Rafael Fagundes

Senior Data Analyst - CRM and Customer Personalization

• Rolled out global dashboards within six months, reducing reporting time by 40% and giving 20+ Digital Managers faster access to insights.
• Developed and implemented data use cases in under four months, including a loyalty program and exchange value initiatives, which boosted campaign engagement rates by 25% and improved conversion by 12%.
• Conducted KPI and data governance training, strengthening data literacy and ensuring consistent measurement across markets.
• By year-end, initiatives accelerated first-party data acquisition by 30% YoY, enabling deeper personalization, enhancing consumer experiences, and driving ROI growth in the category.

Senior AdTech Data Analyst

• Established new measurement standards for B2B and B2C, applying MMM, Clean Rooms, and GA4 to prepare for a cookieless future.
• Within three quarters, reduced third-party cookie dependency by 70% through the implementation of the ActionIQ CDP, creating a robust first-party audience hub.
• Launched a structured test & learn agenda, testing multiple targeting and measurement platforms to validate cookieless strategies.
• Developed dashboards to track investments, net revenue, and ROAS by audience type (first-party vs third-party), providing visibility for strategic decisions.
• Led regular meetings with C-level stakeholders and directors, showing how reduced third-party investments and increased first-party usage improved performance.
• Demonstrated that first-party audiences converted 3x more effectively than third-party audiences, driving stronger ROI and accelerating adoption of cookieless practices.

Awards:

• Game Changer – ActionIQ Readiness (Apr 2023): Led the transition from Salesforce DMP to ActionIQ with global audits, automation, and taxonomy.
• Excellence in Innovation (Sep 2023): Recognized for outcomes in the Data-Driven Analytics session for the 3P to 1P Audience Strategy.
• FY25 Cookieless & AdTech Innovation Test and Learn (Oct 2023): Drove durable tactics and innovation use cases for global stakeholders.

Senior Data Strategist - Innovation and Analytics

• Led the New Paradigm workstream, delivering multiple proof of concepts in under a year with Web3, blockchain, AI, and metaverse applications for digital marketing.
• Within six months, implemented Brave Browser campaigns and cookieless solutions, testing privacy-first engagement strategies.
• In less than four months, founded an internal Web3 community that grew to dozens of active members, fostering knowledge sharing and experimentation.
• Advocated sustainability-focused use cases, including NFTs for media and environmental impact initiatives.
• Positioned the company at the forefront of emerging digital trends while promoting responsible and sustainable adoption of disruptive technologies.

Senior B2B Marketing Data Analyst

• Optimized and orchestrated the omnichannel customer journey across email, paid social, WhatsApp, chatbots, and website real-time personalization.
• Conducted extensive A/B testing to refine messaging and improve funnel conversion.
• Led the implementation of 6sense in Latin America, raising target accuracy in LinkedIn paid social from ~40% to 99%.
• Within two quarters, this initiative drove a 25% growth in Sales Ready Leads and a 30% increase in Pipeline from Paid Social Media.
• Recognized with the FY22Q2 Game Changer award, and later supported the global rollout of 6sense by training teams and creating implementation documentation.
• Drove improvements in email marketing performance, achieving top global results at Dell during FY21H2.

Awards:

• CX Connect ‘Shine a Light’ (Dec 2021): Key partner orchestrating LATAM journeys using Interaction Studio.
• FY22Q2 Game Changer (Jul 2021): Advanced ABM and LinkedIn targeting, lifting match rate, reach, engagement, and pipeline.
• Quick Implementation for Telco (May 2021): Executed critical email invitations in record time using new CXConnect processes.
• Best Quarter and Year Ever (Jan 2021): Contributed to surpassing US$100M in pipeline and a record revenue quarter.
• Buen Fin Mexico – US$1.1M Revenue (Nov 2020): Drove +40% YoY revenue and margin gains during a key retail event.
• Hot Sale MX FY21 (Jun 2020): Strong preparation and execution resulting in significant sales uplift.

