and my challenge was to understand the PM Priorities/Roadmap and work with the team to deliver what was defined by the PM according to the time-box. My responsibilities were:

• Writing the specifications of user stories (business rules/ acceptance criteria/ tracking and more)
• Present the user stories to the development team and follow up the process to ensure that the delivery meet my specifications;
• Briefing and working with the designers to find best solutions;
• Communicate the stakeholders about the details of the user stories;
• Building of product analysis based on our product analytics tool;
• Support the PM with business analysis about the product (DAU, DEU, Impressions, Revenue, Payback, Retention).

I had all the previous position responsibilities and have accumulated the following:

• Leading the advertising products
• Leading a multidisciplinary team with design, development and QA to deliver quick projects with large returns
• Led the initial transition from the Google Analytics Free to the Adobe Analytics tool

I designed the Product Intelligence team and I was responsible for building it. For that I hired new people, implemented new processes and defined our mission, vision and goals. The team had four major pillars: Insights & Analytics, SEO, Programmatic Media and Data Products.

• Leading a team of 3 analyst (2 Product Data and 1 SEO Analyst)
• SEO: Defining the goals and the strategy, and coordinating the implementation of our SEO efforts across three websites (webmotos.com.br, meucarango.com.br and compreauto.com.br) with one analyst and a agency;
• Programatic Media: Built and presented the business case to bring the programmatic media approach to WebMotors, defined the strategy, goals and vision of the project, led the process for determining which tools we would use (SSP, DMP, AdServer Integration) , defined the process for the programatic media operations together with the sales team. By the time I left the the company the project was already with at least 3 times it’s inicial monthly revenue;
• Insights & Analytics: Coordinating the tracking implementation and homologation of our analytics tool, the construction of reports and analysis used by the whole product team, building a monthly analysis about the products and presenting that to the company Officers and the CEO
• Data Products: Understanding how the WebMotors could leverage all it’s data and build a product totally focused in delivering good information for our seller, so they could sell their cars more smartly.

I was part of the Classifieds Team for Individuals and my responsibilities were:

• Work together with Leader of the Classified Team to help prioritize the backlog and keep the product development framework running
• Work together with designers to define the best solution to our users
• Research with our users to understand what were the pain points and what could be improved in the product
• Follow up and build KPI analysis of the product
• Build and present market analysis

I had all of my previous responsibilities but I was more focused in Digital Media Analysis (CPC, CPM, Connect Rate, CPA). Our clients were: Volkswagen, NET, Visa, MAN, Mattel and others.

My responsibilities were:

• Developing web intelligence analysis focused on content site
• Developing web intelligence analysis focused on e-commerce sites
• Developing analysis focused on media performance
• Dashboard developing focused on monthly and weekly follow-ups
• Defining KPIs to follow up weekly and monthly
• Assisting in the Google Analytics tagging process
• Make recommendations of digital strategies focused on performance
• Assisting in the management of media segmentation tools
• Assisting in the management of retargeting tool
• Always focused on optimization of investments

I was part of the Social Media analysis team and most of my work was for the following brands: Budweiser, Skol, Stella Artois, Bohemia (AmBev).

My responsibilities were:

• Build weekly analysis about the Brand Performance in all Social Medias (Mostly Facebook and Twitter)
• Build weekly analysis about the Brands website performance

My responsibilities were:

• Approving new labels
• Doing market analysis
• Approving new press releases
• Estimating suppliers costs and making the payments
• Approving point of sale marketing materials
• Helping in the development of new products
• Coordinating our agency for the creation of marketing materials and press releases