Nayara Caiafa

QuintoAndar

Head of Product Marketing B2B and B2C

May 2023 - present•quintoandar.com.br

At QuintoAndar, my role is pivotal in sculpting product marketing strategies, executing product launches, and fostering collaboration across departments, ensuring our messaging is cohesive and powerful. I thrived on the front lines of market intelligence, guiding our narrative with insights that resonated with our audience and set new industry standards. Highlights: Strategic Vision: Crafted and implemented a holistic product marketing vision, harmonizing B2B and B2C strategies to propel QuintoAndar's market leadership. Market Insight: Directed exhaustive research initiatives to decode market dynamics, customer behavior, and competitive landscapes, informing strategic decisions. Go-To-Market Excellence: Engineered and executed comprehensive go-to-market plans, achieving seamless product introductions by integrating messaging, positioning, and cross-functional support. Narrative Development: Devised compelling campaigns that resonate deeply with our target audience, significantly elevating product engagement and conversion rates. Leadership: Fostered a high-performance team culture, mentoring team members towards exceptional professional growth and operational excellence. Customer-Centric Engagement: Championed customer engagement initiatives to refine our value proposition, directly influencing product enhancements and customer satisfaction. Product Roadmap Influence: Collaborated closely with Product and Operations to steer the product roadmap, ensuring alignment with market needs and strategic business objectives.

At Nubank, Latin America's premier financial institution serving over 90 million customers, I led product marketing with notable achievements: Revolutionized Key Account Features: Led a cross-functional team in a comprehensive overhaul of Nubank's key account feature, safeguarding over BRL 1 billion in assets and reducing churn to a mere 2%. Open Finance Strategy: Conceptualized and executed an innovative marketing strategy for Nubank's Open Finance initiative, quintupling consent rates in three weeks and achieving a 46% market share. Insightful Research and Positioning: Guided market segmentation and positioning efforts, delivering compelling value propositions that significantly enhanced product market fit. Comprehensive GTM Strategies: Managed end-to-end go-to-market strategies, ensuring coordinated product launches and sustained market engagement. Data-Driven Innovation: Pioneered a culture of data-driven experimentation, optimizing product engagement and user satisfaction through a rigorous test-and-learn approach. Effective Stakeholder Communication: Excelled in stakeholder management, maintaining transparent communication and alignment across departments to support informed decision-making. Crisis Management: Demonstrated adept crisis management, safeguarding customer experience and Nubank's brand integrity during critical periods. Talent Acquisition and Development: As an additional responsibility, successfully hired and onboarded 14 professionals within two months, contributing to the enrichment of Nubank's talent pool and fostering a culture of continuous learning and engagement.

Spearheaded the conception and launch of a groundbreaking start-up business strategy, Sensia Incorporadora, collaborating closely with Senior Directors and C-level executives. Key Responsibilities: Integrated Growth Strategy: Developed and executed integrated Marketing, Sales, and Customer Experience strategies and tactics, driving the company's expansion efforts. Strategic materials: Crafted strategic positioning, compelling sales pitches, and impactful presentations tailored to engage both internal stakeholders and external partners, including B2B and governments entities. Profitable Growth Formulation: Formulated a dynamic growth strategy geared towards achieving financial profitability and enhancing customer satisfaction. Cross-Functional Collaboration: Provided crucial support to cross-functional teams particularly Engineering and Architecture, to ensure synergy in project execution and alignment with strategic goals. Brand and commercial launches: Developed and implemented multifaceted strategies for brand launch and product promotion, such as: nationwide campaigns, stakeholder events for both B2B and B2C audiences, trade marketing initiatives, astute social media management, public relations efforts, targeted sales actions, and various other impactful initiatives.