Ligia Balilla

Selected client projects

Project 1

• Conducted multiple rounds of quantitative and qualitative customer research to identify pain points and unmet needs of jewelry shoppers
• Developed a unique mix of tangible and experiential offerings, including a loyalty program to drive desired customer behaviors
• Defined a comprehensive pilot launch plan covering operating model, marketing strategy, and technology
• Successfully launched the pilot, achieving 3x enrollment goals and an ~8% increase in average order value

Project 2

• Comprehensive transformation project for a regional health plan payor/provider, resulting in a 15% reduction in operational costs and improved patient satisfaction scores by 20%
• Coordinated an extended diagnostic phase, engaging with over 700 employees and creating over 2,500+ initiatives for organizational change with an estimated opportunity value of approximately USD 610 million
• Created and led an Org. Effectiveness roadshow to reach over 30,000 employees and built an ideation tool that received 500+ ideas
• Improved healthcare operations and consumer experience by defining and implementing 8 digital customer journeys

Project 3

• Facilitated strategic alignment during the pre-merger phase, ensuring key priorities were defined, and decision-making processes were streamlined, contributing to a smooth merger closure
• Led cross-functional workshops on rewards, benefits, and client-servicing strategies, coaching leadership to drive consensus and achieve seamless integration with minimal disruption
• Orchestrated customer journey strategy workshops, preserving unique value propositions and maintaining high Net Promoter Score (NPS) scores post-merger
• Developed new joint brand guidelines and customer experience strategies, positioning the merged entity with a differentiated and cohesive brand presence

• Supported the development of The Gabriel Brand for a newly acquired Miami hotel under Hilton's Curio Collection, leveraging comprehensive market research, competitive analysis, and focus group insights to align the brand with guest preferences
• Co-developed the brand & style guide, encompassing logo usage, color palette, tone of voice, and social media guidelines and the brand playbook, including the property muse, guest journey, partnership philosophy, service-level training guidelines, and marketing principles
• Led two pre-opening leadership workshops, co-creating property-specific guest journeys and a strategic marketing plan, resulting in the identification of three new strategic initiatives projected to generate $0.5 million in incremental revenue annually
• Oversaw service-level collaborator training programs, successfully training 100+ team members, ensuring brand consistency, and contributing to a 95% positive feedback score from guests on service quality
• Planned and organized the inaugural weekend launch, hosting 150+ high-profile guests and curating exclusive experiences, achieving a 93% guest approval rate and resulting in the hotel being 70% booked for the first 3 months post-opening

• Coordinated and executed 3 annual wine judging events, including "The Invitational" (the largest all-American, invitation-only wine judging in the country), and 2 wine tasting events; managed vetting and invitations for applicants, schedule management, on-site operations, volunteers, and technical services coordination to ensure seamless execution
• Streamlined event budgeting resource allocation and developed new partnerships, reducing overall costs by 12% while maintaining high-quality standards and improving operational efficiency
• Established and nurtured long-term relationships with over 50 key stakeholders, including wine judges and winemakers, contributing to improved event quality and stronger brand partnerships
• Developed and implemented targeted marketing campaigns that drove engagement with key consumer segments, resulting in a 30% increase in social media engagement and a 23% growth in event registrations
• Developed and deployed digital attendee surveys for wine-tasting events to capture insights and feedback, improving attendee satisfaction by 20%

• Led a cross-functional internal team across sales, compliance, research, and industry analysts to structure and execute over 20 transactions (IPOs and Follow-ons), raising over $8 billion in equity
• Spearheaded over 10 investor roadshows and coordinated efforts between sales and research teams to optimize market positioning for equity issuances. Securing commitments from major institutional investors, resulting in an average book coverage ratio of 2.3x
• Delivered over 100 high-level sales and marketing presentations to C-suite executives from Brazil's largest companies, driving strategic discussions on market positioning and growth opportunities
• Trained and prepared over 30 C-level executives for investor roadshows and non-deal roadshows, enhancing presentation quality and ensuring alignment with key messaging strategies, resulting in an average 40% increase in investor engagement
• Collaborated with the Brazilian Stock Exchange to host workshops for 15 pre-IPO companies, coaching and educating 60+ executives on equity market dynamics, the IPO process, corporate governance standards, market positioning, and investor expectations
• Led a joint initiative with the Brazilian Stock Exchange to enhance "Bovespa Mais" for small and medium-sized companies. Developed a training program with 5 institutional investors, helping companies refine market positioning, strengthen investor presentations, and align growth strategies, resulting in 4 new pre-listings

• Conducted comprehensive analyses of Brazilian equity markets, identifying trends, sector opportunities, and macroeconomic factors influencing IPOs and follow-on offerings
• Supported the execution of 2 high-profile equity transactions, including IPOs and follow-ons, ensuring seamless coordination between internal teams and external stakeholders
• Prepared 50+ internal working group memorandums, deal structure recommendations, pitch books, prospectus drafting, roadshow materials, and investor feedback materials
• Redesigned all communication, pitch materials, and visual identity of BB Investimentos

• Successfully launched and structured the Asia Business Desk, identifying a USD 12 million market opportunity in business matchmaking services across Brazil, Japan, South Korea, Hong Kong, and China
• Structured and trained a multidisciplinary team of 8 professionals across Japan, South Korea, Hong Kong, Shanghai, and São Paulo, enhancing team capabilities in client prospecting, market trend analysis and team collaboration
• Coordinated knowledge-sharing initiatives, including 20+ workshops and conferences focused on business opportunities in Brazil and Asia
• Orchestrated 3 executive roadshows for Asian C-level executives in Brazil, fostering high-level networking and strategic partnership discussions
• Supported the development of 5+ state-of-the-industry data packs in collaboration with investment banking industry research specialists and economists
• Developed a robust database of 500+ Asian companies interested in entering the Brazilian market, facilitating effective matchmaking between Brazilian companies and Asian partners
• Generated over USD 2.5 million in total fees within the first year of operations