Cláudia Campos de Oliveira Haritçalde 🔜 GDC

Structured and led the User Acquisition team into specialized game-focused cells to improve operational efficiency and cross-functional collaboration. Hired, developed, and mentored professionals across various experience levels (interns, junior, mid-level, senior, and specialists), fostering career growth and team development. Regularly reported on team performance and key metrics to C-level executives, providing insights and strategic recommendations. Led hands-on campaigns for the company’s flagship game across 20+ countries for 4 years, managing multiple digital marketing initiatives simultaneously. And oversaw the soft launch campaigns of new games, providing strategic direction for user acquisition. Optimized paid media campaigns leveraging A/B testing, analytics, and experimentation to maximize ROAS and user engagement. Managed multi-million dollar budgets, forecasting marketing spend and reallocating resources based on campaign performance and business priorities. Developed an internal automation and process optimization area, User Acquisition Tech, to streamline workflows and increase departmental efficiency. Managed key media partner relationships, including Meta Ads, Google Ads, TikTok Ads, and Applovin Ads, holding recurring meetings to ensure optimal campaign performance and collaboration.

Managed and optimized the entire online sales channel through e-commerce, ensuring smooth digital transactions and customer satisfaction. Monitored and analyzed key marketing campaign metrics and KPIs, providing actionable insights to improve campaign performance and sales. Created and managed digital content for various media platforms, enhancing brand presence and customer engagement. Identified and solved sales-related issues, working directly with customers to improve their experience and increase conversions. Developed and implemented new marketing strategies and techniques, driving improvements in digital sales and overall business performance.

Co-created and structured the Marketing department from the ground up, defining key strategies for brand positioning and market entry in the agricultural sector. Designed and implemented the Sales Funnel process, optimizing lead conversion and driving revenue growth. Led the analysis of customer registration databases, identifying trends and insights to improve targeting and campaign effectiveness. Conducted competitive analysis and market research to identify opportunities and inform strategic decision-making. Utilized business intelligence tools to track performance metrics and measure the results of marketing and digital marketing initiatives, ensuring continuous optimization. Developed and implemented strategies to enhance customer engagement and drive business growth.

Contributed to the management of projects and creation/communication areas, collaborating with cross-functional teams to deliver successful initiatives. In the Projects area, assisted in designing artwork, quoting products, and generating ideas for new product concepts. In the Creation and Communication area, created promotional materials for events, including artwork and television broadcasts within the Foundation. Supported the dissemination of lectures, seminars, and events, increasing awareness and engagement among the academic community. Played a key role in the communication strategy, ensuring effective event promotion through various channels.

Led social media marketing initiatives, building brand awareness and driving engagement across platforms for a jewelry and fashion accessories e-commerce brand. Developed and executed content strategies that increased customer interaction and enhanced online presence. Managed customer relationships, addressing concerns and providing tailored solutions to ensure satisfaction and loyalty. Gained hands-on experience in entrepreneurship, overseeing various aspects of business operations, from marketing to customer service. Implemented problem-solving techniques that improved customer experiences and contributed to higher conversion rates and sales. Organized and optimized social media campaigns, tracking performance metrics and adjusting strategies to meet KPIs.

Assisted in managing the Business Administration and Economics Athletic Association, collaborating with the Product team to develop and improve merchandise and promotional materials. Conducted product quotations, ensuring cost-effective sourcing and timely delivery. Designed artwork for promotional materials and merchandise, contributing to the overall branding and visual identity. Generated ideas for new products and materials, supporting the growth and innovation of the association’s offerings.

Collaborated with a team of representatives from 11 faculties to organize and execute the 14th edition of the BIFE sports tournament, successfully managing multiple aspects of event planning. Coordinated and delivered 3 large-scale festive events, attracting an average of 7,000 attendees, and oversaw the tournament in Sumaré with 1,700 participants. Worked cross-functionally with various teams, handling logistics, communication, and event promotion to ensure smooth operations and positive experiences for attendees. Developed strong interpersonal skills while working with diverse student groups from different faculties, enhancing team collaboration and event coordination. Contributed to the overall success of the event, gaining valuable professional and personal growth from managing high-volume events and large participant groups.

Led the restructuring of the association’s management, enhancing operational maturity and optimizing administrative processes. Overhauled the administration positions and task assignments to improve efficiency, clarity, and team collaboration. Successfully reversed a negative financial situation, implementing strategies that improved cash flow and financial stability. Managed various areas including Publicity and Marketing, Events, Sports, and Treasury, gaining extensive experience in multi-departmental leadership. Developed leadership skills by overseeing a team, solving complex problems, and maintaining emotional stability under high-pressure situations. Led and coordinated sports and events, ensuring smooth execution and increased engagement within the veterinary school community.

Led a team responsible for welcoming and integrating newcomers to the Veterinary Medicine course, ensuring a smooth transition for first-year students. Organized and coordinated a variety of activities, including lectures, company visits, and social events, fostering a sense of community and engagement among new students. Worked closely with faculty and external partners to arrange educational visits and events that enhanced the learning experience and connected students with industry professionals. Contributed to the creation of a positive, inclusive environment for incoming students, ensuring they felt supported and informed during their first year.