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Mauricio

Mauricio Calcagnotto Garcia_Head of Marketing and Growth

mauriciocalcagnotto@gmail.com

Résumé

Experienced strategy and marketing professional with 13+ years’ work experience in growth-related roles, both in large companies and in startups; as an employee, as a consultant and as an entrepreneur. Experience in all phases of the development of a business, from business launch and definition of growth strategy to acquisition integration and the design of new ventures’ management processes.

I’m passionate about technology, innovation and entrepreneurship, with a particular focus on B2B data-driven businesses and international markets. I’ve led cross-functional and multicultural teams in France, Brazil and several Latin American countries. I speak four languages: English, French, Portuguese and Spanish and hold an MBA from HEC Paris with specialization in Innovation and Entrepreneurship. My main fields of expertise are Agile Marketing, Digital Marketing and Lean Startup. In the past few years I’ve been supporting early and growth-stage companies and new business divisions in the following growth-related projects:

- Go-to-market strategy: industry analysis, target market identification, market validation, MVP, business model definition, strategic and marketing plans.

- Growth strategy: identifying and scaling inbound and outbound growth levers: content marketing, SEO/SEM, social, paid (SEA, Facebook Ads, LinkedIn Ads), business development, events, partnerships, user onboarding, product and funnel optimization.

- Agile Marketing: implementation of an agile marketing process based on sprints, experiments and automation. Definition of KPIs and analytics tools, performance analysis, process organization and automation, project and team management.

- Product Marketing: user interviews, persona creation, user segmentation, value proposition, web-design, pitch presentations, content marketing (blogging, use-cases, guides, videos), coordination of marketing and sales campaigns.

In my spare time, I’m an avid surfer, snowboarder, cook, and photographer.

Expériences professionnelles

Growth and marketing manager

MULTIPLE COMPANIES , Paris

De Janvier 2014 à Aujourd'hui

Advised 15+ early and growth-stage startups as co-founder, advisor, mentor and acting head of marketing and growth. Specialized in lean-startup, I combine data, agile marketing and a user-centric approach to launch and grow new businesses and products. Examples of projects:

- Structured the marketing process for a B2B fashion marketplace, implementing analytics, AARRR metrics and reporting to investors and founders. Created an agile sprint system to quickly identify growth levers and tested actions that increased the number of signups (+38%) and the monthly recurring revenues (+20% January - March 2017). Actions included client segmentation and reactivation email marketing campaigns, value proposition review, landing-page optimization and SEO, optimization of user onboarding and creation of Facebook retargeting campaigns.
- Reviewed the positioning of a services marketplace, identified the target market and created audiences used in the launch campaigns. Advised a team of six in the definition of the company’s go-to-market strategy, implementing content and paid acquisition strategies (+400% traffic growth, +900% social network base growth, -50% user acquisition cost).
- Co-founded a fashion platform focused on emerging designers: developed the company's sales channels (partnerships, pop-up stores, online) increasing sales by +157% from 1st to 2nd collection, with a 30% retention. Coordinated content creation and strategy increasing engagement by 260% in three months. Designed, wrote development specs and optimized an e-commerce shop with over 300 products.
- Advised 5 B2B startups of the SNCF acceleration program run by Tektos accelerator on their go-to-market strategies and business model definition.
- Local In-Market Expert for Oban International, projects including the localisation of content and SEO review for the Brazilian market for a major anti-virus provider, Content Plan for the French market for a major online homeware and furniture retailer.

Head of marketing & business development

metriq , Paris

De Avril 2017 à Janvier 2019

- Process design, automation and analytics consulting for clients from various industries.
- Responsible for Marketing and Business Development, with an active role in the definition of the strategy of the company.
- Responsible for setting up marketing and sales processes (including the definition of KPIs, CRM and reporting tools).
- Responsible for developing partnerships and lead identification and nurturing.
- Responsible for product marketing, content and inbound marketing strategies.

Senior consultant

Kienbaum Executive Consultants , Porto alegre

De Mai 2009 à Novembre 2010

Worked as a consultant on strategy, marketing and human resources projects for small and large companies. Worked independently and in partnership with Kienbaum Executive Consultants and Reali Estratégia e Marketing.

• Supported a social media startup to develop its business plan and raise seed capital
• Developed a market opportunity study for a stationery company entering a new market in Brazil.
• Developed a brand repositioning study for a Brazilian home-decoration company.
• Developed a series of consumer studies for a Brazilian retail company.
• Supported the Strategic Planning and alignment process using Balanced Scorecard in one of Brazil's largest textile companies.
• Supported Kienbaum Executive Consultants in several succession planning projects

Strategic planning manager

Gerdau , Porto alegre

De Janvier 2006 à Février 2009

• Managed the project of Gerdau´s Corporate Planning Cycle: a cross-functional and cross-business initiative involving more than 50 senior executives, including c-level management.
• Managed the implementation project of Gerdau´s Business System (process management system) in the Strategy and Business Development Department.
• Coordinated 2007 strategic planning cycle of the Division (turnover of U$ 1.5 billion): a project involving more than 20 senior executives from eight countries, including c-level management.
• Support to Gerdau´s Business Units in Latin America on the development of their internal planning processes in the same year.
• Supported the turn-around of newly acquired companies in Colombia, Peru, Venezuela and Dominican Republic by implementing strategic planning and management processes.
• Work on the implementation and structuring of management processes in the Latin America Business Division. Development of management reports presented monthly by Latin-America’s Vice-President to company’s executive committee.
• Work on the alignment process of newly-acquired companies in Latin America to Gerdau´s management system.
• Member of the implementation team of Latin America Business Division Balanced Scorecard project.

Formations complémentaires

Master in Finance

UFRGS - Finance

2007 à 2008

Bachelor

UFRGS - Marketing

1999 à 2006

Parcours officiels

HEC – MBA HEC

Langues

Portugais - Langue maternelle

Anglais - Courant

Français - Courant

Espagnol - Technique

Italien - Notions

Compétences

Marketing and Business Development
Strategy
Growth management
GROWTH HACKING
Advanced analytics
Market Research, Strategy , Analytics
Data management & analytics
google analytics
SEM, SEO, adwords
international business development
international expansion
Go to market strategy
Product marketing
digital marketing strategy
Digital Transformation
business planning
Startup development
scale up
Business Developement
Marketing
digital marketing
inbound marketing

Centres d'intérêt

  • snowboarding
  • surfing
  • photography
  • arts
  • cooking
  • travelling
  • writing
  • literature
  • economy
  • technology
  • politics
  • music
  • cinema