Felippe C.

Experience Summary

Senior Performance Marketer and Media Buyer with 10+ years of digital marketing experience and deep specialization in Meta advertising, DTC/eCommerce growth, CRO, and creative strategy. Originally started in SEO and inbound marketing before transitioning into CRO and eventually paid media, giving him a strong full-funnel and conversion-focused mindset. For the last several years, he has worked heavily with DTC/eCommerce brands, particularly in Meta-focused direct response environments. He currently works in an agency setting managing multiple eCommerce brands simultaneously, handling both strategy and execution across media buying, creative testing, CRO, funnel optimization, and profitability scaling. Has extensive experience managing very large Meta budgets. While working at Tra. (shapewear/eCommerce brand), he personally managed over M/month in Meta ad spend across six products, with budgets increasing further during seasonal periods such as Black Friday and Mother’s Day. He also currently works with several brands managing budgets around M/month, while supporting smaller scaling brands as well.

Key Achievements

One of Felippe’s strongest examples involved helping scale a stagnant subscription-based brand that was heavily focused on CPA metrics while ignoring broader profitability and AOV dynamics. After joining the project, Felippe identified that the company’s annual subscription plan generated significantly higher AOVs, but the internal team avoided pushing the offer because the CPA was substantially higher. He reframed the strategy around profitability and ROAS rather than CPA alone, demonstrating that despite higher acquisition costs, the annual plans produced significantly stronger profitability. After aligning stakeholders and leadership around the new profitability framework, he implemented: * A more aggressive creative testing protocol * Faster creative validation cycles * Shortened testing spend thresholds * Higher creative iteration velocity Instead of allowing creatives to spend 10x CPA before evaluating results, he reduced the threshold to approximately 3x CPA, enabling faster feedback loops and significantly more creative testing volume without increasing testing costs. This process: * Increased creative velocity * Generated more winning creatives * Improved scaling efficiency * Helped scale the brand over 10x within 6 months

Skills

Work Experience