Product Manager Management

Contact

+1-475-***-**** (Mobile)

*******@*****.***

www.linkedin.com/in/fcbello

(LinkedIn)

www.find-the-best.net/ (Personal)

Top Skills

Produc Management

Business Analytics

Data Modeling

Languages

Português (Native or Bilingual)

Spanish (Professional Working)

Inglês (Full Professional)

Certifications

Communicating Across Cultures

Harvard Business School Business

Strategy Certificate

Financial Basics Everyone Should

Know

UX Foundations: Storytelling

Becoming a Product Manager

Honors-Awards

Digital Designer Coordinator

Digital Design Coordinatior

Fernando Cavalcanti Bello

Product Director Dad Harvard - Business Strategy MBA - Marketing Ex Amazon & Ex L'Oréal Mentoring Founder of Find the Best - Product Blog

Miami, Florida, United States

Summary

My mission is to discover customers' pains and bring solutions through data mining, financial analysis, and users' + stakeholders' feedback. As a specialist in product management, business strategy, cross-functional leadership, mobile apps, and data analysis, I'm particularly passionate about agile methodologies. I am not just a practitioner but an evangelist of this practice, inspiring others with my unwavering dedication and enthusiasm.

With a solid ten years of experience in Digital Products, Online Marketing, and UX/UI, I have not just worked on but successfully managed corporate products, online proceedings, and other Internet projects in e-commerce (B2C, B2B, and C2C) and mobile apps. My expertise includes the development of customer relationship strategies, online business plans, and analysis of financial returns of channels, products, services, and market segments.

• Team management;

• Contribute a genuine passion and enthusiasm for the product and mission. This means sharing customers' pain and knowledge of the customers, the business, and the industry so that the team can and is inspired to help.

• I possess exceptional analytical and quantitative problem-solving skills, which I have applied to analyze market trends and customer data, leading to strategic business decisions that have significantly improved our product performance.

• DBM / SQL data analysis to survey base profile and for the enhancement of the recurrent processes;

• I have extensive Experience with agile development methodology, having successfully implemented it in a project that reduced our product development cycle by 50%.

• Implementation of CRM strategies to improve customer experience;

• Analysis of main KPIs and A/B tests;

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• Structure development for desktop and mobile devices;

• Drive product requirements, design, and prototyping process to discover a product solution to the business opportunity that is valuable, usable, and feasible;

• Usability and accessibility knowledge for web and mobile interfaces.

EDUCATION:

• 2023 – Harvard Business School: Business Strategy Certificate

• 2014 – FGV: Marketing MBA

• 2009 – PUC-RJ: Bachelor’s degree in Industrial Design COURSES AND CONFERENCES:

• Google Mobile Training - Creating unique mobile experiences

• Cooper Training - Cooper (Global design

and strategy firm)

• Moves the Needle Global Workshop

• SQL Server for Developer - Treina Web

• Oracle Modern Marketing Experience (Las Vegas)

LANGUAGES:

• Fluent English

• Native Portuguese

• Intermediate Spanish

Experience

Red Pocket Mobile

1 year 8 months

Director of Product Management

September 2024 - Present (7 months)

Doral, Florida, United States

Red Pocket Results > AI:

-> Development of a Chatbot AI with the Google team.

-> Since I began to manage the AI Chatbot, we had a CSAT increase of 7%

(comparing from April to June versus July to September) Leadership:

-> Leading CRM, UX, QA, and Data science experts.

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-> Cross-functional leadership with the IT team to provide API integrations with third-party companies.

Product Strategy > OKRs:

-> Help stakeholders define and understand OKRs better by working with the KPIs and the company's main goals.

Product Discovery/Benchmarking and Innovation:

-> Research of leading competitors' standards and bring insights to promote innovation.

Product Manager

August 2023 - September 2024 (1 year 2 months)

North Haven, Connecticut, United States

Red Pocket App Results:

We massively increased the rate of the Red Pocket App by redesigning it, forcing users to update the app, and asking them to send a review:

-> Apple Store Rate: from 1.6 to 4.4 in 8 months/increase rate of 193%

-> Google Play Rate: from 3.5 to 4.3 in 3 months/increase rate of 22% Red Pocket Website Results:

-> Through the Redesign of one of our most important pages, we had a 40% decrease in the bounce rate.

