ClickBus

Diretora de Marketing & Growth

iFood

I was responsible for creating iFood's first Generative AI product using OpenAI, employing a SaaS business model for supermarkets and pharmacies. I managed the entire sales funnel, from lead generation to customer retention, across multiple sales channels, including a low-touch acquisition process that contributed to 20% of sales. I also played a pivotal role in establishing and overseeing key performance indicators (KPIs) to guide our product development efforts. My position required me to report to the Senior Director and oversee a team of 50 individuals within the business unit

Diretor of Growth Compr.ai @Groceries | B2B2C

- Doubled the utilization of advertising investment through the strategic leverage of endemic brand data to maximize sales outcomes.
- Developed an analytical model for inventory visibility utilization, resulting in heightened predictability of monthly revenue streams.
- Engineered a sales powerhouse by integrating CRM with the promotional calendar, effectively driving campaign engagement and boosting consumption rates.
- Spearheaded the Minimum Viable Product (MVP) development of the app, seamlessly integrated with the SiteMercado e-commerce platform (pricing test, tech implementation and value proposition)

Head of Bizdev SiteMercado (Ads and app) | B2B

-Responsible to find opportunities for revenue growth of means of payments and customer behavior usage.
-Built and lead the external Financial Partners, prospecting and building relationships with the main market brands (Bradesco, Nubank, Itaú, C6), with a promotional agenda focused helping brands to increase their share of wallet at the same time decreasing cost of order for iFood 
-Incubator of tests to increase number of orders (C Class offerings, Social Sales, Reward Program)
-Responsible to oversight the monthly marketing report to Prosus 
-Leader of the female marketing leadership group. A group with more than 40 coordinators and heads, promoting monthly meetings to work on skills development (networking, negotiation, personal marketing)
-Report  directly to the Marketing Director, team of 12 people

Head of Marketing 

Nimbi S/A

- Responsible to develop and implement cross selling strategy for Nimbi´s 200 thousand marketplace companies
- Brand repositioning: https://nimbi.com.br/?lang=en
- Inhouse 360o Digital Marketing, including ads investment
- BTL activities: PR and events

Kobold Gestora Digital de Crédito

- Brand re-positioning for R$3,5 billion FIDIC fund named Kobold:  https://kobold.com.br/en/ 
-  Creation of white label digital wallet with access to the capital market FitKb:  www.fitkb.com.br

Marketing Consultant Advisor

OMG Digital Brasil

- Digital Marketing Agency with 10 employees developing Social Media, sites, Inbound marketing, SEO, Google Ads, Facebook Ads and brand identity
- Clients from Technology (Nimbi), Financial (Kobold and ABFintechs), Civil Construction (www.pavibloco.com.br), Food retail (LeMax and Stravaganze), Fashion (Tidsy and Buli Buli), Sustainability Event (www.livmundi.com).

Founder/CEO

Som Livre

- Marketing planning by implementing market share analysis and margin per artist/product optimizing investments to renew contracts 
- Development new business models through negotiation of new partnerships: e-commerce, rodeo and career management  
- Marketing defense on valuation of a new platform to small artists 
- Data analysis of public execution copyrights, recovering R$12 M in 2014

New Business at Som Livre

Responsible for the broadband strategy to retain and attract customers of cities with three broadband players. Development and implementation of preemptive strategy: massive upgrade (1 million clients in 12 months) coordinating  IT, engineering and communication efforts.

Senior Manager Broadband Monetization

- Responsible to define Oi brand offerings of Fixed line, Broadband, Prepaid for Brasil Telecom clients 
- 6 months immersion in Brasilia to deepen Brasil Telecom's products and select the team with skills and  culture fit to move to Rio de Janeiro.
- Oi spokesperson at the launch of Cuiabá, Londrina, Blumenau and Joinville. Oi is a public trade company and only a few people can represent it

Senior Manager Retail for Brasil Telecom area

Package development offers to maintain revenue of R$3,8 billions per year. Analytical management, focused on consumer behavior.

