Kelly Moreira De Souza Alves - Head of Product & CX

Q: Where is Kelly based?

Kelly is based in Lisbon, Portugal .

Q: What languages does Kelly speak?

Kelly speaks the following languages: Portuguese (Native), English (Advanced), Spanish (Intermediate) .

Q: How many years of experience does Kelly have?

Kelly has at least 18 years of experience. During this time, Kelly has worked in at least 7 different roles and for 6 different companies . The average length of individual experience is 3 years and 7 months . Note that Kelly may not have shared all experience and actually has more experience.

Q: What is Kelly's latest experience?

Kelly's most recent position is Head of Product & CX – Interim at SkillUp .

Q: What companies has Kelly worked for in recent years?

In recent years, Kelly has worked for SkillUp , Digi Heart Beat , DL News , CI&T , and Santillana Group .

Q: Which industries is Kelly most experienced in?

Kelly is most experienced in industries like Education , Banking and Finance , and Media and Entertainment . Kelly also has some experience in Healthcare , Information Technology , and Insurance .

Q: Which business areas is Kelly most experienced in?

Kelly is most experienced in business areas like Product Development , Marketing , and Strategy . Kelly also has some experience in Information Technology , Business Intelligence , and Research and Development .

Q: Which industries has Kelly worked in recently?

Kelly has recently worked in industries like Education , Media and Entertainment , and Healthcare .

Q: Which business areas has Kelly worked in recently?

Kelly has recently worked in business areas like Product Development , Marketing , and Strategy .

Recommended expert

Lisbon, Portugal

Experience

Jan 2025 - Present

1 year 3 months

Head of Product & CX – Interim

SkillUp

Defined product vision, business rules, roadmap, and KPIs, aligned to the national education strategy.
Built and led multi-regional teams, establishing agile, lean, and discovery practices.
Led initial discovery (user interviews, personas, needs prioritization, usability tests).
Created a government-approved design system (WCAG AA) to ensure accessibility and compliance with national standards.
Directed AI learning initiatives, including micro-learning formats, gamification mechanics, AI-generated content, and LMS/CMS integration.
Coordinated governance with CTO, AI lead, Portuguese government, NTT Data, and EdTech startups, ensuring compliance, audit readiness, and knowledge transfer.

Jan 2024 - Present

2 years 3 months

Co-Founder and Head of Product

Digi Heart Beat

Led discovery (personas, JTBD, validation sprints) and shaped vision and roadmaps aligned to scalability.
Delivered MVPs end-to-end: scope, specs, prototyping, and agile delivery with remote multi-regional teams.
Designed and executed GTM experiments, iterating acquisition, funnel optimization, and retention tactics.
Led the roadmap for an AI-driven marketplace and spearheaded MVP and market launch for a mental health app addressing panic and anxiety.
Supported global clients as Senior Consultant in digital strategy: defined and implemented roadmaps, optimized customer journeys, ran A/B tests, and advised leadership on digital transformation and growth.

Jan 2022 - Dec 2024

3 years

Head of Product and Technology

DL News

Led the end-to-end product launch, achieving major milestones within five months.
Built and managed cross-functional teams (product, design, technology, data, growth marketing).
Developed growth strategies, leveraging product features, SEO, and content to increase traffic and engagement.
Established scalable processes and strategic partnerships to support product lifecycle and business expansion.
Drove innovation by integrating Web3 technologies, exploring new revenue streams, and launching new product features aligned with the evolving crypto landscape.

Jan 2021 - Dec 2022

2 years

Senior Manager - Digital Strategy

CI&T

Defined digital strategy across value streams using lean-agile practices to identify business opportunities and optimize journeys.
Optimized lead time for health plan proposals, reducing contract processing times by 40% in three months.
Leveraged predictive analytics for cost reduction, enhancing operational efficiency.
Improved digital user experience, ensuring seamless interactions and increased engagement.
Established best practices for product management, portfolio strategy, and cross-functional collaboration.
Advised leadership on product strategy and decision-making, aligning digital transformation initiatives with business goals.

Jan 2015 - Dec 2021

7 years

Head of Product & Growth Marketing

Santillana Group

Managed the end-to-end digital product lifecycle, overseeing digital metrics, KPIs, budget, and trend analysis.
Led cross-functional teams (product, design, marketing, data) to drive product innovation, growth marketing, and digital transformation.
Implemented agile and lean methodologies to enhance operational efficiency in marketing and IT departments.
Optimized budget allocation, ensuring compliance and coordination with Brazilian and international suppliers.
Provided global reporting to HQ in Spain, influencing C-level leadership towards customer-focused digital strategies.
Spearheaded market expansion and growth marketing initiatives, reducing time-to-market and strengthening competitive advantage.

Jan 2013 - Dec 2015

3 years

Senior Product Manager

Santillana Group

Developed and launched an e-commerce platform for educational content, driving engagement and increasing sales in B2C and B2B channels.
Designed and implemented the Compartilha digital platform, integrating schools, students, parents, and internal teams for a seamless educational experience.
Formed strategic partnerships with startups and major tech companies (e.g., Google) to enhance digital adoption and optimize technology utilization.
Expanded the Compartilha model to other brands and international markets within Santillana, localizing digital solutions to fit regional needs.

