CONTEXT
The OLX + ZAP merger created one of Brazil's largest classifieds platforms, but the technical legacy was fragmented. No team trusted the data. MarTech was sending only 1.8M msgs/day at 76% uptime.
CHALLENGE
Post-merger with Grupo ZAP: 20+ disconnected data platforms, slow decisions, low executive dashboard adoption, unstable MarTech at 76% uptime.
SOLUTION
Led Big Data & AI product strategy. Platform consolidation, MarTech rebuild, 6 ML products deployed, data culture.
WHAT I DID
Led the unification of 20+ data platforms into a single stack. Rebuilt MarTech end-to-end (76% to 99.9% uptime, 1.8M to 3.2M msgs/day). Defined and delivered 6 AI/ML products (churn prediction, lead scoring, pricing). Built a high-performance culture where 75% of PMs were promoted within 1 year.
RESULTS
MarTech platform uptime (from 76%)
Data processing cost reduction
ML products in production
PMs promoted within 1 year
WHAT WAS HARD
Internal resistance was huge - changing MarTech meant stopping campaigns. Negotiated migration windows with marketing while maintaining uptime. Balancing migration speed with operational stability was the biggest challenge.