Aline Santos

About

Senior Growth & CRM leader with 10+ years of experience driving revenue and customer lifecycle optimization through data-led strategy, automation, and experimentation. Expert in lifecycle marketing and Braze multi-channel execution (email, SMS, push, in-app), with a proven track record of improving LTV, retention, and overall revenue via segmentation, journey optimization, and performance analysis. Hands-on leader managing teams, budgets, and end-to-end growth initiatives, combining deep analytics expertise with cross-functional execution.

Experience

• Senior Growth Manager · Notable Growth2022

  Directed operations for an 89-room property, managing 35 employees and delivering revenue, occupancy, and guest experience targets. Led data-driven planning, forecasting, and performance optimization initiatives that strengthened operational KPIs. Built scalable processes, improved team efficiency, and led training programs that reduced turnover to 19%.

• General Manager · Hilton Hotels Home2 Suites2021 – 2022

  Owned full B2C lifecycle strategy including onboarding, activation, retention, reactivation, and loyalty campaigns. Built automated multi-channel journeys in Braze using Canvas, audience triggers, segmentation filters, SMS automations, and push notifications. Launched and optimized ongoing CRM programs that improved repeat customer rate, engagement, and conversion across millions of messages sent annually. Managed a team of 2–3 lifecycle and CRM specialists, overseeing prioritization, coaching, QA, and performance reviews to ensure flawless execution. Designed and executed advanced A/B and multivariate tests in Braze to optimize messaging, timing, content, and segmentation logic. Collaborated with Creative, Product Marketing, Analytics, and Engineering teams to deliver personalized cross-channel experiences. Owned weekly, monthly, and quarterly CRM reporting, presenting insights, trends, churn indicators, and opportunities to leadership. Built and managed the CRM roadmap and quarterly marketing calendar aligned to company goals, seasonal moments, and product launches. Translated complex behavioral data into actionable strategies using Amplitude, Segment, and Looker to drive measurable improvements in LTV, frequency, and retention.

• Front Office Manager · DoubleTree by Hilton2018 – 2021

  Directed Front Office operations and business functions for the property with 250 rooms, 11,000 square feet of meeting space, $7 million in annual room revenues, and $2 million in Food & Beverage with 150 employees. Increased overall satisfaction by 23%, addressing various discrepancies, inquiries, and issues in addition to monitoring all internal system performance to ensure sustained, optimal performance Coordinated and managed 34 front office employees while supporting Sales operations and the General Manager, optimizing service delivery and driving guest satisfaction improvements across the property. Directed OTA sales and marketing strategy by analyzing performance data and room availability, implementing dynamic pricing models and business development plans that increased occupancy by 18% and boosted RevPAR year-over-year. Led sales efforts for event spaces, negotiating and closing contracts worth over $1.5M annually, while coordinating with vendors to deliver seamless client experiences and maximize revenue opportunities. Oversaw and optimized all reservation channels, ensuring accurate inventory management and strategic date blocking, resulting in a 12% uplift in booking efficiency and reduced overbooking incidents by 30%.

• Revenue & Data Analytics Manager · Atlantic Hotels International2012 – 2018

  Directed OTA sales and marketing strategy by analyzing performance data and room availability, implementing dynamic pricing models and business development plans that increased occupancy by 18% and boosted RevPAR year-over-year. Led sales efforts for event spaces, negotiating and closing contracts worth over $1.5M annually, while coordinating with vendors to deliver seamless client experiences and maximize revenue opportunities. Oversaw and optimized all reservation channels, ensuring accurate inventory management and strategic date blocking, resulting in a 12% uplift in booking efficiency and reduced overbooking incidents by 30%.

Education

• University of Belo HorizonteBachelor of Arts/Science in International Relations/Affairs, International Relations/Affairs
• Genesee Community CollegeAssociate of Applied Science in Tourism & Hospitality Management, Tourism & Hospitality Management

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