Taciana Fonseca

Team Lead Business Operations & Analytics (CRM Optimized CRM-driven sales processes by integrating customer journey touchpoints across Sales, Onboarding, Customer Care, Product, and Marketing, ensuring a seamless and value-maximizing customer experience Defined and monitored full-funnel KPIs in Salesforce to track customer acquisition, conversion, and retention—aligning revenue targets with customer lifecycle stages Implemented dynamic customer segmentation strategies, continuously analyzing pricing conditions and commercial terms across segments to align product strategy with customer value potential Developed dashboards and reports focused on customer intelligence, enabling real-time tracking of key lifecycle metrics: acquisition cost, churn risk, ARPU, upsell potential, and customer health Led the creation of a predictive Customer Scoring System, enabling proactive churn prevention, CLV optimization, and tailored retention and expansion strategies for existing customers Enabled customer-centric decision-making through data insights used in strategic business reviews, executive steering (ELT), and operational planning

Steered the project leading multiples cross-functional teams (ELT, Sales, Legal, Accounting, Pricing, Go-to-Market) toward a common goal, managing demanding Stakeholders and ensuring project was on time and within budget Developed business plans based on different revenue scenarios, product offerings and cost structures Identified the ideal customer segment targets and sales channels within the Scout24 group (IS24, Immoverkauf24, CRMs) Methodology: Agile / Tools: Jira, Confluence, Workday, Figma, Slack

Developed the NHS Europe eCommerce strategy and executional plans to ensure channel consolidation and acceleration (2018-20 revenue forecast) Developed and continuously monitored the eCommerce strategy, Joint Business Plans preparation and execution with the main 7 European markets (UK, DE, ES, FR, IT, RU, Nordics) Supported the main EU markets on customer lifecycle analysis, directed at customer trial, acquisition, retention and growth of current online sales Ensured the Nestlé eBusiness Foundations (Search, eContent, R&Rs) have been implemented in all relevant European markets ZEMENA Amazon liaison between NHS and Nestlé: assessed partnership with Amazon EU leveraging advantages and diminishing potential risks Conducted market analysis and benchmark research on eBusiness capabilities/ activities across competitors and potential partners at EU level Developed toolkits & guidelines to support markets on selecting new eRetailers and improving effectiveness with current partners Designed and executed training on eCommerce all European markets