FLÁVIA BARROS
CMO | CRO | Marketing & Growth Director
Profile
Executive with over 25 years of experience in retail and technology, working in multinational companies and leading growth strategies in physical and digital environments.
An expert in omnicommerce and customer centricity, leading initiatives that integrate brand, experience, data and technology to enhance competitiveness and results.
As Director of E-commerce Marketing and Sales, she led high-performing teams focused on business expansion, creating new opportunities and process improvement. She is recognized for developing more fluid and data-driven customer journeys, strengthening market positioning and sustainable growth.
Flávia stands out for her objective and assertive communication, holistic vision, and flexibility to work in dynamic and multicultural environments.
Learn More
Professional Journey
MAIN EXPERIENCES
Mar 2022 - Mar 2026
Chief Marketing Officer
Responsible for growing the customer base and expanding LTV in a large-scale omnichannel ecosystem. Led the consolidation of e-commerce as a strategic platform, directly managing the digital P&L and the Services vertical. Worked to strengthen governance and a data-driven culture, increasing the share of digital sales and total revenue, reconciling short-term performance with the construction of sustainable results.
Marketing Director
Led the strategic repositioning and business model transition, consolidating the focus on the Small and Medium Business (SMB) segment. Integrated brand, data and monetization to accelerate revenue and operations, structuring an agenda geared towards performance, efficiency and long-term value creation.
Aug 2020 - Feb 2022
Nov 2016 - Jul 2018
Marketing Director
Led the transformation of 99 into an urban mobility platform, connecting passengers, drivers, brand and partnerships in an integrated ecosystem. Repositioned the company from 99Táxi to 99, expanding the addressable market and strengthening brand relevance, technology and user experience to support strategic expansion and competitive advantage.
Head of Retail Marketing
Responsible for integrating the Commercial, Marketing, and Operations areas. In Brazil, implemented the monetization strategy via Retail Media, creating a new revenue stream and contributing to P&L improvement. Led organic sales channels, with a focus on Black Friday. In Mexico and Argentina, structured marketing, supporting international expansion and adapting customer acquisition and engagement strategies in those markets.
Oct 2011 - Jan 2016
Apr 2000 - Sep 2011
Commercial Manager
Responsible for the strategic management of eight product categories, connecting commercial planning, supplier negotiation and assortment and pricing policies. Optimized margins, inventory turnover and financial performance, aligning portfolio decisions with corporate strategy and company expansion.
Education
2019-2019
High Performance People Skills
2005-2007
Master in Business Administration
1994-1997
Degree in Business Administration
Languages
Portuguese
Native
English
Fluent
Spanish
Fluent
SOFT
Resilience and adaptability
Strategic negotiation
Executive leadership
Strategic governance
A systemic view of business
Skills
HARD
Omnichannel Strategy and Digital Transformation
Growth and Data-Driven Decision Making
Retail Media & Digital Platforms
Customer Experience & Insights
Business Management and P&L
“In God we trust.
All others must bring data.”
W. Edwards Deming
Certificates
COURSES & MORE
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Highlights
Recognized for building engaging brands and experiences that delight consumers, Flávia's leadership stands out for its excellence in CX, innovation and brand relevance. Her work combines data, technology and experience to transform operations and generate sustainable value, earning her awards and prominent media coverage.
In the Media
Awards
Data, Experience, and Performance: Customer centricity guides strategic decisions, with data transformed into operational fuel, intelligent automation and carefully considered technology.
Mundo do Marketing
Feb, 2026
Retail Media and Partnerships: Launch of the web series "Missão Reforma" (Mission Renovation), consolidating the brand as a provider of complete solutions for residential projects.
Meio & Mensagem
Feb, 2026
Innovation in Retail: Evolving from a product retailer to a complete ecosystem of solutions and services, strengthening brand authority and diversifying revenue streams.
Valor Econômico
Jul, 2025
Omnichannel Strategy: Integration of physical and digital channels with a focus on personalization, competitive advantage and customer loyalty.
Exame
Feb, 2024
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Companies that Most Respect Consumer 2024
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Experience Awards SoluCX 2025
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Top Brands 2025 – Estadão (3 consecutive years)
More media:
UOL Interview
Interests
Born in: Rio de Janeiro
Hobby: Playing the Piano
Loves: Family and Nature
Sport: Skating
Book: The Midnight Library
Purpose: To Mentor Women