Lisandra Maioli

Mobile phone #: +353 838643628 - E-mail: lisandramaioli@gmail.com / hello@uxpressocafe.com

Portfolio: uxpressocafe.com - Linkedin: linkedin.com/in/lisandramaioli
GA Profile: profiles.generalassemb.ly/profiles/lisandramaioli

SUMMARY
I am an Italian-Brazilian UX Researcher & Designer, graduated in Journalism with experience in Social Media, Content
Strategy and Digital Marketing, leading multidisciplinary teams as head of Digital Products and Projects.
During the 4 years living in California, besides being a freelancer for different remote projects focused on UX Design &
Researcher and Social Media, Ive worked as a Content Producer, Social Media and Community Manager for
Talenthouse.com and as a Marketing consultant for a San Francisco based English school, helping the company
reaches potential partners in Brazil. I had also a chance to work with UX in a startup in San Francisco and as head of
Digital Communications, focused on Social Media, in an International Event Agency, which was based in Paris.
I worked on large Brazilian portals leading Content and UX projects toward the Internet, smarTVs and mobile
platforms. As a Product Analyst, I also managed digital products such as e-mail platform, MMORG (Disney), search
engine, content products, etc. Having always Research as a fundamental part of my work, I had a chance to led
different kind of qualy and quanti of Primary and Secondary Researches, including online surveys and focus groups.
Working with UX, I had a chance to start a new UX department in one of these portals (Terra.com.br) and lead
different projects: UX Research to create a new Multiplatform Digital Video Product and other projects to design a
Digital Music App for iPhones and iPads. In addition, Ive assisted with several Eye Tracking Usability tests to redesign
a Digital Video website.
I developed and coordinated a specialized course called Digital and Interactive Media Management" and developed a
specialized course called "Social Media Strategic Planning" for Senac Rio de Janeiro. I have also developed and
presented courses and lectures on Digital Communications, Webwriting, Content and Social Media. Besides that, I
was invited to write a chapter on Social Media Webwriting for an e-book called Understanding Social Media, and
more recently, I wrote a chapter about UX for a Digital Marketing book.
TOOLS AND SKILLS: User Experience (AI, Usability tests, Task analysis, User journey, User Flow, CCA,
Benchmarking, Eye Tracking, SEO, Wireframing, Prototyping, Axure, Balsamiq, OmniGraffle, Sketch, Silverback,
Invision etc); SM platforms and monitoring softwares; Web Analytics (Google Analytics etc); Website and layout
softwares (Dreamweaver, Photoshop, HTML, Coreldraw etc); Content Management System; Microsoft Office Package;
Project Management (Scrum)

CURRENT WORK EXPERIENCE

UXpressocafe.com UX Research & Design, Los Angeles (USA) / Bergamo
(IT)
Founder (06/2015)
Developed remotely and in person UX & Social Media projects.
Led UX Researches (user interviews, usability tests, online surveys etc)
Organized events and talk tours with international speakers
Managed Social Media Channels for the event UXTourBR
UX Research, User Interview, Concept Map, Personas, Benchmarking,
Competitive Analysis, Task Analysis, Card Sorting, AI, Sketching,
Wireframing, Prototyping, Content Strategy, Social Media Analysis.
Key clients: O Estado de So Paulo, Editora Alto Astral, Agncia Plvora,
Agncia Usuall

