Marcella Galeotti

Analytics for the AI Financial Assistant - Chat Evaluations squad (LLM-based chatbot evals)

Senior Product Analyst and acting Global Lead Product & Business Analytics for Everyday Banking (Cards, Payments & Core Systems), owning analytics strategy, priorities, and operating model for a core banking domain supporting 100+ cross-functional stakeholders. Directly manage and develop a team of 4 Data Analysts (Berlin & Barcelona). Highlights: • Own the analytics strategy and roadmap across Cards, Payments, and Core Systems (10+ product teams), aligning analytics investment with business and product strategy • Set domain-level analytics priorities, balancing short-term decision support with long-term foundational and platform work • Lead experimentation strategy and governance from scratch, defining frameworks, standards, and best practices to scale experimentation and improve decision quality • Act as senior strategic partner to Product and Business leadership, influencing roadmap and investment decisions through deep-dive analyses and impact sizing • Serve as the most senior Individual Contributor, personally leading high-stakes analyses across revenue, user behavior, and product performance • Partner with Analytics Engineering to prioritize and deliver core data models, metrics definitions, and monitoring infrastructure • Manage, mentor, and scale the analytics team, including hiring, structure, and career development • Drive data maturity and self-serve analytics, redefining KPIs, improving monitoring, and producing high-quality documentation Role combining domain ownership, strategic leadership, hands-on analytics, and people management in a business-critical area of a global digital bank.

As the sole product-led Growth Analyst, I was a key strategic partner in shaping and scaling the experimentation practice across Growth. I collaborated closely with Product, Engineering, Design, UXR and Leadership to turn data into actionable insights that guided decisions on product, pricing, and marketing. I’ve built frameworks, guidelines, and analyses that supported high-impact experiments and continuous testing efforts. Highlights: • Designed the first detailed data-driven growth experimentation framework which guided prioritization of BAU website (from landing pages to checkout) growth experiments. • Conducted deep-dive analyses for high-impact product and marketing experiments, including seasonal campaigns and pricing changes. • Collaborated with engineers to implement and debug front-end tracking, and built dashboards for funnel and behavioral analysis. • Guided decisions on new product features and monetization strategies through data modeling and scenario analysis (LTV). • Created the first comprehensive company Amplitude dashboard with both macro to granular website’s front-end tracking of Course pages linked to conversion behavior. • Presented experiment results and KPI insights to senior stakeholders regularly, helping shape strategic decisions. • Mentored PM, Design and embedded data thinking across the organization by documenting best practices for experimentation and insight generation.

Mulheres em Dados (Women in Data) is the second largest data community in Brazil, with over 10k women. In 2021, after going through a lonely and challenging career transition into the Data field, I created Mulheres em Dados (Women in Data) with the goal of supporting other women seeking community, guidance, and professional development in tech. The community was born from a single LinkedIn post and quickly gained traction. From that point, I led the design, structure, and growth of the initiative: • Created the name, visual identity, values, and official initial channels (LinkedIn page, Telegram group) • Organized the first co-creation community event • Structured the initial admin team and established our early governance rituals As the strategic and operational leader of the community until January 2024: • I built and managed our largest volunteer team (Events), with over 20 women • Helped coordinate study tracks and the creation of our Discord space, in collaboration with the admin team • Supervised the launch of initiatives like book clubs, technical classes, English classes, and community meetups • Invited and supported the leader of our first mentorship program • Oversaw partnerships with companies and other communities, ensuring alignment with our values • Acted as a bridge between Events, Content, and Community areas to ensure consistency and collaboration • Held and protected the culture, especially during periods of rapid growth and internal challenges In 2023, I presented Mulheres em Dados on the main stage of the Big Data Experience, in front of over 1,000 attendees. I stepped down from leadership in January 2024, leaving a structured, thriving community in the hands of a passionate and dedicated team.

