Rafael Fagundes
Data Analyst & CRM Specialist · 10+ Years of Experience
I turn data into actionable insights that drive business growth. My expertise spans Python, SQL, Power BI, CRM, and AdTech — with a strong focus on A/B testing, conversion rate optimization, and cookieless strategies. I've worked globally with Nestlé and Dell Technologies, leading data-driven initiatives, building dashboards, and optimizing personalization strategies across markets. Fluent in Portuguese, English, and Spanish.
Get in touchCareer
Work Experience
Growth Marketing Analyst Current
Nov 2025 – Present
eduki
- Lead cross-channel performance analysis across Paid Search, Paid Social, CRM, SEO, Organic Social, Author Activity and Direct Traffic, identifying trends and opportunities to improve ROI.
- Develop and maintain data-driven dashboards and reporting frameworks, establishing core metrics and supporting decision-making across markets.
- Advance attribution and data tracking by improving first-party data models, optimizing UTM structures, and ensuring end-to-end tracking accuracy.
- Collaborate with product, growth, and engineering teams to refine platform data signals and strengthen segmentation and measurement.
Data Analyst – CRM & Customer Personalization
Mar 2024 – Oct 2025
Nestlé
- Rolled out global dashboards within six months, reducing reporting time by 40% and giving 20+ Digital Managers faster access to insights.
- Developed data use cases including a loyalty program and exchange value initiatives, boosting campaign engagement by 25% and improving conversion by 12%.
- Conducted KPI and data governance training, strengthening data literacy across markets.
- Initiatives accelerated first-party data acquisition by 30% YoY, enabling deeper personalization and driving ROI growth.
AdTech Data Analyst
Mar 2023 – Feb 2024
Dell Technologies
- Established new measurement standards for B2B and B2C, applying MMM, Clean Rooms, and GA4 to prepare for a cookieless future.
- Within three quarters, reduced third-party cookie dependency by 70% through the ActionIQ CDP, creating a robust first-party audience hub.
- Demonstrated first-party audiences converted 3× more effectively than third-party, driving stronger ROI and accelerating cookieless adoption.
- Led regular meetings with C-level stakeholders, showing how reduced third-party investment and increased first-party usage improved performance.
Awards
- Game Changer – ActionIQ Readiness (Apr 2023): Led the transition from Salesforce DMP to ActionIQ with global audits, automation, and taxonomy.
- Excellence in Innovation (Sep 2023): Recognized for the 3P to 1P Audience Strategy.
- FY25 Cookieless & AdTech Innovation (Oct 2023): Drove durable tactics for global stakeholders.
Data Strategist – Innovation & Analytics
Mar 2022 – Feb 2023
Dell Technologies
- Led the New Paradigm workstream, delivering multiple proofs of concept in under a year with Web3, blockchain, AI, and metaverse applications for digital marketing.
- Implemented Brave Browser campaigns and cookieless solutions, testing privacy-first engagement strategies within six months.
- Founded an internal Web3 community that grew to dozens of active members.
B2B Marketing Data Analyst
Sep 2018 – Feb 2022
Dell Technologies
- Optimized the omnichannel customer journey across email, paid social, WhatsApp, chatbots, and website real-time personalization.
- Led the implementation of 6sense in Latin America, raising target accuracy in LinkedIn paid social from ~40% to 99%, driving 25% growth in Sales Ready Leads and 30% increase in Pipeline.
- Drove top global email marketing results at Dell during FY21H2, achieving best-in-class open and click rates.
Awards
- CX Connect 'Shine a Light' (Dec 2021): Key partner orchestrating LATAM journeys.
- FY22Q2 Game Changer (Jul 2021): Advanced ABM and LinkedIn targeting.
- Best Quarter and Year Ever (Jan 2021): Contributed to surpassing US$100M in pipeline.
- Buen Fin Mexico – US$1.1M Revenue (Nov 2020): Drove +40% YoY revenue.
Email Marketing & Data Analytics Specialist
Jan 2017 – Aug 2018
Dell Technologies
- Improved deliverability and engagement through segmentation clusters, achieving a 102% YoY increase in email revenue.
- Created automated customer journeys — welcome flows, post-purchase, abandoned cart, re-engagement — boosting average order value by 25% and retention by 15%.
- Built a weekly performance dashboard tracking leads, opportunities, pipeline, and net revenue.
Lead Generation Data Analyst
Nov 2013 – Dec 2016
Dell Technologies
- Responsible for B2B lead generation strategy in Latin America, across email marketing, paid social, webinars, in-person events, and a telemarketing team.
- Applied data analysis and predictive models in Salesforce to identify and segment high-propensity leads.
- Achieved a 42% QoQ increase in Sales Ready Leads in H2 2016, contributing to 120% growth in incremental revenue.
CRM Data Analyst – Segmentation & Insights
May 2012 – Oct 2013
Dell Technologies · Austin, TX
- Based at Dell's headquarters in Austin as part of the North America team, contributing to Data and CRM strategy for Consumer & Small Business.
- Applied Python and Teradata to build customer segmentation models targeting gamers, new buyers, tech enthusiasts, Gen Z, and more.
- Developed automated Tableau CRM dashboards, reducing manual reporting by 90%.
- Led stakeholder meetings presenting insights on database growth, churn, LTV, and AOV.
Sales & Marketing Data Analyst
Apr 2011 – Apr 2012
Dell Technologies
- Career transition from 100% developer role to a data and business analyst path.
- Created a customer data collection platform that continues to be used at Dell years later.
- Automated weekly reports and tasks, reducing manual effort by 99%.
Marketing Data Solutions Analyst
Mar 2009 – Mar 2011
Samsung Electronics
- Developed a marketing analysis platform in Brazil using C#, SQL, and ETL processes.
- Created a central tool for monitoring sales and marketing activities, consolidating fragmented data into a single source of truth.
Data Engineer – Marketing & Analytics Systems
Apr 2005 – Feb 2009
HP
- Developed software applications and databases across diverse industries.
- Built scalable ETL pipelines and data solutions using C#, SQL, and Microsoft .NET.
- Built a strong technical foundation that enabled a successful transition into data analytics and CRM strategy.
Expertise
Skills & Tools
Languages
Portuguese
Native
English
Bilingual
Spanish
Bilingual
Analytics & Data
Python (Pandas, NumPy, scikit-learn)
SQL & BigQuery
Power BI
Tableau & Looker
Databricks
A/B Testing & CRO
Marketing & CRM
Email Marketing & Automation
CRM Strategy
AdTech & Attribution
CDP & Personalization
SEO & Web Analytics
Paid Media Campaigns
Platforms
GA4 & Google Marketing Platform
Salesforce Marketing Cloud
Segment & ActionIQ CDP
Google DV360
6sense ABM Platform
Marketing Mix Modeling
Academic
Education
Bachelor of Computer Science
Centro Universitário Senac
Jan 2006 – Nov 2010 · São Paulo, Brazil
Credentials
Certifications
Derive Insights from BigQuery Data Skill Badge
Google Cloud
Nov 2025
Data Science Methodology
IBM / Coursera
Jan 2025
Data Science Orientation
IBM / Coursera
Jan 2025
Machine Learning with Python – Level 1
IBM
May 2023
Applied Data Science with Python – Level 2
IBM
May 2023
Data Analysis with Python
IBM
Apr 2023
Data Visualization with Python
IBM
Apr 2023
Python for Data Science
IBM
Apr 2023
Writing
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