Natália Ferreira
CRM & CX Coordinator @ Caderno Inteligente
About
With over 16 years of experience in CRM, loyalty programs, incentive programs, inbound marketing, and customer experience, I have worked across agencies, consultancies, and startups. I am a strong advocate for human-centered and assertive leadership, fostering trust and engagement within teams, which in turn drives impactful results.
Brazil
São Paulo
Food & Beverages
Serviços bancários, Satisfação do cliente, Operações, Marketing de performance, Estratégia de marca, Liderança de equipe, Insights estratégicos, Automação de marketing, Comunicação, Fidelidade dos clientes, Estratégia, Resolução de problemas, Gestão de projetos, Gestão de equipes, Gestão de relacionamento com o cliente (CRM), Marketing, Estratégias de marketing, Marketing por e-mail, Mídias sociais, Email Marketing
Experience
CRM & CX Coordinator
Caderno Inteligente
São Paulo, Brasil
Consultant and Mentor
NF Consultoria
São Paulo
- Strategic consultancy in CRM projects, from planning to implementation. - Mentor for young leaders looking to develop based on human-centered management.
Marketing & Growth
MIMO Benefícios
São Paulo
- Structured the Marketing department, including CRM, branding, social media, and performance - Managed the communication agency to ensure strategic alignment and efficient execution - Developed Customer Experience (CX) processes and communication channels - Created and implemented strategies for customer acquisition, engagement, and retention
CRM Manager
Mahta.bio
São Paulo
- Planned customer lifecycle communication flows - Implemented transactional WhatsApp communication flows - Developed a loyalty program focused on Member Get Member (MGM) strategy - Monitored CRM metrics and performance to generate improvements, insights, and action plans Structured the CRM area from scratch
CRM & CX Manager
Parcelex
São Paulo
- Led teams across CX and Product Marketing - Monitored CX and customer experience KPIs using TakeBlip and Hubspot - Designed communication flows across the customer lifecycle, focusing on BNPL and strategic partners - Analyzed campaign performance to generate insights and optimization plans - Structured the Marketing department
CRM Coordinator
Provu
São Paulo
- Led a CRM team - Created, tracked, and measured multichannel relationship flows (email, SMS, WhatsApp) - Implemented transactional WhatsApp Business integration via Marketing Cloud and TakeBlip - Designed communication flows across the lifecycle for personal loans and BNPL products - Assessed campaign performance via KPIs for continuous improvement - Integrated Salesforce modules (Marketing Cloud, Sales, Service, Workflow) - Managed NPS throughout the customer journey - Managed CRM Budget
CRM Manager
Bluez.
- Managed a team of 7 people - Developed CRM strategies for clients from various industries (retail, real estate, healthcare, pharmaceutical, technology) - Monitored OKRs and structured reporting - Oversaw CRM platform functionality - Liaised with content, UX, development, social media, and customer service teams
CRM Coordinator
Escale
São Paulo
- Set up the CRM department - Developed a Member Get Member program - Led lead nurturing initiatives - Planned customer journeys and relationship flows in the Health segment (insurance) - Automated CRM flows in Hubspot - Coordinated with content, UX, development, and sales teams
Customer Success Team Leader
Creditas
São Paulo e Região, Brasil
- Responsible for the Ombudsman team - Managed 8 direct reports and 30 indirect reports - Managed SAC 3.0 across all social media channels
CRM Specialist
Creditas
São Paulo
- Built the CRM department from scratch - Created customer journey communication strategies - Managed email marketing campaigns - Acted as liaison among internal teams (creative, development, product, analytics, servicing, customer success) - Led NPS satisfaction survey efforts - Conducted customer profile research - Developed lead nurturing strategies for Creditas Magazine - Managed CRM KPIs - Led a Customer Success team of 7 people
CRM & Digital Specialist
Serasa Experian
São Paulo
- Worked in the Client Success Team - Managed the Boticário Group account (Ecommerce, Quem Disse Berenice?, Eudora, The Beauty Box) and Clube Viva loyalty program - Developed CRM strategies and operational campaign management - Created relationship flows - Produced monthly reports with insights and action recommendations - Acted as business consultant and client liaison - Responsible for overall client satisfaction and account retention - Identified new project opportunities and best practices for account growth
Education
Faculdade Metropolitana
Mentoring, Leadership, and Self-Development
Universidade Metodista de São Paulo
Strategic People Management and Organizational Psychology
Universidade Metodista de São Paulo
Social Communication – Advertising
Natália Ferreira's Contact Information
Phone
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