Vivian Rossi

Leading business architecture initiatives across Digital Channels, Digital Sales, Customer Data, and Customer Experience domains, driving architecture maps and executing efficiency-focused strategies. Key Activities: - Providing strategic inputs and insights to evolve business architecture across various domains. - Prioritizing and engaging leadership in Engineering and Business disciplines for architectural direction. - Conducting market studies to evolve business models and accelerate value delivery. - Evolving Architecture Models to drive strategic efficiency. Key Results: - Co-constructing the new Executive Architecture Model: Created a strategic layer for Digital Customer Experience, shaping competitive focus and enabling the development and maturation of business capabilities in the customer experience domain. - Reference Architecture: Defined and mapped target digital products, tools, and technologies to ensure a consistent customer experience across company products. - Efficiency Focus: Conducted studies on shared services between retail and corporate banks, fostering discussions on efficiency and technology/tool reuse. - Customer Experience Domain Structure: Designed and analyzed the scope for establishing a community focused on enhancing customer experience capabilities.

In this role, I was tasked with directly reporting to C-Level leadership, assuming full responsibility for Business Architecture across the domains I oversaw, as part of a decentralization effort in architecture. Additionally, amidst the challenge of the pandemic and new work models, I had the opportunity to develop new leadership skills by conducting a fully remote team. My main activities included: - Cultivating new alliances and partnerships with Business and Technology Executive Leaders. - Influencing key executives by providing them with architectural insights and recommendations. - Assisting in the education of both business and technical teams in adopting a product mindset. Key Results: - Commercial Management Platform: I coordinated alignment efforts and synergies across diverse areas, mobilizing them to participate in a POC. This initiative rallied all Franchise areas (Retail, Corporate, Personalité) towards a common goal. Despite initial resistance, I obtained support from key executives, resulting in full team buy-in. Consequently, we selected two capable vendors suitable for all participant areas, empowering the bank to make a more strategic decision, considering factors such as investment values and lock-in risk. - WhatsApp for Digital Service: I aligned multiple departments with the corporate platform strategy through executive collaborations, as well as disseminating and training teams on available components. Directed the target architecture of the platform, reviewing and clarifying the roles of the bank, vendors, and partners within our ecosystem. - New Business Ventures: I assessed potential new ventures, including strategic and confidential business opportunities, from an architectural standpoint. This involved evaluating technology frameworks in collaboration with the M&A division and participating in contract closure reviews. - I groomed two new managers for the organization, ensuring continual leadership development.

In assuming the management position, my primary challenge was to replace a highly senior leadership, reverse team turnover, and consolidate the presence and influence of architecture across technology and business domains. My main activities included: - Overseeing Corporate and Business Architecture within Channels, CRM, Sales, Customer Service, and Digital Integration domains. - Structuring the team, providing guidance, and fostering leadership development. - Seeking strategic alignments to identify synergies and opportunities for the organization. - Influencing business strategies to shape evolution roadmaps - Guiding the formation and organization of teams into integrated communities alongside business and technology, driven by the value chain. Key Results: Structure: - Team retention and knowledge preservation achieved; - Expansion of scale and architecture coverage, with the creation of dedicated coordinations for domains; - Successor formation, new leadership development, and team growth; - Merger of two communities with common value chains, resulting in efficiency and synergy. Business and Technology: - Within the scope of the Proof of Concept (POC) for a new CRM solution, I constructed and aligned the Executive Vision of Strategic Partnership with a solution provider, enabling broader dialogue while considering lock-in risk awareness and negotiation opportunities. This facilitated a more strategic and executive engagement with the provider, resulting in 40MM efficiency through negotiation optimization. - Additionally, still within the CRM context, we established prioritization lanes to balance business service agendas while maintaining a structural focus, outlining a coexistence strategy between tactical and strategic aspects.

