Available for new opportunities

Rafael Fagundes

Data Analyst & CRM Specialist · 10+ Years of Experience

I turn data into actionable insights that drive business growth. My expertise spans Python, SQL, Power BI, CRM, and AdTech — with a strong focus on A/B testing, conversion rate optimization, and cookieless strategies. I've worked globally with Nestlé and Dell Technologies, leading data-driven initiatives, building dashboards, and optimizing personalization strategies across markets. Fluent in Portuguese, English, and Spanish.

10+
Years experience
Trilingual
Portuguese · English · Spanish
Global Brands
Dell · Nestlé · Samsung · HP
Data & CRM
Analytics · AdTech · Personalization
Career

Work Experience

Growth Marketing Analyst Current
📊 Eduki
Nov 2025 – Present
  • Lead cross-channel performance analysis across Paid Search, Paid Social, CRM, SEO, Organic Social, Author Activity and Direct Traffic, identifying trends and actionable opportunities to improve ROI.
  • Develop and maintain data-driven dashboards and reporting frameworks, establishing core metrics and supporting data-driven decision-making across markets.
  • Advance attribution and data tracking by improving first-party data models, optimizing UTM structures, and ensuring end-to-end tracking accuracy across channels.
  • Collaborate with product, growth, and engineering teams to refine platform data signals (Google Ads, Meta, etc.) and strengthen segmentation and measurement capabilities.
SQLPythonBigQueryLookerGA4Attribution
Data Analyst – CRM & Customer Personalization
🍫 Nestlé
Mar 2024 – Oct 2025
  • 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 including a loyalty program and exchange value initiatives, boosting campaign engagement rates by 25% and improving conversion by 12%.
  • Conducted KPI and data governance training, strengthening data literacy and ensuring consistent measurement across markets.
  • Initiatives accelerated first-party data acquisition by 30% YoY, enabling deeper personalization and driving ROI growth in the category.
PythonSQLBigQueryDatabricksPower BISegment CDPSFMCGA4
AdTech Data Analyst
💻 Dell Technologies
Mar 2023 – Feb 2024
  • 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 implementation of the ActionIQ CDP, creating a robust first-party audience hub.
  • Demonstrated that first-party audiences converted 3× more effectively than third-party audiences, driving stronger ROI and accelerating cookieless adoption.
  • Led regular meetings with C-level stakeholders, showcasing how reduced third-party investments and increased first-party usage improved performance.
🏆 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 (Oct 2023): Drove durable tactics and innovation use cases for global stakeholders.
PythonSQLBigQueryPower BIActionIQSFMCGA4
Data Strategist – Innovation & Analytics
💻 Dell Technologies
Mar 2022 – Feb 2023
  • Led the New Paradigm workstream, delivering multiple proofs of concept in under a year with Web3, blockchain, AI, and metaverse applications for digital marketing.
  • Implemented Brave Browser campaigns and cookieless solutions, testing privacy-first engagement strategies within six months.
  • Founded an internal Web3 community that grew to dozens of active members, fostering knowledge sharing and experimentation.
NFTBlockchainCryptoWeb3
B2B Marketing Data Analyst
💻 Dell Technologies
Sep 2018 – Feb 2022
  • Optimized the omnichannel customer journey across email, paid social, WhatsApp, chatbots, and website real-time personalization.
  • Led the implementation of 6sense in Latin America, raising target accuracy in LinkedIn paid social from ~40% to 99%, driving 25% growth in Sales Ready Leads and 30% increase in Pipeline.
  • Drove top global email marketing results at Dell during FY21H2, achieving best-in-class open and click rates.
🏆 Awards
  • CX Connect 'Shine a Light' (Dec 2021): Key partner orchestrating LATAM journeys.
  • FY22Q2 Game Changer (Jul 2021): Advanced ABM and LinkedIn targeting.
  • Best Quarter and Year Ever (Jan 2021): Contributed to surpassing US$100M in pipeline.
  • Buen Fin Mexico – US$1.1M Revenue (Nov 2020): Drove +40% YoY revenue.
PythonSQLPower BITableauSFMC
Email Marketing & Data Analytics Specialist
💻 Dell Technologies
Jan 2017 – Aug 2018
  • Improved deliverability and engagement through segmentation clusters, achieving a 102% YoY increase in email revenue.
  • Created automated customer journeys — welcome flows, post-purchase, abandoned cart, re-engagement — boosting average order value by 25% and improving customer retention by 15%.
  • Built a weekly performance dashboard tracking leads, opportunities, pipeline, and net revenue.
PythonSQLTableauEloqua
Lead Generation Data Analyst
💻 Dell Technologies
Nov 2013 – Dec 2016
  • Responsible for B2B lead generation strategy in Latin America, across email marketing, paid social, webinars, in-person events, and a telemarketing team.
  • Applied data analysis and predictive models in Salesforce to identify and segment high-propensity leads.
  • Achieved a 42% QoQ increase in Sales Ready Leads in H2 2016, contributing to 120% growth in incremental revenue.
PythonSQLTableauSFMC
CRM Data Analyst – Segmentation & Insights
💻 Dell Technologies · Austin, TX
May 2012 – Oct 2013
  • Based at Dell's headquarters in Austin as part of the North America team, contributing to Data and CRM strategy for Consumer & Small Business.
  • Applied Python and Teradata to build customer segmentation models targeting gamers, new buyers, tech enthusiasts, Gen Z, and more.
  • Developed automated Tableau CRM dashboards, reducing manual reporting by 90%.
  • Led stakeholder meetings presenting insights on database growth, churn, LTV, and AOV.
PythonSQLTableauEloquaTeradata
Sales & Marketing Data Analyst
💻 Dell Technologies
Apr 2011 – Apr 2012
  • Career transition from 100% developer role to a data and business analyst path.
  • Created a customer data collection platform that continues to be used at Dell years later.
  • Automated weekly reports and tasks, reducing manual effort by 99%.
PythonSQLTableauC#
Marketing Data Solutions Analyst
📱 Samsung Electronics
Mar 2009 – Mar 2011
  • 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.
C#SQLMicrosoft .NetGit
Data Engineer – Marketing & Analytics Systems
🖨 HP
Apr 2005 – Feb 2009
  • Developed software applications and databases across diverse industries.
  • Built scalable ETL pipelines and data solutions using C#, SQL, and Microsoft .NET.
  • Built a strong technical foundation that enabled a successful transition into data analytics and CRM strategy.
C#SQLMicrosoft .NetGit
Expertise

