Rodrigo Marincolo

Led customer growth, lifecycle engagement, personalization, subscription initiatives, and ecosystem partnerships across 9 LATAM markets, partnering cross-functionally with Product, CRM, Loyalty, Data Science, Commercial, Ads, and Operations teams to drive scalable customer engagement and business growth across Rappi’s multi-vertical ecosystem. • Led regional customer engagement and lifecycle initiatives across 10+ business verticals and 9 LATAM markets. • Supported AI-driven personalization and customer experience initiatives, improving engagement and conversion performance. • Scaled subscription growth and ecosystem partnerships through customer value proposition experimentation and lifecycle strategies. • Partnered cross-functionally with Product, CRM, Loyalty, and Commercial teams to support rollout of new customer engagement and growth initiatives. 𝘙𝘢𝘱𝘱𝘪 𝘪𝘴 𝘰𝘯𝘦 𝘰𝘧 𝘓𝘢𝘵𝘪𝘯 𝘈𝘮𝘦𝘳𝘪𝘤𝘢'𝘴 𝘣𝘪𝘨𝘨𝘦𝘴𝘵 𝘰𝘯-𝘥𝘦𝘮𝘢𝘯𝘥 𝘥𝘦𝘭𝘪𝘷𝘦𝘳𝘺 𝘭𝘰𝘨𝘪𝘴𝘵𝘪𝘤𝘴 𝘤𝘰𝘮𝘱𝘢𝘯𝘪𝘦𝘴 (𝘭𝘪𝘬𝘦 𝘋𝘰𝘰𝘳𝘋𝘢𝘴𝘩 𝘰𝘳 𝘜𝘣𝘦𝘳 𝘌𝘢𝘵𝘴). 𝘙𝘢𝘱𝘱𝘪'𝘴 𝘮𝘰𝘴𝘵 𝘳𝘦𝘤𝘦𝘯𝘵 𝘷𝘢𝘭𝘶𝘢𝘵𝘪𝘰𝘯 𝘸𝘢𝘴 $5.2𝘉, 𝘸𝘪𝘵𝘩 𝘣𝘢𝘤𝘬𝘦𝘳𝘴 𝘪𝘯𝘤𝘭𝘶𝘥𝘪𝘯𝘨 𝘠𝘊𝘰𝘮𝘣𝘪𝘯𝘢𝘵𝘰𝘳, 𝘚𝘰𝘧𝘵𝘣𝘢𝘯𝘬, 𝘈𝘯𝘥𝘳𝘦𝘦𝘴𝘴𝘦𝘯 𝘏𝘰𝘳𝘰𝘸𝘪𝘵𝘻, 𝘢𝘯𝘥 𝘚𝘦𝘲𝘶𝘰𝘪𝘢 𝘊𝘢𝘱𝘪𝘵𝘢𝘭.

Established and led the digital merchandising organization and quarterly planning in Brazil from the ground up - defining strategy, processes, metrics, product needs, in-app ads governance, cross-channel and 10+ verticals sales efforts/integration to scale marketing and e-commerce initiatives, to ensure relevant product assortment, boost customer experience and increase conversion in one of Latin America's fastest-growing tech unicorns, reporting to Rappi's top management. · Designed and led the commercial calendar strategy - campaigns, new product features, and strategic partnerships (CBF, Marriott, Ticket), increasing Merchandising orders share and conversion rate · Built in-app placements attribution model and scaled ad monetization governance. · Deployed AI-powered restaurant assortments tool, boosting user personalization, engagement, and conversion. · Increased voucher payment adoption through CRM user journey optimization. · Accelerated Turbo vertical growth and adoption (10-min delivery) through tailored merchandising strategies. · Boosted Rappi Pro user penetration (paid-subscription model) - highest adoption rate across all markets. · Embedded A/B testing and pre/post analysis into day-to-day marketing initiatives.

Responsible for leading and accelerating the Digital Transformation (DX) for LG in key Latin American markets through the implementation of MartTech platforms and consumer-targeted initiatives. Over $6M budget managed. · CDP implementation enabled more effective customer targeting/segmentation, with significant growth of first-party data · E-commerce D2C platform launched in the four major markets: Mexico, Brazil, Chile, and Peru · Led the region LG-branded campaigns for Ai ThinQ and LG Signature, increasing brand awareness, plus driving uplift in unaided brand recall. · Directed Kantar's brand research across key LATAM markets, delivering insights that shaped brand positioning, optimized campaign strategies, and strengthened LG’s market equity.

