Lucas Sales

• Led the Business Advisory division of the fastest-growing SaaS Fintech product, serving tens of thousands of SMEs. • Advanced the OKR-driven management model, reorganizing roles and client portfolios to enhance quality, customer experience, efficiency, and scalability. • Implemented a variable compensation model linked to CX and quality metrics, human and AI monitoring, a knowledge base (Beedoo), and continuous improvement through the Voice of the Customer. • Partnered with Product and IT teams to evolve the Advisor Dashboard, pilot an AI Copilot to support service operations, and integrate key systems (Zendesk, Jira, Confluence). • Enhanced Onboarding and cross-sell playbooks, driving higher activation rates in Banking and Health plans, contributing to higher MRR and NRR. • Results: +6 p.p. CSAT, +9 p.p. Issue Resolution, best NPS in 18 months, +30 p.p. eNPS, –20% churn, –50% public complaints.

• Led the management structures of the Business Unit (Educational Platforms) with R$750M in revenue, 5,000+ schools, and over 1 million students, in a post-M&A context integrating three brands. • Unified content, customer service, P&L management, commercial, and Customer Success processes under a single governance and performance model. • Surpassed financial and team targets: EBITDA +12% | EBITDA–CAPEX +18% | 50% reduction in turnover. • Achieved the best historical churn result for the main learning system — 5%. • Implemented a digital ordering platform (automating 53% of the client base), improving the end-to-end customer journey in collaboration with Product and IT.

• Led the transformation of editorial production and customer experience, integrating teams and processes to maximize efficiency. • Achieved R$15 million in cost savings and reduced production lead time, enabling the early delivery of R$120 million in orders. • Improved customer satisfaction (CSAT) by 11 p.p. and issue resolution by 6 p.p., enhancing service quality and customer loyalty.

● Leadership of consulting projects in leading global organizations in their respective sectors, involving challenges associated with increasing revenues, transforming the customer experience, improving efficiency and innovation. ● Transformation of journeys and touchpoints in both the B2C and B2B segments, with an impact on millions of customers (service design, design thinking, agile methodologies, systems’ implementation). ● Structuring of team development and cultural change programs, including conducting Behavior Design pilots. ● Definition of CX metrics (NPS, CSAT). ● Definition and dissemination of business practices to leverage results in more than 700 organizational units operating in different regions of the country. ● Definition of integrated process for on and off marketing campaigns. ● Business case for the commercial structuring of the Call Center. ● Model building using advanced analytics for pricing, involving a multidisciplinary team (analytics and management). ● Preparation for implementation of pricing models, with survey of systems’ architecture and necessary requirements (technology). ● Transformation in the decision-making and operational pricing process, with the definition of experiments to implement a pricing model and robust metrics to monitor the results, enabling the development of Test & Learn mindset. ● Definition of a reference model for ‘’B2C go to market Strategy’’ for a leading group in its sector, considering market assessment and capabilities, understanding and prioritizing customer segments, structuring offers, redesigning customer journeys and defining a roadmap for evolution of the operation model. ● Performance in the following areas: communication (telephony); Health, Financial Sector. Main results: (1) Structuring of the management model and impact on revenue growth by more than $6.5 million BRL in just 8 months for a market segment in a leading organization in its sector (Dashboards, Reports, management rites).

● Responsible for the company's operations in the South of Brazil through the Curitiba-PR office. ● Execution and management of projects involving transformation of processes, dimensioning of the workforce, organizational structuring, mapping of processes to support the implementation of management systems (ERP) and CSC (Shared Services Center), value chain, process office and agile management models. ● Conducting simultaneous projects in up to five organizations. ● Hiring and training local staff. ● Main segments served: health, financial, third sector, Industry, technical education sector. ● Participation and support in the EloGroup's strategic planning. ● Experience in the following segments: Health, Justice, Education, Finance. Main results: (1) Increase revenue of $ 1.5 million BRL in the first year. (2) Growth in the customer base and projects. (3) Higher level of customer satisfaction with the projects, new hires and referral to other organizations.

● Manager of consulting projects in organizational transformations for public and private organizations, considering knowledge from several management areas such as processes, strategy, projects, quality, skills, among others. ● Experience in the following segments: Health, Justice, Education, Finance, System S. ● Instructor in classroom training linked to Process Management for organizations of different sizes. Main results and projects: (1) Responsible for the largest consulting project in the organization, with leadership of a large team and multiple work fronts. (2) Health- Transformation through the organization's processes, covering its headquarters, as well as work fronts at its branches in more than 10 states, Medium and High Complexity Hospitals. The project generated savings of millions of BRL, in addition to improving the patient experience. (3) Finance - Diagnosis of the performance model of the National Financial System councils (CMN, CNSP and CNPC).

● Senior Consultant in organizational transformation projects for public and private institutions in Belo Horizonte-MG and Brasília-DF. Main results and projects: (1) National representative body - Mapping and reviewing the organization's legislative advisory work processes. (2) Justice - Construction of the organization's value chain, with dialogue with judges and other agents of the judiciary. (3) Education - Preparation of the organization's strategic planning (BSC), including business model, strategic map, value chain, indicators and strategic initiatives.

• Consultant in organizational transformation projects for medium and large companies in the State of Minas Gerais. • Expertise in the construction and growth of the Belo Horizonte base, acting in attracting new customers and hiring and training new consultants. Main results and projects: (1) Technical education schools - Structuring the Office of Processes and the organization's process management methodology with services such as: mapping the value chain; structuring of the Processes Office; execution of process transformation projects. (2) Retail - Construction of the organization's value chain, as well as carrying out projects to improve and innovate financial processes and customer service.

● Partner responsible for the administrative and financial management of the company with operations in three cities in the state of Minas Gerais - Mariana, Ouro Preto and Itabira. ● Responsible for the commercial management of two branches, in the cities of Ouro Preto and Itabira. ● Conducting the relationship with banks and partner companies. ● Recruitment and employees’ selection.

● Legal and institutional representative of the organization ● Leadership of the executive board and management of the organization's strategy. ● Negotiation and maintenance of partnerships with the private sector. ● Relationship and representation of the organization with its approximately 3,500 members and, also, Government, media and external public. ● Confederation's strategic reports to its Strategic Council.

● Chairman of the Board of Junior Federated Companies of Minas Gerais. ● Responsible for monitoring and inspecting the work of the Federation's Executive Board and coordinating Direx projects and executive planning with the federated junior companies.

● Leadership of the organization and conducting the work of the executive board. ● Strategy management, coordinating its preparation, execution and monitoring. ● Negotiation and maintenance of partnerships. ● Representation and relationship with the University and external entities.

● Liderança da organização e condução do trabalho da diretoria executiva. ● Gestão da estratégia, coordenando sua elaboração, execução e acompanhamento. ● Negociação e manutenção de parcerias. ● Representação e relacionamento junto à Universidade e entidades externas.

● Expertise in operational efficiency and marketing consulting projects for the retail company.