Amanda Fernandes
New York,NY
Summary
Strategic People Operations leader with experience in full-cycle HR across the U.S. and LATAM, specializing in fast-scaling retail and franchise environments. Proven expertise in HR infrastructure, employee training, multi-state labor compliance (NY, CA, FL), and workforce development. Seeking to contribute to a structured, mid-to-large company in New York with a strong HR foundation and people-first values.
Overview
21
21
years of professional experience
Work History
People Operations – U.S. Franchise & Corporate
OAKBERRY
02.2023 - Current
- Oversaw People Operations strategy for both the corporate team in California and 20+ franchise retail locations - managing a total workforce of 100+ employees.
- Designed and executed full-cycle HR programs: recruitment, onboarding, performance management, compliance, benefits, and employee relations — aligned with U.S franchise and corporate objectives.
- Developed and enforced multi-state (CA, NY and FL) HR policies that ensured compliance with U.S. federal and state labor laws while maintaining operational efficiency across all stores.
- Led recruitment lifecycle for all franchise locations and internal teams, including job design, hiring pipelines, and cultural fit assessments.
- Directed payroll operations using ADP, 7Shifts, TriNet, and EDD - maintaining 100% accuracy across hourly and salaried employees (exempt and non-exempt).
- Created and implemented scalable training programs focused on customer service excellence, harassment prevention, and leadership readiness — driving higher NPS scores and employee satisfaction.
- Partnered with store leads and district managers to improve team performance, optimize staffing levels, and reduce turnover across high-volume markets.
- Spearheaded employee engagement and morale strategies, including recognition programs, team-building activities, and feedback systems.
- Conducted HR workflow analysis and organizational audits, identifying automation opportunities that increased HR processing speed and reduced errors.
- Leveraged LATAM market insight and multilingual communication to support multicultural workforce integration and aid U.S. expansion strategy.
Co-Founder / Operations Lead
TOG APP
01.2021 - 01.2025
- Launched Tog App on the App Store and Google Play, increasing availability for iOS and Android users
- Drove efficiency, enhanced user experience, and boosted app performance metrics for movie and TV show recommendations
- Fostered team synergy and aligned operations with strategic business goals
- Oversaw critical operational details, ensuring seamless functionality and growth
- Responsible for opening and maintaining business accuracy with tax laws and inquiries in California
AI/ML Data Analyst
APPLE
01.2021 - 11.2022
- Enhanced Siri's performance in understanding Brazilian Portuguese through cultural and linguistic expertise
- Resolved language model issues, improving dialect comprehension
- Increased Siri's language model accuracy through detailed evaluation and analysis
- Conducted comprehensive analyses to refine Siri's understanding of regional dialects
AI/ML Data Analyst
SIGNALPET
11.2019 - 11.2020
- Revamped data storage with AI integration, boosting accuracy and efficiency
- Enhanced AI-driven data analysis, elevating project deliverables
- Streamlined data linkage with a new management solution
Investor Relations Associate
CAPITANIA
01.2008 - 06.2014
- Built and maintained strong relationships with investors, partners, and stakeholders by providing clear financial insights
- Managed investor relations for 40+ global key accounts, including Private Banking, Wealth Management, Pension Funds, and International Investors
- Pioneered new strategies in investor communications, setting a high standard in transparency
- Conducted detailed financial analysis and presented findings to investors, aiding in informed decision-making
- Developed and implemented investor relations policies and procedures, ensuring compliance with regulatory requirements
- Coordinated and organized investor meetings, roadshows, and conferences to facilitate effective communication and engagement
- Monitored market trends and provided timely updates to investors on company performance and strategic initiatives
- Collaborated with cross-functional teams to optimize financial product offerings and enhance investor satisfaction
- Acted as a primary point of contact for investors, addressing inquiries and providing comprehensive support
Treasury Management Intern
ITAU BANK
01.2004 - 01.2008
- Pioneered innovative approaches to manage financial risks, setting industry benchmarks
- Monitored market trends to ensure alignment with fiscal regulations and corporate goals
- Collaborated with cross-functional teams to optimize financial product offerings
Education
Bachelor of Science - Economics
Pontifical Catholic University of Sao Paulo
Sao Paulo, Brazil 06-2014
Post-Degree Certificate - Leadership & People Strategic
San Diego University For Integrative Studies
San Diego, CA11-2017
Certificate - Project Management
San Diego Mesa College
San Diego, CA11-2019
Skills
- Friendly, positive attitude
- Teamwork and collaboration
- Customer service
- Problem-solving
Languages
English
Native or Bilingual
Portuguese
Native or Bilingual
Spanish
Limited Working
Timeline
People Operations – U.S. Franchise & Corporate
OAKBERRY
02.2023 - Current
Co-Founder / Operations Lead
TOG APP
01.2021 - 01.2025
AI/ML Data Analyst
APPLE
01.2021 - 11.2022
AI/ML Data Analyst
SIGNALPET
11.2019 - 11.2020
Investor Relations Associate
CAPITANIA
01.2008 - 06.2014
Treasury Management Intern
ITAU BANK
01.2004 - 01.2008
Bachelor of Science - Economics
Pontifical Catholic University of Sao Paulo
Post-Degree Certificate - Leadership & People Strategic
San Diego University For Integrative Studies
Certificate - Project Management
San Diego Mesa College
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