Digital Product Manager | Customer Journey Manager

Professional with over ten years of experience in strategic planning, management, and production of digital content. Leads multidisciplinary teams in design, content, and product initiatives aimed at mapping, optimizing, and scaling customer journeys, ensuring a consistent and high-impact digital experience. Currently, at Iberdrola, combines strategic vision with expertise in digital content management and SEO to enhance the visibility of digital products and strengthen corporate digital reputation. Works cross-functionally with different areas of the company and external stakeholders, providing innovative solutions that optimize processes, generate operational synergies and ensure compliance with business objectives and key results (OKRs and KPIs).

Requirements

Education

Customer Experience | Master (Universitat Politècnica de Catalunya (UPC) + Inesdi Business Tech School)
Production and Creation of Digital Content | Postgraduate (Escola Superior de Propaganda e Marketing (ESPM))
Social Communication – Journalism | Bachelor's Degree (Universidade Federal do Rio de Janeiro (UFRJ))

Experience

Web Project Manager at Iberdrola (05/2023 – Present)
Digital Product Owner at Iberdrola (10/2020 – 04/2023)
Digital Content & SEO Localization Specialist at Iberdrola (02/2019 – 07/2019)
Digital Product Owner & Social Media at Neoenergia (07/2017 – 10/2020)
Digital Communication Intern at Neoenergia (07/2015 – 07/2017)
Press Office Intern & Internal Communication at In Press Porter Novelli (11/2014 – 06/2015)
Press Office Intern at Press Office of the School of Communication of UFRJ (10/2013 – 11/2014)

Skills

SEO
Digital Content Management
Design System Development
Product Roadmap Management
Team Leadership
Data Analytics
KPI Definition
OKR Reporting
Content Governance
Customer Journey Mapping
Strategic Planning
Stakeholder Management
Multidisciplinary Team Management

Languages

Portuguese
English
Spanish

Certifications

Product Management: Customer Development (LinkedIn)
UX Foundations: Usability Testing (LinkedIn)
Product Management: Building a Product Roadmap (LinkedIn)
Product Management: Building a Product Strategy (LinkedIn)
Accessibility for Web Design (LinkedIn)
SEO: Keyword Strategy (LinkedIn)
Email Marketing: Strategy and Optimization (LinkedIn)
Google Analytics 4 (LinkedIn)
Digital Analytics (ESIC)
Social Media Management (Lapa Comunicação)
Digital Marketing Planning (Lapa Comunicação)
SEO in Practice (M2br Academy)
Webwriting - Writing Techniques for the Web (Lapa Comunicação)

Responsibilities

Develop and manage Iberdrola's Design System for webs managed on Liferay (CMS), ensuring consistency of omnichannel experience and scalability in various countries
Develop and lead digital product roadmap of corporate webs in Iberdrola Group, coordinating initiatives to optimize customer journey strategy, digital experience, and content governance in five countries
Manage and mentor multidisciplinary teams (Design, Content, Product and Data Analytics) to promote operational synergy and ensure greater consistency for the user journey across all webs of the Iberdrola Group
Plan and execute a global SEO and digital content strategy, increase organic brand visibility, and strengthen corporate digital reputation
Collaborate across functions with strategic areas (Marketing, IT, Legal, and Regulation) and external stakeholders to align improvements in the customer journey with business priorities (ensuring Regulatory and Accessibility Compliance)
Support digital transformation by developing governance models that enhance user experience, ensure accessible and user-friendly content, and strengthen digital reputation across strategic communication areas
Define and monitor user journey and experience KPIs, apply data analysis to guide strategic decisions and drive continuous optimizations
Lead the definition, monitoring and reporting of OKRs and KPIs related to digital experience, leveraging customer feedback, analytics and behavioral data to inform journey enhancements and measure impact

Technologies

LiferaySEOGoogle Analytics 4No-code SaaS platformDigital Analytics toolsSocial Media Platforms

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