I led an Enterprise Architecture team, overseeing strategic management and providing leadership in key business domains such as Credit, Collection, Investment Services, Wealth Management Services, Company Treasury, and others. My main activities included: - Driving transformative initiatives in business and technology; - Conducting consultancy for business transformation and evolution; - Conducting market research; - Assessing new technologies and new business models; Major results: One of my most significant accomplishments in this position pertained to my management skills in rebuilding the team. Some team members had experienced a challenging management period and were detractors of the Architecture Department, considering leaving the company. I strategically paired individuals from different backgrounds, combining those with a stronger management history and assisting others who didn't align with the Architecture Department in finding more suitable positions within the company. As a result, the team's Net Promoter Score (NPS) significantly increased, becoming one of the highest in the department.

I played a pivotal role in steering the company's Digital Transformation journey, spearheading the alignment of business objectives with IT strategies to propel strategic initiatives and enhance overall organizational efficiency. My focal point encompassed the Institutional domains, where I designed target value chains for Operations, Internal Controls, HR, Legal, Technology, and more. My activities comprised: - Leadership in Architecture Projects: From conception to implementation, ensuring adherence to established standards and guidelines. - Stakeholder Management: Collaborating with development teams, business leaders, and other architects to ensure effective implementation of architecture. - Training and Capacity Building: Empowering teams to understand and follow best practices in enterprise architecture. Major Results: - I trained over 200 people in the critical analysis and review of business requirements before diving into detailed solution design through a series of carefully prepared workshops. These sessions allowed for a comprehensive understanding of project nuances, fostering a culture of proactive problem-solving and strategic thinking, thereby advancing our project development methodologies. Through this training, we successfully engaged teams in critically evaluating business requirements, ensuring a robust foundation for subsequent project phases of our digital transformation, ultimately enhancing the overall quality of project outcomes. - I led the first transformative initiative in Enterprise Architecture within the company, aiming to overhaul the backoffice. This initiative incorporated market research and process evolution to enhance business capabilities. - By designing the strategy for mobilizing resources and aligning it with multiple areas, I assembled the Online Account Opening for SMEs project in a vanguard agile structure, even before the company debuted the methodology, with more than 50 individuals working across six agile teams.

I was responsible for the Governance of the Analytics discipline and for overseeing the utilization and performance of Teradata and Hadoop environments. My role included: - Monitoring conditions of the environments; - Implementing improvements in collaboration with the Infrastructure team; - Facilitating executive forums for effective environment management aligned with organizational strategies. Key Contribuitions and Results: - I spearheaded the migration of servers and BI data, managing the team responsible for all phases of the enterprise migration program. I played an essential role in aligning tests and simulations with end-users, ensuring a seamless transition. - I contributed to data rationalization in the analytics environment during migration surveys, conducting preliminary migrations of backlevel technologies

I led the Data Warehouse front for the Data Management Transformation program, focusing on the Client and Contracts domains. In this role, I managed the project in collaboration with IBM Consulting, working closely with international stakeholders. I also successfully led the migration from DB2 to Teradata and the decommissioning of DB2 for the Data Center Migration Initiative. A key aspect of this role was overseeing teams across diverse contexts. I adeptly facilitated collaboration with two consulting firms, IBM and Teradata, and coordinated professionals located in Brazil, the USA, and India. This diverse team coordination ensured a seamless migration within the scheduled timeframe and an efficient decommissioning of DB2, preventing adverse impacts on the company. My role comprised: - Conduct research and design the load components framework in the analytical environment; - Develop the Reception Layer for BI information for the Commercial Management Platform and Credit and Collection Platform projects; - Lead the migration of the Data Warehouse from DB2 to Teradata, meeting the Data Center Migration Initiative schedule. Major Results: Navigating the intricate landscape of my role, I adeptly orchestrated and aligned with multiple internal teams, skillfully managing the diverse interests of each stakeholder group, including our consulting partner. This task involved harmonizing priorities to ensure seamless collaboration across the organization. These strategic collaborations fostered open communication and addressed underlying issues head-on, bringing transparency to challenges that teams may have been inclined to conceal. This approach played a pivotal role in ensuring the overall quality of the information and processes we delivered.

