About

Raphael Carvalho

Raphael Carvalho

Raphael is a seasoned data and business analyst specializing in data pipelines, dashboard creation, data storytelling, and web analytics. His work has helped companies build data warehouses and pipelines from scratch and improve their conversion rate and audience through A/B testing and channel development. Raphael is a business-oriented professional and generates business value through data analysis. He works well in small teams and on blank canvas projects where a high level of abstraction and creativity is needed.

Education

  • Udacity: specialization, Data Engineering;
  • ESPM: specialization, Big Data & Marketing;
  • IBMEC: bachelor’s Degree – Belo Horizonte.

Work experience

Data warehouse developer

Oberst BV, Netherlands (2022-09 – current)

  • Built a data warehouse from scratch, consuming data from different data sources, like the company database and 3rd-party software APIs, such as Accuranker, Plausible, and WeCanTrack.
  • Developed numerous data tools to be consumed by business users, such as automated dashboards, spreadsheets, email reports, etc.
  • Developed ad hoc analysis, such as improving the website’s CTR and SERP position on search engines, improving on-page merchant CTR, etc.

Business analyst

Zoetis, United States, NY (2022-10 – 2023-05)

  • Developed an automated email reporting system that served as a basis for campaign performance discussions.
  • Performed ad hoc analysis such as past campaign performance and NPS survey analysis.
  • Delivered customer targeting lists for email marketing campaigns.

Analytics Sr. Lead

XP Inc., Brazil (2022-08 – current)

  • Took responsibility for equity research content platforms.
  • Developed SEO diagnosis and action plans for all content platforms.
  • Developed KPI monitoring systems for all content platforms.

Business consultant

Qconcursos, Brazil (2022-05 – 2023-09)

  • Consulted to find opportunities that increased the company’s performance in terms of customer acquisition and developed action plans for the team to test, learn, and scale based on findings.
  • Designed numerous A/B tests focused on improving the website conversion rate for new sign-ups.
  • Developed a new customer acquisition framework that coordinated efforts from all funnel steps (awareness, consideration, and conversion) and sources (organic and inorganic).

Senior Business analyst

Nubank, Brazil (2021-2022)

  • Developed a system that automatically extracts data from all Nubank’s publications across Facebook, Instagram, LinkedIn, TikTok, Twitter, and YouTube, built using Python and was orchestrated by Apache Airflow running on an AWS EC2 machine.
  • Oversaw and guided Nubank’s blog team to increase the blog audience by 25% year-over-year, focusing on SEO improvements, paid-media optimization, and email marketing.
  • Supervised Nubank’s national brand campaign that used a vast mix of online and offline channels, measuring the short-term impacts on the website, blog, and social media.

Data analytics manager

Sympla, Brazil (2020-2021)

  • Managed a team of data analysts that provided bi-weekly and monthly business performance reports, developed ad-hoc analysis and queries, built and maintained managerial and executive dashboards, and helped departments define and monitor KPIs.
  • Oversaw the creation of a self-service data platform that served more than 40 employees across the company. It made it possible for employees to request custom and pre-defined reports on demand without submitting a ticket to the data team.
  • Idealized and executed many A/B tests focused on business-to-business customer acquisition.

Senior data analyst

Sympla, Brazil (2016-2020)

  • Implemented conversion data points and developed a measuring model based on sessions that map every step of the purchase funnel; through this model, A/B tests were developed, improving the conversion rate by 20%.
  • Provided vital services to several data projects inside different departments of the company, such as marketing, sales, customer service, management, product and growth, and strategy, and was deeply involved in defining Sympla’s official KPIs.
  • Managed the Tableau implementation with 65 Tableau users and oversaw the environment of 1300 dashboards.