Manage, plan and execute the reformulation of the online promotion strategy of the Expedia.com brand in the diversified lines of businesses (flight, hotel, car and activities) in North and Latin America, as well as establish partnerships and influence on the marketing channels, sales/supply team and stakeholders, and performance tracking/analysis. Main initiatives led or managed: · Planned and launched the restructuring of the digital marketing/merchandising portfolio for Latin America, delivering compelling campaigns for the customer in each region, resulting increase in brand awareness, shopping conversion increase of 9 pp. YoY and a 25% YoY growth in gross booking vs plan. Developed a new monthly global performance report and deck for the stakeholders and team. · Executed communication strategies for launching installment payments in Brazil across all marketing channels (CRM, SEO, Brand, PR, etc.) · Took over the management, planning, and execution of the largest Expedia brand markets in the world, the United States and Canada, with an active base of + 30MM. I managed and launched several new campaigns, such as the complex Black Friday and a variety of A/B tests (creative, message, device) across the globe. · Led the global migration of the merchandising campaign platform to the new tech system, which involved the migration of all landing pages, as well I training the global merchandising team and many other teams/channels. Additionally, I established a partnership with the Search Engine Optimization (SEO) team to develop an optimization and synergy process between teams to obtain better organic ranking and performance on Google. · Developed an automated report for the global merchandising team, which allowed not only to view and analyze performance, but to compare any campaign by point of sale or type of promotion that helped to design better communication/retail strategy.

Own end-to-end planning and execution of the promotion portfolio in Latin America for the Hotels.com brand, the 2nd largest company in the Expedia Group in the world. Identifying opportunities and market trends, managing the relationship with the marketing channels, commercial and marketing agencies, and creating and presenting performance and optimizing processes. Main initiatives led or managed: · Positive growth in gross bookings in the 3 years of managing the promotion portfolio in Latin America, an accumulation of 194%, also achieved a 7% increase in merchandising penetration (jumping from 6% to 13%). · Restructured the CRM marketing channel for LATAM, which made it possible to increase regional support and significantly contributed to the revenue growth (CRM marketing share increased from 8% to 14%). · Remodeled and optimized the entire planning, briefing, and delivery process of the marketing and localization agency for LATAM in the first 6 months, coordinating the region. We closed gaps in delivery and quality, reassessed investment, increased support for other markets, and shared results with the main stakeholders and leadership team in a timely and better format. · Implemented a retargeting project to acquire new leads, which rose merchandising penetration to 18% in the following year, also it broke a record of new customers, more than 30% of the brand's new global customers are from LATAM. · Globally led in 2016 the strategy for the largest and most complex global retail campaign, Black Friday, in more than +80 countries (+ 65% YoY in revenue), as well as launching/testing numerous new campaign ideas in LATAM. · Conducted international workshops and webinars for partners and the commercial team in several international markets, such as Colombia, the United States, Argentina, and Mexico.

Invited to return to the company to take over the management and expansion of the ESM project and operations area in digital and offline environments. It included planning and management over a $15M/year budget of main clients, such as Unilever, Google, Brasil Kirin, Medley, Hypermarcas, WTorre, Correios, Banco do Brasil, Chevrolet, and the main soccer clubs in Brazil. Led a team of between 6 to 10 people directly and hundreds indirectly. Main initiatives led or managed: · Restructured the Project and Operations team (~10 people), based on employees’ feedback, expertise, and background. The new team identity became more engaged, fast-paced, and collaborative between projects, and I could help them to grow professionally inside and outside of the company. · Launched and managed one of the most complete professional volleyball projects in Brazil, which included website development, e-commerce, social media, social project, sponsorship activation, and partnerships. In 2024, the project completed 15 years, assisted +3.5K children, +150 tons of food donated, thousands of young athletes, and holds the State Volleyball Championship title. Selmi Corp is the master sponsor (http://www.voleirenata.com.br/home) · Planned and executed an innovative project in Brazil with CVC Travel Agency to bring 3K fans to Japan to watch the FIFA World Cup of clubs in 2012, which represented a turnover of R$25MM. · Created the sports business plan, including stadium seats segmentation and benefit plans, loyalty program, payment options, website, sales system, and revenue forecast studies for the two big stadiums in Brazil, Allianz Parque and Itaquera. · Developed several innovative programs with soccer teams to generate extra value for the customer and bring additional revenue for major soccer clubs.

· Account management of CRM, Data Base Marketing (DBM) and Loyalty projects for the large clients in variety segments. Major clients accounts: Claro, Nissan, UOL, Telefônica and Unimed.

· Sports project management and delivery - offline activation, sponsorship management, and digital marketing.

· Focus on managing projects for continuous improvement of teaching quality and support to internal and external customers.

· Product portfolio planning, pricing and policies design. Endomarketing initiatives strategies for the sales team and performance KPIS management, and implementation of the customer segmentation, post-merger with Atrium Telecom. · Left the company with the objective of conducting postgraduate and additional courses in the United States and France.

Digital Transformation & Disruption, Design Thinking, Branding, Blockchain, Big Data & Machine Learning, Customer Journey, UX, & Consumer Insights, e-Commerce & Marketplace Management