Kelly Mizutani D.

Led the CRM transformation for Personal Loans (EP) and Payroll Loans (EC), focusing on high-scale automation, data-driven journey optimization, and the integration of Generative AI to drive incremental revenue and operational efficiency. - Revenue Generation & Performance: Orchestrated a high-frequency testing framework for Personal Loans, resulting in a +40% average uplift (peaking at +60%) vs. Control Group - Funnel Optimization & Efficiency: Reduced lead processing time for "Abandoned Cart" journeys from 3 hours to 30 minutes, driving significant increase in conversion rates through real-time behavioral triggers. - High-Yield Retargeting: Led a multi-contract retargeting strategy via mobile messaging that achieved a +400% lift in Top-of-Funnel (ToF) conversion - B2B Strategy & Recovery: Developed a specialized recovery journey for terminated-but-compliant B2B clients, achieving 14x ROI.

- Integrated data from Lake to Salesforce, streamlining audience segmentation and campaign automation, resulting in a reduction of over 2 hours of manual work per analyst each day. - Orchestrated communications across six business units, ensuring prioritized messaging that enhances customer relevance while preventing message fatigue. - Explored new channels in CRM campaigns, driving significant uplifts in performance and engagement. - Elevated the team's analytical capabilities through targeted training and best practices. Promoted extensive A/B testing using statistical methodologies to generate impactful insights and valuable learnings.

- Building infrastructure and key processes: website overhaul, content strategy, agenda setting, content scheduling, social media management, basic CRM processes. - Creation of an 18-month strategy and roadmap for the marketing team: defining macro objectives and prioritizing key initiatives that will lead us to those objectives, followed by resource allocation and alignment with key stakeholders. - Implementation of an objective methodology for performance evaluation within the team, with expected behaviors and deliverables assessed on an accurate scale. Received excellent internal feedback. - Implementation of a data-driven culture within the team, expanding the monitoring of performance data and discussions about actions to be taken. A necessary cultural shift, as there was little to no correlation between cause and outcome of actions taken by the team before.

- Diagnosis and improvement of sales process. Roadmap execution and PMO. - OKRs and KPIs diligence and monitoring. Building dashboards and routines for the team

- Multiple stakeholders governance: development of media strategy, roadmap alignment and teams coordination along several areas. - Core marketing full funnel campaigns: management of media and analytics optimizations - Communications rules for all applications: diagnosis, improvements and customization according to company’s priorities

- Integration of all acquisition marketing teams into a single and integrated strategy, with common KPIs and objectives - Analytical skills: amplification of testing capabilities that enabled several improvements in all campaigns - Data-driven approach for decision making: development of analytical frameworks for investment allocation (marginal ROAS) that resulted in budget expansion and consistent growth results - App install campaigns: enablement of infrastructure that allowed measurement of this type of campaigns. - Incrementality framework: measurement of direct and indirect results of each channel, improving investment allocation to generate only profitable releases - Server integration with Google and Meta: sharing conversion events from deeper funnel steps allowing better optimizations - Martech pack: creation of a new area responsible to build infrastructure for campaign management, measurement solutions, targeting & audience management

- Starter version of Ultra Violet: product conceptualization and leadership of core product analysis to support decision making (Black vs. Platinum, benefits prioritization, points accumulation and redemption, cashback, etc.) - Multidisciplinary team: coordination and alignment in initial phases of product development (brand managers, engineers, business analysts, product managers, business architects, etc.)

- Rewards program analytics: influencing in decision making for the program as a product, recommendation of the best offers and partners (through A/B tests) in terms of incremental financial gains and cannibalization. Monthly evaluation of program performance and risk monitoring. Development of models to predict growth and churn. - Collections analytics: KPIs monitoring (SLA, first time response, open tickets, etc.), identification of the main recovery levers for short and long lateness, development of individual recovery measurement framework, diagnosis of the main drivers that increase customers tickets in service channels and the consequently impact on SLA.

- Data science modeling: prediction of default rates for credit products using logistic, neural network, lasso and gradient boosting techniques. - Credit polity evaluation for small companies: opening, closing, maintenance and credit concession, impact analysis for changes. - Credit monitoring: default metrics, total portfolio changes, monthly granting. Performance analysis to recommend expansion or contraction.

- Customer experience diagnosis for airplane loyalty program: design and full analysis of customer survey resulting in segmentation redefinition. Recommendation of strategic and operational roadmap. - Scheduled maintenance program structuring for big oil and gas company: calendar adjustments, scope and responsibilities definitions - Operational efficiency recovery program for a big oil and gas company: conception of initiatives, prioritization and PMO - Strategic plan for heavy industry: market sizing and prioritization according to core competences and potential financial benefits

- Awarded with the PEPSICO Operations Research Award for the course "Modeling and Optimization of Production Systems" in the Production Engineering program at the Escola Politécnica da Universidade de São Paulo, Class of 2009. - Scientific Initiation. Topic: Survey of Research Methods in the Proceedings of the National Meeting of Production Engineering from the Years 2005-2008.

Postgraduate in Marketing, Branding and Growth