rochelle.silveira@gmail.com
+1 (732) 532 9313 | Huntsville, AL
www.rochellesilveira.com

Result-driven professional with a proven track record of launching and growing products, with 10+ years of experience in product management, software development (full-stack/backend and frontend), and operations within the financial industry. Expert in managing end-to-end product development lifecycles, particularly for gateway, credit and debit card and fintech products. Strong background in remote work, cross-functional team leadership, and agile methodologies, fostering an inclusive and collaborative culture focused on results and process development.

I am a serial entrepreneur and experienced Product Manager with a background in fintech and SaaS. With over 15 years of experience building and leading B2B2C companies, I have a proven track record of delivering results, creating products in tech, payments, financial services, and banking, and improving organizational culture, building high-performance teams. 

Rochelle Silveira

I am a proud immigrant born and raised in Brazil, a serial entrepreneur, having vast experience building technical B2B SaaS and fintech products.
As a founder and consultant with 15 years of experience, I've built, executed, and managed startups, especially those involved in fintech and SaaS.

Additionally, I served as the consultant for the development and build-up of three more startups designed to help and facilitate the payment process for the elderly and governmental property taxes and in the food service market, helping to build a solution for the operation and management of large gastronomic chains.

EXPERIENCE

PROJECTS

  • Operating as a Product Manager Contractor and Business Development Consultant, led the business and product strategy, development, and implementation through the end-to-end product life cycle, creating the vision and roadmap aligned with stakeholders, and leading the software development through cross-functional product teams (leading design UX/UI, software development and operation teams) for main projects, specializing in SaaS, marketplace & platforms, fintech, payments, financial services & banking, philanthropy & nonprofits.

    See the achievements and details of some of the projects executed below from Sep 2019 - May 2021 | Feb 2023 - present - Brazil & USA (remote)

    • Successfully led the pre-accelerator program exceeding 100% of goals for Q1 and Q2 before its conclusion while simultaneously setting up an onsite office on time and under budget.

    • Managed two cohorts of the gBETA program for companies aiming for rapid growth and venture capital.

    • Coordinated logistics for virtual and in-person events to connect investors to founders, mentors, and resources.

    • Fostered a collaborating culture, engaging with over 60 mentors, 50 investors, and assisting the companies to raise over $1M right after the end of the 7-week program.

    • Connected Gener8tor to the Huntsville community, such as newspapers and local politicians, receiving over 70 compliments/recognitions from the leadership team and partners.

  • • Executed the customer development and validation process with ultra-high-net-worth donors, wealth managers, and nonprofits to offer a platform with a strategy similar to “values-based investing”, applied for philanthropy.

    • Developed the product roadmap, platform design (UX/UI), and led the engineering and software development team (internal and contractors) and QA testing, managing the launch and update versioning.

    • Built the company's strategy, team, and tech platform from scratch, including branding, business strategy, OKRs, positioning, and competitive analysis.

    • Strategized business development, fundraising, investor relations, and partnerships with donor-advised funds (DAFs) and charities.
    • Built a scoring algorithm to vet charities and launched with 140 evaluated and scored nonprofits, including notable organizations worldwide.

    • Developed the matching algorithm to recommend a “giving portfolio” based on the donor's values, causes, and giving preferences.

    • Developed a diligence process for charities, leveraging public information, and focusing on the scale for the vetting and scoring process.

    • Led a diverse, remote team across 3 countries and 5 time zones.

    • Raised $290k, launched the platform on December 2022, processing over $500k in contributions.

  • • Developed the product roadmap, platforms design (UX/UI), and led the software development team and QA testing, managing the launch and update versioning.

    • Led the development and launch of over 15 products, distributed into sales, management, payments, and banking systems, with e-commerce and physical products, including POS (point of sale, card machine for selling, paying, and issuing tickets) and ticket gates.

    • Built ad personalization algorithm based on purchase history, travel preferences, and location for clients using in-person credit card machines.

