Ana Clara Almeida

Responsável por frentes estratégicas de expansão digital na Riachuelo, com foco em novos canais e parcerias de alta escala. - Estratégia e operação de TikTok Shop, sendo a Riachuelo a grande marca de moda pioneira na plataforma; - Parcerias B2B, englobando os principais players de fidelidade e cashback do mercado (como Livelo, Esfera, Meliuz, Cuponomia, etc) e redes de afiliados (Awin, Rakuten); - Vertical de Cartão Presente, com foco em aquisição e incentivo corporativo

- Strategic leadership of the digital channels for the brands mmartan, ARTEX, and Santista, focusing on commercial strategies to increase revenue and profitability, with an emphasis on sales analysis, e-commerce KPIs, and inventory management. - CRM Management: comprehensive review of the CRM strategy, including improvements in customer base management, implementation of customer segmentation, marketing automations, CRM platform migration, and retention and loyalty initiatives. The new strategy resulted in a +7 p.p. increase in CRM's share of e-commerce sellout. - Responsible for performance marketing: media budget management and optimization of digital marketing campaigns with a data-driven approach and close collaboration with the agency. Key results include a 60% increase in ROAS and the publication of successful conversion and brand lift case studies by Meta. - Leadership in the implementation, strategy, and management of the conversion rate optimization (CRO) tool, Insider, achieving an ROI of 199 through front-end personalizations and A/B testing. Leadership of SEO initiatives to increase organic traffic, coordinating demands between e-commerce, marketing, and technology teams, and promoting the use of artificial intelligence in content production. - Management of a team of seven collaborators, fostering a collaborative environment for continuous development and growth. - Conducting experiments in media, website personalization, CRM, and shipping strategies to maximize campaign effectiveness and improve customer experience. - Close collaboration with commercial, marketing, operations, and technology teams on strategic projects, ensuring alignment and efficient execution.

- Responsible for the e-commerce channels of the mmartan, ARTEX, and Santista brands. - Leadership in promotional activation, performance media, SEO, product listing, and management of brands on marketplace players. - Management of the e-commerce team. - Directly liaising with commercial, marketing, content, CRM, Tech, UX, operations, customer service, and legal teams to ensure alignment and synergy in e-commerce strategies and execution.

- Management of e-commerce channels for one of the group's brands: Own website and Marketplace. - Defining promotional strategy, media planning, and sales strategies. - Leadership in implementing the brand's CRM system. - Key contact interface with Mercado Livre and Mercado Shops. - Development of email marketing calendar and relationship workflows, bridging agency and CRM tool for improved results. - Monitoring channel performance and key metrics. - Collaborating with Marketing, Planning, Merchandising, CRM, Martech, Product, IT, Customer Service, and Legal teams.

- Development of new solutions for the websites paodeacucar.com and clubeextra.com, from product strategy to delivery, involving user experience, assortment definition, go-to-market strategies, pricing, and opperations; - Interaction with different areas for solution’s delivery: IT, Commercial, Marketing, Media, Assortment, and Opperations; - Responsible for Cheftime digital marketing strategies (Cheftime is a Foodtech startup acquired by GPA)

- Leadership in strategy, execution and monitoring of the promotional calendar, implementing various actions focusing on acquisition, conversion, and churn reduction; - Development of acquisition campaigns on Facebook/ Instagram, Google Search and Display, as well as influence marketing; - Building of CRM strategies through email marketing, messages, and whatsapp. - Business analysis using different tools and research methodologies: sales, web analytics, customer data (profile and shopping behavior), focus group, forms, etc; - Leadership of the Customer Service Team, focusing on improving processes and deeper understanding of service level;

- Leadership of the Christmas Baskets Project, resulting in incremental sales of 1MM; - Captainship of a margin gain project, coordinating 13 store managers and impacting directly more than 70 stores; - Solid contribution in a pricing strategy project, impacting more than 180 stores; - Sales forecast and participation in Pão de Açúcar’s promotional calendar;

- Category strategic planning based on various kinds of analysis involving sales, shopper profile, and behavior, promotion effectiveness, trends, market scenario, etc; - Innovation Projects in the physical stores of Pão de Açúcar - Support in promotional calendar definitions

- FMCG strategic analysis based on multiple sources of data: Nielsen, dunnhumby, Mintel, internal sales, desk research, field research, etc. - Participation in the category management process through category analysis and contact with industries to support assortment definitions; - Development of a methodology to support the definition of stores in strategic projects, contributing to more than 15 projects in Pão de Açúcar stores.

- Consulting for retailers regarding information from Nielsen - Homescan (Home Consumption panel): insights about shopper profile and purchase behavior; - Category analysis resulting in insights about sales performance, shopper preferences, assortment, price, promotion and distribution opportunities for different industries and retailers; - Extensive training on Nielsen methodologies, advanced analysis and knowledge of market dynamics; - Approval in the trainee and intern programs through the elaboration of strategic analysis and presentations to evaluation boards.

- Category analyses providing insights into market dynamics, assortment, pricing, promotion, and distribution across different product categories. - Intensive training in Nielsen methodologies, advanced analytics, and market dynamics. - Successful completion of the trainee program through the development of strategic analyses and presentations for evaluation panels.

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Active participation in a Junior enterprise during college. Over three years, I have assumed the positions of President, Projects Director and Projects Analyst.

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