Emilly Luna

*Responsible for overseeing the events division and structuring demand generation strategies, with a focus on Partnerships and Arco (the company’s main lead channels). With the introduction of the Arco channel, it was necessary to reposition the brand in front of prospects who had an outdated view of our services. We created a cross-sell strategy that integrated informative landing pages with simple content, connecting Isaac’s identity to the Arco Group and creating an engaging storytelling that prepared schools for future interactions and event attendance, already aware of our services. *Additionally, I led demand generation activities, including market events, petit comité, and customized actions for strategic accounts through ABM actions. With a focus on cross-sell and partner channels, I managed more than three simultaneous events in some weeks, adapting the division of responsibilities between sales and inside sales teams to optimize execution. *In the first half of 2024, my team organized 104 events, generating over 1,800 leads and resulting in a 70% increase in sales conversion, with R$ 340M in new client contracts. *I monitored metrics in the educational market, identifying direct competitors (Educbank, Sponte, Pravaler, and Grupo Somos) and their sales, event, and campaign strategies. From these analyses, we adjusted our approach to maximize the effectiveness of our actions, always considering metrics like conversion rate, CAC, LTV, NPS, and ROI. *I was also responsible for defining the budget for each activity, prioritizing major annual events such as Bett Educar, GEduc, ExpoEduc, and the Arco Maintainers Forum, ensuring the efficient allocation of resources for maximum return.

*Responsible for demand generation and managing the local event calendar (Brazil), with a focus on positioning the company as a reference in EOR (Employer of Record) services. I was one of the leaders in the company’s launch event in Brazil, where we positioned the brand as a reference for over 50 executives from the sector through a high-impact in-person event. *Managed the marketing budget, with strategic selection of annual events, including: CHRO Forum and the 1st Forum on People Management for Technology Companies, organized by ABRH; Leadership in HR and Fintech Revolution, organized by StartSe; Monthly webinars, focused on generating organic demand through social media channels. *Planned and executed multi-touch campaigns for brand positioning and demand generation in Brazil, aiming to establish the company as a leader in EOR services. *Collaborated with the sales team to ensure excellence in results and apply best execution practices and market metrics. *Generated over 300 qualified leads per month, contributing R$ 2 million in sales and acquiring 3 new logos through marketing-driven demand generation strategies.

**Responsible for strategic demand generation planning for one of the company’s 6 business lines (SAP Ariba & SAP Fieldglass); *Planned and executed events; *Planned and executed multi-touch campaigns for demand generation and brand positioning, using strategies like webinars, email marketing, podcasts, social media, and in-person events; *Managed business results (SAP Ariba) and continuously improved the plan every quarter; *Aligned with the regional marketing team (LAC) to plan and execute campaigns focused on clients and new customers; *PMO for one of the key adoption projects of 2022 – Blue Awards – where we ensured the engagement of 16 SAP Ariba users to understand and promote the main benefits and impacts the solution offers to the company; *Led the marketing intern program (5 interns)

*SMC Key-user – online campaign support tool, assisting in campaign management, landing page creation, and content development for social media; *Analyzed campaign performance for optimization and supported demand generation activities (email marketing, events); *Managed supplier registration and payment processes (PO creation); *Active member of the Intern Committee (iXP) and the Global Early Talent Committee.

*Provided support to the team, from management to the marketing director; *Worked with the Promotions department, creating partnerships with brands like Burger King, Pepsico, and others; *Responsible for client and supplier registration, reimbursements, and managing the payment process (PO creation).

*Supported the finance department (Accounts Payable and Treasury); *Managed relationships with banks (Itaú, Bradesco, Safra, Banco do Brasil, CEF, Santander); *Handled bank reconciliation processes.

- Relacionamento com a administração da faculdade em relação as despesas, compras e vendas realizadas pelo diretório; - Parceria com outros diretórios da faculdade; - Confecção de contratos; - Prospecção de palestras e workshops junto a faculdade, promovendo a integração dos alunos com a instituição.