Antonio Caires

- Deploying (over 20 million emails & pushes/weekly) campaigns focusing on activating, reactivating and engagement of users through newsletters, push notifications and homepage planning. - Covering touch points (by using Emarsys CRM platform) in order to maximize the retention of 7+ million customers - Driving CRM roadmap through a data-driven approach in cooperation to other related areas such as Merchandise, Product, Marketing Analytics, Brand and Design.

- Launched a new digital bank platform (called Woop Sicredi) from the scratch. Team and process set up as well. Defined USP and go-to-market strategy, accomplished Segments and CRM structure, product management roadmap and P&L forecast. Led teams/squads (40 FTEs) of: . CRM . Analytics (Data Lake creation and over 30 online dashboards); . Marketing . UX Team

- Led 3 teams (26 FTEs in total) to implement best-in-class customers activation, engagement & retention CRM campaigns - BI & Sales Campaign management based on propensity models, Segmentation, Customer lifecycle analysis, and others business ad-hoc analysis - Increased CRM adoption: from 400 to over 8k monthly users - average product penetration per customer grew up 45% in 18 months

12-week program within Rabobank in the Netherlands. In-depth training session for 10 high potential professionals from Rabobank partner banks of 6 different countries. Rotation in many areas such as IT, Legal, Compliance, Business Development, CRM, Marketing, Portfolio Management, Credit & Risk management.

- Worked with key business leaders, Finance and Marketing areas to develop annual business products budget for over 1.3k branches - Led 10 FTE team responsible for implementing CRM platform (Oracle Siebel) for the whole company. - Developed monthly dashboards, OLAP tools (OBIEE), cohort and adhoc analysis - Assembled new corporate managerial Datawarehouse

- Participated of Performance Management Program team: global initiative to implement Oliver Wyman Consultant program (Retail & SMEs) that improved 14% monthly sales productivity after 3 months. - Managed sales goal setting (all retail products) methodology for sales force (4k employees) - Implemented Sales incentives program for the whole retail sales force. High collaboration with HR, Finance and Business Intelligence teams