Rodrigo Sciammarella
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CRM Lead at Marley Spoon
Portugal
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Résumé
Jobs
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Customer Relationship Management Lead - Reactivation and ReferralMarley SpoonAug 2023 - Current (3 years 3 months)- Customer Relationship Management LeadManoAug 2021 - Aug 2023 (2 years 1 month)• Strategy definition & implementation for the whole app lifecycle marketing strategy, from scratch – including platform selection, channels, segmentation, marketing automation & reports – in alignment with Social Media/Field Marketing.
• Management of CRM campaign calendars, along with definition of all major app and campaign KPIs to assess lifecycle strategy effectiveness and measure app engagement, client retention and revenue growth.
• Development of RFM Segmentation analysis and model to serve as foundation for our loyalty and rewards program.
• Definition of MANO’s initial in-app advertising strategy, model and pricing, focused on CPG/FMCG major brands.
• Acted as Interim Marketing Director for Angola and Nigeria m - Lifecycle Marketing ManagerTonic AppFeb 2021 - Aug 2021 (7 months)• Strategy definition and implementation for user engagement across mobile app and web-based platforms and across 3 different markets (Portugal, Italy and Spain), including selecting a new User Engagement platform to increase effectiveness.
• Tactics definition for user communication through different channels (e-mail marketing, push notification, in-app messaging and SMS) in alignment with Medical Content, Social Media and Design teams and targeting different user lifecycle stages: activation, engagement, retention and resurrection.
• Definition and implementation of the initial referral strategy across app users, including channel & metrics definition, product development and overall communication.
• Development of the init - Growth & Business Development Director, User AcquisitionUpstreamFeb 2019 - Jan 2021 (2 years)• Business development and commercial strategy across all regions, boosting awareness and growth of our brand-new User Acquisition business unit into to convert pitches in closed sales opportunities.
• Commercial and pricing strategy customized for each market, based on the current digital marketing potential and according to the local user acquisition campaign's necessity.
• Definition of internal processes to support regional sales reps as well as management of our sales funnel to prioritize and covert strategical opportunities into new revenue streams.
• Definition of go-to-market strategies, along with Performance team, to achieve our client's goals and expectations while maintaining a profitable business for Upstream. - Digital Marketing Product ManagerUpstreamJan 2018 - Jan 2019 (1 year 1 month)• Sourcing and development of new digital user acquisition channels for Upstream's products across all its operating regions - LatAm, Sub-Saharan Africa and MENA & Asia.
• Product definition of our user acquisition campaign initiatives according to market’s necessities and helped create a new Business Unit within the company, focused on customer acquisition campaigns for third parties.
• Definition of processes, tools and reports related to our new product/business unit and delivery, along with technical team, of our first MVP to be offered across different clients, regions and types of campaigns.
• Partnership and Business development with all media partners (affiliates, mobile DSPs, ad networks, etc.), along with budget man - Digital Media Manager LATAMUpstreamMar 2016 - Dec 2017 (1 year 10 months)• Management of digital channels strategy for user acquisition to all Upstream products in 4 major mobile operators in Brazil (Vivo, TIM, Claro and Oi) and other carriers around Latin America
• Development of web recruitment campaigns in LatAm across advertising networks (Google Display Network, ad networks and local/global affiliate partners), acquiring traffic through PPC and PPA business models
• Management of media investments in user acquisition following revenue goals and optimizing Upstream’s ROI across all channels
• Alignment and discussion of mobile recruitment initiatives and best practices with HQ and other regional teams - Marketing Specialist and Team Leader - Digital Channels and Mobile MarketingTIM BrasilApr 2012 - Feb 2016 (3 years 11 months)• Project leadership in new digital/mobile sales channels for VAS (Value Added Services) products and Mobile Advertising
• Digital/Mobile sales channels management and performance optimization, resulting in more than 250% increase on the period
• Budget management and commissioning processes for third party distribution channels, agencies and other partners
• Media and sales channels planning for new and strategic VAS products and branding campaigns (m-commerce, app install, couponing, etc)
• Interface with CRM to guarantee accurate campaign targeting and execution
• Business development in Mobile Marketing and Mobile Advertising initiatives
• Leadership of 3 resources responsible for campaign management, proje - Senior Product Marketing ManagerOiTelemarAug 2011 - Apr 2012 (9 months)• Key Performance Indicators analysis for Fixed Phones - Average Ticket, Market Share, Net Adds, Churn, etc.
• Performance Analysis for Sales Channels (Telesales, Customer Support Center, SMS, IVR, etc)
• Development, implementation and analysis of Marketing initiatives to increase customer's average ticket
• Customer Profiling for new Product Offers and New Marketing Initiatives
• Key Performance Indicators analysis and Project Development for Payphones and its subproducts - Channel Development AnalystOiTelemarAug 2010 - Aug 2011 (1 year 1 month)• Management of all Sales Channel Performance indicators (Mass Channel/Small Retail)
• Management of Sales Partner's Excellence Program goals and results
• Analysis of new promotions, offers and merchandising impacts in POS performance results
• Six Sigma project leadership aiming to increase sales results and effectiveness in specific branches, with more than R$ 6 MM of revenue increase/year - Sales Information Junior AnalystIBMAug 2008 - Aug 2010 (2 years 1 month)• Sales Forecasting for IBM's System Technology Group North America (US and Canada)
• Sales cadence discussion with Regional Sales Team
• Sales Analysis and Reporting for Business Unit Managers - InternIBMAug 2006 - Jul 2008 (2 years)• Sales and Performance Reporting for US and Canada Rapid Online Financial (RoF) Tool
• Performance Indicators analysis and discussion
• UAT Testing for Tool enhancements and new features
Education
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- Nanodegree, Digital MarketingUdacityJan 2017
- In-Company Course, Strategic Marketing for ServicesCoppead UFRJJan 2013
- Executive MBA, Project ManagementIBMECJan 2010 - Jan 2011 (1 year 1 month)
- Bachelor's, Business AdministrationUERJJan 2003 - Jan 2008 (5 years 1 month)
- CCAp-UERJCapuerjJan 1991 - Jan 2002 (11 years 1 month)
Projects (professional or personal)
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- TTIM Mobile Portal for Value Added Services and Mobile AdvertisingApr 2014 - Current (12 years 7 months)Re-launch of TIM's mobile portal with a brand new strategy towards VAS (Value Added Services) activation and Mobile Advertising inventory - redesigned operational model (including customer segmentation, complete metrics dashboard and other new features), updated business model aligned with Mobile Marketing best practices and deeper alignment with TIM's corporate brand strategy
- TTIM Diversão - Web Portal for Value Added ServicesMay 2013 - Current (13 years 6 months)Creation of an aggregator portal for all different websites for VAS (Value Added Services) which included features such as top contents, content previewing, cross-product content search and cross selling.