Felipe Lima

Responsável pela estratégia e roadmap de produtos financeiros do iFood Pago, a vertical de pagamentos e serviços financeiros do iFood, desenvolvida em parceria com a Zoop. • Definição da visão de produto e roadmap para a camada financeira do maior app de delivery da América Latina • Atuação direta com C-level para alinhar estratégia de produto com os objetivos do negócio • Interface com times de engenharia, dados, design e parceiros externos (Zoop, adquirentes, bandeiras) • Foco em: Embedded Finance, APIs de Pagamento e meios de pagamento

As Group Product Manager (GPM), I work directly with the executive board to define the vision and strategy for products across the entire Online Payments BU in Brazil, aligning product development with the company’s goals and objectives. I am responsible for defining the vision and roadmap for products, including the Payments API Platform (covering Card Processing, Pix, Boleto, Wallets, etc.), Payment Links, and Open Finance. I make prioritization decisions that balance market needs, user feedback, available resources, and expected outcomes, which are directly tied to KPIs defined by myself and my team. These KPIs are analyzed daily, with results reported directly to the executive board. In addition to managing the current product portfolio, I identify new innovation opportunities through market research, monitoring trends, and exploring new technologies that could provide the company with a competitive advantage, aiming to maintain leadership in the payments sector and continuously improve the quality of products delivered to our clients. Between 2021 and 2024, the initiatives I led more than tripled the BU’s GMV, increased transaction approval rates by over 40 percentage points, and significantly reduced chargeback and fraud rates. Additionally, we optimized costs and operating margins by renegotiating contracts, streamlining processes, and advancing the product portfolio.

I led the Product Team in strategic projects focused on the evolution of Payment APIs and Payment Links, actively participating in the strategic definition of products and being responsible for the tactical execution of strategies within the teams. I oversaw the creation of complete, robust, versatile, and scalable APIs that allowed for simplified integration and a consistent customer experience, as well as security and compliance features to meet regulatory standards. One highlight was leading the teams through the entire implementation of PIX, from the conception phases, participating in forums with the Central Bank and suggesting project improvements, to the official launch of PIX across all PagSeguro channels. This became a competitive differentiator by adding an instant payment solution to the company’s portfolio. For the Payment Link, I implemented improvements that provided a faster and more intuitive experience for end-users, along with customizable options for corporate clients. These included unique link creation, payment expiration settings, and link appearance customization according to the client’s brand identity. Additionally, I worked on optimizations that enabled link traceability and the capture of analytical data, allowing for the tracking of performance metrics and conversion rates. As a result, we strengthened PagSeguro's positioning as an online payment platform and achieved aggressive growth in GMV, increasing PagSeguro's market share in the Brazilian payments sector.

Responsible for the teams focused on Online Payments, Developer Experience, and building PagSeguro's platform APIs. I structured the strategic and tactical plan that led to the complete reconstruction of the PagSeguro financial platform's API ecosystem (Payment APIs, Checkouts, and Payment Link), modernizing all products to serve e-commerce, apps, marketplaces, sub-acquirers, and more.

Responsible for structuring, leading, and evolving the Product area, working on projects across all company departments, including logistics, back-office, all areas of physical stores, and e-commerce, ensuring alignment with company goals and objectives, and reporting results to the executive board. The main initiative I highlight is the launch of MercadoCar’s e-commerce, which I led from conception to launch, also assisting other areas, such as logistics and customer service, in structuring their processes and aligning them with the project’s objectives. Beyond e-commerce, I also led the implementation of a new logistics system that optimized routes, receiving, storage, and item distribution within Distribution Centers, drastically reducing costs in this area, and the implementation of a new point-of-sale system, which reduced customer service time by over 40% and, consequently, decreased in-store queues. Main responsibilities: - In-depth understanding of the company's field and objectives, aligning expectations with developed demands; - Strategic product management, making it clear for everyone, prioritizing based on ROI or the business value of the demand; - Observing, learning, and analyzing the company’s market to identify areas where the product can evolve to meet future demands; - Strong involvement in all stages of the demand/project lifecycle, from conception through post-implementation monitoring; - Using storytelling methods to inspire and engage the team in all business demands, clearly demonstrating the project’s benefits for the company; - Stakeholder management, maintaining good communication with all to promote transparency among all project members; - Analyzing and learning about new technologies and user interaction methods to deliver products that meet and exceed company needs.

Main responsibilities: - Responsible for implementing Scrum and other agile methodologies, always analyzing the specific needs and nuances of each project/team; - Responsible for implementing and maintaining TFS as the primary ALM tool, increasing security, control, and efficiency in project lifecycles; - Conducting workshops to transform the team’s mindset to be results-oriented; - Guiding, training, monitoring, and supporting the entire development team on agile methodologies, ensuring team adherence to the process; - Planning, facilitating, and leading agile process ceremonies related to the delivery cycle; - Identifying, analyzing, and removing project impediments to allow maximum team productivity; - Guiding, monitoring, and validating the creation of user stories, including applying prioritization methods to help identify business value; - Adopting a flexible approach, engaging in roles most needed to achieve maximum performance in delivering high-quality products, acting as PO, Scrum Master, client, business analyst, process, and systems specialist, always focused on results; - Leading and assisting teams in defining MVP, client acceptance criteria, Definition of Ready, Definition of Done, sprint objectives, and goals; - Defining future objectives for the development team as primary providers of intelligence for the company; - Analyzing and applying patterns to maintain continuous improvement in the development process through team feedback inspection and process adaptation; - Maintaining regular contact with stakeholders to support the team in applying best practices to deliver greater customer value; - Defining metrics to efficiently measure team and demand progress; - Reporting results to managers, stakeholders, and executives.

Analysis and development of an internal system based on .NET (VB and C#), SQL Server, and Reporting Services. The system covers everything from product purchasing and sales operations to employee management and financial control.

Support, maintenance, and development of new modules in a VB6 and SQL Server 2000 system already implemented for some clients. Development of management reports using SQL Server Reporting Services for versions 2005 and 2008. Responsible for implementing MS SourceSafe in the company's development environment. Data gathering in client meetings to initiate new projects. Participated in a project to migrate the company’s main system (ERP/CRM) from VB6 to the .NET platform, analyzing requirements, specifying tasks, and developing the system.

I worked on the Hexavision project, a mainframe documentation software, as part of the Legacy team. This software is a parallel application to HexaVision (Windows Application) that analyzes source code (COBOL, PLI, Natural, Stored Procedures, JCL, etc.) and populates the database (SQL Server). It involved creating classes in Visual Basic .NET, data access via T-SQL Stored Procedures, XML data transfer, and data modeling with SQL Server 2000. I was one of the leaders in migrating this system to .NET 2.0 and SQL Server 2005, responsible for the report analysis module for mainframe downloads and JCL. I trained and supervised two interns to assist with development, delegating tasks, monitoring progress, and reporting on their work.