Director, Performance Marketing

• Oct 2022 - Present

Leading the Performance Marketing team's transition from SLG upmarket to a PLG SB-focused strategy, and bringing the paid media execution in-house:Paid media: Increasing Return on Ad Spending (ROAS) by +80% YoY;CRO: improving the conversion rates of paid landing pages by +585% YoY;SEO Acquisition: building an SEO Content strategy from scratch;

Group Manager, Performance Marketing

• Dec 2021 - Sep 2022

Building the Performance Marketing Team (7 people) from scratch, investing more than $XXM annually on paid initiatives, implementing new Martech solutions, developing new processes & targets, and focusing on international expansion.

Group Manager, International Growth

• Sep 2021 - Nov 2021

Sr. Growth Manager LATAM

• Feb 2021 - Sep 2021

Leading the LATAM Digital & Growth Team (6 people), boosting demand generation in the region across four pillars:• Performance Marketing: creating projects in Paid Social and Paid Search that decreased the CPMQL by -76% YoY, helping to increase the inbound pipeline generation by +39%;• Organic Acquisition: developing SEO strategies that increased the blog traffic from 2k/month to 200k/month in just 6 months;• Web Optimization: developing an A/B testing process to improve the performance of the website and paid media landing pages;• Marketing Analytics: building dashboards, providing recommendations for marketing investment optimization, defining team targets and funnel optimization insights; Show less

Growth Manager LATAM

• Feb 2019 - Jan 2021

Responsible for building the LATAM Digital & Growth Team from scratch, hiring overseas, creating processes, establishing targets & KPIs, and improving alignment with the global team.

Head of Growth

• Nov 2018 - Feb 2019

Escale is a startup focused on the management of the acquisition funnel for big companies, with more than 500 employees and that recently received R$87M in investments from Kaszek and Redpoint. As the Head of Growth, I was the manager of a team of 16 people, responsible for the paid and organic acquisition of the health products. My biggest win was the complete rebuild of the acquisition strategy, doing a deep dive into the user journey, behavior, and healthcare market. Escale is a startup focused on the management of the acquisition funnel for big companies, with more than 500 employees and that recently received R$87M in investments from Kaszek and Redpoint. As the Head of Growth, I was the manager of a team of 16 people, responsible for the paid and organic acquisition of the health products. My biggest win was the complete rebuild of the acquisition strategy, doing a deep dive into the user journey, behavior, and healthcare market.

Head of Growth Marketing

• May 2018 - Nov 2018

Umbler is a B2B saas cloud hosting company with +130k users, primarily focused on making developers'​ lives easier. In the first 5 months as Head of Growth, I was able to manage the growth team (14 people) to help to increase in 47,9% the Monthly Recurring Revenue (MRR) and to reduce the CAC in 66%, spending 50% less in marketing and with a 30% team cut. Some of my initiatives were: • Paid Media Optimization: using data analysis, A/B tests and creativity we reduced the CPA in 63% in Facebook Ads, Google Adwords, and other ad networks; • Funnel Optimization: we did a deep dive into the user behavior data to create a new onboarding, email automation, and in-app messages to increase the conversion rate in 35%; • Affiliate program: To avoid competition from other hosting companies, we developed a specific affiliate program for teachers of online courses for developers, which reduced the cost of acquisition by 73%; • Organic Growth: other initiatives to drive organic growth, such as exploring the opening of Quora in Brazil or creating online courses to developers; Show less

Head of Growth Marketing and Business Development

• May 2017 - Apr 2018

Mr. Bot is a B2B Saas company that uses chatbots conversations to extract valuable information about customers, learning more about their preferences, tastes, and budget to enrich the client’s CRM, creating high-level segmentations to the brand campaigns. Mr. Bot has developed chatbots for brands like Netflix and Construtora Even. Mr. Bot is a B2B Saas company that uses chatbots conversations to extract valuable information about customers, learning more about their preferences, tastes, and budget to enrich the client’s CRM, creating high-level segmentations to the brand campaigns. Mr. Bot has developed chatbots for brands like Netflix and Construtora Even.

Head of Growth Marketing and Business Development

• May 2015 - May 2017

Superplayer is a music streaming service that recently was selected to the worldwide program Google Launchpad Accelerator. It’s part of Movile Company, the biggest mobile company in Latin America. It has more than 4 million downloads of their applications and 1.5 million monthly active users. Leading the business team and a multidisciplinary team of developers, media strategists, designers and writers that are responsible for acquiring, retaining, and messaging throughout the lifecycle of customers base. Some of my initiatives were: • Paid Media Optimization: using data analysis, A/B tests and creativity we achieved a CPI of U$ 0,01; • Business Development: we developed a white label product to create a bundle for wireless carriers that brings 2.5Mi news subscribers to Superplayer; • Organic Growth: we partnered with Facebook and Luan Santana to make the world's first single release of a song via chatbot, which generated 1 million new plays in 4 days; • Engagement & Retention: we were one of the first companies in the world to use Google Awareness API to create better lifecycle messages to boost our retention by 56%; Show less

Head of Marketing and Business Strategy - Newspaper SC

• May 2014 - Dec 2014

Grupo RBS is one of the biggest multimedia business groups in Brazil, the leader in the field of communication in the south of the country, producing content and entertainment on television, radio, newspaper and digital platforms. Responsible for coordinating the marketing team (12 people) and groups outside of Marketing (Journalism, Finance, Technologies, Analytics) to architect the digital revolution of the RBS’s SC newspapers, taking advantage of opportunities enabled by technology to deliver content and connect with readers on a scale never before achieved. Show less

Director of Operations

• Mar 2014 - Apr 2014

Doubleleft is a hybrid production studio, that develops advanced digital projects for mobile, web and physical spaces. It’s part of FLAGCX, one of the biggest ad agency in Latin America. Responsible for the operations of the Porto Alegre office (30 people). Doubleleft creates global campaigns for products that empowered brands strategies across key channels, for clients like Samsung, Hellmann’s, Axe, Rexona, and others. Doubleleft is a hybrid production studio, that develops advanced digital projects for mobile, web and physical spaces. It’s part of FLAGCX, one of the biggest ad agency in Latin America. Responsible for the operations of the Porto Alegre office (30 people). Doubleleft creates global campaigns for products that empowered brands strategies across key channels, for clients like Samsung, Hellmann’s, Axe, Rexona, and others.

Head of Marketing and Business Strategy - Radio

• Feb 2012 - Mar 2014

Grupo RBS is one of the biggest multimedia business groups in Brazil, the leader in the field of communication in the south of the country, producing content and entertainment on television, radio, newspaper and digital platforms. Responsible for coordinating 60 people and groups outside of Marketing (Journalism, Finance, Technologies, Analytics) to architect the digital revolution of the RBS’s Radio stations, taking advantage of opportunities to deliver content and connect with the audience on a scale never before achieved. Show less

Head of Digital Marketing

• Oct 2011 - Jan 2012

Paim is one of the biggest ad agencies in Brazil. Responsible for creating digital products and brand strategies like acquisition campaigns, paid media, e-mail marketing, and others for national clients like Ambev, Walmart, Lojas Renner, and others. Paim is one of the biggest ad agencies in Brazil. Responsible for creating digital products and brand strategies like acquisition campaigns, paid media, e-mail marketing, and others for national clients like Ambev, Walmart, Lojas Renner, and others.