Amaral, Gabriela

I lead the strategy and evolution of platform products for the iFood partner ecosystem, connecting restaurants and retailers across multiple verticals — including groceries, pharmacies, beverages, pet, and shopping — to the marketplace’s digital and operational infrastructure. My work focuses on platformizing iFood’s core capabilities, building products that enable partners to manage their operations and leverage the platform’s ecosystem of solutions to scale their businesses within the marketplace. These initiatives play a key role in expanding the marketplace and strengthening the partner ecosystem, enabling new business models and increasing the platform’s presence across multiple retail categories. Key responsibilities and achievements • Leading the strategy for platform products and B2B solutions, connecting partners to the iFood ecosystem. • Building products that enable restaurants and retailers to integrate with iFood’s technology and operational infrastructure. • Structuring solutions that expand the platform-as-a-service model, allowing partners to leverage iFood capabilities within their own digital operations. • Evolving platforms focused on the digitalization and operational enablement of partners within the ecosystem. • Leading cross-functional teams across Product, Engineering, Data, UX, and Marketing, driving product vision, strategic roadmaps, and continuous platform evolution.

Led the strategy and evolution of digital products within the groceries vertical at iFood, building solutions that connect retailers and consumers within the marketplace ecosystem. My role focused on developing products that digitalize retailer operations and enhance the customer experience within the platform. Key responsibilities and achievements • Leading the product strategy for the Groceries vertical, connecting business goals with retailer and consumer needs. • Developing iFood Shop, a B2B platform focused on the retailer purchasing journey. • Evolving B2B2C white-label solutions, enabling partners to leverage iFood’s infrastructure in their own digital operations. • Leading the development of Compr.Ai, a conversational commerce solution via WhatsApp. • Managing cross-functional product teams responsible for the evolution of the marketplace and partner operations. Marketplace | Retail Tech | B2B Products | Platform Products | Digital Commerce

Acted as a product leader within the Groceries vertical at iFood, driving strategic initiatives focused on platform evolution and accelerating marketplace growth for retail partners. My role involved structuring and leading a growth hacking practice, identifying growth opportunities, running rapid experimentation cycles, and implementing product solutions that increased platform adoption and operational efficiency for partners. Key responsibilities and achievements • Structured and led growth hacking initiatives, running continuous experimentation cycles to validate product hypotheses. • Identified growth opportunities through data analysis, user behavior insights, and operational efficiency improvements. • Developed and evolved the SiteMercado white-label platform, enabling retailers to expand their digital presence within the marketplace. • Built operational solutions for partners, including picking and packing tools to improve logistics and order management efficiency. • Partnered with technology, operations, and business teams to prioritize high-impact initiatives focused on growth and platform adoption.

Led growth and engagement strategies for banking and investment products, connecting marketing, data, and product to drive customer acquisition, activation, and retention. My role focused on identifying growth opportunities, developing relationship strategies, and executing initiatives aimed at expanding the customer base and increasing engagement. Key responsibilities and achievements • Designed data-driven growth marketing strategies focused on acquisition, activation, and retention. • Conducted customer segmentation and analysis to identify growth opportunities and personalize communication strategies. • Developed CRM and lifecycle marketing strategies, defining channels, messaging, and timing across the customer journey. • Planned and executed digital campaigns, events, and relationship initiatives aimed at increasing customer engagement. • Managed team performance and tracked key marketing and engagement metrics.

Led marketing and communication initiatives for Itaú’s digital payment products, including mobile apps, digital wallets, credit cards, and acquiring solutions. Responsible for defining communication strategies and managing campaigns and digital presence across the bank’s payments ecosystem. Key responsibilities • Led annual marketing planning for payment products and services. • Managed advertising campaigns for iti, Itaú mobile apps, Itaucard, Credicard, and acquiring solutions. • Developed and managed content platforms and brand presence across digital channels. • Led social media strategy, including organic and paid campaigns. • Managed marketing budgets and campaign performance tracking. • Structured campaign governance and auditing processes. • Led and developed team members.

Supported digital marketing and communication initiatives within the Private Bank segment. Key activities • Assisted in the development of digital marketing strategies. • Coordinated with agencies and production partners for campaigns and projects. • Supported management of digital channels and brand websites. Marketing | Digital Channels | Financial Services

Worked on planning and producing communication campaigns for Itaú’s digital products. Key responsibilities • Annual communication planning and brand positioning for digital products. • Coordination with advertising agencies to develop campaigns. • Marketing budget management and performance monitoring. • Development of campaign auditing processes. Digital Marketing | Brand Strategy | Advertising | Digital Products Portfólio - 'Vem aí o novo app Itaú' / 'É você que atualiza o Itaú': march/2017 - 'Chegou o app Itaú Light': april/2017 - 'App Itaú. Agora, com Cartão Virtual, Comando de Voz e Calendário de Pagamentos': august/2017

Worked on digital marketing strategies aimed at increasing adoption and engagement for Itaú’s mobile applications. Collaborated closely with product, UX, and technology teams to improve digital customer journeys. Key responsibilities • Developed digital marketing strategies for Itaú and Itaú Empresas mobile apps. • Coordinated campaigns with communication agencies. • Partnered with UX and UI teams to improve digital journeys. Digital Marketing | Growth | Customer Experience | Digital Channels

Worked on digital marketing initiatives focused on communication and client engagement within the Private Bank segment. Key responsibilities • Developed digital marketing strategies for Private Bank clients. • Coordinated campaigns with agencies and partners. • Managed brand websites and digital content. • Controlled marketing budgets. Digital Marketing | Financial Services | Client Engagement

upported digital marketing and communication initiatives within the Private Bank segment. Key activities • Assisted in the development of digital marketing strategies. • Coordinated with agencies and production partners for campaigns and projects. • Supported management of digital channels and brand websites. Marketing | Digital Channels | Financial Services

Advanced product strategy program focused on technology companies and digital platforms. The course explores frameworks for defining product vision and positioning, identifying growth opportunities, developing platform strategies, and scaling digital products.

Program focused on developing digital strategies for businesses and digital products, exploring topics such as data-driven marketing, digital channels, customer experience, and product growth. Key topics: Digital Strategy • Growth Marketing • Customer Experience • Data & Analytics

Undergraduate program focused on communication strategy, creative development, and brand building, covering areas such as marketing, consumer behavior, media strategy, storytelling, and campaign development. Key topics: Brand Strategy • Creative Thinking • Consumer Behavior • Marketing Strategy

Program focused on digital product leadership, covering frameworks and practices for product strategy, cross-functional team leadership, product vision definition, and the evolution of digital products in technology companies. Key topics: Product Leadership • Product Strategy • Product Discovery • Roadmapping • Cross-functional Team Leadership