Led the conception, full project build and go-to-market of Santander Rewards — the new value proposition for the Select high-income segment. Orchestrated cross-functional teams across product, tech, marketing and strategic partnerships to bring a landmark loyalty program to market.

Conceived and launched Santander Free — a full repositioning of the mass-income segment. Designed a new monetization model through digitization and revenue diversification. Drove board-level financial thesis, nationwide go-to-market and cross-functional product development. Awarded the Santander Star Award for innovation in Retail Banking.

Built a 100% digital sales model and pioneered Adobe Cloud for story-like digital journeys. Implemented a new Marketing stack with real-time event tracking across the full purchase funnel. Led the 360° national product relaunch campaign and managed 4 new digital sales channels.

Joined in stealth mode and built the entire go-to-market strategy from scratch: brand positioning, tone of voice, performance funnels, marketing automation and inside sales. Led nationwide campaigns with ~R$40MM annual investment and developed a 100% digital purchase journey powered by video education content.

Founded Boyband Agency (2007–2019), a creative hot shop serving brands like Banco Schincariol, Rossi Residencial and Mandic Cloud for 11 years. Co-founded K/B (2018–2019), a Disruption as a Service® consultancy combining strategic vision, marketing technology and hands-on digital growth expertise.

leo@leomoura.com

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