Long Distance Manager

- Responsible to design first convergent bundle in Brazil: Oi Conta Total (land line, broadband and mobile), a family package plan based on household concept. 
- Developed special offerings for post paid clients targeting high value clients, using direct mail as a communication tool using partnerships for better segmentation or to share communication costs. Partnerships with: Samsung, Motorola, Previ (pension fund), Mitsubish, Diário Nordeste (newspaper).  Control real versus forecast, including handset subsidy costs. 
-Developed acquisition offers: Free webcam partnership with Globo.com, free modem partnership with Ig,  discounts for dial-up clients,  bundle Velox+Oi

High Value Consumers Acquisition Manager

Service development of Value Added Services such as Videos, Games, Blog through partnerships.
- 1st Video Service in Brazil - Mundo Oi. Technological partnership with Motorola and Office Noa (Japanese company) before smartphone age. Partnerships for video content with Bandnews (sports and news), BBB, Porteiro Zé, Trailers, Garotas Morango (iG portal) e Sexy magazine. https://noticias.uol.com.br/mundodigital/ultimas/2004/03/19/ult8u849.jhtm
- Management of the potential of each service through the base of handsets with technology, number of downloads or usage of the service, revenue and monitoring the result of communication actions in the services.

VAS Marketing Coordinator

TIM Participações

Designed and implemented the customer journey of Value Added Services such as MMS, Java Games, voicemail in the start-up phase.

Marketing Coordinator

Claro Brasil

- Voice Mail Product Manager. Responsible for increasing Voice Mail usage using communication such as: SMS, direct mail and prize promotion.
- International Roaming Product Manager. Responsible for coordinating IT, engineering, call center to launch the first seamless international roaming partnership with AT&T.
- Responsible to analyze all KPIs for post Paid plans (gross ads, churn, MOU)

Marketing analist-Coordinator (Product Manager)

Shell

Responsible to  support Country Manager Lubricant Sales as a planner.   Developed excel macros to speed up KPI performance such as : margin per Shell Lubricant Distributor  franchise and product mix.
As a analyst: I create a forecast excel tool allowing concatenate 16 Distributors budget

Trainnee / Analyst

Marketing & Growth Director @ClickBus | Business developer | AI | Empreendedora| ex iFood | Harvard

Olá, sou Michelle Xavier — diretora de Marketing e Growth na ClickBus, onde lidero uma agenda de inovação, performance e posicionamento de marca. Sou movida por desafios grandes, metas ambiciosas e o impacto real que o marketing pode gerar quando une dados, criatividade e propósito.

Com mais de 20 anos de experiência em marketing, tecnologia e liderança, já atuei em empresas como iFood, Claro, TIM, Oi e Som Livre. Tive a honra de liderar o lançamento do primeiro produto com IA generativa do iFood (o Compr.AI), uma solução de compra por Whatsapp para supermercados utilizando GPT.  A formação empreendedora veio na prática, quando fundei uma agência digital com foco em performance e fui o braço estratégico de mais de 30 marcas em suas jornadas digitais.

Na ClickBus, além de liderar campanhas como a da High Season e a criação de produtos como o ViagemCast, venho consolidando o papel da marca como travel tech líder no Brasil — conectando dados, criatividade e impacto cultural. Também sou apaixonada por ensinar e formar novas lideranças: dou aulas em MBAs e mentorias, e sigo ativa em pautas sobre o gender gap e a presença feminina na liderança.

Estudei na Harvard Business School, MIT, Digital Marketing Institute e Section (do Scott Galloway), porque acredito que aprender sempre é parte essencial de liderar bem.

Se você também acredita em marketing como força de transformação — seja para o negócio, para as pessoas ou para a sociedade —, vamos conversar. 🚀

Michelle Xavier

Uma ideia dita numa entrevista… e hoje, 150 mil clientes depois, virou realidade. 💜 

Na minha entrevista para a ClickBus , o CEO (Phillip Klien) pediu:
Me conta uma ideia que ainda não fazemos aqui.

Sugeri usar o CRM Ads, uma solução que na época era recém-lançada. A proposta é levar um bônus para viajantes da Clickbus  usando o hub de marcas anunciantes da CRMBonus.

E olha onde essa ideia nos levou:
hoje mais de 150 mil clientes regataram os seus bônus, com uma parceria que virou serviço real — entregando valor pro cliente Clickbus e trazendo receita para a empresa.

💎 Por essa parceria, fui reconhecida como uma das executivas do Varejo 2025 no CRM Awards. Um super orgulho de estar nesse grupo de pessoas que fazem o Varejo brasileiro acontecer.

💡Para fechar uma provocação: às vezes uma nova ideia de um serviço pode nascer de uma conversa na entrevista… ou num post que você viu no LinkedIn. 😉

#RetailMedia

Loures

Coordenador de comunicação

Consultoria estratégica de comunicação para marca, com atuação em planejamento e execução de iniciativas de comunicação que promovam reputação, engajamento e resultados. Responsável por gerenciar o relacionamento com a imprensa, desenvolvendo pautas, releases e estratégias para maximizar a visibilidade e o impacto das mensagens corporativas. Além de gestão de crises e produção de relatórios.

