CRM & Lifecycle Marketing
I read language before data.
The journey starts there.
CRM strategy, multichannel automation and lifecycle design that turn data into relationships, and relationships into revenue.
About
Who I am
A CRM specialist who came out of language, not analytics. The order matters. Before the dashboards, before the automation logic, came years of reading text like a system: what a word promises, what a sentence hides, why one message converts and the one beside it dies in the inbox. Behavior is language too. And CRM, in the end, is the work of listening to that language at scale.
I've done this end to end for eight-plus years. At Fênix Educação, I rebuilt the CRM operation from scratch for a 50K-lead base: lifecycle logic, behavioral lead scoring, SLAs between Marketing and Sales. It drove +20% enrollment, open rate from ~2% to ~25%, +35% CTR and 30% fewer unqualified leads. I run the whole stack, RD Station, Mautic, n8n, Make and Zapier, multichannel across email, WhatsApp, push and SMS, with the health metrics (LTV, Churn, NRR) on a Power BI dashboard anyone at the table can read. I don't ship setup. I ship journeys that hold up in the numbers.
The place I'm sharpest is the crossing: brand becoming operation, operation becoming a relationship you can measure. Without picking a side. Because picking a side is where most operations lose the thread.
Skills
- CRM Strategy
- Lifecycle journeys
- Advanced segmentation
- Lead Scoring
- Retention & LTV
- Growth Marketing
- Marketing ↔ Sales SLAs
- CRM copywriting
- RD Station
- Mautic
- Mailchimp
- SendPulse
- HubSpot
- n8n
- Make
- Zapier
- Typebot
- ManyChat
- APIs & Webhooks
- Email · WhatsApp · Push · SMS
- SQL
- Power BI
- Google Analytics (GA4)
- Google Tag Manager
- Excel / Google Sheets
- Funnel dashboards
- Churn · NRR · LTV
- A/B Testing
- Claude: segment analysis
- Perplexity: benchmarks
- AI in automation flows
- Insight synthesis
Journey
From the call center to lifecycle
Click each step to see the main achievements.
- Acquisition, onboarding and retention journeys on a 50K+ lead base with behavioral lead scoring: +20% enrollment growth.
- Open rate from ~2% to ~25% and +35% CTR, rebuilding segmentation, hygiene and cadence with a continuous A/B testing routine.
- −30% unqualified leads with qualification automation and SLAs defined between Marketing and Sales.
- Multichannel flows (email, WhatsApp, push, SMS) via Mautic and RD Station; orchestration with n8n, Make and Zapier; generative AI (Claude, Perplexity) in the operational flow.
- +15% data-driven user acquisition through co-branded campaigns with high-profile influencers and celebrities.
- End-to-end corporate partnership funnel, securing high-value B2B sponsorships for major promotional projects.
- Campaign KPIs and tracking parameters to evaluate partner performance, audience reach and media value.
- Custom CRM and retention pipeline integrating ticketing databases with Google Sheets and Mailchimp for multi-year behavioral data.
- RFM framework with re-engagement workflows that scaled event attendance by 500% (from 500 to 3K+).
- Led a 15 to 20 promoter team and an omnichannel strategy that expanded organic reach by +150%.
- +25% new donors and +20% average ticket with SPIN Selling and continuous coaching for a 40+ operator team.
- +15% productivity and −30% AHT with feedback rituals and critical KPIs via CRM, Excel and Power BI.
- −40% turnover with a humanized leadership culture and accelerated onboarding.
- The language foundation that today underpins CRM copywriting, message A/B testing and bilingual communication.
Certifications
How I work
I drive impact by designing lifecycle, where brand vision meets data operation
Creativity and data don't live on opposite sides. One reads desire, the other reads behavior, and the journey that works comes from both in the same move. I do more than write copy that converts: I study, measure and optimize on a loop. Strategy that lasts doesn't run on intuition. It runs on proof.
Challenges are raw material to me. I take them on, learn, rewrite until the operation stands. My experience crosses journey design, segmentation, retention, multichannel automation and the stitching between brand and data, between marketing and sales.
Working with me is continuous improvement with numbers you can measure. Growth without diluting who the brand is.
Portfolio · Highlights
CRM & Lifecycle in practice
One real turnaround project and two conceptual strategy studies for the nonprofit sector, plus five SQL-for-marketing cases in the full portfolio.
Resume
Download the resume
Up-to-date PDF, in two versions, pick your language.
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