Product Creation:

As part of our Collaboration with the Google Cloud Team, I played a pivotal role in developing an AI Chatbot. My responsibilities included design, usability, testing, explaining/creating features with the Google Team, and contributing through meetings with continuous alignment to create this innovative product successfully.

Responsibilities:

-> Product Management for Websites and Mobile Apps

-> Responsible for managing and planning new integrations regarding data, AI, CRM, APIs, and Cloud environments.

-> Usability Testing (By collecting/analyzing users data and feedback)

-> Benchmarking Analysis of the main competitors

-> Conducted comprehensive Data Analysis of GA4 using advanced tools such as SQL queries on BigQuery, Looker, Tableau, DOMO, and internal data

(MySQL and PostgreSQL), ensuring a meticulous approach to optimization. Page 3 of 11

-> Management and improvement of User journey CRM

-> SEO optimization, analysis, and improvements

-> A/B Testing Assessments (through Hubspot)

-> Product Management for Mobile Apps

-> Design Reviews

-> Front-end code adjustments through CSS for landing pages designed on Hubspot. Focus on mobile view review and usability.

-> User Research (Through surveys, database analysis, and Google Analytics) Find the Best - A Great Product Blog

3 years 8 months

Author of the Book "A Full Guide for Product Management" Founder of "Find the Best"

April 2023 - Present (2 years)

North Haven, Connecticut, United States

Founder of the Blog "Find the Best - A Great Product Blog" August 2021 - Present (3 years 8 months)

North Haven, Connecticut, United States

Find the Best - A Great Product Blog

-> https://www.find-the-best.net/

-> Product Blog created by Fernando Bello where guests can write articles, posts, and stories related to:

-> Leadership;

-> Product Management;

-> Agile Methodologies;

-> Design;

-> Marketing;

-> Growth Hacking;

-> Best Development Practices.

My results:

-> I wrote 19 posts related to Product Management, Leadership, Design Thinking, UX, Customers, Agile Methodologies, Data, and OKRs;

-> If you have something interesting to write about the topics mentioned above, please feel free to contact me and become a writer for our Digital Blog. Amazon

Operations

June 2023 - August 2023 (3 months)

North Haven, Connecticut, United States

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iFood

2 years 3 months

Group Product Manager Financial & Payments

October 2022 - May 2023 (8 months)

Rio de Janeiro, Rio de Janeiro, Brazil

Leading to technical squads:

- Financial;

- Payments.

Group Product Manager Retail Tribe

December 2021 - October 2022 (11 months)

Rio de Janeiro, Rio de Janeiro, Brazil

Led two squads and 3 PMs that work on the platforms that enable iFood's Groceries Retails to sell online. Our tribe is responsible for providing a mobile platform that supports the Retails pickers' operation and a desktop platform that manages the whole digital/groceries process of iFood and its Retailers. Results:

- Promotion of one PM that leads the App squad

- Reached 100% of the OKRs/KPIs goals in 2 consecutive cycles of 6 months;

- Created from scratch the new platform that supports Retails pickers' operation by developing:

- New Design;

- New usability;

- Wrote and revised all documentation with all new rules and user cases of this new platform;

- Coded from scratch;

- Separated monolith into microservices;

- Below is the link explaining how the app helps to improve Retailers' processes;

- https://blog-parceiros.ifood.com.br/app-separador-ifood/

- Created and defined an anti-fraud rule that decreased the loss of money by 86.53% (comparing the months of January 2022 to April 2022) Guiding the squads that I lead to be oriented by data, UX, and work through initiatives aligned with our KPIs & business goals. Group Product Manager Partners Tribe

March 2021 - December 2021 (10 months)

Rio de Janeiro, Brazil

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I led a team of 2 PMs that drives all aspects of iFood Groceries Partners' product strategy, operation, growth, and execution:

- I guided/coached (with big passion/effort) the 2 PMs of my 2 squads and both were promoted;

- I Helped and guided the team to define the Partners Tribe Product Vision;

- I created and ideated with the data team the first Partner Analytics/Data Dashboard in order to establish measurable goals, KPIs, and acquire more knowledge about users' behavior.

I was responsible for strategies to improve the groceries operation, identify its gaps/pains and provide the fundamental tools for Groceries' Partners to monitor, change and scale the operation.

I acted as a bridge/facilitator that helps 3 squads to work through agile methodologies and find solutions that could speed up the process between cross-functional teams.

