Joana Mafalda Neto

- Lead the design and execution of data-driven CRM and retention strategies, leveraging advanced segmentation, predictive modeling and A/B testing to increase engagement and CLV - Transform behavioral and transactional data into actionable insights leading to strategic decision-making and business growth - Drive churn reduction and sustainable revenue growth through predictive analytics and targeted retention initiatives - Oversee loyalty program strategy and optimization, ensuring alignment with CRM initiatives to drive member engagement, increase ID rate and deliver measurable ROI - Lead and empower a high performing team, fostering innovation, agility and data-driven excellence - Collaborate with executive stakeholders and cross-functional teams to maximize business impact and customer value

- Led the design, launch and optimization of the loyalty program, driving higher customer engagement - Boosted customer identification, strengthening data quality, personalization capabilities and enabling more accurate business insights - Devlivered omnichannel acquisition & retention campaigns that expanded the member base and increased active participation - Developed and managed strategic partnerships to grow the loyalty ecosystem and enhance member value - Defined and achieved loyalty-specific KPIs (ID rate, engagement, redemption, incremental revenue) to demonstrate program ROI