Use of data to conduct analysis for decision-making and develop strategies and roadmaps to both new and mature financial products, through end-to-end A/B Testing and statistic (including test design and analysis), Ad Hoc analysis using Databricks (Spark Scala), SQL in Big Query, scenario projections using Excel, product monitoring with Amplitude (App Analytics) and Looker (ETL), and creation of datasets in IntelliJ and Github. Stakeholder presentation, alignment and cross-team integration and influence in the decision-making process of product strategy were also skills applied to this position. Highlights: • Responsible for tracking the launch of DDA (Buscador de Boletos), which reached +5MM users in <1yr. Creation of dashboards to track adoption and retention, developed analysis to understand DDA customers profile and was responsible for projecting product's growth. Also, the analyses have influenced the team's roadmap several times, causing them to prioritize or even deprioritize some bets. • Responsible for developing OKRs, its targets and also KPIs for two different teams, besides OKRs analytical deep-dives and communication directly with stakeholders. • Responsible for simultaneous A/B Tests, including test designs, creating monitoring, analysis and deep-dives and presentation to teams and stakeholders. • Modeled several scenarios for financial products cannibalization. The framework allowed the leadership committee to correctly prioritize bets that seem to be greater levers for the company.

Skills: Google Data Studio, Tableau, Salesforce, Python, Jupyter Notebook, SQL, Google Analytics, Google Tag Manager, Firebase, Google Cloud Platform, Google Play Console, App Store Connect, Appbot, Powerpoint, Excel, Power Query, API Integrations , Agile Methodologies, Development of KPIs, Translating Business Hypothesis into Data Analytics, Analytical implementation. • Led the development of the Product Analytics structure and management; • Use of data to conduct analysis on new initiatives, strategies and product roadmaps. Analytical insights are used to improve understanding of user behavior and develop actionable insights that will improve the user experience within the product; • Definition and tracking of KPIs, in close partnership with Product Strategy and other leaders; • Creation of dashboards and reports to regularly communicate experimental results, ad hoc analysis and monitoring of key metrics to internal stakeholders; • Definition of the analytics implementation plan for new and ongoing products that will allow metrics and dashboards to be tracked and developed; • Presentation of insights to stakeholders to guide business and product decisions.

Start-up acquired by Totvus in 2021 Skills: DMP, CDP, Data Lake, Google Tag Manager, Javascript, Web Analytics, CRM, Programmatic Media, Clustering and Custom Tagging, Project Management, Software Implementation, Cross-Team Integration (MKT, Products, Tech, Business), Client Relationship Management. Results: • Responsible for leading the product journey of a leading global retail customer, coordinating 30+ employees divided into 8 areas and two agencies, with contact with directors, managers, coordinators and analysts. Workload shortening by 50% with this highly complex client (3 months from implementation to use vs. 6 months on average). • Development of custom KPIs for each area, weekly alignments, one page status for the board, coordination of different areas and people involved, individual conversations to validate product value, detailed next steps, and omnichannel data reporting. • Reformulation of the product implementation schedule with micro tasks that helped to have a more detailed view of responsibilities by area/task and execution control, which reduced the average implementation time by 50%. • Conducting more detailed insight analysis against data collected by the product and taking a more macro view bridging consumer trends and consumer online browsing, which increased our customer return rate on data by 70%. • Complete preparation of an online educational course in 3 months with the help of just one person who was part-time coordinator. Results: the course made the area of Partnerships with SMBs scalable and sustainable, reducing the time spent on training partners by 80%. Clients: Carrefour, Hering, Ypê, Positivo Tecnologia and Terra

• Volunteer data analyst for the survey “Women in the Music Industry in Brazil: Obstacles, Opportunities and Perspectives.” In which I cleaned, organized, crossed and made graphics for data analysis.

• Red Bull Station FP&A control. Integration between internal teams and relationship with external suppliers. Data collection and analysis for performance reporting and KPI's monitoring. Assistance in the control of the establishment in relation to facilities, purchases and contractual analysis issues. Curatorship of cultural and social innovation projects. Results: • Responsible for all the controllership of invoices and identification of the lack of payments in the last 12 months that needed to be made. I reviewed every line in the Budget and settled all space debts. Established a new payment flow and controllership with the internal team and a periodic budget review. With this new controllership and planning intelligence, we closed the year without budget overruns, and with the analysis of expenses, I identified the highest cost suppliers that did not deliver the best service and, together with the facilities manager, we managed to carry out a exchange of some suppliers and with that we realized a saving of +60k in the year, and part of that money was invested in the space programming and part delivered to the mkt board. • I also carried out a control of SKUs (red bull cans), planning my orders with intelligence, preventing the disappearance of boxes and protecting the company's biggest asset. • Automated spreadsheets with demographic data crossings, to be able to track KPIs associated with the space's audience and add to space marketing and performance reports.

• Support and analysis in developing reports, portfolio results and customer proposals. • Support in the preparation of Business Plans and monitoring of the structuring of financial operations.