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

✨ 2025 foi intenso. Incrível. Inesquecível

Teve ClickBus no Top 15 de marcas nas redes sociais associada ao show da Lady Gaga 🎤⭐

Teve time junto, energia lá em cima e muita entrega 💜⚡
Reuniões de resultado, happy hours 🍻 e o plantão mais insano da Black Friday 💜 🖤

Teve a ClickBus no palco do🎙️ CMO Summit 2026,  RME (Rede Mulher Empreendedora), Varejo Summit e COP30 🌍

Teve reconhecimento dos nossos cases no Effie Awards e Prêmio Jatobá 💜 e teve também meu reconhecimento como uma das 25 lideranças do Varejo pelo unicórnio CRMBonus.

Teve nossa marca no mundo físico 
Bonés rodando o Brasil 🧢
Pop-up Store no maior terminal da América Latina🏪

IA foi protagonista 
Nos eventos proprietários Bus Academy e Bus Summit teve conteúdo de altíssimo nível, coroado com o fechamento icônico com Neil Redding 🎓✨

Teve a responsabilidade de ser uma porta-voz da marca pra imprensa
Encerrando 2025 dando entrevista pro Jornal Hoje, com a árvore de Natal da família ao fundo 🎄💜
 
A primeira quinzena foi de férias para recarregar as energias do ano intenso.

Que não nos falte energia para tornar 2026 incrível também 🚀

#retrospectiva2025 #marketing

Grupo Boticário

PMO Sr | Tech Franchising

Stone

• Currently, I work as an N3 leader at Stone, managing a team of Business Analysts and Product Managers responsible for driving technology initiatives aligned with the company's global strategy
• Lead strategic projects and studies focused on the growth of products and the Payments business unit
• Act as the main point of contact for the corporate KPI unification project, leading the data and business front within the platform
• Collaborate closely with senior leadership and stakeholders from CX, Sales, Product, Design, Engineering, Risk, and FP&A, providing data-driven strategic insights and aligning initiatives and action plans
• Responsible for defining and tracking business KPIs, managing the OKR cycle, and creating performance reports and executive presentations for the Technology organization
• Manage the area’s budget and financial forecasts, ensuring alignment with targets and efficient resource allocation
• Structure and lead team routines and ceremonies (daily stand-ups, follow-ups, alignments), while also developing processes and continuous improvement practices to ensure focus, collaboration, and high-quality deliveries

NASDAQ: STNE
More info: https://stone-payments.github.io/stone-career-framework/pm/pm11/
Tools: SQL | Jira Atlassian | Confluence | Tableau | Metabase | BigQuery | Looker Studio

Group Product Manager | Growth Operations, Payments

• During my time as N3 leader of the Payments Business area, I was responsible for structuring and optimizing processes to consolidate a new structure at Stone, implementing a BI platform that centralized data, created dashboards and performance reports, and facilitated strategic decision-making by senior leadership
• I also coordinate strategic cross-tribe/product area projects, managed the creation of OKRs to measure the success of our objectives, and acted as a focal point for organizing Product and Engineering rituals and routines, such as the monthly Payments performance forum together with the CPO

Tools: SQL | Jira Atlassian | Confluence | Tableau | Metabase | BigQuery | Looker Studio

Product Operations Manager, Technology - Payments

• Responsible for Project Management and Sales Ops in the Key Accounts area at Stone Co, I led strategic initiatives aimed at optimizing the customer experience and increasing operational efficiency
• In this role, I structured the NPS project, implementing a system for measuring and monitoring customer satisfaction with a focus on retention and reducing churn
• In addition, I actively participated in the integration of Linx products into the Stone Co portfolio to optimize the sales and after-sales processes of the Key Accounts team
• Finally, I defined the strategic priorities for Hunting (acquiring new customers) and Farming (expanding revenue from existing customers) activities, aligned with the objectives of the Sales and Channels area

Tools: Looker Studio | Tableau | Salesforce

Project Management and Strategy Leader, Sales Ops

• Focused on driving Pagar.me's growth, I was responsible for coordinating the product strategy with the teams, working closely with the Product and Engineering teams
• Responsible for planning and executing strategic initiatives, defining the product roadmap with the leaders and partner areas such as Risk, CS, Sales and monitoring new features aligned with customer needs and the company's goals
• I coordinated multidisciplinary teams (with CR, Risk, Infrastructure, Data, Design, QA, etc.) to ensure efficient project delivery, analyzing data and metrics to identify opportunities for improvement and make strategic decisions, always aligned with the company's global goals.