In this role, I established and grew the team from scratch, serving the business areas of Credit Modeling, Credit Model Validation, and Finance. This initiative was in response to a new organizational responsibility, and I successfully recruited and built a high-performing team to address the associated challenges. My responsibilities included engaging with the business areas, understanding and anticipating their needs regarding corporate information, focusing on prospecting new projects, demand and resource planning, and reporting to senior boards. My major activities: - Orchestrate the successful execution of BI projects, providing crucial information for credit modeling and Basel compliance; - Develope and maintain strategic relationships with the business areas, ensuring a deep understanding of their needs and objectives, anticipating their demands, and providing valuable insights that contributed to business opportunity identification and process enhancement; Key Results: I successfully assembled a team of high-potential junior professionals from the ground up, who quickly evolved into accomplished contributors to the company. I take pride in not only witnessing their rapid individual growth but also in the partnerships and teamwork we cultivated back then, as their bonds persist to this day.

I held a leadership role in overseeing the extraction and implementation of credit models. My responsibilities encompassed the full lifecycle of credit model data, from gathering user requirements to optimizing codes and ensuring data quality. My role comprised: - Team Leadership: I led a dedicated team responsible for extracting data, implementing credit models, and maintaining data quality. This involved task allocation, performance management, and fostering a collaborative and efficient working environment; - Requirements Gathering: I actively engaged with users to understand their data requirements for credit modeling, translating their needs into actionable tasks for the team. - Demand Management: I managed and prioritized the demand for credit model data, ensuring that tasks were completed efficiently and aligned with business objectives. - Data Source Management: I took charge of sourcing data from various internal and external databases, ensuring data accuracy, completeness, and compliance with regulatory standards. - Code Optimization: I worked closely with the team to optimize the codes used in credit model implementation, enhancing the efficiency and reliability of the models. Major results: - Strategic Planning and Team Restructuring: I played a pivotal role in strategically reorganizing the team to address a significant challenge. The team had been grappling with extensive queues of demands, leading to prolonged implementation timelines that often rendered the models obsolete before they could be deployed. Through the strategic use of outsourcing and process optimization, I successfully transformed the team's dynamics and workflow. In less than two months, we completely eliminated the backlog, resulting in a fourfold increase in productivity. This achievement not only ensured the timely deployment of models but also revolutionized our approach to work, making it more agile and responsive to business needs.

My main responsabiliy regarded the implementation and optimization of credit and behaviour scoring models and their integration with credit policy systems. My major activities included: - Model Implementation: I led the implementation of credit and behaviour models, ensuring a seamless transition from model development to production. This involved coordinating with cross-functional teams, conducting user acceptance testing (UAT), and ensuring the models met business requirements and regulatory standards; - Data Extraction and Transformation: I was responsible for gathering data from various sources, conducting data quality assessments, and constructing Extract, Transform, Load (ETL) processes to prepare the data for model development and integration; - Integration with Credit Policy Systems: I facilitated the integration of credit models with credit policy systems, enabling automated decision-making processes and ensuring compliance with credit policies and regulations. Top Contributions: - Proof of Concept (POCs): I conducted evaluations to assess the effectiveness of various tools in credit modeling. Through comprehensive and meticulous analysis and testing, I determined whether these tools would deliver the expected benefits or potentially complicate the process. This informed decision-making regarding the credit modeling infrastructure, resulting in the preservation of valuable resources and the establishment of a more streamlined workflow. - Leadership and Team Connection: I had the opportunity to take on a leadership role when I temporarily replaced the team leader who was on a long-term leave. In this capacity, I forged strong connections with each team member and identified a sensitive management situation involving mental health and misconduct. Leveraging my observations and reporting, the management team was able to promptly address and rectify the situation, leading to a significant improvement in team morale and dynamics.

