Cleiton Malta
Deerfield Beach,FL
Summary
Marketing professional specialized in Consumer, Market & Data Intelligence. Passionate about bringing consumer data insights to life. Highly experienced in areas where the challenge is to produce actionable insights and market trends by CRM, Analytics (Data Mining, BI), and Market Research. Background in both technology and business roles, with expertise in large amounts of data (Datawarehouse, Data Lake), Marketing Automation platforms (SAS Campaign, Salesforce), and Market Research (Qualitative & Quantitative Methodologies) aiming to build and activate a consumer-centricity mindset in the organizations by building processes and keep track of consumers' data and opinions (transactions, lifecycle, habits, motivations). Translate findings into insights and relevant recommendations to improve business strategic decisions: product design, user experience, marketing campaigns, etc, minimizing business risks, increasing ROI, and, in consequence, making the companies grow. Over 17 years of experience in different market segments: Retail, Banking, Groceries, Pharmaceutical, Domestic Appliances, Personal Care, Health & Wellness, Oil/Gas, and Convenience Stores leveraging all kinds of data and information to improve the marketing strategy development and the Consumer Decision Journey.
Overview
17
17
years of professional experience
Work History
CONSUMER & MARKET INTELLIGENCE SENIOR MANAGER
Shell
01.2015 - 01.2020
- Develop a Consumer & Market Intelligence area from scratch, pushing the organization to a “consumer-centricity” mindset by data-driven approach
- Developing the company from the consumer's perspective, focused on their needs, collecting a universe of data (primary, secondary, app, social media listening, and research) and combine it with e-CRM (app Shell Box) giving a full 360 view of the consumer (Oracle, Power BI and Salesforce)
- Lead the structuring and migrating from multiple databases to the Consumer Data Lake, building a Unique Consumer Vision assuring compliance with the General Data Protection Regulation (GDPR)
- Conduct RFPs (BIDs) of Digital Marketing Agencies and CRM Agencies
- Build bridges across the organization through influence and experience, by generating knowledge on how to understand the consumer inputs and the market movements
- Support business areas in developing strategies through the Consumer Decision Journey (CDJ)
- Designed UX researches for Shell Box (Mobile payment and e-CRM app) and Dealer Platform
- Manage the market, consumer and product research plan, by mapping business needs (known and latent) through qualitative and quantitative methodologies
- Understand the dealers' business: mapping needs, challenges, and, desires, and in consequence, minimize their business risks (B2B)
- Manage the Marketing strategic plan, finding synergies between business units initiatives and granting its alignment with the company and Marketing goals, focusing on consumers
- Lead the Marketing mix modeling (MMM) to estimate the impact of various marketing tactics (marketing mix) on sales, in addition to establishing the ROI of each marketing initiative.
CONSUMER & MARKET INTELLIGENCE SENIOR MANAGER
Philips
01.2014 - 01.2015
- Lead the Consumer and Market Intelligence area with all data and information available for the categories of Domestic Appliances, Personal Care, Health & Wellness
- Responsible along with IT for mapping, integrating, and compiling multiple sources of information in the company (consumer, market, website navigation, sell-in, sell-out, distribution, price, technical assistance, warranty, social listening) using SQL Server and Tableau
- Designed and implemented an integrated Marketing Datamart, including a new data governance
- Act as a data-driven agent influencer, supporting the business areas in strategic decisions related to product regionalization, portfolio definition, distribution channels, and mapping of new market segments (innovation)
- Lead market researches (qualitative and quantitative methodologies) involving habits and attitudes of shoppers and consumers, consumer decision journey (CDJ), attributes and purchase decision, brand equity/awareness, NPS, price positioning, communication & promotion efficiency, among others
- Encourage the interpretation of these results to generate actionable insights for the business
- Continuous interface with the Global Consumer & Market Intelligence team, ensuring consistent alignment with major global initiatives, guidelines, platforms and tools.
CRM & MARKET INTELLIGENCE SENIOR MANAGER
Drogaria São Paulo
01.2012 - 01.2014
- Build the CRM & Market Intelligence area from scratch, integrating all data and information available in the company with the extra challenge of dealing with different sources and ERPs (SAP, Oracle and QlikView) from Drogaria São Paulo and Drogaria Pacheco (including physical stores and websites)
- Statistical studies and cross-analyzes (including Basket/Ticket Analysis) in the consumer database aiming activation and loyalty campaigns, at cost optimization and better efficiency ('the right product for the right consumer')
- Plan segmented actions based on the consumer's profile and life cycle (welcome, activation, loyalty/monetization, retention, and reactivation)
- Search and deploy players providing market information (Close-up, IMS Health, Kantar, Nielsen) to build a complete consumer and market outlook (market share, price positioning, the share of wallet)
- Development of a new store clustering taking into account the competitive market, consumer, product assortment, size allocation, and promotional offers
- Studies for store expansion: analysis of the potential locations, areas of influence, target audience, and sales forecasting using Data Intelligence & Location Intelligence tool (Geofusion)
- Category Management for Medicines (OTC), Healthy & Wellness, and Hygiene, & Beauty
- Manage the strategies and roles of the categories (destination categories, traffic generators, and cross/up-sell) to maximize sell-out and profitability by adjusting the price, assortment, product exposure and promotional actions following the store cluster
- Strategic definition of commercial policies (consumer prices or sell-out prices), through consumer data and customized statistical pricing models to the pharmaceutical retail business
- Ensure assertiveness in the price point to leverage market share, increasing profitability
- Strategic Marketing Planning to identify new spaces for business development (new categories, products, or services) based on Consumer & Market data.