Especialista de Comunicação para Grupo Carrefour Brasil

Grupo Petrópolis

Responsável pelo plano de comunicação institucional e eventos com foco na estratégia de gestão da marca e reputação; 
Apoio em ações de endomarketing e employer branding 
Colaboração com as demais áreas da empresa e com as marcas para garantir que as comunicações sejam claras e eficazes;
Acompanhamento da agência de assessoria de imprensa nas estratégias de relações públicas da companhia.

Analista de Comunicação Corporativa Sr. 

Responsible for the company's public relations strategies, analysis of opportunities in the organic media, coordination of the press relations agency. In addition i'm responsable for influencer marketing actions and channel management on the brand's social networks.Reporting to the marketing director and the company's CFO and CEO. Also responsible for community manager and social listening activities.

Brand Marketing Analyst

JeffreyGroup 

Working for ABICAB (Associação Brasileira das Industrias de Chocolate, Amendoim e Balas). Responsable for press officer activities, crises management, lead the social networking team and content.

Senior Account Manager

Golin

Responsable for Sem Parar account, a payment system company. Press officer activities and strategic planning, development of campaigns and articles, relationship with influencers, crisis management and monitoring of metrics and KPIs.

Senior Business Analyst

Ideal H+K Strategies

Exclusive to Embraer. Crisis management, press service, production of notes and releases, as well as assisting in the strategic planning of actions.

Account Associate

NR-7 Comunicação

Responsible for the press oficcer activities for several clientes, such as ClickBus, Voopter, Worldpackers, Agibank and LOC. I was also part of the Cabify, Zarpo, Kitado and Socialbakers teams where I was responsible for planning, production of pitchs and relations with the press.

Account Executive

Markable Comunicação

Atendimento à imprensa para clientes do setor de franquias de segmentos como gastronomia, pet e fitness. As principais atividades são produção de release, follow-up, analise de clipping, planejamento de ações e mensuração de resultados.

Assessor de Imprensa

AtitudeCom Estratégia em Comunicação Ltda

Atendimento á contas do núcleo de franquias com empresas de diversos setores, entre elas o Instituto Embelleze, Seven Idiomas, Dental Cremer e Miss Pink. 

Além disso, realizo trabalho de PR digital para o David Pinto, fundador da Longitude - Escola de Empreendedorismo e participei da divulgação da Austrália, durante os Jogos Olímpicos Rio 2016, atendendo a Austrade - Australian Trade Commission

Máquina Cohn & Wolfe

Atendimento a contas como São Cristóvão Saúde e Grupo MGB. Desenvolvimento de pautas e releases, follow-up, divulgação, elaboração de relatórios e acompanhamento de pautas e entrevistas, planejamento de ações e PR.

Analista de PR

Apoio no atendimento a contas do setor de saúde e varejo, elaboração de relatórios, auxílio no acompanhamento e desenvolvimento de pautas, follow-up e divulgação de releases.

Trainee em Relações com a Mídia

Nos oito meses em que estive atuando junto à equipe, auxiliei no atendimento de contas como Queiroz Galvão, Steelcase, Confidence Câmbio, LBR, GP Investments, Máquina de Vendas e Movimento Arredondar, sendo interface direta a diretores executivos nas duas últimas contas.

Estágio em Relações com a Mídia

As a communication professional with 10 years of experience and expertise in corporate communication, press officer and public relations. I work to structure communication processes and help build and maintain brands with all their stakeholders (media, customers, influencers, partners, etc...).

Currently, I am part of the marketing team at ClickBus, the leading platform in sales of road tickets in Brazil, being responsible for the brand's corporate communication planning (B2C and B2B) reporting to the marketing director and the company's CFO and CEO, in addition I also reponsable for coordinate the press agency and influencers.

I have already worked at large communication groups such as Máquina Conh & Wolfe, NR7 Comunicação, Ideal Hill & Knowton, Golin and JeffreyGorup, where I had the opportunity to integrate teams that provided services for brands such as: Cabify, ClickBus, Zarpo, WorldPackers, Embraer, Sem Parar and ABICAB (Brazilian Association of Chocolate, Peanut and Candy Industries).

Always being one of the main interfaces between the agency and the client, I was responsible for coordinating the media relations, preparing strategic plans, guidelines, releases, positions and reports. In addition to integrating teams focused on crisis management.

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Michelle Xavier

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The Battle

Michelle Xavier

Heverton Bruno

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Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Michelle Xavier's LinkedIn Performance

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