Michelle MacHui

Background

About Michelle MacHui

Passion for data strategy, market research (B2C/B2B), and market intelligence. Innovation enthusiast, in touch with technologies and trends, focused on statistical studies of behavior and consumption, with a substantial orientation to excellence and goals. • Statistics, specialization in Marketing, and an MBA in Data Science and Analytics. • Career path developed and consolidated in the Competitive Intelligence, Consumer Insights, and Market Research areas, management positions, and highly complex projects. • More than twenty years of experience working in large companies in the FMCG (Souza Cruz, L'Oreal, SCJ), telecommunications (Vivo, Claro, and Oi), and research institutes (Kantar and ACNielsen) sectors, in addition to multiple projects consulting and market research/surveys for various brands and markets. • Significant results in the planning and implementation of the market, consumer, and shopper intelligence strategies, marketing research, opinion studies, quantitative and qualitative research, Adhoc, tracking, and advanced data analysis. • Expertise in methodologies for research and audience panels, consumer panel, product space mapping segmentation, development of CSI (Customer Satisfaction Indices), Customer Experience, and Net Promoter Score, with a strong presence in the Telecommunications market. • International project management in Cuba, responsible for developing tobacco consumer research and training in reading systems. Tech skills - Power BI | R | Python | SPSS | IMS/IQVIA | ACNielsen Advisor | MSOffice machuiandrade@gmail.com