Digital Transformation of Educational Product Portfolio
Instituto Europeo De Salud Y Bienestar Social — Product Owner
Instituto Europeo’s educational programs were originally delivered through static PDFs with minimal interaction, making them outdated and uncompetitive in the growing online education market.
The organization’s reliance on PDF-based courses severely limited student engagement, learning outcomes, and program scalability.
The opportunity was to modernize the entire program offering into dynamic, interactive, LMS-driven online experiences, dramatically improving student satisfaction and positioning the institution competitively in the digital education market.
- Led the full transformation of educational products from static PDF materials to interactive, dynamic online programs.
- Designed and launched a proprietary LMS platform customized for streaming classes, professor-led student support, interactive activities, and assessments.
- Defined and implemented structured workflows for course creation, professor training, and student onboarding within the new LMS environment.
- Managed cross-functional teams (engineering, education, communications, marketing) to ensure alignment and timely delivery.
- Built feedback loops to continuously gather student input and iterate course structures for improved engagement and completion rates.
- Integrated marketing strategies to reposition Instituto Europeo as a modern, high-quality online education provider.
- Successfully launched a new LMS platform supporting multiple Masters, Expert Degrees, and specialized courses.
- Increased student engagement and course completion rates significantly compared to the legacy PDF-based model.
- Expanded enrollment numbers through improved digital marketing aligned with the new interactive product offering.
- Strengthened student satisfaction scores and program reputation in partner university evaluations.
- Established a scalable and repeatable model for future program launches and updates.
Branding and UX A/B Testing
Centro de Psicología Sandra Ribeiro — Marketing Strategist
As a new market entrant, brand perception heavily influenced trust, lead conversion, and overall reputation.
Early branding decisions needed validation to ensure maximum resonance with target patient demographics, without wasting early acquisition investments.
- Designed A/B tests across landing pages and promotional materials (different visual styles, messaging tones, brand imagery).
- Monitored engagement metrics, lead conversion rates, and trust signals based on variant exposure.
- Analyzed results to refine the clinic’s brand positioning, visual identity, and communication tone.
- Iterated design and messaging based on behavioral data rather than subjective preference.
- Optimized branding elements for higher trust, higher clickthrough rates, and increased lead-to-patient conversion ratios.
- Built a stronger emotional connection with target demographics through validated visual and messaging choices.
- Established a scalable A/B testing framework for future campaigns and brand updates.