Luciana N.

✨ Newly Added

Head of Marketing

Brazil14+ years experience$11,000/mo

Notable Highlight

Spearheaded the launch and localized scaling of Can. for Education in Brazil, growing the region into the single largest country market globally for that business segment during her tenure. Designed and executed an advanced SEO architecture at Can.

Experience Summary

Luciana is a marketing executive who balanced high-level growth strategy with hands-on execution, particularly in full-funnel demand generation, MarTech integrations, and AI automation workflows. She scaled user acquisition frameworks, directed regional growth campaigns, and led remote teams of up to 15 professionals at global tech companies including Can. She built custom technical solutions, including Python applications to optimize AI content engines for Search, Generative, and AI Engine Optimization (SEO/GEO/AIO). Her background spans early-stage EdTech startups and established SaaS brands, positioning her as a versatile leader who prioritized active production and experimentation over passive management.

Key Achievements

Spearheaded the launch and localized scaling of Can. for Education in Brazil, establishing the region as the single largest country market globally for that business segment during her tenure. Designed and executed an advanced SEO architecture at Can. that generated 65% of all new web user acquisitions by the time of her transition. Programmed a proprietary Python application and API to automate AI-driven web page generation for a CMS revamp, eliminating manual page-by-page formatting bottlenecks through structured embedded CSS and SEO optimization.

Skills

Full-Funnel Growth Marketing, B2B Demand Generation, B2C Paid Acquisition, Account-Based Marketing (ABM), Meta Ads, Meta Advantage+, TikTok Ads, TikTok Smart Creative, Google Ads, Google UAC, Google Performance Max, Programmatic Advertising, SEO, Generative Engine Optimization (GEO), Content Strategy, CRM Automation, Lifecycle Marketing, Retention Marketing, Paywall Design, Pricing Experiments, Attribution Modeling, AppsFlyer, Adjust, Singular, Google Analytics, Google Tag Manager (GTM), Segment, Looker, Amplitude, HubSpot, Intercom, Braze, Figma, Notion, Asana, Slack, Claude, Claude Code, OpenAI, Perplexity, Gemini, Arcads, Rask, AI Workflow Design, Prompt Engineering, AI Governance Frameworks, OKR Planning, Budget Allocation, Agency Management, Influencer & Creator Marketing, Community Marketing (WhatsApp/Telegram), Conversion Rate Optimization (CRO), LTV Optimization, CAC Analysis, Cohort Analysis, Revenue Forecasting, Sales Enablement, UTM Tracking, Inbound Marketing, Copywriting (Brazilian Portuguese), Go-to-Market Strategy, Marketing Analytics, Pipeline Marketing, Subscription Marketing, Freemium Monetization

Work Experience

Head of Marketing

RM · Remote · Feb 2026 – Present

Built custom Claude-powered connectors and automation templates to manage and optimize Google Ads campaigns across Search and Display, reducing manual operations and improving lead quality.
Shipped landing pages and growth content using RM AI Pages and Claude, compressing campaign deployment time and improving conversion performance across paid and organic channels.
Audited the full B2B revenue funnel from lead to closed customer, surfacing friction points and conversion gaps across the MQL-to-SQL path.
Partnered with Sales and Sales Ops to run ABM campaigns, owning targeting, messaging, and channel selection to support outbound pipeline conversion.
Designed performance dashboards connecting paid marketing activity to pipeline creation, giving leadership visibility into marketing's direct revenue contribution.

Head of Growth

WE · Sao Paulo, Brazil · Jul 2024 – Jan 2026

Built the company's first scalable growth function from the ground up, integrating acquisition, activation, and lifecycle marketing channels into a unified growth system.
Designed and executed full-funnel growth strategy across Meta, Google UAC, and Programmatic platforms, driving subscription growth and improving customer acquisition efficiency.
Partnered with Product and Engineering to launch paywall, pricing, and retention experiments improving monetization outcomes and LTV.
Directed AI-assisted creative production for paid channels using Arcads (UGC ad generation), Rask (AI dubbing and localization), OpenAI, and Gemini, coordinating internal and external design resources to scale content output.
Reported directly to the CEO, leading OKR definition and budget allocation across all growth initiatives.

LATAM Growth Lead

Can. · Sao Paulo, Brazil · Nov 2021 – Jun 2024

Redesigned campaign architecture from siloed channel campaigns to an integrated full-funnel system, achieving 9x paid subscriber growth YoY while reducing blended CPT by 40% across an K-M annual budget.
Owned full-funnel growth strategy for LATAM, managing paid acquisition, organic growth, and lifecycle marketing programs across the region.
Directed Programmatic and creative operations for all paid channels, coordinating internal teams and external agencies to maintain performance and creative quality at scale.
Strengthened attribution and marketing analytics precision through AppsFlyer, GTM, and UTM frameworks, improving budget efficiency and data-driven decision-making.
Delivered SEO and organic growth initiatives responsible for 65%+ of regional web user acquisition.
Collaborated with CRM, Analytics, and Product teams to unify funnel performance reporting and develop revenue forecasting models.
Led a regional team of 10 growth professionals and established strategic partnerships with Meta, TikTok, Shopify, and Mercado Livre.

Country Growth Lead, Brazil

Can. · Sao Paulo, Brazil · Aug 2017 – Nov 2021

Built Brazil's GTM playbook end-to-end, including messaging localization and creative direction produced in native Brazilian Portuguese.
Grew Can.'s Brazilian user base from early adoption to mass market, leading paid social (Meta), organic growth, and influencer and creator programs.
Developed strategic partnership frameworks and contributed to product-led growth experiments increasing user activation and engagement.
Scaled localized campaigns and improved cross-functional alignment between global and regional marketing teams.

Marketing and Growth Manager

Gee. · Sao Paulo, Brazil · Jun 2015 – Aug 2017

Drove 2x B2B lead generation growth through CRM automation, inbound marketing, funnel optimization, and sales enablement program scaling.
Implemented UTM tracking, CRO frameworks, and marketing analytics systems enabling precise ROI measurement and pipeline performance reporting.
Built inbound marketing funnels supporting sales team enablement and brand repositioning across B2B and B2C segments.

Head of Digital

Eg!. · Sao Paulo, Brazil · Aug 2013 – Oct 2014

Led performance marketing strategy and campaign measurement across multiple B2B and B2C client accounts, operating as the agency-side counterpart to in-house marketing teams.
Directed conversion rate optimization initiatives, client reporting frameworks, and creative testing programs across accounts.

Marketing Manager / Growth Marketer

Pri. · Sao Paulo, Brazil · Nov 2014 – Jun 2015

Managed CRM, paid media, and organic marketing programs driving ecommerce revenue growth.
Introduced SEO and content marketing strategies to improve conversion rates and customer retention.
Reported performance KPIs to founders and advised on cross-department budget allocation.

Marketing and Project Management

GB · Sao Paulo, Brazil · Jun 2012 – Jul 2013

Built customer acquisition strategy from the ground up, developing SEO, referral marketing, and loyalty programs for an early-stage subscription ecommerce brand.
Integrated marketing and support operations during early-stage scaling, establishing cross-functional processes and growth foundations.