Julia Breda

- Developed and executed acquisition and lifecycle strategies for Nubank Ultravioleta, building automated lifecycle flows and multichannel campaigns focused on conversion, activation, and LTV growth. - Led the go-to-market of the new Ultravioleta for the customer base, delivering a full multichannel campaign with a +23% conversion uplift, applying CRO thinking, incentive strategy, and messaging optimization. - Supported conversion-focused experiments and partnered on UI reviews, optimizing copy and identifying friction points to improve key in-app moments, strengthening the post-click experience, onboarding clarity, and upgrade intent. - Analyzed funnel, engagement, and conversion metrics to generate hypotheses and run A/B and multivariate tests, leveraging segmentation, personalization, and data insights to scale winning variants. - Owned activation, engagement, retention, and win-back strategies, reducing churn and increasing recurring usage through behavior-based triggers, tailored journeys, and lifecycle automation. - Supported cross-channel campaigns, including Crypto launches, applying CRM expertise in targeting, messaging, incentives, and performance optimization. - Partnered closely with Product, Data, PMM, Engineering, Creative and CX to align lifecycle priorities, design seamless onboarding, and created cohesive, high-performing customer journeys across channels.

- Designs and executes CRM strategies to enhance customer engagement and retention, including automated communication flows and loyalty campaigns tailored to diverse customer profiles; - Spearheaded the CRM strategy for a strategic product launch, achieving 30% product penetration within two quarters; - Utilizes behavioral data to craft personalized communications and experiments that significantly improved customer loyalty and lifetime value; - Conducts advanced data analysis using SQL, generating actionable insights for marketing and product teams; - Delivers monthly performance reports for CRM initiatives, fostering continuous improvement; - Improved team processes by maintaining detailed documentation, enabling transparency and easier tracking of results; - Leads CRM experiments, including an A/B test that generated a +30% revenue growth among segmented customers, as well as increasing engagement with strategic products; - Defines and implements in-app communications with real-time triggers for the customer, using personalized segmentation to increase engagement, speaking to the right customer at the right time.

- Led the customer referral program, boosting participation and loyalty through targeted engagement strategies. - Designed and executed targeted lifecycle campaigns, driving activation, engagement, and retention; - Designed and implemented end-to-end automated journeys, from segmentation to copywriting and performance analysis; - Collaborated with product and data teams to develop data-driven strategies based on customer behavior insights; - Run SQL queries to retrieve results for performance and user behavior analysis.

- Led the Freemium project, aligning strategy and execution with head directors (Marketing, Product, Sales, IT) to increase engagement upsell; - Developed and managed customer engagement initiatives, increasing the login rate by 15% in Freemium users; - Defined and created onboarding and retention CRM automations from scratch, including copywriting, automation bulding on Intercom and performance analysis; - Helped build a customer community, driving interaction and long-term retention; - Conducted in-depth usage analysis, correlating KPIs with user behavior to identify gaps and opportunities.

- Executed the daily B2B marketing communications with the customers including email marketing, in-product notifications and on-site banners; - Revamped the onboarding webinar script to highlight the most valuable features and those that generated the most customer questions; - Tracked weekly journey performance, extracting insights and testing new approaches through A/B experiments to drive better results; - Conducted simple user behavior analysis to generate insights for the CRM strategy.

- Executed the daily B2B marketing communications with the customers including email marketing, in-product notifications and on-site banners; - Created content for FAQs and articles at Intercom.

- Creation and copy review of social media posts for doctors' and healthcare professionals' profiles on Instagram, Facebook, LinkedIn, and Google My Business; - Maintenance of a monthly social media posting calendar for over 5 clients; - Creation of scripts, acting, and editing of videos for social media (TikTok and Instagram); - Editing and scheduling of newsletters (RD Station); - Client portfolio management.

- Design and review of text for social media posts (focused on Instagram); - Audio and video capture and editing for podcasts, social media posts, and online courses using Adobe Audition and Premiere; - Ebook layout using Adobe InDesign; - Creation of landing pages, publishing blog posts, and website editing (GoDaddy); - Event photography and image editing.

Ensino médio e técnico integrado em Saneamento.