Project Management and Planning Leader, Technology - Pagar.me

brMalls

• Responsible for the brMalls Partners + Endeavor project, a program created to connect people and accelerate scale-up companies
• I led the National Commercial Committee, a weekly forum dedicated to approving new leases
• I worked on developing the strategy and mix intelligence, implementing new projects and dashboards to support the malls
• I also defined the guidelines for the annual strategic planning to be followed by the 31 malls in the portfoli
• In addition, I managed strategic commercial products and projects in partnership with the Intelligence and IT areas
• Responsible for preparing the COO's performance presentation, for the monthly report to the Board and creating institutional and performance presentations in general.

Holding Operations and Projects Specialist Sr

• I worked in the Commercial Operations and Planning area of ​ RJ/ES/South Region, covering 16 of the 31 malls in the portfolio
• Responsible for budget planning and monitoring results, in addition to controlling commercial and financial indicators, monitoring operational performance (NOI). I developed commercial and financial guidelines for the malls, ensuring compliance with the company's strategic guidelines
• I was also responsible for the Board's Overall Performance Result and acted as an interface between the malls, the holding company and backoffice area.

Operations Regional Analyst Senior | RJ/ES/South

• Responsible for the Sales Intelligence area at Shopping Tijuca (RJ) managing a team of 20 interns and 3 supervisors for control of the shopping center's variable rent line (AL%) and preparation of budget, commercial and strategic planning for the year.

Business Intelligence Analyst Pl

Inbrands

• Commercial control and Trade Marketing of e-commerces: Richards and VR
• Management of commercial indicators, budget and performance of products and categories
• Owner of the platform change project from Richards to Oracle Commerce

Sr. Business Planning and Projects Analyst | E-commerce

• Commercial control and Trade Marketing of e-commerces: Salinas and A;H;
• Management of commercial indicators, budget and performance of products and categories;
• Owner of the project to change the platform of the Salinas-Rio website to Oracle Commerce, I led the project to migrate the e-commerce platform of the Salinas brand to Oracle, coordinating the schedule, monitoring the progress and expectations of the project. The migration resulted in a significant improvement in sales performance, in addition to a better user experience, with a nomination for the E-commerce Brazil Award in 2016.

Jr. Business Planning and Projects Analyst | E-commerce

• All brands: Richards, Salinas, Ellus, Tommy Hilfiger, Bobstore, VR and AH
• Elaboration and updating of internal and board reports (RMR);
• Analysis of management information sent by the parent company, such as Budget, Income Statement, RMD, Forecast.

Trainee - Business Intelligence/Financial | E-commerce

XP Investimentos

• B2C Area | Relationship with the prospect until conversion into an active customer coming from the account registration platforms and construction of the product portfolio together with the fixed income team and the operations desk for variable income allocation.

Trainee | Commercial B2C

Ibmec Business School

• Statistics I, Statistics II, Capital Markets, Managerial Accounting and Financial Accounting

Teacher Assistant

Ibmec Jr

Trainee |  Junior Company

I'm Vanessa, an economist and data-driven professional with international certification in Project Management from Ohio University, 10+ years of experience in project planning, product and business strategy, and leading cross-functional teams.

Currently, I am a PMO at Grupo Boticário — the largest cosmetics franchise network in Brazil, with the biggest beauty e-commerce in the country and over 4,000 points of sale across approximately 40 countries — where I contribute to the management and execution of strategic projects within the Tech Franchising department, ensuring alignment between teams, project governance and driving efficient delivery of results.

Throughout my career, I’ve focused on developing and executing strategic and business planning, efficiency and monetization initiatives, roadmap definition, product growth and performance, as well as delivering metrics and data to generate insights and support decision-making.

With a background in both retail and tech companies -  XP Investimentos, Inbrands, brMalls and Stone Payments, I’ve built a solid foundation in fast-paced, high-complexity environments, always connecting strategy, execution, and innovation to drive real impact and deliver scalable, consistent results. Let's do this!

Keywords: Project Manager | PMO | Product Ops | Business Ops | Strategy & Ops

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