Gustavo W.
Senior Media Buyer / Performance Marketing Analyst
Notable Highlight
Scaled paid acquisition across Meta and Google Ads, delivering consistent ~300% ROI and reducing CPL by 40% through structured testing—currently managing ~K/month portfolio at VM.
Experience Summary
Gustavo had 6+ years of experience in full-funnel performance marketing across Meta Ads, Google Ads, LinkedIn, and TikTok Ads. He worked in both agency and in-house settings for financial services, eCommerce, and lead generation. He owned strategy, execution, scaling, and reporting for high-budget campaigns while mentoring other media buyers and integrating ad performance with CRM data. He consistently improved ROAS, reduced CAC, and implemented scalable reporting systems across multiple business units.
Key Achievements
brought 6+ years of full-funnel performance marketing expertise across Meta Ads, Google Ads, LinkedIn, and TikTok Ads to both agency and in-house roles spanning financial services, eCommerce, and lead generation. He owned strategy, execution, scaling, and reporting for high-budget campaigns while mentoring media buyers and integrating ad performance with CRM data. He consistently improved ROAS, reduced CAC, and implemented scalable reporting systems across multiple business units.
Skills
Work Experience
Senior Media Buyer (Meta & Google Ads) | Performance Marketing Analyst
VM · Remote · Dec 2022 – Present
- Lead paid acquisition for priority accounts and the agency's own client-acquisition campaigns across Meta and Google Ads, overseeing a ~K/month portfolio while guiding other media buyers on strategy, troubleshooting, and optimization.
- Work closely with sales/ops to define lead quality criteria, surface bottlenecks, and optimize toward conversion outcomes after opt-in.
- Build full-funnel dashboards in GA4, GTM, and Looker Studio to connect spend to conversion steps and downstream outcomes.
- Deliver consistent ~300% ROI and reduce CPL by 40% through structured testing and optimization.
- Run disciplined experiments across creative, audiences, and offers; translate learnings into clear iteration plans with the creative team.
- Diagnose performance shifts quickly and implement fixes across targeting, budgets, structure, and landing-page alignment.
- Maintain weekly reporting and communicate insights and next-step recommendations clearly to stakeholders.
Performance Marketing Analyst | Paid Media Manager
FC · Porto Alegre, Brazil · Aug 2022 – Dec 2022
- Build a Power BI dashboard with the IT team using GA4, GTM, and CRM data to improve end-to-end funnel visibility and support faster, data-driven decisions.
- Deliver 4.6x ROAS during Q4 2022 initiatives through disciplined optimization and testing.
- Improve conversion rate by 35% through iterative optimization and tighter alignment between ads, landing experience, and follow-up process.
- Produce weekly performance reporting and recommendations for leadership, translating results into clear next steps.
- Manage and optimize campaigns across Google Ads, Meta (Facebook/Instagram), TikTok, and LinkedIn to support multiple funnel objectives.
- Build structured testing plans for creative, audiences, and offers to improve conversion efficiency and protect performance during scaling phases.
- Partner closely with SDR/sales teams to improve lead quality feedback loops and optimize toward conversion outcomes after opt-in.
Partner | Performance Marketing Manager & Analyst
GI · Porto Alegre, Brazil · Sep 2019 – Jul 2022
- Join as an IT intern, move into marketing within months, and ultimately become an equity Partner through performance and business impact.
- Manage ~K/month in combined spend across Meta (Facebook/Instagram) and Google Ads, owning day-to-day execution, testing, and scaling.
- Improve ROAS by 120% YoY through stronger campaign structure, targeting, and ongoing optimization.
- Reduce customer acquisition cost by 50% by improving lead quality through systematic testing across creative, audiences, offers, and landing pages (CRO).
- Manage paid media budgets across four business units with distinct products, funnels, and KPIs, ensuring performance stays aligned with business goals.
- Build a repeatable creative testing system with design/copy, scaling new concepts based on learnings and proven winners.
- Build weekly reporting rhythms for performance reviews, translating results into clear priorities and next steps.
- Lead and develop an intern by setting weekly priorities, reviewing work, and ensuring quality and on-time execution.