ComSchool Specialized Digital Communication School, So Paulo, Brazil

Teacher (since 11/2010)
Developed and gave in-person and online classes on Social Media Content
Management
Led, implemented and coordinated the Rio de Janeiro subsidiary
Recruited teachers and instructors for the Rio de Janeiro subsidiary
Conducted Primary Research and Online Surveys for the Marketing and
Business Plan
Wrote a chapter about UX for a book written by the instructors and organized
by the school
PRIVIOUSLY WORK EXPERIENCE
Talenthouse Digital Marketing Startup, San Francisco/Los Angeles, CA
Community Relations/Social Media Manager (02/2013 05/2015)
Increased Facebook page likes from 126K to 930K in about 1 year
Managed Social Media channels for the Global market (in English and
Portuguese)
Led Social Media global team and projects
Created and conduct Online Surveys and Usability test projects
Created campaign reports and Social Media data analysis for clients
Supported Sales team with weekly data and community feedback
Developed and coordinate the Social Media Strategy to support Global
campaigns
Researched new tools and platforms to support report creation and content
management
Produced and edit digital Portuguese and English content for Blog and Social
Media platforms
Translated newsletters, marketing content and all website content into
Portuguese
Created strategy to grow the Portuguese and Global Community
Contacted the Brazilian press and influencers to promote sponsored contests
to the Portuguese speaking market
Identified and reach potential partners to develop Talenthouse projects in the
Brazilian and Portuguese Markets
Represented the company at events and meetings with partners in Brazil
Presented an UX project to renew the currently website
Key clients: Microsoft, Viber, Coca-Cola, Nokia, DC Shoes, Sony, Spotify,
Airbnb, Yahoo, 20th Century Fox, global artists, etc
Intrax International Institute English Language School, San Francisco, CA
Marketing Consultant HQ (11/2012-05/2015)
Student Ambassador San Francisco Center (08/2012 11/2012)
Helped to increase the number of Brazilian students by 40% in 6 months (the
Brazilian market jumped from the 4th to the 1st market for the school)
Led Primary and Secondary Researches in depth with local market (Brazil)
Developed special projects such as Marketing and Communications Strategy
focused on the Brazilian Market and Social Media Content strategy
Led webinars for the Brazilian Market about How to Study English Abroad
Produced press-releases and pitches for Brazilian Journalists and Bloggers
Helped the company identify, reach and meet potential partners in Brazil
Translated marketing material such as e-mail marketing, You Tube subtitles,
flyers, presentations and other documents into Portuguese

Searched and created content for Social Media Channels (especially

Facebook)
Represented the company at events and meetings with partners in Brazil
Gave workshops and webinars to promote the schools and their programs

Senac Rio de Janeiro - Specialized Communication School, Rio de Janeiro,

Brazil
Coordinator - Graduate Course (07/2009 - 12/2013)
Developed and coordinated the graduate courses Digital and Interactive
Media Management and "Social Media Management"
Led "Secondary Research" to identify demands and market potential for
specific courses in Digital Communications
Created and organized courses and lectures, and taught Digital
Communications, UX, Digital TV
Recruited teachers and instructors for the graduate courses
Selected students and provided orientation for the final projects
Organized events to promote the courses
CDN Digital Rio de Janeiro - Digital Communication Agency, Rio de Janeiro,
Brazil
Head - Digital Department (01/2011 - 10/2011)
Implemented and coordinated the Digital Department in Rio de Janeiro's
subsidiary
Selected, trained and led digital team of professionals
Developed proposals, planned and coordinated Digital and Social Media
projects based on Researches
Organized and presented workshops on Social Media to CDN clients
Assisted the Sales Team during visits to clients and kick-off meetings
Conducted Social Media presence analysis for various clients and prospects
Key clients: TIM, Coca-Cola, Instituto Ayrton Senna, Lreal (Vichy and
Innev), Facebook, etc.
Grupo Mquina da Notcia Digital Communication Agency, So Paulo, Brazil
Manager - Digital Department (08/2010 - 12/2010)
Coordinated the Digital Department and led multidisciplinary team
Developed proposals, planned and coordinated Digital Marketing and Social
Media projects
Assisted with the Social Media monitoring and report creation for the clients
Assisted the Sales Team during the visits to clients and kick-off meetings
Key Clients: Telefonica, Ambev, Gafisa, Hypermarcas, etc.
Terra Network - Telefonica (LatAM) - Digital Media Company and Content
Producer, So Paulo, Brazil
Senior Product Analyst - User Experience Department (01/2010 - 07/2010)
Assisted and led team of designers and information architects (projects for
Web, Mobile, Tablets, SmarTV, etc.)
Developed, surveyed, interviewed and interpreted Usability Testing and User
Experience projects
Organized and led internal workshops on UX and other related topics
Senior Product Analyst - Product LatAm Department (06/2008 - 12/2009)
Managed MMORG partnership with Disney Digital
Increased the number of subscribers by 50% in one year (established goal
was 30%)
Managed and improved digital projects and premium digital products

