Portfolio
Projects &
Cases
My transition to Associate Product Manager builds on experience in CRM, journeys and cross-functional collaboration. Here I distinguish real work, conceptual studies and technical projects.
Project 01 · Fênix Educação
Diagnosis, prioritization and journeys at Fênix
I led CRM cleanup and segmentation and proposed moving the pre-enrollment CTA earlier with UX and the site team. We tracked clicks, pre-enrollments and enrollments, with reported growth and percentages no longer recalled.
Project 02 · Community and events
Community, events and data
CRM and repeat attendance at ODD, promoter management at DGTL and care coordination with ResPire. Communication, data and partnerships applied to LGBTQIAPN+ events.
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.
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 growth channel.
SQL · Case 01
Filters and Lead Qualification
Filter structure that isolates SQLs based on role, intent score and status. 40% reduction in prospecting time.
SQL · Case 02
Precedence Logic
Audit query with boolean logic to recover VIP leads inactive for over 30 days. 15 new opportunities opened.
SQL · Case 03
360° Customer Success View
LEFT JOIN with IS NULL to identify clients without activation. 15-day reduction in onboarding time.
SQL · Case 04
Funnel Aggregation
Volumetric analysis by pipeline stage. Identified a critical bottleneck at "Proposal Sent" and triggered document automation.
SQL · Case 05
Average Ticket by Segment
AVG() grouped by sector to identify the most profitable industries. Technology 40% above average, defining expansion focus.