Mariana Agrella

• Defined the Cloud Customer Experience strategy, reducing Tier 1 support tickets by 60% through AI-driven automation. • Reduced the resolution SLA for complex support cases by 3 days by implementing Generative AI and Agentic AI solutions. • Increased customer self-service adoption by 40% through the deployment of new digital support capabilities. • Designed and launched the Conecta 360 program, aligning Product, Engineering, Support, and Operations to accelerate customer outcomes. • Established a Voice of the Customer (VoC) governance framework with strategic KPIs and OKRs, driving continuous service improvements. • Leveraged AI, VoC insights, and data analytics to optimize support processes, operational performance, and customer experience. • Improved cross-functional collaboration by **25%**, breaking down organizational silos and strengthening communication across teams. • Led the management of critical **P0 and P1 incidents**, ensuring transparent executive communication and minimizing customer and business impact. • Built executive dashboards and performance reporting to support data-driven decision-making and present CX outcomes to the C-suite. • Coached and developed high-performing teams, fostering a customer-centric and data-driven culture.

• Led the Customer Experience strategy, increasing the company's Reclame Aqui rating from 4.6 to 6.1 within six months. • Increased Customer Satisfaction (CSAT) by 20% through the redesign of customer service processes and service governance. • Reduced the resolution time for critical customer cases by 45% by implementing a dedicated Critical Case Management framework. • Established an enterprise-wide Customer Experience governance model focused on customer satisfaction, reputation, and continuous improvement. • Created and led the Customer Committee, bringing together the CEO and executive leadership to prioritize Voice of the Customer (VoC) insights and strategic initiatives. • Leveraged Voice of the Customer (VoC), customer journey mapping, and root cause analysis to identify friction points and drive cross-functional improvements. • Led the implementation of a new Customer Portal and AI-powered Help Center, increasing digital self-service adoption by 30%. • Managed technology partners and customer service platforms to enhance the digital customer experience and operational efficiency. • Developed executive dashboards and performance reports to monitor CX KPIs and support data-driven decision-making. • Trained customer service and commercial teams on customer-centric communication and best practices, strengthening service quality and first-contact resolution.

• Led the customer journey transformation, increasing digital channel adoption by 36% while reducing in-person service interactions by 50%. • Integrated Customer Experience and Marketing to redesign the end-to-end customer journey and support the company's market repositioning. • Executed the customer engagement strategy by automating more than 20 customer communication journeys, reducing customer friction by 60%. • Redesigned customer communications to align with the new brand positioning, improving clarity, engagement, and customer experience. • Increased transactional NPS by 15 points through data-driven optimization of customer communications and journey touchpoints. • Partnered with Technology to integrate CRM and marketing automation platforms, enabling a seamless omnichannel customer experience. • Managed the department budget and developed business cases to support investments in Customer Experience, digital transformation, and marketing initiatives. • Led internal communication initiatives to drive employee engagement during the company's transformation and brand repositioning. • Monitored customer feedback, brand reputation, and engagement metrics to continuously optimize the customer experience. •Managed agencies and strategic vendors, ensuring high-quality execution and consistency across customer and marketing initiatives.

• Led a nationwide Customer Experience transformation, reducing customer complaints by 35% and increasing customer satisfaction by 16%. • Designed and launched the "Olá! BRK" Customer Centricity program, driving cultural transformation across more than 200 operations and engaging over 7,000 employees nationwide. • Received external recognition through the Valor Inovação Brasil and ECO Amcham awards for the impact of the Customer Centricity program. • Led customer journey mapping and redesign initiatives, identifying more than 50 improvement opportunities and reducing customer effort by 30%. • Served as Project Lead for the implementation of CRM and Field Service platforms, supporting the digital transformation of field operations. • Led change management and user adoption strategies, achieving technology adoption rates 25% above the initial target within the first year. • Facilitated cross-functional collaboration across Engineering, Operations, and Customer Service to deliver customer-centric process improvements. • Established a governance framework to monitor customer satisfaction across business units and support continuous improvement initiatives. • Applied Design Thinking methodologies and collaborative workshops to co-create solutions with operational teams and accelerate innovation. • Presented transformation outcomes and strategic recommendations to the Executive Leadership Team and Board of Directors.

• Founded and scaled a subscription-based e-commerce business focused on household cleaning products, building an organic community of over 10,000 followers within two months. • Established strategic partnerships with leading manufacturers, including Bombril, Casa KM, and Saif, expanding the product portfolio by 200% within the first six months. • Designed the end-to-end customer experience, including subscription strategy, product curation, CRM, personalized communications, and customer engagement. • Managed the full business operation, including supplier negotiations, logistics, marketing, financial planning, pricing strategy, and customer service. • Leveraged customer insights and performance metrics to optimize product selection, customer retention, and operational efficiency while reducing logistics costs by 15%.

• Led strategic negotiations with customers and landowners during the company's judicial restructuring, reducing liabilities by approximately BRL 5 million. • Defined the customer relationship strategy for a portfolio of more than 85,000 customers in a highly complex turnaround environment. • Indirectly led a team of 92 professionals across on-site and remote customer service operations, standardizing processes and improving operational efficiency. • Reduced litigation by 20% through proactive negotiations, alternative dispute resolution, and cross-functional collaboration with Legal. • Served as the primary liaison with consumer protection agencies, including Procon and Reclame Aqui, strengthening governance and reducing response times by 40%. • Led customer reputation management initiatives, preserving trust and strengthening stakeholder relationships during a period of organizational transformation. • Coordinated approximately 50 customer and stakeholder engagement events per month, strengthening communication and customer relationships. • Developed executive dashboards, negotiation frameworks, and risk prioritization models to support decision-making and improve case management. • Partnered with executive leadership and Legal to define negotiation strategies and governance for high-impact customer cases.

• Managed a business unit with annual revenue of approximately BRL 25 million, consistently exceeding sales targets and receiving national recognition for outstanding performance. • Led and developed a team of more than 100 employees, including department managers, driving operational excellence and high-performance culture. • Held full P&L responsibility, overseeing revenue, costs, expenses, inventory, and profitability while ensuring sustainable business growth. • Increased team productivity by 15% through process optimization, performance management, and leadership development initiatives. • Reduced inventory shrinkage and operational losses by 18% through improved controls and execution excellence. • Selected for C&A's Executive Trainee Program, gaining cross-functional experience across key business areas and accelerating leadership development. • Served as a Board Member of the C&A Institute, contributing to corporate social responsibility initiatives. • Invited as a Regional Speaker to share leadership best practices and operational excellence across the organization. • Monitored commercial, operational, and customer experience KPIs, implementing action plans that strengthened sales performance and service quality.

• Supported the Project Management Office (PMO) in the execution of 65 business transformation and process improvement initiatives, coordinating project schedules, governance, and deliverables. • Participated in Mergers & Acquisitions (M&A) due diligence processes, supporting business analysis and the integration of acquired companies. • Contributed to post-merger integration initiatives by assisting with process harmonization and organizational alignment. • Supported Investor Relations by preparing executive reports, financial presentations, and market communications for investors. • Conducted market research, benchmarking, and business analyses to support strategic decision-making across M&A and management consulting projects. • Developed executive presentations and performance reports for senior leadership, collaborating with cross-functional teams to monitor project progress and identify improvement opportunities.