Kelly (Cristine) M.
Head of Product & CX – Interim
Experience
Jan 2025 - Present
10 monthsHead of Product & CX – Interim
SkillUp
- Defined product vision, business rules, roadmap, and KPIs, aligned to the national education strategy.
- Built and led multi-regional teams, establishing agile, lean, and discovery practices.
- Led initial discovery including user interviews, personas, needs prioritization, and usability tests.
- Created a government-approved design system (WCAG AA) to ensure accessibility and compliance with national standards.
- Directed AI learning initiatives including micro-learning formats, gamification mechanics, AI-generated content, and LMS/CMS integration.
- Coordinated governance with CTO, AI lead, Portuguese government, NTT Data, and EdTech startups, ensuring compliance, audit readiness, and knowledge transfer.
Jan 2024 - Present
1 year 10 monthsCo-Founder and Head of Product
Digi Heart Beat
- Led discovery including personas, JTBD, and validation sprints and shaped vision and roadmaps aligned to scalability.
- Delivered MVPs end-to-end including scope, specs, prototyping, and agile delivery with remote multi-regional teams.
- Designed and executed GTM experiments, iterating acquisition, funnel optimization, and retention tactics.
- Led the roadmap for an AI-driven marketplace and spearheaded MVP and market launch for a mental health app addressing panic and anxiety.
- Supported global clients as Senior Consultant in digital strategy, defined and implemented roadmaps, optimized customer journeys, ran A/B tests, and advised leadership on digital transformation and growth.
Jan 2022 - Dec 2024
3 yearsHead of Product and Technology
DL News
- Led product vision and technology strategy for the news division of DefiLlama, driving market differentiation and audience organic growth.
- Led the end-to-end product launch, achieving major milestones within five months.
- Built and managed cross-functional teams across product, design, technology, data, and growth marketing.
- Developed growth strategies leveraging product features, SEO, and content to increase traffic and engagement.
- Established scalable processes and strategic partnerships to support product lifecycle and business expansion.
- Drove innovation by integrating Web3 technologies, exploring new revenue streams, and launching new product features aligned with the evolving crypto landscape.
Jan 2021 - Dec 2022
2 yearsSão Paulo, Brazil
Senior Manager - Digital Strategy
CI&T
- Led the digital transformation program for Brazil’s largest health insurance provider, redesigning digital strategies for three major companies, impacting 3.7M beneficiaries.
- Defined digital strategy across value streams using lean-agile practices to identify business opportunities and optimize journeys.
- Implemented strategic value streams focused on lead time optimization for health plan proposals, reducing contract processing times by 40% in three months.
- Implemented strategic value streams focused on predictive analytics for cost reduction, leveraging usage data to enhance operational efficiency.
- Improved digital user experience, ensuring seamless interactions and increased engagement.
- Established best practices for product management, portfolio strategy, and cross-functional collaboration.
- Advised leadership on product strategy and decision-making, aligning digital transformation initiatives with business goals.
Jan 2015 - Dec 2021
7 yearsSão Paulo, Brazil
Head of Product & Growth Marketing
Santillana Group
- Led product strategy and digital growth across 14 brands, aligning technology with business objectives while preserving unique product and marketing differentiators.
- Managed the end-to-end digital product lifecycle, overseeing digital metrics, KPIs, budget, and trend analysis.
- Led cross-functional teams in product, design, marketing, and data to drive product innovation, growth marketing, and digital transformation.
- Implemented agile and lean methodologies to enhance operational efficiency in marketing and IT departments.
- Optimized budget allocation and ensured compliance and coordination with Brazilian and international suppliers.
- Provided global reporting to HQ in Spain, influencing C-level leadership towards customer-focused digital strategies.
- Spearheaded market expansion and growth marketing initiatives, reducing time-to-market and strengthening competitive advantage.
Jan 2013 - Dec 2015
3 yearsSão Paulo, Brazil
Senior Product Manager
Santillana Group
- Launched Compartilha, an internal EdTech startup delivering digital solutions for K-12 education, impacting over 600K users.
- Developed and launched an e-commerce platform for educational content, driving engagement and increasing sales in B2C and B2B channels.
- Designed and implemented the Compartilha digital platform, integrating schools, students, parents, and internal teams for a seamless educational experience.
- Formed strategic partnerships with startups and major tech companies such as Google to enhance digital adoption and optimize technology utilization.
- Expanded the Compartilha model to other brands and international markets within Santillana, localizing digital solutions to fit regional needs.
Jan 2008 - Dec 2013
6 yearsSão Paulo, Brazil
Product Owner
Bank Itaú Unibanco
- Led the digital transformation of Itaú’s real estate financing process, enhancing efficiency and scalability.
- Optimized workflows and automated key processes, improving digital adoption and operational performance.
- Enhanced user experience and refined business rules, accelerating proposal processing and increasing sales rates.
- Received the Walther Moreira Salles Award for innovation and efficiency in digital credit solutions.
Summary
Product leader with 15+ years of international experience delivering AI-driven solutions, scaling teams, and leading end-to-end product lifecycle management. Strong track record across EdTech, FinTech, Healthcare, and Media, combining strategic vision with hands-on execution to launch and scale high-impact digital products. Experienced with B2B, B2C, and B2B2C models, public sector digital transformation, and governance in regulated environments.
Languages
Portuguese
NativeEnglish
AdvancedSpanish
IntermediateEducation
Escola Superior de Propaganda e Marketing
Master in Marketing · Marketing · São Paulo, Brazil
Florida International University - College of Business
Master’s Minor in International Business Administration · International Business Administration · Miami, United States
Universidade Metodista de São Paulo
Degree in Social Communication – Journalism · Social Communication – Journalism · São Bernardo do Campo, Brazil
Certifications & licenses
AI Product Solution Management
AI Product Institute
Defi, Crypto & Web 3
DL News & DefiLlama
Design Thinking And Creative Leadership
Escola Superior De Propaganda E Marketing (ESPM)
Digital Marketing Management Of High Performance
Ecommerce School
Digital Metrics And Web Analytics
Escola Superior De Propaganda E Marketing – ESPM
E-commerce Professional – Impacta Certificação E Treinamento
Leadership Coaching Program
Franquality
Lean Professional Programs - Digital, Agile, Industry And Services
Lean Institute Brazil
SQL Professional
PM3
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