CRM & MARKET INTELLIGENCE MANAGER
Grupo Pão de Açúcar (GPA)
01.2008 - 01.2012
- CRM management of the 'Programa Mais Pão de Açúcar' and the website 'www.paodeacucar.com.br' with analyzes and feasibility studies to better understand the consumer's lifecycle: acquisition, activation, reactivation, and retention
- Built a set of Predictive Statistical Models, Consumer Segmentations: sociodemographic, transactional, RFM Analysis (recency, frequency, and monetary), and Customer Lifetime Value (CLV)
- Tracking of direct marketing campaigns: approach strategy, audience selection, personalization intelligence, and communication/relationship rule
- Lead investigative analysis and diagnosis studies to better understand consumer behavior by accessing the internal databases generating applicable knowledge to the business
- Management of external data partners (Dunnhumby, Euromonitor, GFK, Kantar Nielsen, Shopping Brasil), seeking integration with all internal data to provide a more comprehensive and 360o view of consumer and market behavior
- Development of Consumer & Market Intelligence Dashboards (KPIs), in addition to enhancing the use and providing maintenance on existing ones
- Promote access, operation, and integration of Data Mining tools, ensuring quality and understanding of the metrics, given the volume and complexity of the databases (Data Quality)
- Manage along with the IT area, projects that can improve access, maintenance, mapping, and inclusion of new metrics in the company's Data Warehouse (DW), including the integration of different Data Marts on the company
- Conduct RFPs (BIDs), Proofs of Concepts of potential BI tools, CRM, and Campaign Manager platforms (Microstrategy, QlikView, SAP Business Objects (BO), SAP, SAS, Teradata, etc)
- Support in the implementation of the joint venture between GPA and Dunnhumby.
CRM & DATABASE MARKETING (DBM) ANALYST
Itaú Unibanco
01.2007 - 01.2008
- CRM & DATABASE MARKETING (DBM) ANALYST at Itaú Unibanco - Brazil (2007 to 2008)
CRM & DATABASE MARKETING (DBM) ANALYST
C&A Modas
01.2004 - 01.2007
- CRM & DATABASE MARKETING (DBM) ANALYST at C&A Modas - Brazil (2004 to 2007)
CRM & DATABASE MARKETING (DBM) ANALYST
Magazine Luiza
01.2003 - 01.2004
- CRM & DATABASE MARKETING (DBM) ANALYST at Magazine Luiza - Brazil (2003 to 2004)
Education
Master of Science (MSc) - Consumer Behavior
ESPM Escola Superior de Propaganda e Marketing
Bachelor of Science (BSc) - Business Administration
UFOP Universidade Federal de Ouro Preto
Bachelor of Science (BSc) - Information Technology
PUC Pontifícia Universidade Católica
Skills
- Consumer, Market & Data Intelligence
- CRM
- Analytics
- Data Mining
- Business Intelligence (BI)
- Database Marketing (DBM)
- Predictive Statistical Models
- Market Research
- Consumer Insights
- Trends
- Agile Scrum Methodologies
- Design Thinking
- Data-driven decision-making
- Market Research Analysis
- Strategic Planning and Alignment
- Marketing Program Management
- Campaign Performance Tracking
- Strategic Marketing
- Market Trends Analysis
- Budget Forecasting
- Customer Relationship Management (CRM)
- Creative and Innovative
- Social Media Campaigns
- Data Analytics
- Marketing Strategy Development
- SEO Optimization
- Brand Development
- Client Relationship Management
- Campaign Planning
- Social Media Strategy
- Social Media Management
- Data Analysis
- Marketing campaign development
- Search Engine Optimization
- Email marketing campaigns
Accomplishments
- SQL Microsoft Certified Professional (MCP)
- Best Paper Award: Do Consumers Do What They Say They Will Do? Global Business Conference (GBC), 2017, Dubrovinik (Croatia).
Timeline
CONSUMER & MARKET INTELLIGENCE SENIOR MANAGER
Shell
01.2015 - 01.2020
CONSUMER & MARKET INTELLIGENCE SENIOR MANAGER
Philips
01.2014 - 01.2015
CRM & MARKET INTELLIGENCE SENIOR MANAGER
Drogaria São Paulo
01.2012 - 01.2014
CRM & MARKET INTELLIGENCE MANAGER
Grupo Pão de Açúcar (GPA)
01.2008 - 01.2012
CRM & DATABASE MARKETING (DBM) ANALYST
Itaú Unibanco
01.2007 - 01.2008
CRM & DATABASE MARKETING (DBM) ANALYST
C&A Modas
01.2004 - 01.2007
CRM & DATABASE MARKETING (DBM) ANALYST
Magazine Luiza
01.2003 - 01.2004
Master of Science (MSc) - Consumer Behavior
ESPM Escola Superior de Propaganda e Marketing
Bachelor of Science (BSc) - Business Administration
UFOP Universidade Federal de Ouro Preto
Bachelor of Science (BSc) - Information Technology
PUC Pontifícia Universidade Católica
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