MAIN QUALIFICATIONS
Career built on the financial market, mainly at the payment segment working at prepaid companies, banks, retail financial
services and advertising agencies. During the past year I worked as Head of Paypaxx, a startup prepaid card company that
provides corporate payment solutions where I was a member of the holding Hub Prepaid executive team.
I was responsible for the Paypaxx commercial area, outlining the main objectives, the budget plan and all the strategic
performance, as the selection of the targeted segments and companies, hunter and farmer performances and organizing
the team by channels, companies size and sales channels. Winning over more than 170 conquered companies such as
Magazine Luiza, 99, Easy Taxi, Algar and Camil.
As a Customer Manager at the Alelo financial services unit, I was responsible for Product Engineering, Portfolio
Management, BI, Marketing and Quality & Processes, leading a team of 18 people.
Main developed and implemented projects:
 The launching of the new Paypaxx corporate expenses manager product;
 Manager and cardholder Apps specifications, structuring journey, tests and implementation
 The development of the new loan platform of the CBSS Bank
 Exchange of all credit cards from magnetic strip to the chip technology, including the instant issuer
 Implementation of the benefit and advantage program to credit card and pre-paid customers
 Brand Facelift and the general revision of all POS and support material for the IBI brand
 Branding project - Movera
 Management of all company events
 Creation of annual endomarketing program
 Portfolio and relationship action Management
 Paying bills in up to three installments with the credit card in the IBI stores
 C&A Private Label Cards acceptance in business partners (ibiNet)
Graduated in Advertising and Marketing from Mackenzie, post-graduated in Business Administration from Ibmec. Fluent
English.
CAREER HISTORY
PAYPAXX | HUBPREPAID HOLDING (VALE PRESENTE)
Executive Manager – Head Paypaxx NOV/15-OCT/16
Prepaid Cards Company that provides corporate solutions payment
 Company structuration, team building and definition of all performance strategy. Official company launch in Feb/16 and
monthly revenues achieved above R$16MM
 Team leader in the implementation of the products and projects of the Paypaxx Corporate Expenses product and
platform.
 Responsible for the development of the marketing communication plan for all of the Paypaxx products and brand, such as
endomarketing program and online and offline actions that were sent to the business customers and cardholders.
 Implementation of the Paypaxx commercial area. A team of nine people that reached the most important prospects by
being present and the small and medium prospects by telemarketing. Winning over more than 170 conquered companies
such as Magazine Luiza, 99, Easy Taxi, Mexichem, Algar and Camil.
 Responsible for the relationship with banks such as Caixa, Itaú and Daycoval aiming the development and implementation
of commercial partnerships
 Creation of key performance indicators to manage customer portfolio and provide strategic information to the
relationship actions such as upsell and X-sell.
 Leader of the development team of the strategic benefit program in which the prepaid cardholders received discounts on
their purchases at some specific traders.
Giselle Criscuolo Leite
Brazilian, 37, divorced, 02 children
Tamboré 6 – Santana de Parnaíba – SP - Brazil
(55 11) 97119-2749 | gisellecriscuololeite@gmail.com | https://br.linkedin.com/in/gisellecriscuololeite
OBJECTIVE: EXECUTIVE POSITION IN BUSINESS AREA, MARKETING or PRODUCTS

FINANCIAL SERVICES UNIT – Alelo
Customers Manager - NOV/11-JUL/15
Including products engineering, Portfolio Management, BI, Quality &Processes and Marketing (online and offline).
 Optimization of customer communication increased the activated base in pp. The base indicators achieved the highest
activation level, use of credit limits and revenue per dollar spend.
 Change of all credit cards from magnetic strip to chip technology, increasing spending by 16%.
 Development and deployment testing of new loans platform; development of new products for the CBSS Bank.
 Implementation of the automatic invoice instalments project, increasing the current monthly revenue by R$ 800,000.
 Creation, development and implementation of CBSS website in 60 days.
 Ibi brand Facelift and develop of new brand book guide, as well as the creation and implementation of new visual
merchandising concept.
 Branding project - Movera
 Structuring Quality & Process area with the implementation of some key indicators and forms as the demand guide and
Quality Book. Organizing the companies’ information processes by constructing manuals and structuring the Demands
control project. The area was voted as headquarters’ "stores’ greatest partner" by the stores’ employees, only three
months after this restructuring.
 Development and deployment of document management tool.
BRADESCO CARTÕES
Credit Cards Coordinator - JUL/08 - OCT/11
Responsible for the strategic lifecycle planning: acquisition, activation and reactivation, usage management, and retention
of credit cards.
Credit cards 8 mm and R $ 1,6 bi in assets C & A portfolio
Private labels 18 mm and R $ 1,5 bi in assets C & A portfolio
Credit cards and private labels 2, 6 mm and $ 700 mm in assets Ibi and portfolio partners
 Review of credit card sales strategies. Redefinition of the distribution channels and product offerings. The segmentation
that previously was approached by telemarketing became a direct marketing target, reducing the cost by 41%. New
product offerings have increased the response of certain segments by 67%.
 Implementation of strategic communication actions for the never activated and inactive target increased Makro spending
by 18.5% YOY
 Increase partners profits, by developing an exclusively type of payment for the electronics installments, with double credit
limit, being the last installment free. This feature was deployed at a supermarket (Makro). Result: This action increased the
average installments by 2.6 installments and 3.1% in the interest transactions.
BANCO IBI
Credit cards Supervisor — Apr/04-Jun/08
Strategic lifecycle planning of credit cards and private labels: 1,4 mm accounts and $ 0.5 bi in assets, the portfolios of Banco
ibi and partners: Angeloni, Canal Jeans, Modelo, Arco Iris, Rondelli and Bonanza.
 Implementation of direct marketing actions for partners with the objective to make the cancelled customers return on
using our products. Incremental return of 4.3%.
 Development of an exclusive feature with special offers for credit card customers. Commercial business partners
negotiations, use of VISA and MasterCard benefits platforms and customer communication in billing using insert mailing,
website and email marketing.
Marketing Supervisor-out/01-mar/04
Planning, creation and development of direct marketing and promotions for personal loans, and visual merchandising.
 Coordinating and monitoring quality and quantity customer’s researches, including public segmentation, and
questionnaires.
 Media campaigns planning and monitoring
 Developing a marketing plan for new financial products launching.
 Development of a new loyalty program in partnership with C&A

GUIMARÃES PUBLICIDADE
Account Coordinator - APR/01-SEP/01
Coordinating Natura account. Studying Natura costumer’s needs and desires and developing some marketing actions
 Analysis of Natura communications line and its main competitors
 Developing, presenting and executing an action plan
 Restructuring and reorganizing of all the communication from SER NATURA. A Channel that is the common bond from
Natura sellers and the costumers.
WUNDERMAN – YOUNG & RUBICAN
Accounts Supervisor - JAN/99 – MAR/01
Meeting and analyzing the customers’ needs of some accounts like Banco Real, AT&T e TVA.
 Presentation of the agency creations for customers and negotiating adjustments and deadlines
 Worked in different areas including creation (writing), art buyer and customer service
 Organization of jobs in creation area defining prioritization and the team to do that job.
 Image choice and negotiation of the costs and terms with the suppliers.
ACADEMIC TRAINING
Postgraduate in business administration-Ibmec São Paulo- 2006
Graduate in Advertising & Publicity, With a Major in Marketing – Mackenzie University – 1999