Project 01 · Fênix Educação
CRM Turnaround on a 50K+ lead database
Deliverability on the floor and mass communication on a 50K base. Operation rebuilt from scratch with behavioral automation and lifecycle logic. In ~2 months: open rate ~2% to ~25%, +35% CTR, +20% enrollments.
RD Station
Lead Scoring
A/B Testing
Power BI
Behavioral segmentation
Project 02 · espeledata.com
A writing rule became a CI test
This site. Bilingual with one source file per page, no framework and no dependencies, language split at deploy time and 28 assertions that fail the build, the em dash ban included.
JavaScript
Node.js
Netlify
Claude Code
i18n
Author-led project in validation · CRM + AI
Leea, an author-led applied AI practice
A CRM and Lifecycle transition diagnostic that organizes evidence, specifies a measurable intervention and defines the next test without promising uplift.
Project in validationCRM / LifecycleApplied AIMeasurement
Case 01 · CRM & Lifecycle
Abrindo Caminhos
Institutional repositioning for a major NGO: condition-based personas, a 5-stage donor journey, a KPI framework and multichannel automation for recurring revenue.
Donor journey
HubSpot / RD
Power BI
Case 02 · Hybrid prospecting
Boa Leitura
A reading-incentive social project designed as a prospecting engine: a 5-stage Defenders funnel, a literary calendar as cadence and guests as a leverage channel.
Lifecycle funnel
Mautic / Make
KPIs
SQL · Case 01
Filters and Lead Qualification
Filter structure that isolates SQLs based on role, intent score and status. 40% reduction in prospecting time.
WHERELIKEAND/OR
SQL · Case 02
Precedence Logic
Audit query with boolean logic to recover VIP leads inactive for over 30 days. 15 new opportunities opened.
AND/ORWHEREScore
SQL · Case 03
360° Customer Success View
LEFT JOIN with IS NULL to identify clients without activation. 15-day reduction in onboarding time.
LEFT JOINIS NULLLTV
SQL · Case 04
Funnel Aggregation
Volumetric analysis by pipeline stage. Identified a critical bottleneck at "Proposal Sent" and triggered document automation.
COUNTGROUP BYORDER BY
SQL · Case 05
Average Ticket by Segment
AVG() grouped by sector to identify the most profitable industries. Technology 40% above average, defining expansion focus.
AVGGROUP BYROUND