Pedro Caldeira

• Define and lead Corporate and Commercial Marketing strategy for the energy sector, supporting brand positioning, go-to-market initiatives, power generation solutions and business growth objectives. • Drive B2B marketing operations and B2C expansion planning, developing segmentation, personas, customer journeys and personalized communication to support sales and new business development. • Plan and execute integrated 360° campaigns (paid media, digital, content, events, sponsorships and brand experience), managing KPIs such as ROI, CAC and full-funnel performance. • Lead and develop multidisciplinary teams and agencies, overseeing performance management, headcount planning, PDIs, feedback cycles and capability building. • Manage multimillion-dollar marketing budgets, digital assets (site, CRO, SEO, UX) and marketing technologies, ensuring governance, financial efficiency and strategic alignment with leadership.

• Led Growth Marketing strategies across acquisition, activation, engagement, retention and monetization (AARRR) for core financial products including digital accounts, credit cards, loans and investments. • Owned Brand Management and Rebranding of Nubank Ultravioleta (high-income segment), defining positioning, narrative, visual identity and leading high-impact launch campaigns, including national TV. • Designed and executed integrated 360° campaigns across app, CRM, performance media, content and mass media, ensuring brand consistency, growth KPIs and ROI. • Worked cross-functionally with Product, UX/UI, Tech and Data, applying Agile methodologies, A/B testing, onboarding optimization, conversion funnels and growth experimentation. • Managed analytics and performance insights, leveraging dashboards, cohort analysis, attribution models, SQL and BI to support decisions based on CAC, LTV, ROAS, churn and OKRs.

• Led Digital Innovation and Digital Health initiatives across multiple therapeutic areas, driving omnichannel marketing, patient-centric strategies and enterprise digital transformation. • Managed complex digital and data-driven projects using Agile, Scrum, Kanban and Design Thinking, including CRM (Salesforce), automation, AI-enabled solutions and advanced analytics platforms. • Developed integrated strategies with Sales Excellence, enabling digital enablement of HCPs, CRM adoption and alignment between marketing and sales for go-to-market effectiveness. • Held accountability for budget, P&L, ROI and financial performance, applying KPIs, OKRs and BI tools to scale digital initiatives sustainably. • Acted as a cross-functional leader across Marketing, Sales, Medical Affairs, IT, Regulatory and Legal, ensuring compliance (GxP, LGPD, pharmacovigilance) and governance.

• Led digital marketing strategies for Personal Care brands (Axe, Dove, Rexona), managing always-on and seasonal campaigns focused on brand equity, performance and conversion funnels. • Drove Digital Transformation and Innovation projects, implementing automation, digitalization and efficiency initiatives that improved operational performance and customer experience. • Conducted market research and data analysis (Kantar, Nielsen, benchmarks), supporting market share tracking, competitive intelligence, pricing and strategic decision-making. • Managed Go-to-Market and product launches, overseeing P&L, pricing strategy, packaging analysis and cross-functional alignment with Trade and Sales. • Coordinated Trade Marketing and POS execution, ensuring Perfect Store standards, brand visibility, sell-out performance and agency management.

• Led large-scale sports sponsorship activations, including the Olympic and Paralympic Games Rio 2016, managing experiential marketing and complex stakeholder ecosystems. • Coordinated integrated 360° communication for the Olympic Torch Relay across 326 cities over 95 days, ensuring governance, operational planning and flawless execution. • Managed multichannel communication (TV, digital, social, OOH, PR, events), acting as the main interface with agencies, producers and partners. • Planned and controlled marketing budgets, contracts and forecasts, ensuring cost efficiency, compliance and risk management. • Oversaw real-time content production and brand storytelling, aligning field execution with corporate reputation and communication guidelines.

• Planned and executed integrated marketing strategies (360°) aligned with global brand positioning, covering brand management, digital marketing, trade and consumer experience. • Led football marketing initiatives, including athlete partnerships and brand activations during the FIFA World Cup 2014. • Supervised retail communication and physical channels, supporting store openings, visual merchandising, in-store campaigns and omnichannel consistency. • Managed agencies, suppliers and budgets, ensuring timelines, negotiations, brand compliance and go-to-market execution. • Analyzed campaign performance and consumer insights, applying KPIs and BI to optimize marketing effectiveness and strategic decisions.