Bruna P. P. Cruz

Responsibilities: ● Leading the development and evolution of the benefits program for multi-brand optical stores (B2B), focusing on loyalty and increased engagement. ● Defining and executing the CRM strategy, including relationship rules, campaigns, and training for partners. ● Managing digital projects and multidisciplinary squads, ensuring consistency of experience across apps and digital platforms. ● Strategic planning for the area, with definition and monitoring of OKRs and KPIs. ● Interface with executive leadership, with monthly performance reports and results evolution. Results/Impacts: ● Strengthening relationships with strategic partners, increasing engagement and recurrence in the program. ● Evolving the digital experience for B2B clients, with greater consistency and usability across channels. ● Structuring processes and governance of OKRs, increasing predictability and monitoring of results.

Responsibilities: ● Strategic management of the loyalty and partnerships area, focusing on customer acquisition and retention ● Participation in squads for the development of digital products, leading discovery, defining business rules and roadmaps ● Planning and management of backlog, schedules and product testing ● Development of partnerships and campaigns focused on lead generation and revenue Results/Impacts: ● Launch of a referral program (member get member), contributing to the acquisition of new customers ● Identification of opportunities for continuous improvement based on analysis of metrics and user behavior ● Strengthening of the growth strategy through loyalty and partnership initiatives

Responsibilities: ● Management of the CRM team and relationship program ● Development of segmented communication strategies and predictive models via Marketing Cloud ● Mapping and optimization of the customer journey (CX) ● Management of internal stakeholders, agencies, and strategic partners Results/Impacts: ● Evolution of CRM strategies focusing on increased engagement, retention, and conversion ● Implementation of data-driven actions for continuous improvement of the customer experience ● Strengthening of the loyalty program focusing on recurrence and churn reduction

Responsibilities: ● Leading a multidisciplinary team in the management of the B2B loyalty program ● Managing products, backlog, campaigns, and developing new features ● Conducting customer research and data analysis (Qlik Sense, Google Analytics) ● Developing strategic partnerships and growth initiatives Results/Impacts: ● Expanding the program in the SME segment, contributing to increased market share ● Improving customer experience and enhancing satisfaction indicators (NPS) ● Optimizing campaigns and performance based on data and analytical insights

- Management of digital projects, being responsible for all stages, from planning, specifications and scope definition, schedule definition, approval, construction of the communication plan, to the delivery of the final project, dissemination and analysis of results. - Responsible for implementing improvements in channels, interface analysis, usability and maintenance of GOL's digital platforms. - Main projects delivered: Baggage allowance billing; Smiles & Money (sale of GOL tickets, combining miles with money); New institutional website, new homepage with segmented offers and new flight search engine; Accessibility of the VoeGOL website, in accordance with the W3C international web standard, making GOL the first Brazilian airline to offer specific functionalities on its website to serve customers with disabilities.

- Participation in the company's IPO in April 2013; - Implementation of improvements to the Smiles website, usability analysis, and review of content for communication materials (marketing emails, banners, website pages, and brochures); - Responsible for developing communication materials for the launch of new products and features of the Smiles program; - Development and execution of a calendar of segmented marketing actions.

- Responsible for planning and structuring the project to create a mobile website for Brasilprev for smartphones and tablets; - Analysis of digital market data and key players in the financial market for the implementation of marketing plans; - Monitoring of usability testing of the Brasilprev Institutional Portal, participation in planning, studies and proposals for improving pages, content and campaigns;

- Participation in recruitment and selection processes for executives and management support positions for banks and financial institutions; - Screening of candidates from the financial market, headhunting, support for consultants, and sending shortlists to clients.