I was responsible for the creation of logical relational and multi-dimensional models for the Data Warehouse (DW) and Data Marts. My role comprised: - Logical Data Modeling: Designing and maintaining logical data models for the Data Warehouse and associated data marts. This involved understanding the complete data landscape, ensuring data accuracy, and optimizing data structures for efficient querying and reporting; - Metadata Management: Creating and maintaining metadata, providing valuable documentation and context for the data stored within the Data Warehouse. This facilitated data discovery and understanding for end-users; - User Support and Training: Addressing queries, troubleshooting issues, and offering guidance on best practices for database usage. Additionally, I conducted training sessions to empower users with the knowledge and skills required to leverage the database effectively; - Data Governance Initiatives: Ensuring compliance with data quality standards, security protocols, and data access policies. Major Results: Creation of Information Models: I created and validated numerous information models that enriched the Data Warehouse, with a focus on those related to Basel II compliance. This encompassed ensuring data structures and relationships conformed to both regulatory and business requirements, thereby enhancing the organization's holistic understanding of its operations and contributing to adherence to Basel II standards and regulatory reporting accuracy.

In this project, my primary focus was to build a unified customer view across the conglomerate, utilizing technology to enhance customer relationship management (CRM) strategies. My responsibilities included: - Integrating Customer Data from disparate sources and systems, working towards a comprehensive and unified customer profile; - Integration between the CRM system and other key IT systems to ensure a smooth flow of customer data and information; - User Acceptance Testing (UAT) and Information Validation, collaboration with end-users to ensure that CRM data and information met their needs and expectations, further contributing to data accuracy and completeness. Major Results: - Data Integration of Credit Cards and Financial Services: I successfully led the effort to integrate Credit Card and Financial Services data into the data warehouse and CRM systems, providing a holistic view of customers' relationships with the conglomerate. - Harmonization of Customer Concepts: I identified and addressed the differing customer concepts between banking and credit card domains, initiating a new program to equalize and classify these concepts, ensuring consistent customer data management.

My role envolved managing and optimizing the data infrastructure to support informed decision-making and business intelligence. Key activities included: - Integrating data from diverse data sources into the data warehouse, ensuring data accuracy, consistency, and timeliness; - Data Modeling efforts, designing and maintaining data schemas that facilitated efficient querying and reporting; - ETL Processes, extracting data from source systems, transforming it into a usable format, and loading it into the data warehouse; - Report Development and dashboards that provided valuable insights for empowering decision-makers; - Documentation of data warehouse processes, schemas, and data dictionaries to facilitate knowledge sharing within the organization. Major results: Data Marts Creation: I led the creation of Data Marts for various business areas, including a specialized focus on the Receivables Anticipation Data Mart. This involved in-depth mapping and understanding of data sources and aligning them with the specific needs and workflows of the business. The result was the development of highly accurate and actionable dashboards tailored to the unique requirements of each department.

As a Junior Database Marketing Analyst, I was responsible for supporting the marketing department with a data-driven approach to optimize customer engagement and campaign performance. My role comprehended: - Database Maintenance, validating and updating customer databases, ensuring data integrity and accuracy for informed decision-making. - Reporting and Metrics, dashboards to monitor campaign performance and present these results to the leadership team, along with recommendations for improvements; -Data Analysis, evaluating the performance of marketing campaigns, identifying trends, and providing valuable insights to guide future strategies; - Customer Segmentation, based on demographic, behavioral, and purchase data, enabling more targeted and personalized campaigns; Major results: - New Product Penetration Index: I actively participated in the development of the New Product Penetration Index project, which aimed to enhance our understanding of product penetration in the market. - VIP Customer Mapping: I led a collaborative effort with students from Unicamp to create an extensive profile mapping of VIP customers, identifying new areas of profitability and refining customer segmentation strategies. - Newsletter and Marketing Books: I was responsible for crafting the monthly Database Marketing/Customer Relationship Management (DBM/CRM) newsletter for Unibanco, as well as monthly marketing books. - Database Validation and IT Integration: I took the initiative to lead the validation of our customer databases, meticulously documenting all rules and criteria governing our data. I also dedicated myself to integrating with the IT team responsible for database generation, leading a series of meetings and optimization efforts to ensure data accuracy and consistency.

