Guilherme Amaral

Responsible for the strategy and delivery of B2C digital products across 40 shopping centers — including mobile apps, websites, loyalty programs, and WhatsApp journeys. I lead 6 cross-functional squads with 46 professionals, with direct management of 16 Product Managers, Product Owners, and Product Designers. • Built the company's primary data asset, capturing 30% of physical sales through digital channels • Created and scaled new monetization streams (Retail Media and Software Licensing) generating over R$ 20M in annual revenue • Increased loyalty program members' visit recurrence by 15% and partner retailers' sales by 20% • Serving 2.5 million monthly active users with a 4.9/5.0 app store rating • Led AI-powered customer service agent implementation, increasing retention rate by 30 percentage points

Led the creation of the company's first CRM department to support the launch of its first digital products — apps, e-commerce platforms, and loyalty programs. Built an in-house marketing agency, implemented CRM operation desks, and deployed the first analytical tools for program performance, market share, visits, and catchment area analysis. Contracted and implemented Salesforce Service & Marketing Cloud.

Led the contracting and implementation of Oracle Cloud ERP, Oracle Planning, and Oracle Analytics with a budget exceeding R$ 40M, using agile methodology. Managed a diverse set of senior stakeholders including the CFO, CTO, and COO. Responsible for change management, organizational restructuring, chart of accounts redesign, supply chain centralization (7 modules), and full financial process overhaul. Direct team of 14 professionals plus Oracle consultants.

Led the centralization of collections and accounts receivable operations for 46 shopping centers (~9,000 stores) during one of the most challenging periods in Brazilian retail history. Scaled the team to 60 professionals and implemented automated collection workflows and a proprietary bank reconciliation system. • Reduced delinquency rate from 13% to 4% • Decreased bad debt provisions by 70%, with direct impact on company leverage • Achieved 98% automatic bank reconciliation • Implemented new IFRS 9-compliant provisioning rules, validated by external auditors and the board

> Manager of Comercial, Financial, Legal, HR and IT of Ilha Plaza Mall. Leader of a team with 11 administrative people and 23 in the field. > In charge of finance administration of a R$ 22 million condominium and R$ 26 million of Operational Revenue.

> Leader of a 5 member team. > Financial responsible of 3 companies, 2 of them with R$ 112 million and R$ 42 million revenue. > Main tasks: Accounts Payable, Accounts Receivable, Billing, Collections, Bank Conciliation, Accounting and monitoring of legal actions.

> Team Leader of 2 employees in administrative positions and 18 in the field. > Responsible for tenant mix planning, defining the strategy and arming the sales executive with prospecting pipeline. > Performance analysis preparation and negotiation of leasing renewals, including key account clients such as McDonalds and Lojas Americanas (largest retailer in Brazil). > Development of annual and monthly audit planning, including all the 130 stores, in order to ensure the Percentual Rental, allocating resources to optimize results.

Teacher at Advanced Microsoft Excel applied to Economics and Advanced VBA for Excel.

Responsible to create the Revenue Management and Forecasting Area for over 9000 SKUs with R$700 million revenue per year.

In charge of the revenue management and the pricing strategy for 90 SKUs with one billion Reais annual revenue, through market segmentation by channel, partnership and income, price histograms, revenue simulations, P&L analysis and mix analysis. Developed revenue simulators based on a historical P&L and price elasticity.

Responsible of the Market Research Area involving over 350 sales representatives and also for tracking market share using AC Nielsen´s tools, such as Retail Index and Scantrack. Through these software’s and extensive databases, executive reports were built based on the company´s strategies. Led the annual point of sale’s census that reached over 40,000 clients, representing over 94% of the company´s sales volume. The results were so accurate that they were almost the same as Nielsen´s.

Through Access databases and BI data created and developed reports to track marketing and sales KPI’s which were distributed to the board of directors.

In Marketing worked to increase Brand Love and Brand Value developing and tracking marketing and trade actions. In Sales was in charge of developing Sales Representative's reports to gain efficiency when visiting so that sales volume and distribution increases and responsible for delegating goals to the team of vendors.

Teacher Assistant in two subjects, Probability and Quality Control.