About

Gina Trancoso is a highly experienced digital marketing and performance management professional with over 10 years of relevant experience. She has a broad range of skills, including data-driven marketing, CRM, loyalty, e-commerce, and retail, among others. Gina is an expert in negotiating with commercial and product teams to achieve targets and analyzing campaigns and channels to optimize sales and ROI. She is also skilled in monitoring KPIs such as OR, CTR, sessions/visits, conversions, average ticket, revenue, US$/mail, CPC, CPA, ROI, and budget optimization. Gina has extensive experience in conducting A/B tests, developing studies on consumer potential, LTV, RFV, clusters, propensity models, NBO, NBI, ensuring customer loyalty and retention. She is responsible for managing direct channels like SMS, PUSH, and email marketing, creating rules and automatic communications based on the client's life cycle, interests, behavior, navigation, and purchase journey. Gina has a democratic leadership style that involves teams and ensures their professional training and career development opportunities. She has managed teams from junior (intern) to senior levels (coordinators). Gina is currently the Head of Customer Relationship Management at Petlove and has previously worked as the Head of Digital Marketing at Lojas Le Biscuit S/A and Tempotem. She has won several awards and accolades, such as Top of Mind Bahia, Prêmio E-commerce Brasil mais querido do NE, and Record in Black Friday, among others. Gina has a proven track record of implementing and automating CRM programs and end-to-end campaigns (multichannel) using IBM Watson Campaign Automation, Salesforce, and Oracle Responsys platforms. Gina has completed several specializations, including a professional diploma boot camp in digital marketing from the Digital Marketing Institute, an MBA in marketing from FIA - Fundação Instituto de Administração, and a specialization in business administration and management, general, from BMI (Blue Management Institute). She also has several boot camps and specializations in data modeling/warehousing and database administration, product management, direct marketing, and educational leadership and administration. Gina's tech stack includes senior software engineer and Salesforce. She has relevant experience of 10.38 years, and her expertise in digital marketing and performance management makes her an asset to any organization.