Kelly (Cristine) Moreira De Souza Alves-Head of Product & CX – Interim
Check rate
Experience
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.
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.
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.
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.
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.
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.
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.
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.
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
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
Expertise
Qualifications
Profile
Frequently asked questions
Have questions? Find more information here.
Kelly is based in Lisbon, Portugal.
Kelly speaks the following languages: Portuguese (Native), English (Advanced), Spanish (Intermediate).
Kelly has at least 19 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 8 months. Note that Kelly may not have shared all experience and actually has more experience.
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.
Kelly's most recent position is Head of Product & CX – Interim at SkillUp.
In recent years, Kelly has worked for SkillUp, Digi Heart Beat, DL News, CI&T, and Santillana Group.
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.
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.
Kelly has recently worked in industries like Education, Media and Entertainment, and Healthcare.
Kelly has recently worked in business areas like Product Development, Marketing, and Strategy.
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.
Kelly has 9 certificates. Among them, these include: AI Product Solution Management, Defi, Crypto & Web 3, and Design Thinking And Creative Leadership.
The availability of Kelly needs to be confirmed.
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Calculated based on our freelancers’ daily rates as of 7 Sep 2026. Actual rates may vary depending on seniority level, experience, skill specialization, project complexity, and engagement length.
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