Mariana Santos Cavalcanti

MARIANA CAVALCANTI Data Insights Manager | Data Strategy & Decision Intelligence | Consumer Behavior Transforming complex data into strategic growth SUMMARY Data Insights Manager with 5+ years of experience in data strategy, social media analytics and decision intelligence. Transforms complex consumer and digital performance data into concise, actionable insights— building dashboards and reports (Sprinklr and analytics tools) that inform client strategy, optimize campaigns and drive business growth. Client-facing leader experienced in mentoring teams and aligning insights with strategic objectives. WORK EXPERIENCE Data Insights Manager , Euphoria Creative Mar 2022 - Feb 2026 Led client-facing data insights and special studies, translating complex consumer and digital performance data into strategic recommendations, dashboards (Sprinklr and BI tools) and actionable reports. Managed project timelines, stakeholder relationships and team development. Streamlined reporting processes with AI, cutting turnaround time by 57%. Built GPT-driven workflow automations, reducing manual processing time by 81%. Delivered ad-hoc analyses and social listening reports that identified real-time opportunities and increased organic Instagram engagement by 156%. Designed dashboards and standard reports to inform campaign strategy and optimize performance. Presented monthly and annual strategic reports to clients, translating data into clear recommendations. Performed market benchmark studies and led team development via regular feedback and 1:1 coaching. Data Strategy Supervisor , Crispin Jun 2022 - Mar 2024 Defined KPIs and developed dashboards and reports to align cross-functional teams and guide digital strategy. Collaborated with creative, planning and paid teams to improve decision-making and campaign outcomes. Improved project delivery success by 10% through clearer KPIs and stakeholder alignment. Led strategic research and proactive projects (e.g., "Dash BBB" and "Radar The Town") to surface cultural and market opportunities for clients. Built automated competitor and brand-monitoring dashboards that delivered real-time insights to internal teams and clients. Managed team development via 1:1s and feedback loops, raising documentation and execution quality. Analyzed consumer conversations to recommend strategic approaches and support planning. Research and Strategy Analyst , Mutato Feb 2021 - Jun 2022 Researched consumer behavior and cultural trends to inform campaign planning and accelerate creative sprints, connecting insights to execution across agency teams. Planned digital strategy and aligned creative concepts with audience behavior and communication trends to improve content relevance. Produced performance reports and social listening studies that surfaced timely content themes and tactical opportunities. Designed and facilitated biweekly creative brainstorming sessions, increasing the number of content ideas by 50% per cycle. Social Media Analyst , Rastro Aug 2019 - Mar 2021 Managed end-to-end social media operations, including content scheduling, community engagement, and performance analysis. Produced comprehensive performance reports using advanced social media tools to guide content and paid decisions. Planned and executed Always-On campaigns, ensuring consistent brand presence and steady audience growth. Provided real-time data coverage for major events, converting live interactions into actionable metrics for stakeholders. Monitoring Analyst , Artplan May 2019 - Aug 2019 Managed end-to-end social media operations, including content scheduling, community engagement, and performance analysis. Produced comprehensive performance reports using advanced social media tools to guide content and paid decisions. Planned and executed Always-On campaigns, ensuring consistent brand presence and steady audience growth. Provided real-time data coverage for major events, converting live interactions into actionable metrics for stakeholders. Consumer Relationship Analyst , The Coca-Cola Company Mar 2018 - Dec 2018 Managed end-to-end social media operations, including content scheduling, community engagement, and performance analysis. Produced comprehensive performance reports using advanced social media tools to guide content and paid decisions. Planned and executed Always-On campaigns, ensuring consistent brand presence and steady audience growth. Provided real-time data coverage for major events, converting live interactions into actionable metrics for stakeholders. EDUCATION BA in Advertising and Marketing at Faculdade FACHA 2012 - 2016 ADDITIONAL INFORMATION Technical Skills: Data Analysis, BI Tools, Data Visualization, Web Scraping, Strategic Planning, Project Management, Team Leadership, Generative AI Soft Skills: Strategic Leadership, Analytical Excellence, Proactive Growth, Collaborative Mentor, Adaptable Problem-Solver Languages: Portuguese(Native), English (Highly proficient) Certifications: Pré-MBA em Inteligência Artificial para Negócios (Saint Paul Escola de Negócios) | Liderança e Gestão de Equipes (FGV - Fundação Getulio Vargas) | Análise de Dados e Tomada de Decisão em Estratégias Digitais (ESPM) | Beyond Business Intelligence and Decision Intelligence (Sandbox Escola de Estratégia)