Thiago Paes Barreto Rocha

▪ Created and implemented the entire Retail Media operation at GOL, including the productization and pricing of all media assets onboard and in VIP lounges. These assets are leveraged for both incremental revenue and as strategic trade-offs with departments such as Marketing and Customer Experience, helping reduce costs while elevating the brand experience. All media formats are strategically aligned to enhance brand visibility and influence purchase behavior. ▪ Designed and executed brand partnerships that elevate the passenger journey and reinforce GOL’s value proposition throughout the travel experience. These initiatives enhance brand perception and drive customer loyalty by offering meaningful touchpoints in collaboration with relevant and high-impact partners — adding value beyond the core service and contributing to long-term customer engagement. ▪ Identified and revitalized internal initiatives with high monetization potential, combining business planning, partner engagement, and strategic repositioning. This work focuses on unlocking dormant value within the organization by converting underutilized assets into sustainable business models that drive both revenue and brand loyalty.

▪ Co-founder at an early-stage startup (raw materials for industry – ESG): Led the development of the entire commercial area, including sales funnel design, lead qualification, prospecting strategy, and negotiation processes. Implemented CRM tools, performance KPIs, and built the first strategic partnerships to enable scalable growth. The commercial structure I implemented remains active and supports the company’s current operations. ▪ Strategic transformation of a family-owned dental clinic (healthcare): Redesigned operational and administrative processes to improve efficiency and support business expansion. Deployed a full management system, digitized workflows, and developed a five-year business plan. Structured commercial efforts and local partnerships to increase client acquisition. The model continues to be used and drives measurable productivity and cost savings.

Responsible for creating the Customer Experience area (CX) within the Digital Team for Individuals. Currently reporting directly to the executive superintendence. The area aims to map the needs of customers through research, relationship insights and contents. ▪ Responsible for managing all customer relationship information from existing channels. Dashboards creation with different management views generating strategic insights for the digital channels roadmap evolution ▪ Customer Profile: Analysis of the existing customer base and behavioral surveys. Business persona creation. Customer pain points and needs as strategic information. More than 1,500 customers surveyed ▪ Solve internal problems - customer oriented Listen to the client and understand the whole process Mapping the used process and create better solutions. Several areas interface carrying out projects. Credit renegotiation case - more than 30 steps mapped within 22 days from start to finish, became a 10 steps program, completed in 5 days

Member of the Digital Team for Individuals with direct report to the Customer Superintendence. Responsible for managing the information obtained in the relationship channels. With a focus on continuous improvement in customer relationships and generation of insights for the business team. Implementation of ASO in channels with a focus on relevance in stores. ▪ Responsible for all customer relationships in stores and social networks, transforming all insights into strategic information for business profitability. Prioritization of roadmap based on customer will and need. Results obtained: AgZero (+28% increase in grade) Safra Digital (+24% increase in grade) ▪ Responsible for the implementation of the inApp Feedback journey, where customers can proactively or from transactional triggers evaluate the apps directly in stores and give their opinion without their experience being negatively impacted; ▪ Responsible for the implementation of the ASO (App Stores Optimization) methodology. Currently both apps are among the most relevant in stores in all acquisition channels (Search, Navigation and Search) within the Finance category - Results obtained: AgZero (+117 ranking positions and +712% search results) Safra Digital (+105 ranking positions and +127% search results)

Member of Raízen's Innovation and Digital Transformation team. Responsible for benefits and B2B partnerships of Shell Box, a fuel payment app at Shell stations, bringing new business opportunities, deepening and exploring new partners with strategic benefits to the product according to market trends and customer needs and market trends. Achievements/Tasks: ▪ Responsible for the management of the Pague e Ganhe program (granting Smiles miles or discount for consumers) – 40k active customers/month, representing 5% of the total registrations ▪ Project creator: Credits in the Shell Box. The project as a feature of the Shell Box, the app accepted loyalty program points from partners as a form of payment (formerly Shell Resgate Facil). The payment method became the second most relevant to the Shell Box (losing only to the credit card) responsible for a 30% increase in the app's transactions ▪ Creator of the partnership with 99 in which the customer had a discount as a benefit on any purchase of fuel at Shell Stations. Increase of 5% in the average ticket of transactions and 50k drivers as new customers in the first months after implementation; ▪ Participation in GPA's "Meu Desconto" catalog as a discount voucher after consumers reach pre-established goals. Most Redeemed Vouchers in Catalog

Responsible for the automatic fuel payment solution "Abastece". Result of the partnership between Raízen and Fleetcor (Sem Parar) and the payment product Shell Resgate Fácil. Result of the partnership between Raízen and LTM. Achievements/Tasks: ▪ Coordinate the relationship with the partner Fleetcor. Development and launch of the Co-Branded Fuel First product with a focus on urban customers (parking and supplies). 20% increase in the user base and record sales volume in 2018 (~ 8mi/L month ▪ Responsible for the integration of Sem Parar in Raízen's promotional platform, in order to provide benefits to the customers of the solution ▪ Operational restructuring project of the Shell Resgate Fácil generating more effectiveness in day-to-day actions. Exit of the resources of the development structure and forming a team with a focus on customer experience. ▪ Renewal of the contracts of the two partners meeting the needs of both and aiming at greater profitability of the products

Achievements/Tasks: ▪ Responsible for the geographic region (8.5mi liters/month) to ensure market expansion and agreed financial results. Incremental volume of 15% after new business, in addition to renewals of vulnerable contracts through relationship building and financial consulting with the customer portfolio, with implementation of all Shell's value offer ▪ Activities of survey study of performance gaps in all aspects of the customer offer through the business management tools offered by the company. Reduce operating costs by running training and developing motivational programs focused on increasing profitability ▪ Implementation of the Shell value offer: marketing plan and means of payment ▪ Management of the company's profitability in the region (1mi R$/month) ▪ Pilot area for the start of operations of a new means of payment project: SEM PARAR (increase of 12% in additional volume per customer)