Matheus Friedrich

Data Analytics professional with Cloud Digital Leader certification and over 6 years of experience in measurement, data strategy, and decision support for marketing, product, and technology teams. Strong background in metrics planning, technical implementation (GA4/GTM), descriptive and diagnostic analysis, debugging, CRO, and data governance. Experienced in working with multidisciplinary teams (media, product, engineering, UX, and business), developing a hybrid and generalist profile that combines technical depth with strategic business understanding.

Strong communication skills, process organization, documentation, and executive dashboard development (Looker Studio and Power BI).

Data Strategy Analyst at Cadastra (2023-11 – Present)

Clients: AXIA (Eletrobras), Sam's Club, Compra Agora / Unilever, GetNinjas, Smiles, Kopenhagen

• Conduct descriptive, diagnostic, and exploratory analyses, identifying measurement gaps, user behavior patterns, and optimization opportunities
• Lead metrics and KPI planning, translating business requirements into technical specifications for GA4, GTM, dataLayer, and integrations
• Implement and QA tracking solutions (GA4, GTM, pixels, CRO tools), ensuring data consistency across environments and supporting engineering teams
• Develop strategic dashboards (Power BI and Looker Studio) and organize documentation, workflows, and processes to increase predictability and reduce rework.

Data & Analytics Specialist at CI&T Software (2022-06 – 2023-05)

Client: Bradesco

• Led Web Analytics planning, defining metrics, KPIs, and measurement requirements aligned with business goals
• Coordinated tracking and dataLayer implementations with engineering teams, ensuring data quality and adherence to the measurement plan
• Performed diagnostic and exploratory analyses, identifying opportunities and building actionable insights and narratives
• Developed executive dashboards and reports (Looker Studio) and worked with agile methodologies to prioritize and evolve the analytics backlog

Web Analytics Analyst at Pmweb (2021-06 – 2022-06)

Clients: Tauá Resort, Nannai, Atlantica Hospitality International, Master Hotéis, among others

• Managed end-to-end measurement operations (GA4/GTM), including account setup, implementation, maintenance, audits, and tracking evolution
• Built strategic dashboards for seasonal campaigns (peak season, Black Friday), supporting media and performance decisions
• Analyzed user behavior, funnels, and journeys, identifying improvements with direct impact on conversion and revenue
• Worked closely with media, creative, and technology teams on experiment validation, metrics definition, and case development

E-commerce Analyst at Perky Shoes (2021-02 – 2021-09)

• Sales and performance reporting, supporting platform relaunch and implementation of performance improvements.

Technologist Degree in Digital Marketing – Anhanguera Educacional (2020 – 2021)