Fernanda Xavier

Leadership of broadband acquisition, by deeply understating acquisition performance and proposing new initiatives to accelerate the acquisition of customers and maximize profitability. Leadership of 5 people and report to the director. • Market analysis and understanding of customer behavior; • Analysis and diagnosis of acquisition performance by region, channel, product and customer profile; • Development of new initiatives to increase acquisition of customers and maximize profitability; • Development of prospect/customer segmentations, generating customized offers and approaches; • Coordination of projects in multi-skilled teams involving BI, channels and communication; • Governance and influence of KPIs acquisition – Volume, profitability/LTV, CAC and conversion.

Responsible for the Consumer Electronics B2C strategy, from market analysis, financial management of each product, pricing and offers, sales target, to communication plan across sales channels and for the market. Leadership of 15 people and report to director. • Market analysis and consumer behavior to provide data/information for portfolio definition, pricing and negotiations with suppliers; • Management of the P&L and analyses of opportunities to improve efficiency; • Development of the pricing model through the definition and management of pricing rules, and monitoring competitors’ prices with alerts for decision-making; • Conduction of strategic analyses to propose data-driven recommendations, translating information into insights to guide business decisions and actions; • Elaboration of the product’s value proposition, with emphasis on +20p.p. in insurance sales; • Marketing planning for each brand, including the definition of offers, portfolio and communication plan for launches and seasonal campaigns. Highlights include the launch of the iPhone, in which Vivo was the sales leader in Brazil, as well as the launch of the gaming category.

Responsible for the mobile B2C portfolio strategy (Postpaid, Control, Easy and Mobile Internet), considering the creation of the value proposition for full Lifecycle (acquisition, profitability and loyalty). Leadership of 5 people and report to director. • Market analysis, competitors and trends; • Analysis of the customer base, generating new segmentations for offers and communication; • Development of new products and offers for acquisition, monetization and retention, interfacing with all strategic areas. Highlights for the launch of family plans with a 30% increase in acquisition revenue and Vivo Easy, which reached 10.000 activations a month; • Development of cross-selling offers with fixed broadband and mobile services, resulting in a 30% increase in mobile activations; • Elaboration of the internal communication plan and for the market; • Prioritization of projects, analyzing the returns (aligned to the business) and monitoring the results.