Rafael Padilha
Director, Digital & Direct Marketing @CIBC
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WORK HISTORY
Director, Digital & Direct Marketing @CIBC
Toronto, ON, CA
Accountable for building and leading an in-house email execution team, transitioning email development from external agencies, and driving innovations in campaign audit and quality assurance. Acted as a thought leader on email execution, collaborating with Marketing peers to transform how emails are developed and deployed.• Built and led a high-performing team of Email Developers, Quality Assurance specialists, and Campaign Auditors, fostering a culture of mutual respect, collaboration, and continuous recognition. Achieved 100% in-house email development, reducing reliance on external agencies and improving operational efficiency.• Pioneered the transition of all email development to Salesforce Marketing Cloud (SFMC), enabling faster time-to-market, significant cost savings, and enhanced campaign quality.• Led the change management process during the transition to in-house email development, collaborating with IT, Strategic Planning, and Marketing teams to develop new processes and streamline operations. Simplified team structure by eliminating the campaign lead role and integrating project management responsibilities, resulting in improved efficiency and clarity of roles.• Provided strategic leadership to define how the in-house email team would operate and integrate with existing processes. Developed and implemented a ramp-up plan focused on team evolution and alignment with the broader Marketing ecosystem.• Consistently recognized for leadership and peer support, receiving and sending numerous Moment Makers and Purpose awards, reflecting a commitment to fostering a positive and inclusive workplace culture.• Regularly shared knowledge and best practices across teams, contributing to a culture of learning, continuous improvement, and innovation.
EDUCATION
The University Center of FEI
BSc
Universidade de São Paulo
MSC
Ryerson University
Certificate
The University Center of FEI
Certificate
SKILLS
ABOUT RAFAEL PADILHA
Thanks for stopping by! I am a Marketing Technology & Product Owner professional with expertise in implementing large-scale projects related to Marketing Technology, Customer Relationship Management, Campaign Execution & Data products. I have a solid education background in Engineering, Project Management and various Marketing tools. I also have a proven track record in leading implementation of Marketing Technology stack, Loyalty Programs & experience as Product Owner.Along my career journey, I was told that I have a lot of energy & drive with a work style of solid planning, rule following, initiative and attention to detail. I love working with others, possess an outgoing personality and strong teamwork preference.Working at the intersection of data, technology and marketing is my sweet spot and looking forward to help organizations make use of it.Areas of Expertise:Campaign ManagementNext Best Action (NBA)/ Nest Best Offer (NBO)Change ManagementProgram / Project Management (Certified PMP)Product OwnerSalesforce Marketing Cloud (SFMC)SAS Real Time Decision Manager (SAS RTDM)SAS Marketing Automation & Optimization (SAS MA)SAS Customer Intelligence 360Customer Relationship Management (CRM)SMS/MMS and Email deploymentCommunication regulatory compliance (CASL,DNC)AzureHadoopOracleCross-functional CollaborationTechnical & Business SolutionsProcess Engineering Business Analysis Vendor RelationshipsCost ReductionSix SigmaProcess MappingProcess & Quality Improvement
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