The report that made it onto Jornal Nacional

Black Friday was the most important commercial moment of the year for Linx Digital. Internally, our challenge was to consolidate data from five companies and different technology solutions, still being integrated, to present the operation's results to customers, the press and the market in a cohesive and engaging way.

Beyond the complexity of accessing and standardizing the data, there was a short window to turn the results into relevant information and strengthen the company's positioning as a technology leader for Brazilian retail.

I led the strategy and structure of the report, with the goal of turning data from different solutions into evidence of the value delivered by Linx Digital's products, connecting technology performance, customer results and retail trends.

I brought together and worked with the Product, Data Science, BI, Technology, Product Marketing, Design and Corporate Marketing teams to define metrics, consolidate information and build a consistent market narrative, despite the fragmented data sources.

We designed an omnichannel distribution strategy, with email campaigns, editorial content, a lead capture landing page and two versions of the report: a short one, to spark interest, and a full one, first presented to customers at an exclusive event.

The insights were also used by the Sales and Customer Success teams to support customer relationships, and they underpinned press interviews, including the company's vice president appearing on Jornal Nacional, Brazil's leading prime-time newscast.

• →94 news stories published, more than double 2018, with coverage in nine states.
• →69% share of voice, exceeding the combined share of the four direct competitors.
• →32.9% open rate and 3.6% click rate on the email campaigns, on average.
• →61 questions received from people interested in the full report.

Beyond the press coverage and the campaign's reach, the report became a reference for internal teams, expanding the use of market insights and product results in sales presentations and customer interactions.

The initiative evolved from a one-off communication into a strategic Product Marketing asset, connecting market intelligence, positioning, Sales Enablement and customer relationships.