Marcelo Custodio de Oliveira

Marcelo Custodio de Oliveira has a diverse work experience in the field of loyalty and customer success. Marcelo currently serves as the Global Head of Loyalty and Incentives Subject Matter Expert (S.M.E) at Fielo since September 2019. Prior to this, Marcelo worked as a Partner at Instituto CX starting from February 2018. Marcelo also held roles as a Visiting Professor at ESPM Escola Superior de Propaganda e Marketing from March 2018 and at FGV (2011), FIA Business School (2012), and Senac (2016).

Marcelo has significant experience in customer engagement and strategy. Marcelo served as the Customer Engagement Capability Director at dunnhumby (May 2018 to September 2018) where they led cross-cultural teams in planning and implementing Loyalty and CRM programs for various clients in Latin America and Africa. Prior to this, they were the Head of Engagement Strategy for LoySci (May 2017 to May 2018), responsible for designing loyalty and gamification projects for clients in Brazil and Latin America.

Additionally, Marcelo has been involved in teaching and academia. Marcelo worked as an Associate Professor Phd at Fundação Armando Alvares Penteado from August 2014 to April 2018. Marcelo has also been a Visiting Professor at various institutions including FGV, FIA Business School, and Senac.

Before their academic and consulting roles, Marcelo was a Partner and Managing Director at Loyalty Marketing Solutions - Brasil from November 2003 to May 2017. In this role, they were responsible for managing the agency and consulting firm, specializing in Relationship Marketing and CRM strategies for large companies in Brazil. Marcelo also developed loyalty and CRM consulting methodologies and implemented multichannel Customer Experience and Loyalty Programs involving the analysis of complex marketing data.

Overall, Marcelo Custodio de Oliveira has a strong background in loyalty, customer engagement, and customer success, coupled with extensive teaching and consulting experience.

Marcelo Custodio de Oliveira's education history begins with their bachelor's degree in Accounting and Business/Management, which they obtained from USP - Universidade de São Paulo in the years 1992 to 1997. Following this, they pursued an MBA in Business Administration and Management, General at FGV - Fundação Getulio Vargas from 2007 to 2008. Marcelo then returned to USP - Universidade de São Paulo to complete their Master's degree in Business Administration, specializing in Marketing, from 2011 to 2013. Finally, they obtained their highest level of education, a Doctor of Philosophy (Ph.D.) in Business Administration, with a focus on Marketing, from USP - Universidade de São Paulo, spanning from 2015 to 2019.