Waldinei Guimarães

Waldinei Guimarães has a diverse work experience spanning multiple industries and roles. Waldinei has worked as the Head of CRM, Growth, and Data Analytics at Pernambucanas since 2022. Prior to that, they held the position of Head of CRM and Customer Insights at Studio Z from 2021 to 2022.

From 2019 to 2021, Waldinei worked as the Customer Insights & Data Analytics Sr. Manager at GPA. Waldinei was responsible for data engineering, customer intelligence, analytics, and web analytics, reporting to the Marketing Director and leading a team of 14 professionals.

Before joining GPA, Waldinei served as the Sales Intelligence and Analytics Sr. Manager – Latin America at Oracle from 2017 to 2019. There, they reported to the VP Latin America and led a team of 10 professionals across the region. Waldinei'smission was to identify and implement strategies to accelerate business growth in the SMB segment in Latin America.

From 2014 to 2017, Waldinei worked at Serasa Experian as the CRM & Analytics Sr. Manager (B2B). Waldinei reported to the Corporate Marketing Director and led a team of 11 professionals. Waldinei'smission was to develop and implement a go-to-market strategy for selling products and services to the SME segment nationwide.

Prior to Serasa Experian, Waldinei served as the Business Intelligence & CRM Sr. Manager at Grupo Pão de Açúcar from 2011 to 2013. Waldinei reported to the Marketing Director and managed a team of 14 professionals. Waldinei acted as the multifunctional project leader, conducting a detailed analysis of customer flow in stores and generating an action plan covering 600+ stores nationwide.

In 2008, Waldinei joined Novartis as the CRM Sr. Manager. Reporting to the Marketing Director, they led a team of 10 professionals and oversaw the consolidation of a program to enhance patient adoption and loyalty to health treatments.

From 2006 to 2008, Waldinei worked at Santander Brasil as the Analytics Marketing Manager for its Credit Cards division. Waldinei reported to the Marketing Director and implemented an integrated planning, execution, and monitoring model for acquisition and customer lifecycle campaigns.

Before joining Santander Brasil, Waldinei served as the CRM Manager at Itau Unibanco from 2003 to 2006, where they managed CRM activities and developed the campaign management tool to streamline processes.

Waldinei's career started at Credicard in 1995, where they held various roles, including Sr. Marketing Consultant for the co-branded portfolio and Credit & Collection Analyst.

Waldinei Guimarães has a diverse education history. Waldinei began their educational journey by earning a Bachelor's degree in Mechanical Engineering from Universidade Presbiteriana Mackenzie in 1991. Later, they pursued a Bachelor's degree in Propaganda and Marketing from the same university and graduated in 2000. In 2003, they obtained a Master of Business Administration (MBA) degree from the School of Economics, Business and Accounting at the University of São Paulo, specializing in Marketing de Serviços (Service Marketing). Continuing their academic pursuits, Waldinei then completed a Master's degree in Social Sciences from Pontifícia Universidade Católica de São Paulo between 2004 and 2008. To further enhance their skills in the field of Marketing & Analytics, they participated in a specialization program in Web Analytics at ESPM Escola Superior de Propaganda e Marketing in 2017. Lastly, in 2018, they attended a program at Kellogg Executive Education focused on Digital Marketing Strategies: Data, Automation, AI & Analytics.