Smart Age Solutions

3 years 11 months

General Manager (CPO)

February 2020 - March 2021 (1 year 2 months)

Rio de Janeiro Area, Brazil

Smart Age Solutions is a company focused on providing technology and marketing solutions with emphasis on the jewelry industry. In addition to product management, I was responsible for the hirings (Human Resource), Finance, and the overall teams' delivery to the North American Jewelry Market. Through ensuring the culture, I gave my heart to keep a growth environment so the Smartans (employees) were able to feel happy through developing consumer-facing digital products and platforms. I was also in charge of the processes & strategy improvement for the Brazilian teams and its structure definition. Reporting directly to CEO in NY. I ran the Smart Age’s Brazil Office and I was responsible to ensure that Smart Age's environment kept structured, focused, and at the same time funny. It was through my Heart-Driven and Results-Driven skills that I achieved the following results:

• Staff Growth of 230.77% in 10 months;

• Created and Defined the new organization structure in Brazil;

• Created and Structured the new SDR team in Brazil; Page 6 of 11

• Helped on the creation of Review Alert Text Chat (New Company Product), see it in action through the link below:

-> https://www.raffi-jewellers.ca/

I was responsible for Brazil's communication and for the alignment with USA objectives. I presented great results to USA and Brazil. In the first 5 months of 2019, the team was so motivated that we were able to deliver (with a smaller team) a rate of 123% more tasks than the first 5 months of 2018. Product Manager Web Support & CMS Platform

May 2017 - February 2020 (2 years 10 months)

Rio de Janeiro, Rio de Janeiro, Brazil

I led 2 squads and 2 PMs that worked on the platforms that enabled Smart Age to have a support portal and a Magento 2 CMS platform. I helped to create all the platforms processes and guided the company to reach the following results:

• Remodeling of the entire Support process, which resulted in a growth of user satisfaction and revenue growth with more than 4 digits;

• Growth of 130% on Website deliveries (Comparing 2018 Results against 2017);

• Management/creation of POS/ERP and API integrations between SAS platform, Brands, and Customers;

• Adjustment of the CMS Platform and its process, which reduced the development time/process to launch a Website by 85% (from 80 hours to develop to 12 hours);

Lemoney

Product Manager

October 2016 - May 2017 (8 months)

Rio de Janeiro e Região, Brasil

Responsible for drive product planning, development and best practice agile rituals.

Definition and prioritization of business goals with the international board; Roadmap planning and creation of product KPI's;

Strong conceptual thinking and user interface design processes and methodologies;

UI / UX management;

Responsible for CRM KPI's and results;

Analytics organization to validate key findings with data through SQL language or other integrated platforms;

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Responsible for aligning marketing needs with product planning and IT deliverables;

Affiliates Management for revenue enhancements and data integration control. Achievements:

- User base growth of 1000% in the last 5 months (from September 2016 to January 2017);

- Sign Up average growth of 125% in the last 5 months (from September 2016 to January 2017);

- Sold Product average growth of 62% in the last 5 months (from September 2016 to January 2017);

- Email Campaigns with CTOR 35% above the market average (from September 2016 to January 2017).

OLX

Product Owner

July 2014 - September 2016 (2 years 3 months)

Rio de Janeiro e Região, Brasil

Define and drive product strategy and roadmap, evangelizing to the development team, and providing needed context;

Drive product planning, development, and best practice agile rituals; Escalate to and drive solutions with product management for identified market- specific product issues and gaps;

Design and oversee local execution of a continuous testing plan for important end-to-end flows;

Leverage usability studies, research, and market analysis to drive market- specific product insights into execution;

DBM / Mobile (app) data analysis to survey base profile and for the enhancement of the recurrent processes;

Track progress of market-specific product improvements and measure impact; Provide local insights – identify strengths, weaknesses, opportunities, and threats relevant for company success;

Implementation of CRM strategies to improve the customer experience; SQL queries for data analysis;

Budget analysis and digital P&L;

Campaigns Optimization through CTR, CPC, CPL, and ROI; L'Oréal Outsourcer

Senior Online Marketing Analyst

February 2013 - February 2014 (1 year 1 month)

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• Responsible for the analysis, measurement, and segmentation of the email database of Kiehl’s and Lancôme e-commerce through Google Analytics, SAP, and AllinMail;

• Responsible for the daily monitoring of the site billing;

• Competitive price monitoring and digital marketing analysis;

• Strategies implementation for e-retailers and visual development content for luxury brands: Ralph Lauren, Lancôme, Yves Saint Laurent, Diesel, Giorgio Armani, Cacharel, Drakkar Noir, and Viktor & Rolf.

