Daniel Cervelin

Responsible for the strategy of the company's broadband and mobile products, as well as its digital services, leads everything from strategic planning, budget management and portfolio management (acquisition, monetization, loyalty) to go-to-market strategies, new technologies, policies and processes, and customer journeys/experience. Key activities: + Strategic and Marketing Planning for the area + Analysis of the market, competitors and consumer research/trends + Structuring and managing product budgets + Developing products, offers and segmentations + Go-to-market strategy for products with the company's departments + Interface with the IT team for improvements/innovations in each line of the portfolio + Looking at the Customer Journey, whether in Physical and/or Digital Channels + Structuring/Management of Business Indicators: Sales, ARPU, Churn, NPS etc + Executive presentations to the company board + People leadership

As a member of the Marketing team, was responsible for the company's entire Portfolio Strategy, working 360° in Product Management, Strategic Partnerships, and the creation of the customer relationship value proposition, mainly on the Product Acquisition front. Key activities: + Analysis of the market, competitors and trends + Portfolio planning: research, planning, processes, financial analysis, technologies + Designing new products, interfacing with all the group's strategic areas + Definition of prices, offers, value-added services (VAS) for each product + Insights into the construction of the portfolio's communication plan + Developing new partnerships with the market + Voice of the customer analysis, diagnosing opportunities + Prioritizing projects, analyzing the return on each one + People leadership

As part of the Marketing team, he led actions for the development of the Broadband product, working 360° of the area's pillars: planning, product design, financial management, processes, customer journey (CX), User Experience (UX), etc. Highlight for the launch of 1.GB Broadband to the market. Key Activities: + Market analysis, competitors and trends + Portfolio planning: research, planning, processes, financial analysis, technologies + New product design, interfacing with all strategic areas of the group + Definition of prices, offers, value added services (VAS) for each product + Monitoring of product performance, mapping deviations and proposing actions + Development of new partnerships with the market + Quality management: NPS, Regulatory Affairs, Churn, etc

Part of the B2B Marketing team, was responsible for monitoring the performance of the Broadband and Voice products, analyzing costs, market share, offers and revenue, and generating insights for all business leaders. Responsible also for creating value propositions for the portfolio. Key activities: + B2B Broadband and Voice product performance analysis + Financial management: revenue, costs, offers, market share, etc + Product value propositions, also creating new segmentations of the customer base + Sales channel analysis, tracking performance/costs + Development of Dashboard results, also making executive presentations

Member of the B2C Marketing team, he led fronts for Broadband product management through: + Strategic portfolio planning, analyzing market and potential business + Product development, creating the entire life cycle of each one + Performance Management, tracking revenue, NPS, costs, etc + Go to Market strategy, working with processes, communication and training + Commercial partnership development: SVAs services, promotions, benefits + Communication with the sales force aligning processes and projects + Elaboration/evaluation of the Business Plan of each product + Interface with financial, legal, quality, and other areas + Analysis of satisfaction surveys (CX) and Key User (UX) + Financial management of the portfolio, acting on deviations

Working with the Vivo Fibra product (Broadband), he was responsible for proposing communication and training models with the sales force, in addition to generating consultation Books, boosting quantitative and qualitative results.

Integrated in the Soups business unit, he developed from product planning/management to the Rebranding of the entire portfolio, ensuring innovation, customer experience, and sales results. Key activities: + Market analysis and its trends; + Mapping of the customer experience journey, focused on cost reduction + Rebranding of the entire portfolio, aligning it to the market/new public profile; + New product development: concept, briefings, interface with IT, etc; + Creation of Personas, proposing new segmentations for customer relationship + Prospecting/management/negotiation with suppliers + Go to Market strategies for products + Hiring of quality market research.

Member of the Metals and Plastics Business Unit, he was responsible for developing/following up on all commercial results and new product projects and rebranding.