Aline Ribeiro Fagundes

– Co-designed the UAT framework and validated functional requirements for the Treasure Data rollout, covering audience logic, segmentation and multichannel activation across Veeva, Web and Adobe Campaign – Used Treasure Data SQL and Veeva SOQL to validate and troubleshoot segmentation and channel inconsistencies. – Developed the Marketing Translation Layer and cross-market playbook to standardize business-to-CDP translation. – Contributed to Email Bot Score and content-affinity predictive scoring models, supporting more effective audience activation and content personalization. – Joined during a period of internal restructuring that materially changed the scope of the role.

– Designed the Willow360 GTM Journey Framework, translating commercial strategy into scalable omnichannel journey models and engagement requirements. – Defined the functional MarTech/CRM integration baseline, including participating systems, data flows, integration needs and the architecture required to enable a unified customer view. – Translated business needs into user stories, functional requirements and acceptance criteria, bridging business, product and technology teams throughout agile delivery. – Collaborated as Willow360 Product Owner to drive product evolution, prioritize improvements and enhance platform capabilities based on business and user needs. – Established customer intelligence and CRM governance practices to support consistent adoption and scalable omnichannel execution.

– Translated Brand and Medical narratives and priorities into functional omnichannel execution frameworks for HCP engagement across the EU. – Defined HCP segmentation, content orchestration and channel execution logic across Demandbase, Salesforce Marketing Cloud and Veeva. – Applied journey analytics to assess HCP engagement, identify optimization opportunities and strengthen cross-channel execution. – Designed a MLR workflow optimization framework to improve speed-to-market.

Salesforce Data Cloud Consultant certification path — CDP architecture, identity resolution, data cycle, segmentation, and activation. Built SQL expertise applied directly in subsequent CDP work

– Translated Brand and Medical high-level strategy and functional omnichannel plans into executable HCP engagement frameworks for a major CNS brand launch across EMEA, starting from scratch with no existing HCP base or opt-in history. – Orchestrated the MarTech ecosystem — Veeva CRM, Salesforce Marketing Cloud, HCP portals and third parties — translating the framework into executable, compliant customer journey activation. – Defined the E2E journey analytics framework and segmentation models aligned to the Salesforce CDP data model, translating data gaps into functional requirements for platform development and achieving 45% opt-in in a new therapeutic area. – Acted as Functional Product Owner for the omnichannel implementation, defining sprint-ready user stories, orchestration requirements and functional acceptance criteria.

Designed a unified HCP engagement framework across EMEA, shifting marketing from a product-push model to profile-based, lifecycle-stage logic across therapeutic areas. I systematically identified critical gaps caused by disconnected, product-line-specific segmentation, translating them into a consolidated customer experience architecture and authoring standardized playbooks to ensure complex automation logic remained scalable and maintainable. Bridged the gap between Regional Strategy and Local Execution by establishing a "Regional Reference Center" for Eloqua, where I gathered local country requirements, co-designed regional journeys, and enabled diverse European markets to implement compliant campaigns aligned with the central regional architecture. Personally designed and configured hands-on Eloqua journey models (automation flows, nurture sequences, and CRM integrations), delivering the "Women Like Me" program as a successful proof-of-concept that achieved a 67% email open rate and 37% webinar conversion

Awarded Cisco Revenue Excellence Award: PDC Co-Branded Demand Generation Program increased MQL volume by 150% and improved MQL-to-SQL conversion by 35%. Led the launch of Cisco's Partner Demand Center in LATAM, building a scalable digital demand generation engine; governed marketing automation and campaign execution at scale across email, digital, and partner channels. Led a regional team of 4, establishing operational frameworks to improve partner marketing effectiveness and best practice adoption