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João Cardeal has a strong background in business intelligence and data analysis. João began their career at Grafite Feiras e Promoções Ltda in 2006, where they worked as a Supervisor of Database and later as an Assistant Salesperson. In these roles, João was responsible for coordinating the database, managing the call center team, and providing training on the CRM system. João also conducted data analysis and generated reports for the executive team.

In 2011, João joined Informa Markets Latam as an Analyst of Business Intelligence. Here, they played a crucial role in implementing and managing the CRM marketing system. João also performed database analysis and architecture for segmented marketing use. Additionally, João coordinated the vendor selection and management for event accreditation and developed online accreditation for event attendees. João was responsible for overseeing local accreditation operations during events. João also contributed by creating management indicators, KPIs, and data analysis.

João Cardeal completed their Master of Business Administration (MBA) with a focus on Business Intelligence at UNIBTA - Centro Universitário from 2015 to 2016. Prior to that, they earned a degree in Publicidade e Propaganda with a specialization in Marketing from Universidade Paulista, which they attended from 2010 to 2013. Additionally, João Cardeal has obtained several certifications, including Informa Ignite - Data Driven Journey - Green Belt from Informa Markets LATAM in September 2022, Como Gerenciar Relacionamentos com Chefes, Colegas e Subordinados from LinkedIn in October 2021, and Virtual Events Institute Professional Advanced (VEIP-A) from Virtual Events Institute - VEI in October 2021.