    • Developed payment and banking systems for e-commerce and POS/in person payments, with EMV routines and MTIP/ADVT/PVTE certifications, payments processing platform multi-acquirer and split into multi-levels in any transaction, internal P2P payments platform between digital accounts (closed arrangement) and NFC payment bracelet in P2P model (private label).

    • Homologated the POS software with chip&pin payments with Visa, Mastercard, and Elo.

    • Built the company's strategy, team, and tech products from scratch, including branding, business strategy, OKRs, positioning, and competitive analysis.

    • Led the operation and product teams, leading a 50-person team, building a strong organizational culture, and being responsible for institutional relations for regulation and homologation of financial products.

    • Developed the proprietary technology for e-commerce systems for tourism (hotels, travel agencies, parks, and events), for sales and management, including sales with an assigned seat.

    • Launched a digital bank vertical, with web and native iOS and Android apps, and physical cards, with 3,000+ people registered.

    • Strategized and implemented multiple revenue streams and monetization strategies, creating a community of 3,000 Bela+ sales promoters (receptionists, travel agents, Uber drivers, etc., registered to sell tickets and city attractions).

    • Reached a TPV (total payment volume) of R$ 120 million, operating only in the city of Gramado/RS - Brazil, with 1,200 client establishments, 450 POS, and R$ 5.5 million in revenue.

Some projects executed as Product Manager Contractor / Business Development Consultant

    • Own product life cycle to launch corporate benefit products (online platform, mobile app (iOS and android), and Visa debit and credit card).

    • Strategized the product concept, led product requirements, roadmap, and implementation, aligning different necessities of clients and business partners of the company, being responsible for the end-to-end product strategy and development lifecycle.

    • Executed product research, customer discovery and market analysis, created requirements and strategies for product, pricing, and positioning for competitive differential.

    • Oversaw and led partner relationships with white label card issuers, card processors and card networks (Visa and Mastercard), analyzing the best partners and suppliers aligned with economics and business strategy.

    • Advised regarding business strategy and operational plan, with the main goal of keeping all areas in sync and ensuring launch in the company in the first quarter of 2024.

  • • Consulting services had the purpose of guiding the organization's leadership on how to be compliant to receive donations from institutional donors.

    • Guide the nonprofit on what’s vital information a donor evaluates in their due diligence process.

    • Financial analysis and diagnosis of weaknesses and flaws, guiding on how to comply.

    • How to better communicate its impact algorithm in order to become a more trusted organization.

    • In four weeks of the 360 consultancy, the nonprofit received one single donation of U$100k via the website, from an institutional donor who had no previous relationship with the organization.

  • • Strategized the product concept, roadmap, and implementation, aligning different necessities of 8 gastronomic business partners of the company, being responsible for the end-to-end product life cycle.

    • Aligned the product roadmap with the stakeholders and business needs to roll out the software for the 5,000 gastronomic stores of partners like McDonald’s, Bobs, Domino's, Outback, and KFC, among others as well as strategies to drive growth outside the partners' chains.

    • Executed customer development and process validation with gastronomic chain partners.

    • Executed market analysis, creating the pricing and positioning strategy for competitive differential.

    • Strategized and led business development, and partnerships with distribution and delivery companies (i.e. Uber Eats, iFood, Rappi, and Rede).

    • Led the stakeholder relationship, being responsible for reports to investors and gastronomic partner chains.

    • Built a remote-first hiring process, leading a diverse, remote team, across 8 states in Brazil.

    • Led product and business development with cross-functional teams (UX/UI designers, product owners, tech leads, engineering, developers, infrastructure, marketing, customer experience, business development, sales, and HR), leading a 70-people team in product and software development areas.

    • Product management operation executed with agile methodologies, defining and tracking business and product metrics.

    • Built and maintained processes for efficient development and data-driven management.

    • Mentored the development of the team.

    • Led the development and launched two products, a web version used in the back-office of restaurants and a mobile version, using a credit card POS machine with Rede.

    • Strategized the product evolution to incorporate new business verticals, with solutions for logistics and a white-label marketplace as a service for the food sector.

