Victoria Colombato

• Analysed current Rental Business, defined North Star Metric, reviewed current flows and defined 4 experiments to carry out to increase MAUs on both supply and demand.

• Set the vision for the new Growth area by building and developing my own team with a Designer, Developer and Data Analyst. • Analyzed different stages of the user lifecycle and defined activation metrics (setup, a-ha, habit moment metrics) to identify clear opportunities for growth and prioritize test areas. Focused on on boarding and activation. • Carried out more than 15 quarterly experiments and implemented changes in the product that duplicated the Conversion Rate to payer and increased MAUs by 15%.

• Devised and followed up on full funnel acquisition and retention strategies through digital media campaigns. Resulted in a +42% quarterly increase in mPOS devices sold and +53% quarterly increase in TPV • Built mPOS Growth Model with product and IT teams to define the correct product/ channel/distribution strategy and promoted a "growth mentality" within the company • Carried out weekly customer visits to obtain feedback on overall user experience

• Built Annual A&P Budget plan for skin care products according to brand plan: follow up, control, deviation analysis and adjustment. • Led the launch of the Physiogel brand in Argentina: situation analysis, brand positioning, planning, execution and follow up.

• Analyzed product performance, profitability, marketshare, distribution and pricing, identified market opportunities for strategy devising to promote sustainable growth. • Coordinated media advertising campaigns and organized promotional events with external agencies to maintain leadership and improve brand recognition.

Growth Models and Retention Series

Industrial Engineering