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

Tech and Soul

Group Strategy Director

Clients: C6 Bank, B3 (Brasil, Bolsa, Balcão), CNA Idiomas, Lwart, Clickbus, Youse, Positivo Tecnologia, Embelleze e Estrella Galicia

Strategy Director

CP+B Brasil

Clients: Lenovo, Motorola, McCain, Kwai, Genera, DASA, Neutrox, Café Orfeu.

Strategy & Data Director

Africa

Clients: Vivo, Natura, BRF (Sadia, Qualy, Claybom, Deline), PetLove, QSaúde, Marisa, Azul Linhas Aéreas.

Senior Group Strategy Manager

Clients: Bayer (Agro & Bepantol Derma) and Unilever (TRESemmé).

Content & Campaign Strategy Manager (temp)

Jüssi

Cllients: Corteva, Petrobrás and Origo Energy.

W3haus

Clients: Santander, HOPO, Melora (Exímia), Gramado Parks and Tramontina.

DPZ&T

Clients: Itaú, Vivo, Renault, Netflix, Luxottica (Ray-Ban, Oakley and Vogue), Perfetti Van Melle (Mentos and Fruit-tella), Nescafé, Perdigão and Red Bull.

Group Strategy Manager

J. Walter Thompson Worldwide

Responsible for the development and management of brand activation campaigns, supporting JWT, Geometry Global and Ford Motor Company teams directly.

Cases:
- Mustang’s arrival in Brazil
- EcoSport relaunch
- Ranger repositioning campaign

Pride points:
- Developing the first KPIs and scorecard metrics for brand experience in Ford and JWT’s history
- The first planner from Geometry Global to successfully work within the JWT’s team

Strategy Manager

VPSLeague.com

Responsible for supporting the Startup in Branding & Communication.

Marketing and Brand Consultant

Bullet®, BR

Responsible for planning and pitching presentations, execution and monitoring of events, promotional and trade marketing, POP and shopper market projects.

Pride point:
- Development of metrics and KPIs: The agency’s firs ever implementation of participation curves, aimed to optimise promotions campaigns and devise agile and effective pivoting and contingency plans.

Brand Building, Content, Immersive Storytelling and Engagement Marketing Specialist. 

Campaign Strategy Leader: Insights from consumer behaviour analysis, content and advertising campaign Integration for omnichannel narrative (multi-dimensional communication - digital and offline), brand activation & experiential marketing throughout the customer journey touch points: shopper market experience, retail brand and trade marketing strategy, immersive events and sales promotion. 


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