    • Oversaw brand development, positioning, business strategy, pricing strategy, and go-to-market plan.

  • • Built the company's strategy and business positioning with an innovative operation method to offer the service via WhatsApp that previously could only be offered by lawyers.

    • Executed market analysis, creating a pricing and positioning strategy for competitive differential.

    • Led the business development area, analyzing and contracting the technical solutions to offer the services utilizing robots via WhatsApp.

    • Created multiple guides and educational e-books to share with potential clients on retirement applications.

    • Strategized the service operation and built the robot flows for an automated conversation on WhatsApp.

    • Oversaw brand development, marketing strategy, and go-to-market plan.

    • Trained the operation and customer experience teams (retirement lawyers) for the daily operation of the back-office chats and calls.

    • Built internal processes, and stakeholder reports with operation and sales metrics.

  • • Strategized the product concept, roadmap, and implementation from the founder’s abstract idea to pay taxes using up to four credit cards, being responsible for the end-to-end product life cycle.

    • Aligned the product roadmap with the stakeholders and business needs to accept payments for all the 5,500 cities in Brazil.

    • Led product development with cross-functional teams (UX/UI designs, tech lead, developers, marketing, and customer experience).

    • Trained and mentored the operation, finance, and customer experience teams for the daily operation of the back-office payments.

    • Oversaw brand development, positioning, business strategy, and go-to-market plan.

    • Launched the platform with 4 months of development.

read more about each experience

see all portfolio

EXPERTISE

  • Financial industry & fintechs
    Payments, financial services, banking, philanthropy, donor-advised funds (DAFs)

  • Product management
    Product validation and customer development, design (UX/UI), prioritization & roadmap, software development, testing, cross-functional team management

  • Leadership
    Team building, organizational culture, international & remote teams leadership, with cross-function leadership

  • Business management & strategy
    Operations management, strategy, competitive and market analysis, strategic planning, OKRs, data-driven management, HR processes

EDUCATION

University of East London, London, UK - Present - 2025

  • Executive Master of Business Administration (Executive MBA)

LANGUAGES

  • English

  • Portuguese

SKILLS

  • Product management
    • Responsible for the end-to-end product life cycle, with cross-functional operation with product teams (UX/UI designers, product owners, tech leads, developers, DevOps, and engineering teams, as well as marketing, sales & customer success and experience (CX), research and development (R&D), and data science).

    • Creation of product strategy, vision, and roadmap for product area, prioritizing stakeholders and business needs with strategies to drive growth.

    • Management with agile methodologies, defining and tracking business and product metrics.

    • Creation and maintenance of processes for efficient development, as well as mentoring and development of the team.
    • Software development life cycle (SDLC) and software project management

  • Softwares
    Google Suite, Microsoft Suite (Excel, PowerPoint), Keynote, Slack, Dropbox, DocSend, Squarespace, Wix, WordPress, QuickBooks, Deel, Gusto.

  • Software & product development
    PHP, C, Vue, Bootstrap, SQL & MySQL, REST APIs, AWS, GitHub, AdobeXD, Figma, Miro, Whimsical, Notion, Monday.com, Atlassian (Jira, Trello), Scrum & Agile Methodologies.

  • Management & Strategy
    OKRs & strategic planning, competitive and market analysis, startup due diligence, data-driven management, content-based marketing strategy, people management & organization culture, mentorship and personal development, team building, and leadership training, communication, keynotes, and public speaking.

  • Entrepreneurship
    Mentor at Founder Institute and Tech Stars
    Advisory board in startups (fintech and SaaS)

VOLUNTEERING

  • I participate as a mentor for the Founder Institute, especially at the Porto Alegre/RS chapter, providing support mainly on management, culture and leadership, product development and product-market-fit, and pricing and go-to-market strategies.

  • I participated as a volunteer in the pit crew of NASA Human Exploration Rover Challenge at the Marshall Space Flight Center in Huntsville, AL in April 2023, providing repairs, tools, and translation support during the three days of event, for 61 teams representing 30 countries, 45 universities, and 16 high schools.

