Patrick Sobral

• Led the company’s first Generative-AI marketing pilot (makeup), delivering 5× landing-page traffic and +22% Tier-1 media reach; documented the scaling playbook and governance. • Owned the Emerging Technologies / Tech Radar, connecting 60+ trends to 22 BUs and producing 60 Trend Cards with 50 internal experts to prioritize bets by time horizon. • Ran executive-to-squad sessions to accelerate adoption, earning CSAT 80% / NPS 100 from 200+ PMs & Engineers.

• Increased gifting conversion by +10 p.p. via controlled Experimentation across e-commerce, CRM, and media. • Turned Gamer Journey insights (1,040 survey + 20 focus groups) into Gen-Z activations, reaching 758k impressions (24k engagements) and creating 3 new products with exclusive in gaming brand activations. • Built a Customer Journey Mapping practice across 65 brands / 7 units (20+ journeys), feeding product, retail, and service improvements.

Produced Nielsen/Kantar-based insights to support sales and marketing campaigns. Improved campaign planning efficiency via dashboards and funnel reviews, strengthening digital-to-store integration.

Built an SKU pricing simulator with regression models, enabling data-driven decision-making. Supported sales and revenue management teams to optimize pricing processes across OTC categories.

Exchange Program (Science Without Borders Scholarship)