Carlos B.
✨ Newly AddedLead Performance Marketer & Global DTC Strategist
Notable Highlight
At DM under Performance Health, he inherited an underperforming funnel and identified major mobile landing page issues, including missing cart functionality, lack of social proof, missing payment terms, and offer misalignment between ads and landing page.
Experience Summary
Carlos brought more than 19 years of marketing experience across agency, freelance/consulting, and full-time roles. His background was strongest in e-commerce and apparel/fashion, beauty, kitchenware, health and wellness, with additional experience in lead generation and multi-brand campaigns across categories. He managed paid media across Meta, Google, TikTok, Instagram, X, Roku, and connected TV, and executed email sequencing, full-funnel campaign design, landing page optimization, and retention initiatives. He was proficient with Klaviyo, Triple Whale, Northbeam, Hyros, Motion, Atria, Google Analytics, Hotjar, Looker Studio, ChatGPT, Claude, and Gemini.
Key Achievements
Carlos inherited an underperforming funnel at DM under Performance Health and identified major mobile landing page issues, including missing cart functionality, lack of social proof, missing payment terms, and offer mismatch between ads and landing page. After optimizing the landing page and funnel, he reduced drop-off from 98% to 80–85%, increased conversions from 22 to 60–100 buyers per 10,000 visitors, and helped scale monthly ad spend from to .
Skills
Hands-on in paid media management across Meta, Google, TikTok, Instagram, X, Roku, and connected TV,Experienced in full-funnel campaign planning, landing page optimization, and performance analysis,Familiar with retention-related execution, including email sequencing and use of Klaviyo, Proficient with attribution, analytics, creative analysis, and AI tools, including Triple Whale, Northbeam, Hyros, Motion, Atria, Google Analytics, Hotjar, ChatGPT, Claude, and Gemini.
Work Experience
Lead Performance Marketer & Global DTC Strategist
VC · Remote · Apr 2018 – Present
- Partner with senior leadership to define revenue targets, forecasting, and investment planning across a global portfolio of DTC clients, driving measurable revenue growth in international markets.
- Build, scale, and optimize multi-million-dollar paid media portfolios across Paid Social (Meta), Search Engine Marketing (SEM), and Programmatic Display, rigorously allocating budgets based on real-time ROAS and CPO performance.
- Conduct deep incrementality testing and effectiveness analyses to identify untapped growth opportunities, leveraging advanced Excel, SQL, and performance dashboards to translate raw data into actionable budget allocation decisions.
- Develop, test, and iterate advertising concepts alongside global creative teams, deploying structured testing roadmaps to continuously identify winning visual assets for specific international regions.
- Manage and mentor internal acquisition team members while collaborating with external vendor agencies to ensure flawless execution and maximum operational efficiency.
Senior Growth & Tracking Lead
PH(DM · Remote · Dec 2024 – Feb 2026
- Managed multi-million dollar annualized marketing investments for a premium consumer fitness brand, orchestrating highly efficient scaling strategies that balanced aggressive customer acquisition with strict profitability metrics.
- Built closed-loop attribution models (CAPI, S2S) to bypass data loss, utilizing raw data to inform forecasting, reporting, and investment planning directly with internal Finance teams.
Growth Marketing Manager
CU · Remote · 2017 – 2018
- Drove aggressive global user acquisition during critical early scaling phases, thriving in a fast-paced environment with evolving priorities and successfully building alignment around major growth initiatives across cross-functional stakeholders.
Director of Digital Strategy
AW · 2008 – 2020
- Directed the complete digital strategy and visual identity for a national brand over a 12-year period, combining innovative product storytelling with hard performance analytics to build a highly engaged, long-term customer base.