Manoela Brienza

Named the best digital bank in Brazil, 7th bank by number of clients with 60.2MM accounts and 38.9MM users, BRL 251.8MM net profit, BRL 5.6B in revenue, and TPV of 421B with 19% ROE in Q4 2024. Reporting to the Planning Director and leading a 13-person team, with a BRL 36MM/year budget and channel responsability – 3.6B sends/year, representing 5% of BU’s incremental margin result. Led Growth and Marketing strategy for Payments, Bills, Accounts, and Segments divisions of PicPay, focusing on acquisition, activation, engagement, and customer retention. Go-To-Market strategy of 12 new products. Used statistical modeling and continuous A/B testing, reducing cashback use by 70% since 2022 while maintaining results and profitability. Accelerated hyper-personalization, variable data, and automation to enable testing variables. Adopted DataBook to standardize analysis across the Growth Team. Played a leading role in defining the Incremental Measurement methodology adopted by all Growth areas at PicPay, shifted from product-centric to customer-centric segmentation, automated journeys, implemented customer lifecycles, implemented Value Proposition mindset to standardize communication, optimized internal processes, and documented tests and results.

Brazil’s first coalition and independent loyalty program, also loyalty program for Banco do Brasil and Bradesco, founded in 2000 with over 50MM consumers, IPO in May 2021, BRL 11MM EBITDA in Q4 2024. Chief Growth & Marketing Officer direct report with a team of 12 professionals. Marketing strategy for 3 tribes and 6 squads: cards, loyalty, program management for Banco do Brasil, Caixa, BV, and retail partners. Reviewed communication and implemented acquisition, activation, churn prevention journeys. Defined channels, analyzed results, fed back into strategy, and planned actions. Budget management – planning and tactical and strategic redefinition. Participated in cultural transformation and agile methodology implementation, and data-driven decisions in the Growth & Marketing area.

Healthtech founded in 2011, a data and artificial intelligence platform to deliver quality services at competitive prices. In Dec. 2021, revenue exceeded BRL 350MM and +3MM patients served. Reported to the Chief Growth & Marketing Officer with an 8-person team. Responsible for Branding, PR, Digital Performance, CRM, UX, and UI, including institutional TV campaigns. Consolidated CRM programs – 5.4% gross revenue increase in 12 months. Responsible for patient acquisition, accounting for 30% of Gross Operating Revenue in the period. Crisis communication strategy (COVID), with a 47% increase in send volume, 33% increase in open rates, ROI of 1,402x, and +54% increase in appointments via digital media at the same period.

Frequent flyer program of the Brazilian airline, which spun off from the airline and became an independent company. Reported to the CRM and Products Director, led a team of 6. Responsible for CRM and Product areas of the Amigo Program – Avianca Brasil’s loyalty program. Responsible for CRM Set-up, communication strategy, and channels, campaign management, new customer acquisition, and data architecture for communication and segmentation. In 2 months, increased engagement in communication channels – 76% increase in open rates and 44% in clicks, even with a 19% increase in volume sent. Implemented lifecycle-based, engagement-based communication, and created strategies for acquisition, activation, development, retention, and customer recovery. Automated communication flows, increasing efficiency in creation, marketing, and campaign areas. Defined performance measurement and reporting structure. Responsible for internal and partner performance dashboards, supporting the commercial team with insights.

Photography startup, a pioneer in Brazil and the largest in Latin America. Reference in digital printing for B2C and B2B markets. Responsible for restructuring B2B Marketing area after the merger of the two largest companies in the market. Implemented communication flows for both brands to increase sales and retention. Responsible for B2B Events and communication strategy revision, resulting in 2x more participants with the same budget. Led the review of the entire communication strategy used by the sales team, bringing the value proposition to the seller, improving the pitch, and facilitating sales.

Pioneer and giant in the payment sector, once responsible for 50% of the POS machine market in Brazil, BRL 385MM net profit in Q2 2024. Reported to the Innovation Manager with a one-person team, presented projects to VPs and C-level. Co-developed and implemented Cielo Linkci, a consumer acquisition and loyalty platform in partnership with Facebook – a world-first initiative, generating BRL 2.8MM/year. Developed mobile apps – iOS and Android for Linkci’s platform. Redesigned UX’s of Cielo’s portal – 30% reduction in registration abandonment and +40% increase in service sales. Responsible for 30% of Cielo innovation projects of 2013, covering new product and service ideas, and business model development. Searched partnership and/or acquisition companies. Prepared and presented 8 business cases to directors and C-Level, with 45% approved for proof of concept.

Largest publishing house in Brazil, with over 40 national and international titles and more than 40 million subscribers. Subscriptions Vice President report, for customer management as CARAS manager. Several communication initiatives for acquisition, retention, renewal, and upsell, resulting in a 25% portfolio increase within 6 months. Created Retention area, and defined strategy/tactical plans, reducing cancellations by 4x in 4 months. Led communication strategy, boosting subscription renewals by 5x, validating TMKT channel. Managed Clube do Assinante Abril – reduced churn, delivered 5X ROI, and achieved 15% increase in updated emails. Developed renewal strategies for women’s magazines, resulting in +1pp improvement.

Internship in Supply Chain - responsible for supplying Brazil's Northeast with Kraft's products; The major KPI was to predict correctly local consumption, reducing transportation costs.

At Rhodia I was responsible for daily HR activities, such as payrolls, training, hiring, trainees and internships programs, between others.