1. ELEONORA MOREIRA CARDOSO
) +55 (11) 99424 7338 | + eleonoracardoso@uol.com.br | eleonoracardoso10@gmail.com |
https://br.linkedin.com/in/eleonoracardoso
Objective: Communication and Marketing | Product | Business Development
Summary of Qualifications
• More than 25 years of professional experience working with Marketing, Product and Sales in credit Card issuer and large
multinational banks.
• Strategic vision and result oriented, with remarkable ability to plan and deploy organizational changes.
• Great ability in managing complex projects with outstanding capability to assess and mitigate risks
• Consolidated experience in development and execution of Marketing Strategy and Plans, Sales and promotional
campaigns, communication of value proposition and Brand.
• Consistent performance in customer segmentation and personalized communication.
• Solid experience in the implementation of New Business.
• Training and development of high-performance teams.
• Entrepreneurial experience with the idealization and launch of a Real Estate market magazine.
• Graduated in Economics from FEA - USP , with an MBA in Retail Goods and Services - FIA
Main Achievements
Communication and Marketing / Business Development
ü Developed and implemented strategic marketing plans for Credit Card and other financial products contributing to build the
image of a product that became a benchmark.
ü Promoted quality, increased coverage and communication integrity on all customer channels contributing with greater
knowledge of the product, generating higher use and lower volume of calls in the contact center.
ü Restructured communication related to the life cycle of credit card using statistical models and appropriate level of
segmentation promoting increased spending, activation and average ticket.
ü Developed the entire strategic cycle of launching a product, covering the Communication Plan, sales team training,
press releases, merchandising materials.
ü Designed and implemented several product sales campaigns, new customers prospection and promotional
campaigns leading Marketing KPIs to higher levels.
ü Developed an innovative model for credit card invoice (transpromo) that included, along with transactional info,
personalized offers with high level of segmentation supported by statistical models resulting in increased sales of released
products and services.
ü Expanded partnerships with more than 100 major retailers to offer their products in the redesigned Credit Card Virtual
shopping. These actions, associated with greater effectiveness and relevance of communication, generated a 70% growth
in sales of the Shopping.
ü Implemented a new upscale segment at Citi. Conceived customers targeting rules, defined profile, certifications and
training of "Wealth Management" consultants, Coordinated legal and compliance foundation, proceeded with adaptation of
applications and Web tools used by consultants, developed value proposition and communication plan.
ü Implemented at BankBoston an innovative project for Consumer accounts activation which established a revolutionary
investment advisory and presented the best historical return.
Product / Business Development
ü Managed several Product Portfolios such as Credit Card, vehicle financing, payroll credit and working capital credit
developing and improving the Value Proposition, setting pricing, ensuring competitiveness and profitability.
ü Promoted continuous improvement in products and processes to improve customer experience.
ü Implemented products such as MasterCard, Visa Infinite, and MasterCard Black strengthening the product portfolio.

2. ü Structured mass insurance into a profitable business with specific coordination, specific sales channel, and broad product
portfolio, increasing sales by more than 60% and revenues by 50%.
ü Played important role in the definition of budgets as well as analysis and monitoring results.
ü Widened the range of self-services obtaining a reduction on customer calls.
ü Implemented various innovation projects such as Digital Wallet MasterPass, NFC and Mobile Payment, Tokenization,
Samsung Pay and an app for Home banking services, these last 3 were in development process.
ü Integrated new loyalty programs to Card Loyalty Program, implemented Priority Pass, expanded product offerings at the
Market Place Opte+ and widened redemption possibilities thus creating relevant differentiations.
ü Established great relationship with Visa and MasterCard by negotiating incentive contracts, performing marketing
campaigns, advisory projects and product launch and enhancements.
Professional Experience
Portoseg S/A – CFI | Feb 2007 | Feb 2016
Product and Communication Manager: Financial Products; Mass Insurance; Partnerships, Projects and Card Loyalty Program.
Booz Allen Hamilton | Jun 2005 | Dec 2006
Project Manager: Global IT Bid to replace General Motors IT providers worldwide. Role of consolidating the technical
characteristics of all applications at Middle East, Africa and South America.
Corporate Realty Magazine | Mar 2003 | Nov 2004
Founder: Designed and implemented a magazine for the Real Estate segment. The magazine was designed to provide reliable
information to the Market, especially to support investment decisions in the sector. Made a pilot to present the concept and 4
editions with Carta Capital magazine.
Citibank | Jun 2000 | Feb 2003
Segment Head: Deployment of the Wealth Management segment: Jul 2001 | Feb 2003
Investment Manager: Managed a team with investment portfolio: Jun 2000 | Jun 2001
BankBoston | Jan 1998 | Mar 2000
Consumer Marketing Manager
Banco Nacional | Jun 1990 | Feb 1995
Corporate Relationship Manager
Citibank | Jul 1988 | May 1990;
Corporate Relationship Manager: Jul 1998 | May 1990
Trainee: Jan 1987 | Jun 1988
Education
PEC-Business Development Program - Fundação Dom Cabral – 2011 – In Company
Master’s Degree in Retail of Goods and Services - FIA – 2009/2010
Degree in Economics at FEA USP – 1986
Recent Courses
Bank Card Visa - Las Vegas 2015
Formação de Consultores Adigo - 5 Modules – 2012 to 2013
Leadership Coaching - 20 sessions – 2011
Languages
Fluent in English