Evelise M

Group Product Manager

Mar 2025 - Mar 2026 • 1 yr

• Analyzed the company’s portfolio (3 existing B2B2C apps) and identified that building a 4th standalone B2C app would increase maintenance costs and staffing burden without proportional ROI. Recommended pivoting to a web-responsive product that reused existing features and complemented them with new B2C capabilities. Decision eliminated redundant development, accelerated time-to-market (no app store approvals), and enabled faster iteration cycles. • Challenged leadership’s initial target of 500 new subscribers in 3 months (with near-zero media budget) by presenting a bottom-up analysis showing the target was unrealistic and would demotivate the team. Negotiated it down to 100 — still ambitious but achievable. Also pushed to shift OKRs from feature-delivery to impact-based measurement, introducing outcome-driven goal-setting for the first time. • Tested multiple acquisition channels (Instagram influencers, TikTok, Google PMax, Google Ads); found that influencer campaigns lacked sustained ROI while Google Ads performed moderately. Pivoted to an employee ambassador program (200 employees, templated WhatsApp and LinkedIn assets) targeting warm referrals — ~80% of all acquisitions came through this channel, validating that trusted referrals outperformed paid media at a fraction of the cost. • Identified a 50% drop-off at the credit card entry step during trial sign-up by instrumenting each form stage (account creation, personal data, financial data). Worked with engineering to remove the credit card requirement — directly reducing the largest single friction point in the conversion funnel. • Led a team of 2 PMs and 1 designer; aligned team priorities to company OKRs using a bottom-up/top-down framework. • Also managed the company’s flagship app (1M+ downloads) for 6 months following a company reorg.

Principal Product Manager

Nov 2023 - Mar 2025 • 1 yr 4 mos

• First product hire on the Platform team; built and owned the consumer-facing product architecture spanning a mobile app, website, and self- service kiosks across multiple user segments. • Led the complete redesign and rebuild of the consumer mobile app and website — partnering closely with design to deliver a refined UX — managing an 11-person consulting team through QA, UAT, and phased deployment with minimal impact on conversion rates and CSAT. • Built a proprietary payment orchestrator processing 3,000+ consumer transactions daily, defining API contracts and integration specifications that enabled seamless financial flows across 2 group companies. • Partnered with engineers to define system architecture and APIs, translating complex technical trade-offs into clear consumer-facing product decisions. • Led compliance feature rollout across all consumer sales channels (online and offline) within 4 months, coordinating across Sales, CS, and Engineering to avoid regulatory penalties. • Monitored conversion rates, CSAT, and platform performance metrics post-launch; used data to identify friction points and drive continuous improvement across consumer journeys.

Senior Product Manager

Jul 2022 - Jul 2023 • 1 yr

• Launched the Rewards (Cashback) Product — a consumer-facing offer discovery and engagement surface — achieving a 25% opt-in rate within the first month, well above acquisition targets. • Delivered the FIDC (Receivables Investment Funds) product end-to-end in under 2 months in partnership with Treasury and Finance; achieved a 20% contract confirmation rate within 45 days, representing 70% of the quarterly goal and significantly boosting company liquidity. • Designed and ran structured A/B experiments to optimize consumer opt-in conversion, driving a 7% activaHon liS and unlocking R$56 million in confirmed receivables — demonstrating a disciplined test-learn-iterate approach to consumer funnel improvement. • Executed beta testing and phased rollout cycles to validate product quality and gather early user feedback before general release. • Defined product roadmap and evolution strategy using funnel analytics and cohort data to make fast, evidence-based prioritization decisions. • Presented consumer engagement metrics and roadmap updates to the C-suite and directors on a regular cadence.