Fernando Richa

Responsible for analyzing markets and opportunities in the Northeast and Southeast regions with the goal of directing all strategies (marketing, sales, communication, investment in networks) from Vivo in these regions Assessment and alignment of opportunities together with product managers (Pre, Post and Internet) and its regional sales teams; strategic and tactical plans to be developed for each region as well as monthly results follow-ups.

Responsible for the high-value customers segment of the company, P&L and KPI’s analysis for new products and design of the convergence strategy of Vivo. Development of potential studies, competitor analysis and identification of new opportunities in the telecommunications market in Brazil. Responsible for the strategy to encourage the use of pre-paid market in 2009, achieving a 30% increase in sales in 3 months.

Coordination of the acquisition post paid team with budget of R$100MM/year; Leader of campaigns Above the line and Below the line of commemorative dates, structured Business Models and Strategic Plans focusing on ARPU growth (Average Revenue per User) and ROI (Return on Investment) Responsible for the development of New Business opportunities and all current partnerships and alliances PMO of Vivo`s Northeast region Start-up, structured the Post Paid Launch Strategy.

Coordination of CRM and customer care actions with bugdet of R$200MM/year; Loyalty actions resulted in more than 1,5MM handsets upgrades, 135% YOY (2006 vs 2005) reaching the best churn in the last 3 years avoiding revenue losses from around R$70MM Responsible for leading action of clone reduction (decrease of 95% in 1 year), with 100k handsets replaced, decreasing R$ 50MM fraud costs Business Developer of Vivo`s Loyalty Program for 4 MM post-paids customers;

Coordination of fixed-mobile synergy projects focus on customer service, generating savings of R$1MM/month; Retention projects resulted in 10% decrease in corporate churn in the first month; Process optimization decreased 90% complaints of customers to government regulation agencies; Process optimization in customer service resulted in 95% of first call resolution at inbound call center Participated in the customer service and sales to launch “Oi 31anos” campaign - More than 500k sales in 1 month.