As an intern in the Database Marketing department of a prominent banking institution, Unibanco, I had the opportunity to delve into the world of data-driven marketing strategies and gain invaluable practical experience. My role involved: - Assisting in the collection, cleansing, and analysis of customer data to support targeted marketing campaigns; - Contributing to the creation of comprehensive customer profiles, enabling personalized marketing strategies and more effective communication; - Participating in the development and maintenance of marketing databases, ensuring data accuracy and compliance with privacy regulations; - Generating reports and dashboards to track campaign performance, providing actionable insights for continuous improvement; - Assisting in the preparation and delivery of presentations to senior management, conveying the impact of data-driven marketing efforts. Major results: During my tenure as a Database Marketing Intern, I made a significant contribution by developing a comprehensive framework that mapped out the entire database marketing process. This encompassed key stages such as market analysis, historical data evaluation, data acquisition, statistical model development, customer segmentation, metric creation, and subsequent analysis. I initially created this framework as a personal tool to enhance my understanding of the intricacies of database marketing. However, its impact extended beyond my role, as it evolved into a widely adopted and clear representation of the database marketing workflow within the organization. This framework not only facilitated more effective decision-making but also served as a valuable resource for cross-functional teams, streamlining our marketing efforts and fostering a data-driven culture.

My first professional experience provided me with valuable hands-on exposure to technology within the daily operations of the Customs Office. It allowed me to gain insights into the realm of international trade and develop a deeper understanding of interpersonal collaboration in a professional environment, thereby enhancing my communication and problem-solving skills. This internship proved to be a valuable opportunity to contribute to the efficient functioning of the customs department's technological infrastructure. My primary responsibilities included: - Assisting in the maintenance and optimization of microinformatics systems for customs procedures; - Collaborating closely with the IT team to troubleshoot and resolve network issues, ensuring seamless communication across various departments; - Providing technical support to colleagues and actively participating in staff training sessions.

This program, held at IAE Aix-en-Provence, was an immersive journey into Change Management, offering a comprehensive curriculum that went beyond theoretical concepts to provide practical insights and experiences that have deeply enriched my professional path. The course was inspired by John Kotter's Leading Change ideas and, as such, honed our ability to plan, strategize, and execute change initiatives effectively, gaining a multifaceted perspective on the subject, from communication skills and stakeholders analysis to the very steering of a change project. We delved into Intercultural Management, exploring the intricacies of working across diverse cultures and communication styles. In our final undertanking, I led a consulting exercise for a bank going through a major business expansion and it was a great opportunity to apply my knowledge. The project envolved recommendation of new business ventures, investment reallocation, technological advancements and cultural evolution.

The comprehensive programme was very much focused on Competitive Intelligence and provided me with a deep understanding of how to gather and analyze intelligence about fellow corporate players in the market, how to monitor their signals and anticipate their moves, thus equipping me with advanced skills in strategic analysis, data interpretation, and decision-making. Still, it also encompassed a broad view of Administration and Business Strategy, furnishing me with a well-rounded perspective and crucial abilities to drive strategic decision-making and navigate complex business environments. In my research paper, I explored benefits and risks associated with automating data gathering processes to Competitive Intelligence purposes, examining the advantages of increased agility and efficiency, while bringing awareness to data privacy, security and relevance over time, resulting in insights into effective strategies for automation evaluation in different data contexts.

My degree provided a practical and comprehensive education in logical thinking, programming, software development, databases, network administration, web technologies, data analytics, project management, systems theory, economics, finances, communication and business administration. I gained skills in algorithms, data structures, designing, developing, testing, and deploying software applications. Database concepts, querying languages, network configuration, troubleshooting, web development were also covered. Additionally, I learned how to gather business requirements and organize tecnhology deliveries, besides having grasped important business concepts that broadened my perspectives about the use of Information technology.