Email Marketing and Data Analytics Specialist

• Led B2B digital strategy in Latin America, focusing on email marketing, customer segmentation, and lead management.
• In the first semester of 2018, improved deliverability and engagement by creating segmentation clusters (high, mid, low, and non-engagers), achieving a 102% YoY increase in email revenue with high open and click rates.
• Created automated customer journeys with dynamic personalization and launched lifecycle campaigns including welcome flows, post-purchase, abandoned cart, abandoned browse, lead follow-ups, and re-engagement campaigns, boosting average order value by 25% and improving customer retention by 15%.
• Managed broadcast campaigns such as webinars, in-person events, and product launches to capture first-party data and generate qualified leads.
• Directed leads to the sales team via Salesforce and built a weekly performance dashboard tracking leads generated, time-to-contact, opportunity creation, pipeline, and net revenue.
• Improved lead quality, increasing lead conversion by 20% and delivering more actionable opportunities to the sales team.

Awards:

• Customer Journey 2.0 (Sep 2017): Elevated the LATAM customer journey through data-driven personalization, driving higher engagement and boosting customer retention.

Lead Generation Data Analyst

• Responsible for B2B lead generation strategy in Latin America, across email marketing, paid social, webinars, in-person events, and a telemarketing team.
• Managed the full execution of in-person events (structure, content, logistics) and coordinated webinars with speakers, broadcasting via email and paid social.
• Applied data analysis and predictive models in Salesforce to identify and segment high-propensity leads and companies across software, storage, servers, and client (PC workforce).
• Created dashboards to track lead and company development, opportunities, and net revenue, and delivered forecasts to estimate leads required to achieve targets.
• Results: achieved a 42% QoQ increase in Sales Ready Leads in H2 2016, contributing to a 120% growth in incremental revenue.

CRM Data Analyst - Segmentation and Insights

• Worked from Dell’s headquarters in Austin as part of the North America team, contributing to the Data and CRM strategy for Consumer & Small Business.
• Acted as part of an audience hub, sharing customer profiles and data for marketing campaigns targeting gamers, new buyers, tech enthusiasts, Gen Z, and other segments.
• Applied Python and Teradata to build customer segmentation models and profiles, enabling more personalized campaigns.
• Handled SQL-heavy tasks for direct database manipulation, preparing and structuring data for campaign execution.
• Developed automated Tableau CRM dashboards, reducing manual reporting by 90% and freeing time for strategic execution.
• Led stakeholder meetings to present insights on database growth, churn, LTV, and AOV, supporting strategic business decisions.
• Forecasted contact acquisition volumes required to achieve net revenue targets, aligning marketing and sales goals.

Sales and Marketing Data Analyst

• Marked the career transition from a 100% developer role to a data and business analyst path.
• Supported the Consumer and Small Business segments in Latin America with data-driven sales and marketing insights using Python, SQL, and Tableau.
• Created a customer data collection platform that continues to be used at Dell many years later.
• Migrated reports into an SQL database and established a self-service reporting system, improving data quality and accessibility.
• Automated weekly reports and tasks, reducing manual effort by 99% and freeing time for strategic analysis.
• Regularly presented marketing and sales insights to stakeholders, supporting strategic decision-making across the region.

Marketing Data Solutions Analyst

• Developed a marketing analysis platform in Brazil using C#, SQL, and ETL processes.
• Created a central tool for monitoring sales and marketing activities, consolidating fragmented data into a single source of truth.
• Automated data collection and transformation, reducing manual reporting and improving accuracy.
• Enabled stakeholders to track performance more efficiently and laid the foundation for advanced analytics initiatives.

Data Engineer - Marketing and Analytics Systems

• Developed software applications and databases across diverse industries.
• Leveraged C#, SQL, and ETL processes to build scalable and efficient data solutions.
• Focused on automation, data integration, and reliability to improve business workflows.
• Built a strong technical foundation that enabled a successful transition into data analytics and CRM strategy.

Bachelor of Computer Science