David Alves de Melo

ADD Analytics is a Brazilian startup with the mission of creating value over information collected at Big Data and filtered with AI (artificial intelligence), focusing business intelligence and efficiency.

Responsible for all marketing activities in Diebold Nixdorf Brazil, reporting to the president. Management of communications, trade shows, internal sales events, interaction with suppliers and distributors for marketing activities. Interface and management of PR agency relationship, releasing key messages and media opportunities. Publisher of Diebold Nixdorf Magazine - http://bit.ly/2l3gBm5. Release of relevant data in Brazilian division for corporate investors conference. Knowledge of the product portfolio in order to drive the discussions of the content for activities described above. Field Marketing for global initiatives, based on demand generation, business acceleration, loyalty, thought leadership. Market analysis for M&A support. Web site management and content development - www.dieboldnixdorf.com.br. Market trends assessments, including market flow share, installed base and competitors analysis. Market analysis and business intelligence.

Responsible for all marketing activities in Diebold Brazil. Coordination of communications, trade shows, internal sales events, interaction with suppliers and distributors for marketing activities. Interface and coordination of PR agency relationship, starting the communication preparation and obtaining the approvals with the executive committee. Knowledge of the product portfolio in order to conduct the discussions of the content of the activities described above. Interaction with the corporate marketing to keep the communications and initiatives aligned. Web site management and content development. Strategic Consulting, including business plan & sales strategy development.

- Partnership development; - Product definition; - Business development; - Strategic planning; - Negotiation.

Responsible for Banking Automation products (hardware and software), reporting to the Automation Vice-President. Several alliances with local and foreign companies were developed in this period. Product presentations for customers. Creation of the business strategic plan. Product cost reduction activities. New products development. Achievements: • Elaborated, in collaboration with the Strategic Director and the Automation Vice-President, the 5-year Strategic Plan for the banking automation area. • Led a team formed by collaborators from different areas including engineering, procurement and manufacturing, whose focus was to reduce the manufacturing time of bus tickets ATMs for Mexico City. As a result, the first batch of machines was delivered in 90 days (previously 150 days), generating revenues of US$ 2.5 million. • Extensively negotiated a new technology with a Japanese supplier for the development of a new product, generating revenues of BRL 15 million. • Coordinated a multifunctional group for cost reduction, successfully achieving 5% reduction for an especific customer ATM. • Developed my team of technical background people to have a business view with focus on results by sharing information on ultimate goals of each project. • Increased company participation as lecturer at CIAB events (International Automation Banking Congress, organized by Febraban), improving its visibility in the IT Market.

Responsible for the corporate marketing at Diebold Brazil, reporting to the Marketing and Sales Vice-President. Main responsibilities included trade shows, market analysis, marketing strategies and communication. Creation and management of the socio-environmental commitee, which conduct activities to create engagement of employees and develop activities with the customers and neighbor communities. Achievements: • Coordinated and led 17 groups formed by staff from different areas of the company. Each group was responsible for elaborating an expansion plan for a specific line of business. As a result 5 new lines of business were created. • Integrated the marketing management of the printers’ division into the mother company, focusing on distribution channels (retail automation), and as a result, incrementing sales of PCs and printers in this segment. • Expanded the marketing department scope of work, which initially focused exclusively on events, allowing it to become more strategic and integrated with company’s operations and business objectives. • Improved existing budget allocation of cooperated marketing with Intel and Microsoft, and successfully obtained additional budget for specific actions. • Upgraded company communication towards clients and employees, creating new channels and improving existing ones. • Conducted global client satisfaction surveys in Brazil with a new approach, increasing response from 50% to 64%. • Created and managed the social-environmental committee, responsible for raising employee awareness on the matter, and implemented client projects resulting in one more company/client touch point.

Responsible for the banking automation area in Brazil and non-banking automation area in Latin America and reporting directly to the local product director and matrix reporting to the ATM product director in the United States. • Led an ATM customization Project for Argentina, coordinating the work of development teams in India, USA and Brazil, generating business worth US$ 1 million and adjusting the product for the Argentinian market. • Reduced the time spent on commercial proposal elaboration from 15 to 1 day, enabling the company to participate in all market RFPs. • Reduced manufacturing time for non-banking self-service equipment from 120 to 90 days by aligning strategies between engineering, manufacturing and planning areas. • Improved exported equipment uptime and reduced costs of replacement parts, elaborating a commercial strategy with distributors and Latin American subsidiaries. • Introduced the teller cash dispenser (Teller Assist) in the Brazilian market, generating initial sales of 1,000 machines. • Annually mapped the number of ATMs by manufacturer and by bank, enabling the company to have a thorough view of this product’s market share per client in Brazil.

Management of banking and retail automation products. Project leadership of several products, many of them still in use by Brazilian banks. Trade shows organization. Presentations in customers, as well as product marketing activities. Achievements: • Coordinated the development of the ATM line for Banco Itaú, still in use. • Coordinated the product line created to compete in public bidding processes, which enabled Itautec to penetrate markets other than Banco Itaú, including Caixa and Banco do Brasil.

Hardware development for electronic games.