Jan 2008 - Dec 2013

6 years

Product Owner

Bank Itaú Unibanco

Optimized workflows and automated key processes, improving digital adoption and operational performance.
Enhanced user experience and refined business rules, accelerating proposal processing and increasing sales rates.
Awarded in Walther Moreira Salles Award for innovation and efficiency in digital credit solutions.

Industry Experience

See where this freelancer has spent most of their professional time.

Experienced in Education, Banking and Finance, Media and Entertainment, Healthcare, Information Technology, and Insurance.

Education

Banking and Finance

Media and Entertainment

Healthcare

Information Technology

Insurance

Business Area Experience

See which departments and functions this freelancer has contributed to most.

Experienced in Product Development, Marketing, Strategy, Information Technology, Business Intelligence, and Research and Development.

Product Development

Marketing

Strategy

Information Technology

Business Intelligence

Research and Development

Summary

Product leader with 15+ years of international experience delivering AI-driven solutions, scaling teams, and leading end-to-end product lifecycle management. Strong track record across EdTech, FinTech, Healthcare, and Media, combining strategic vision with hands-on execution to launch and scale high-impact digital products. Experienced with B2B, B2C, and B2B2C models, public sector digital transformation, and governance in regulated environments.

Skills

Ai-driven Product Strategy
Market Expansion & Gtm
Kpi Tracking & Analytics
Product Portfolio & Lifecycle Management
Data-driven Decision-making
Agile & Lean Practices
B2b Products
B2c Products
B2b2c Products
Saas
Marketplaces
Strategic Vision & Execution
Market Research & Analysis
Growth Marketing
Cross-functional Leadership
Customer Journey Mapping
Stakeholder & Board Management
Digital Strategy & Transformation
Crm Design & Implementation
Public Sector Digital Services

Languages

Portuguese

Native

English

Advanced

Spanish

Intermediate

Education

Escola Superior de Propaganda e Marketing (ESPM)

Master in Marketing · Marketing · São Paulo, Brazil

Florida International University - College of Business

International Business Administration (Master’s Minors) · Miami, United States

Universidade Metodista de São Paulo

Degree in Social Communication – Journalism · Social Communication – Journalism · São Bernardo do Campo, Brazil

Certifications & licenses

AI Product Solution Management

AI Product Institute

Defi, Crypto & Web 3

DL News & DefiLlama

Design Thinking And Creative Leadership

Escola Superior De Propaganda E Marketing

Digital Marketing Management Of High Performance

Ecommerce School

Digital Metrics And Web Analytics

Escola Superior De Propaganda E Marketing – ESPM

E-commerce Professional – Impacta Certificação E Treinamento

Leadership Coaching Program

Franquality

Lean Professional Programs - Digital, Agile, Industry and Services

Lean Institute Brazil

SQL Professional

PM3

Statistics

Experience

Total positions 7

Experience in Education 10 y

Avg length 3 y 5 m

Longest experience 6 y 11 m

Expertise

Recent roles Head of Product & CX – Interim, Co-Founder and Head of Product, Head of Product and Technology

Main industries Education, Banking and Finance, Media and Entertainment

Main business areas Product Development, Marketing, Strategy

Qualifications

Highest degree Master

Certifications earned 9

Profile

Created

October 2025

Last Update

November 2025

Need a freelancer? Find your match in seconds.

Try FRATCH GPT

Frequently asked questions

Do you have questions? Here you can find further information.

Where is Kelly based?

Kelly is based in Lisbon, Portugal.

What languages does Kelly speak?

Kelly speaks the following languages: Portuguese (Native), English (Advanced), Spanish (Intermediate).

How many years of experience does Kelly have?

Kelly has at least 18 years of experience. During this time, Kelly has worked in at least 7 different roles and for 6 different companies. The average length of individual experience is 3 years and 7 months. Note that Kelly may not have shared all experience and actually has more experience.

What roles would Kelly be best suited for?

Based on recent experience, Kelly would be well-suited for roles such as: Head of Product & CX – Interim, Co-Founder and Head of Product, Head of Product and Technology.

What is Kelly's latest experience?

Kelly's most recent position is Head of Product & CX – Interim at SkillUp.

What companies has Kelly worked for in recent years?

In recent years, Kelly has worked for SkillUp, Digi Heart Beat, DL News, CI&T, and Santillana Group.

Which industries is Kelly most experienced in?

Kelly is most experienced in industries like Education, Banking and Finance, and Media and Entertainment. Kelly also has some experience in Healthcare, Information Technology, and Insurance.

Which business areas is Kelly most experienced in?

Kelly is most experienced in business areas like Product Development, Marketing, and Strategy. Kelly also has some experience in Information Technology, Business Intelligence, and Research and Development.

Which industries has Kelly worked in recently?

Kelly has recently worked in industries like Education, Media and Entertainment, and Healthcare.

Which business areas has Kelly worked in recently?

Kelly has recently worked in business areas like Product Development, Marketing, and Strategy.

What is Kelly's education?

Kelly holds a Master in Marketing from Escola Superior de Propaganda e Marketing (ESPM) and a Master in International Business Administration (Master’s Minors) from Florida International University - College of Business.

Does Kelly have any certificates?

Kelly has 9 certificates. Among them, these include: AI Product Solution Management, Defi, Crypto & Web 3, and Design Thinking And Creative Leadership.

What is the availability of Kelly?

Kelly is immediately available full-time for suitable projects.

What is the rate of Kelly?

Kelly's rate depends on the specific project requirements. Please use the Meet button on the profile to schedule a meeting and discuss the details.