Detailed experience | lucaslamas

Know my background and experience on further detail:

Product Marketing Manager

November 2015 - Present

Namu Cursos is a new platform of Portal Namu, the first wellness online courses platform in Brazil, offering yoga, pilates and healthy cuisine courses.

Responsible for Namu Curso’s platform launching and planning, integrating IT and operation teams, market research, business and marketing plans, and financial projection documentation for Brazilian and North American markets. Launching from scratch the WordPress and WooComerce service platform on three months.

Managing the marketing two-people team, focused on duties as:

Brand positioning, targeting, e-mail marketing (using Mail Chimp) and KPI reports and analysis (using Google Analytics and internal server reports);
Landing page creation and optimizations (as CTA click through rates from 0.5% to +13%);
Lead generation using eBooks, Co-Branded and specialist promotions (using Unbounce and social media as Facebook and Instagram);
Public Relations agency management resulting on great coverage in Brazilian press, while optimizing the awareness and link building strategies;
Social media strategy and operations, contributing to:

YouTube channel +600 videos, increasing subscribers from 65 thousand to +125 thousand (average of +1 thousand new subscribers per week), reaching more than +8 million views;
Facebook fan page resulting on aggressive growth from 75 thousand fans to +1.1 million and engagement rates that reached 4% average for more than 6 months;
Instagram management resulting on a monthly average increase of 25% followers and 34% interactions;

Customer services, focused on retention and answering questions and interactions by phone, e-mail and social medias;
Specialists hiring and demand analysis, responsible for market and demand research, to combine teacher and courses subjects to attract more students/buyers.
Managing the filmmaking eight-people team, responsible for all stages of production, including pre and post-production, increased productivity and decreased set average time from 44 to 22 hours per course, and editing from 3 weeks to 1 week per course.
Also in charge of the first website product mix, I have created the web banner and product placement, including pricing, sales strategy and commercial team training. Resulting on Lojas Besni’s (one of the biggest clothing retail chains in Brazil) sponsorship, delivering +1 million views.

Field Marketing Manager

March 2014 - July 2015

Printi is disrupting the inefficient Brazilian printing market. Utilizing technology and scale offers lowest prices, high quality, and a broad product portfolio to corporations of all sizes. Part of the Vistaprint group that invested R$60 million in 2014.

In charge of the department implementation to focus on B2B campaigns diversification to increase profitability and brand awareness.

Developed and executed several field campaigns focused on showing the experience only Printi can offer, offset print materials produced in low or high quantities as fast and as low-priced as digital print companies while increasing lead and traffic generation.

Responsible for direct mail campaigns, new products development, PR strategy, organization of corporate events as well as trade shows and workshops. Business Intelligence and the loyalty program focused on customer’s relationship development and implementation.

Field Marketing Manager

November 2013 - February 2014

HelloFood is an online food ordering platform in Brazil with a mobile and web platform affiliated to more than 2,500 restaurants. It is part of the FoodPanda Group also available in Asia and Europe operating in more than 20 countries. FoodPanda group was founded by Rocket Internet, the largest international online venture builder leading companies in 40+ countries.

In charge of departments’ implementation and a two-people team to focus on campaigns diversification to increase orders, app downloads, profitability, and brand awareness.
Developed and executed several field campaigns focused on traffic and order generation as:

Flyers distribution to students of 54 different Universities in São Paulo - The 6-promoter team distributed 80 thousand flyers in a week, resulting on a 60% order increase in the period.
Direct mail campaign - 50 thousand promotional letters sent to targeted potential clients, resulting on a 15% percent order increase.
Responsible for trade marketing and co-branded campaigns including restaurants dining areas, websites and social networks, as well as direct mail campaigns, PR strategy, Business Intelligence and web influencers campaigns.

Marketing Intern

December 2011 - September 2013

iFood is the leading online food ordering platform in Latin America. With a mobile and web platform is present in more than 80 cities, with over 6 thousand active restaurants and more than 1 million active users.

Working closely to the directors I was responsible for the online and offline campaigns in all sorts of media, from concept creation and design interface definitions to briefings and result measuring. Part of strategic planning, business intelligence, KPI reports creation and analysis and PR strategy.

I planned and executed the campaign (focused on restaurants or users) "Semana do Delivery" (Delivery Week in free translation) held in 2012 in São Paulo, Rio de Janeiro, Fortaleza, Recife and Salvador. There were more than 400 restaurants delivering their dishes with no delivery fee during a week. The event had enormous repercussions in the media, generated more than 20 thousand orders, and reached more than R$ 1 million in transacted value, so becoming the biggest Delivery event in the country.

I was also responsible for marketing and commercial joint campaigns, performance indicators, and strategic definition to create institutional and co-branded materials for key partners focused on trade-marketing. One of the biggest campaigns was “Minha Pizza Premiada” (My winning pizza in free translation) that launched Recife operations associated with Pizzaria Atlântico, the biggest pizza place in Northeast Brazil, that deliveries more than 80 thousand pizzas monthly. It was a collaborative campaign, in which clients could create their pizza flavor, and the winner got one year of free pizza delivery and one iPhone, resulting on enormous repercussions in the media and lead generation.

Part of the team responsible for a series of web influencers campaign focused on advertising iFood for millions of people through famous Facebook, Instagram and YouTube famous channels in Brazil. It included branded content and product placement, other than awareness the campaign resulted on massive peaks of access and app downloads.

Financial Intern

May 2011 - December 2011

Daiichi Sankyo is a global pharmaceutical company with corporate origins in Japan that provides innovative products and services in more than 20 countries around the world. With more than 100 years of scientific expertise and approximately 17,000 employees worldwide.

I was responsible for budget monthly control, monitoring detailed values with department managers and directors to ensure financial strategic alignment. Support management planning and decision making by preparing consolidated forecasts and budgets and analyzing operating performance to evaluate business risks and opportunities.

Worked with Managers and Directors to consolidate detailed P&L projections for each plan cycle including Operational Budget, Mid-Year Forecast, Long Term Plan, and Year End Forecast. Analyze current and past trends in key performance indicators and P&L basis, including all areas of revenues, cost of sales, expenses and capital expenditure, highlighting trends and causes of unexpected variances.

As extra activities I was assigned for the financial viability analysis of projects; for example a cost reduction analysis based on the sales team’s vehicles leasing renegotiation, and a customer loyalty program launching resulting on actual reformulations on both projects and significant saves.

Foreign Trade Assistant

December 2007 - April 2011

Reach Assessoria is a service-oriented company owned by my family, providing domestic and international companies the opportunity to import and export products to new and existing markets. Stablished in 1999 Reach helps Brazilian and multinational companies with bureaucratic customs clearance, relying on the founder’s more than 30-year experience.

I was responsible for the analysis and operational processes of imports in the Brazilian system, tax checking and calculation, process monitoring, customs clearance, and client relationship. And also Export documents preparation and registration in the Brazilian system, process monitoring and client relationship.

Worked on several administrative functions as monthly billing elaboration, contact and client portfolio management, cash flow and human resources department routines.