  • I participate as a mentor at JA Startup, a program that turns young people from 15 to 24 years old into entrepreneurs, through practical learning, so that young people know concepts, and tools and develop the necessary skills to transform their ideas into high impact startups.

  • I participated as a volunteer in the organization of Silicon Valley Learning Experience at StartSe in July 2018, an international executive education program that consists of immersion with +100 executives from different sectors learning together in practice how to get their growth strategies out of paper in a week immersive learning from the most innovative location on the planet.

  • Business mentor in Techstars Startup Weekend Industry in Caxias do Sul, RS - Brazil, in September, 2018 and mentor and host in Gramado/RS. Keynote speaker to teach about how to make a pitch.

CONFERENCES

  • In December, 2020, StartSe promoted in São Paulo an event inspired by the best seller AUDAZ, approaching in a practical, direct and objective way, how Brazilian men and women transformed opportunities into incredible projects, where I participated as a speaker, sharing about “How to build a culture of the impossible, without being in Silicon Valley”.

  • In Oct, 2017 I had the honor of participating in the Alumni panel at the Silicon Valley Conference, promoted by StartSe, with an audience of over 1,600 people. Innovation, technology and many other learnings from Silicon Valley, among with Cristiano Kruel, Felipe Lamounier and Mauricio Benvenutt.

  • Mindset Talks promoted by Mindset Experience in May, 2019 in João Pessoa, PB - Brazil with Bruno Nardon.

  • Insight, promoted by SEBRAE - Women in Tech Panel with Debora Roesler, Ana Luiza Goes and Fabiane Kuhn in November, 2018 in Canoas - RS, Brazil.

  • The FTPOA - Transformation Festival seeks to develop an innovative ecosystem through the confrontation of ideas and the creation of a new mindset in people. It is the biggest content event in Brazil, with more than 450 activities on the 24th and 25th of November, 2019 at ESPM.
    I had the honor of participating in the entrepreneurship trail on Sunday, the 25th, with the aim of sharing Bela's story and showing that it is possible to do it - how being an entrepreneur is possible even against all odds.

  • Startup.On event in Caxias do Sul promoted by Brazilian Association of Startups (ABS) in February 2019 where shared about “How to build a culture of the impossible, without being in Silicon Valley”.

  • Meetup Innovation Club AnLab in February, 2019, sharing about my history founding Bela, fintech in Gramado, RS - Brazil.

  • In August, 2018, Gramado Summit talk sharing about Bela, the fintech we built in Gramado, RS - Brazil when I was 15 years old.

  • Mindset Beta promoted by Beta Hauss in February, 2019, sharing about my history founding Bela, fintech in Gramado, RS - Brazil.

  • Global Legal Hackathon in February, 2019, sharing about my history founding Bela, fintech in Gramado, RS - Brazil.

  • Maratona Senac Inovação in March, 2019, panel on the challenges of business innovation with Wesley Ribeiro and Frederico Mentz Renner

  • ConquerDay POA in April, 2019, sharing about my history founding Bela, fintech in Gramado, RS - Brazil.

  • SummitTalks promoted by Gramado Summit in February, 2018, about women and successful startups, with Viviane Sedola and Clarissa Santiago, mediated by Rafael Ribeiro.

  • Passarela de negócios in July, 2018 with Cristiana Ferronatto and Daiane Catuzzo about female entrepreneurship.

  • Giving Back promoted by Associação Gaúcha de Startups (AGS) in July, 2019 about lessons learned in the life of an entrepreneur

  • JA Startup, promovido pela StartSe e Junior Achievement

  • XYZ Festival POA, talk with CEO’s - Arena Founder Institute with Michel Costa and Rubens Soares, in Porto Alegre, RS - Brazil in October, 2019

  • SummitTalks promoted by Gramado Summit in April, 2019, about building a high-impact startup with Marcus Rossi and Dudu Hommerding

  • Business mentor in Techstars Startup Weekend Industry in Caxias do Sul, RS - Brazil, in September, 2018. Keynote speaker to teach about how to make a pitch.