Maria Inês Rodrigues

Reconciled and interpreted data from internal and external data sources. Generated daily, weekly, and monthly reports and dashboards using data analysis and visualization tools (incl. Excel and Power BI) highlighting key KPI’s such as sales, profit, monthly targets, and related data. Tracked behavioural and demographic trends across customer segments.

• Successfully created and implemented a new job position of “Marketing Data Analyst” in the company, starting this role from scratch.
• Built a more results-oriented team by creating an environment of constant analysis and supporting business decisions with data.
• Improved company results by registering a consistent growth in the first 3 years in the company - 3% growth in 2018, 9% in 2019 and 10% in 2020 (before Covid)
• Helped company to reach the position of Market Leader in Direct Selling for Beauty & Personal Care industry in Portugal since 2019, overcoming its main competitor (Avon)

Crafted annual marketing plans, outlining clear objectives, strategies, and initiatives for multiple brands.

Orchestrated comprehensive end-to-end ATL/BTL campaigns, fostering close collaboration with design agencies to develop impactful packaging, POS materials, and media content.

• Planned, implemented, and tracked sales and marketing strategies to promote brand products.
• Created and managed budgets to maximize brand reach and engagement.
• Researched and identified new opportunities for product and brand development.
• Developed and executed branding campaigns to educate target audiences on product features, benefits and values.

• Documented user stories, specifications, and product features into detailed work order to communicate across teams and build mandatory requirements.
• Communicated effectively with team members to deliver updates on project milestones and deadlines.
• Developed product documentation to communicate upcoming features and products to internal teams.
• Reviewed sales, customer concerns, and new opportunities to drive business strategy at weekly planning sessions.

• Addressed and resolved customer complaints and issues to improve satisfaction.
• Fostered customer trust by addressing concerns and needs using targeted problem-solving.
• Assessed client needs and developed plans to adequately address current and future objectives.
• Identified opportunities to cross or up-sell [Product or Service] and communicated customer needs to appropriate team.