Caio Donald Gusmão

Responsible for managing the customer experience from the marketing perspective, overseeing the lead generation, onboarding, and activation of our users.

Main projects led and achievements:

• Design onboarding and communication process from end to end (trial creation to user retention)
• Automate trial communications
• Automate onboarding communications
• Automate communication with customers associated with their product usage and lifecycle
• Improve in 20% activation rate of new users
• Adjust in-product onboarding experience with product team
• Developed personalized solutions for customers, resulting in increased loyalty and repeat business

CRM Admin managing over 50 active users across marketing, sales, support and tech.

Focused on:

• Team Enablement
• Sales and Service process automation / efficiency
• Customer Experience improvement
• Enable and support marketing team to run campaigns
• Strengthening cross-functional collaboration Operationalizing Sales forecasting within our CRM platform

Some notable projects and achievements:

• Implementing an automated lead routing solution for our Account Executive team which supported lead sources such as marketing campaigns & events, LeadGen forms, and a Sales chat bot
• Refinement of our customer health and account management reporting to improve territory planning efficiency and provide better adoption insights to our Sales team
• Operationalizing our Sales Bookings Policy with HubSpot workflows and supporting Sales metric reporting
• A complete overhaul and continued maintenance of our Sales team SOP and new-hire onboarding documentation
• Build operations to offer a omni-channel support service: definition, set up, and implementation of a chat bot strategy to assist customers 24/7, integrated with live chat, video calls, and email.
• Setting up CRM (Hubspot) for the company: definition of all the support processes, launch, team training and workflow automations. We managed to automate 20% of the inbound inquiries.
• Build and execute a quality and performance program to guarantee high-quality service and improve NPS.
• Build data dashboards and metrics to become a data-driven team with clear KPIs and OKRs.

• Implementing, consulting and training for HubSpot clients. Working closely with the areas of marketing, sales, customer success, and operations to fully take advantage of the CRM.
• The focus of the work being from the alignment of marketing and sales, as smarketing, to digital transformation in companies, such as the application of a CRM, work methodology and best practices with the use of HubSpot.
• Certified as HubSpot trainer and 5 years of experience with HubSpot usage, with certification from every Hub.
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Responsible for the digital marketing of a global marketing team, in which launched a new Brand in both US and Brazil.

The digital marketing initiative is responsible for content, conversion path creation, CRM management, paid media, SEO, Smarketing, website management and optimization.

Leading the team with one direct report with emphasis on development such as Monthly 1:1 Meetings and action plans.

Leaded and experimented new tech for our tech stack through the whole company such as RD Station, PandaDoc, G-accon, Proposify, GetAccept, BrightTalk, Lucky Orange and SEMrush.

Creation digital marketing campaigns
Marketing and sales alignment
Creation of conversion process
Managing teams of website development and paid media
CRM management

Hired to recreate the marketing processes and structuring it with a growth hacking mindset.

Focus points:

Marketing performance measurement

Strategic planning guidance and execution

- ABM Strategies

- Inbound Strategies

Process development

Marketing systems (HubSpot) and data

As a Tech Lead in CRM operations, I've also reviewed the whole CRM and processes to recreate and optimize them.

Working as a HubSpot Certified Trainer, giving training and workshops on the tool and its use as a hub for exponential growth.

• HubSpot Marketing Software
• HubSpot Sales Software
• HubSpot Service Software
• Inbound Sales
• Inbound Marketing

Assuming the management of the automation area of the company, thus being responsible for all the automation processes of marketing and sales of our customers, including the optimization of said processes or creating new ones.

Responsible for the success of 16 clients, the most memorable being: Grupo Tiradentes, the 12st largest educational group in Brazil and Descomplica, a StartUp, elected from Fast Campany as one of the most innovative companies in LATAM.

Being responsible for the workflow within the agency of those clients, approval of advertising campaigns, inbound planning, and strategy. On our Customer Success methodology I was allocated inside of our clients during some period to make them, not only reach their success and goals in the most effective way but also at the fastest pace possible, making use of Growth Hacking methods.

I obtained a 25% increase in enrollments compared to the previous year with Unigranrio and a 32% growth with UNDB and a 45% reduction in the CAC of new students, through inbound sales, the use of the HubSpot tool, automation and the targeting of conversion campaigns, thus receiving awards from HubSpot in the "Impact Awards Inbound Growth Story Q4" and "Impact Awards Sales Enablement Q3" categories, respectively.

Instructor of the course "Growth Hacking for the educational market"