Skills & Tools

Languages

Portuguese
Native
English
Bilingual
Spanish
Bilingual

Analytics & Data

🐍
Python (Pandas, NumPy, scikit-learn)
🗄
SQL & BigQuery
📊
Power BI
📈
Tableau & Looker
☁️
Databricks
🔬
A/B Testing & CRO

Marketing & CRM

📧
Email Marketing & Automation
🎯
CRM Strategy
📡
AdTech & Attribution
👤
CDP & Personalization
🔍
SEO & Web Analytics
📣
Paid Media Campaigns

Platforms

📊
GA4 & Google Marketing Platform
✉️
Salesforce Marketing Cloud
🔗
Segment & ActionIQ CDP
💼
Google DV360
🤖
6sense ABM Platform
🧪
Marketing Mix Modeling
Academic

Education

🎓
Bachelor of Computer Science
Centro Universitário Senac
Jan 2006 – Nov 2010 · São Paulo, Brazil
Credentials

Certifications

Google Cloud
Derive Insights from BigQuery Data Skill Badge
Google Cloud
Nov 2025
Google Cloud
Get Started with Looker Skill Badge
Google Cloud
Nov 2025
IBM
Data Science Methodology
IBM / Coursera
Jan 2025
IBM
Data Science Orientation
IBM / Coursera
Jan 2025
IBM
Machine Learning with Python – Level 1
IBM
May 2023
IBM
Applied Data Science with Python – Level 2
IBM
May 2023
IBM
Data Analysis with Python
IBM
Apr 2023
IBM
Data Visualization with Python
IBM
Apr 2023
IBM
Python for Data Science
IBM
Apr 2023
Writing

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