Erico Souza

Responsável pela unidade de negócios que engloba canais de venda próprios (D2C): e-Commerce, lojas físicas, marketplace, inovação, CRM, mídia digital e pós-venda em toda LATAM. Liderança de uma equipe de 220 profissionais com 7 gerentes seniores. • Lidero as vendas diretas (D2C) em 18 sites de e-Commerce e 31 lojas físicas em toda LATAM como México, América Central, Colômbia, Equador, Peru, Chile e Argentina. • Respondo pelo planejamento e execução de vendas no maior canal Direct to Consumer de linha branca na América Latina. Esses canais têm grande representatividade em Net Sales nos países acima. • Estou à frente do projeto que realiza entrega de produtos pelo e-Commerce e loja física (venda remota) no mesmo dia do pedido. Algo não alcançado pela indústria até o presente momento. • Lidero projetos de alto impacto como o aumento da representatividade de mídia não pagas via técnicas avançadas de Marketing Digital. • Respondo pelo P&L (DRE) com a maior margem de contribuição da companhia.

Ministro as disciplinas: 1. E-COMMERCE & OMNICHANNEL - A disciplina aborda estratégias, tecnologias e práticas para e-commerce e operações omnichannel, integrando canais físicos e digitais, precificação dinâmica, plataformas, logística e personalização para criar experiências de compra superiores e fidelização 2. TRANSFORMAÇÃO DIGITAL - A transformação digital é, antes de tudo, um desafio estratégico e de modelo de negócio, não apenas tecnológico. Uma conclusão comum é a importância de cultura organizacional e mindset: líderes e equipes devem equilibrar abertura à mudança com fidelidade aos valores essenciais.

In charge of the business unit comprising sales channels: e-commerce, telesales, marketplace, digital marketing, creation of marketing pieces, wedding lists, and after-sales. Leading a team of 200 professionals with five senior managers and reporting to the Presidency and Board of the Company. • Led e-commerce with the highest average ticket in the sector, accounting for 50% of the company’s sales (BRL 3 billion annually) and remodeling the entire shopping experience on the website. • Planned and executed virtual sales channels with a 30% growth in annual sales. • Conducted performance digital marketing planning, promotional campaigns, CRM, website design, and consumer journey. Increased media efficiency, improving digital marketing ROI by 25%. • Managed high-impact projects such as improving the e-commerce NPS, with the best Net Promoter Score in consumer durables retail. • Oversaw the P&L (DRE) and created the media ecosystem for the company’s website that broke the industry’s marketing investment capture record for the last 36 years.

In charge of e-commerce, telesales, marketplace, digital marketing, marketing creation, and market intelligence. Leading five managers and reporting directly to the headquarter in China and locally to the Presidency of Brazil. • Created the business unit for direct sales to the final consumer in Latin America. • Established the company’s first e-commerce in Brazil and the second e-commerce operation worldwide in a record four-month implementation time. • Developed the CRM rules and digital relationship structure with the final consumer and increased site sales by 252%. • Directed the company’s digital marketing strategy, comprising social media, advertising planning, promotional campaigns, online marketing, website design, and customer service. Increased 5 p.p. of market share in Brazil. • Restructured the branding and performance marketing agencies, reducing their costs for the company by 15%.

In charge of the business unit encompassing sales channels: e-commerce, telesales, marketplace, digital marketing, marketing creation, wedding lists, and post-sales. Leading a team of 150 professionals with three senior managers and reporting to the Company’s Presidency and Board. • Planned and executed the virtual sales channels with 50% growth in annual sales. • Planned performance digital marketing, promotional campaigns, CRM, website design, and consumer journey and increased media efficiency, improving marketing ROI by 15%. • Oversaw the P&L (DRE) and decreased variable expenses in logistics by 35% through supplier restructuring.

In charge of the business unit with ten physical stores and e-commerce. Leading a team of 190 professionals with three senior managers and reporting to the Marketing Board. • Participated in creating the company’s e-commerce, the first direct sales channel to the final consumer in Brazil in the electronics sector. • Led the creative team of the company’s first physical stores and the electronics sector in Brazil. Achieved the number 1 store position in sales in Latin America. • Sustained 40% growth in annual sales. • Implemented the Sony Style loyalty program.

- Starting up the factory’s stores in Brazil (nine own stores); - Winner of Grand Prize in the American Retail Environment awards, recognized by A-R-E Association for Retail Environments; - Award given to Sony by Canada Award for New Store Design, elected for RCC - Retail Council of Canada.

- Winning twice the gold trophy for The Best Customer Care Service, one recognized by The Brazilian Association of Telemarketing and another, recognized by the Modern Customer Magazine (The customer relationship landmark magazine in Brazil).

Managing the company’s outsourced call center with 150 employees (customer service centers, technical support and partners) and reporting to the Customer Service Senior Management. - Management of outsource companies (Customer Service, Technical Support and Partners). - Led Call Center regionalization project, participating in vendor select, process definition, operation set up and control management – From 14 sites to 3 sites and 30% savings in operational costs. - Winning twice, the gold trophy for The Best Costumer Care Service, recognized by The Brazilian Association of Telemarketing. - Acting in the Six Sigma Project in the outsource, resulting in 7% of savings in the budget of the area. - Developing the project of Create Revenue in the Contact Center – Increase 15% in sale of products in the Brazil subsidiary.

- Led ISO 9001:2000 (Customer Service) in 6 months – Considered record for the auditing company - BVQI Group Bureau Veritas; - In charge for the call center work force management of Caixa Econômica Federal (2nd largest public bank in Brazil), with 10 million calls per month; - Winning once, the gold trophy for The Best Costumer Care Service, recognized by The Brazilian Association of Telemarketing.