Implemented e-mail service in Latin America subsidiaries

Managed the development and improvement of marketing strategies
Built creative campaigns supported by the Marketing Department

Grupo Dirio Lance! - Multimedia Group, Rio de Janeiro, Brazil

Coordinator - Digital and Mobile Content and Project Development
(05/2007 - 05/2008)
Integrated a special Web 2.0 study group to portal redesigning
Coordinated Digital Marketing projects
Led Usability Tests, Focus Groups and User interviews
Multimedia Editor and Team Coordinator - Digital Department (11/2006 04/2007)
Implemented a new digital department and selected, hired, trained and led
team
Drafted and implemented a new process to distribute digital audiovisual
content (Main Partner: Microsoft)
Managed and edited digital content production for portal and mobile
products
Senac So Paulo - Specialized School, So Paulo, Brazil
Digital Content Editor - Social Development Department (07/2005 10/2006)
Digital Journalist - Social Development Department (12/2004 - 06/2005)
Planned and managed the Digital Communications strategy
Produced digital content, articles and interviews
Evaluated and edited partnerships content
Medcenter Solutions - Digital Marketing Agency, So Paulo, Brazil
Digital Content Producer and Consultant - Digital Department (12/2004 11/2005)
Senior Marketing Assistant - Digital Department (08/2004 - 11/2004)
Produced digital content for special pharmaceutical company websites
Led website projects and managed specialized websites
Key Clients: Novartis, Pfizer, Roche, etc.
iG - Internet Group do Brasil - Digital Media Company and Content Producer,
So Paulo, Brazil
Coordinator - Digital Content Production (11/2002 - 07/2004)
Implemented and coordinated a new content production department
Selected and led multidisciplinary content producing team
Manager - Digital Products (06/2002 - 08/2004)
Updated and managed websites, premium content and digital projects
Managed strategic partnership and redefined contracts
Established new strategic partnerships and renegotiated contracts
Increased the number of subscribers by 110% (established goal was 20%)
Coordinated website UX redesign and implemented a repositioning strategy
Editor Website/Portal (03/2002 - 05/2002)
Reporter Website/Portal (07/2001 - 02/2002)
Produced, edited and updated digital content

E-Bit - Tecnologia em Marketing - Digital Marketing and E-commerce

Research Agency, So Paulo, Brazil
Assistant - Digital Content and Projects (01/2001 - 06/2001)
Trainee - Digital Content and Projects (07/2000 - 12/2000)
Developed e-mail marketing projects
Assisted and surveyed Usability Tests
Produced and edited digital content specializing in e-commerce
CERTIFICATES
Certification in Marketing focused on Social Media (2015) UCLA Extension,
Los Angeles, CA, USA
Certification in Marketing (2013) UC Berkeley Extension, San Francisco, CA,
USA
Postgraduation in Interactive Digital Medias (2004) Senac So Paulo, So
Paulo, Brazil
Postgraduation in Cultural Journalism (Minor in Digital Journalism) (2002),
PUC-SP, So Paulo, Brazil
Bachelor Degree in Journalism (2000), Universidade Metodista de So Paulo,
So Paulo, Brazil
LANGUAGES
Brazilian Portuguese (Native), English (Advanced), Spanish (Basic), Italian
(Basic)
TOOLS AND SKILLS
User Experience (AI, Usability Tests, Eye Tracking, SEO, Axure, myBalsamiq,
Sketch, InVision etc.)
Research (interview, focus group, online surveys, qualy & quanti, Primary &
Secondary etc.)
Social Media (management platforms and monitoring software)
Web Analytics (ComScore, Google Analytics, Certifica, Ominiture, Webtrends,
etc.)
Website and Layout Software (Dreamweaver, Photoshop, HTML, Flash,
PageMaker, Coreldraw, etc.)
Content Management Systems (Vignette, Fabrica Tools, Calandra, Alligator,
Wordpress, etc.)
Microsoft Office Package (Excel, PowerPoint, Word, Publisher)
Video Editing Software (Pinnacle, Windows Media Encoder & Real Encoder)