• Achievements: 1300% increase in Kiehl’s email marketing sales compared to 2012, 10% increase in ticket average, 4% increase in conversion rates sales compared to 2012, and 100% growth in the user base in 11 months. Peixe Urbano

Digital Design Coordinator and Online Marketing Analyst April 2011 - February 2013 (1 year 11 months)

• Team management of 2 Designers

• Creation development and participation in the strategic planning of marketing campaigns;

• Analysis of the online campaigns results through the ROI, CPA, CTR, and CPC of several online media channels;

• Achievements: CTR increase of 300% in a banner redesign offer of the 1 real campaign. 38% increase in registration, a 27% increase in CPA, and ROI growth in a redesign of a promotional landing page called the Maré de Prêmios competition.

Homewebbing Marketing Digital

Creative Director

June 2010 - April 2011 (11 months)

• Responsible for all graphic communication from online work;

• Active participation in project and team management;

• Team management of 3 Designers and 2 front-ends.

• Highlight below my participation in each project:

- Jorge Bittar (layout);

- Copacabana Medical Center (layout e AS2 coding);

- Favo Móveis (layout and AS2 + XML coding);

- Construtora EFER (layout AS3 webdoor coding);

- Probid (layout);

- Nova DFL (layout);

- Sercomtel (layout);

- Melody Box (Creation of the rank page);

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- CHL corretor (layout);

- Azeite Quinta D aldeia (layout and AS2 coding);

- FQM Bloq Mousse (Blog layout);

- FQM Institucional (layout);

- Dermage Mais (layout);

- Dvitaminas pré-site (AS3 coding).

Flavia da Matta Design

Online Projects Manager:

June 2009 - June 2010 (1 year 1 month)

• Conceptualization and projects development;

• Multiples projects and customer relationship management;

• Responsible for necessary financial calculations to determine the projects service price;

• Highlight below my participation in each project:

- Murta Goyanes Advogados (Layout and AS2 coding);

- Flávia da Matta site (Layout and AS2 coding);

- Prêmio Nacional de Conservação e Uso Racional de Energia (Eletrobrás and Petrobras / layout);

- Endesa Brasil (Creation of a Flash CD / layout and AS2 coding);

- Condomínio Sandlake (Layout and HTML + AS2 coding);

- Firjan (Creation of a Flash CD / layout and AS2 coding);

- Grupo Luxor (Layout and AS2 coding);

- Casa Daros (Creation of a Flash CD / layout and AS2 coding). Agência Azul

Art Director

May 2008 - June 2009 (1 year 2 months)

• Development of graphic design and website coding;

• Wireframes creation;

• Hightlight below my participation in each project:

- W3 Engenharia(Layout and HTML/CSS + AS2 coding);

- Aviator (Layout and AS2 coding);

- Devassa (Layout);

- Sul América você aos 60 (Banner animations development)

- Privilège (Layout);

- Parador Maritacas (Email marketing and ad creations for the Veja magazine);

- Rede D or (Redesign of the website);

- Lounge 69 (Campaigns creation).

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Estrela Guia Consultoria & Serviços

Web Designer

June 2006 - April 2008 (1 year 11 months)

Created in 2000, The Estrela Guia is the largest esoteric portal in Brazil according to Alexa. It provides premium content for The Journal Extra (Globe group) and large portals like MSN, iG, iBest, Click21, Web Intelig, POP, Br Turbo, Vírgula, Par Perfeito and Aonde.I worked as web designer's most esoteric portal in Brazil (Estrelaguia ), winner of 3 ibests, one of two sites published in the international edition Taschen related to web design e- commerce portals.

I Developed in teams (acting as Web Designer) the new portal site Estrela Guia -www.estrelaguia.com.br (fully tableless / Standards) and designed pages in partnership with the IG, MSN and Click21. I made the creation and direction of email market campaigns.

Education

Harvard Business School

Licentiate degree, Business Strategy · (May 2023 - July 2023) Fundação Getulio Vargas

Master of Business Administration - MBA, Marketing · (2013 - 2014) Cooper Professional Education

Cooper U · (2015 - 2015)

PUC-RJ

Bachelor's degree, Industrial and Product Design · (July 2003 - September 2009)

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