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Notable Highlight
Growth and performance marketing leader with 10 years of experience. Scaled a major Brazilian eCommerce brand from approximately M to M in monthly revenue while maintaining around 9–10x ROAS.
Experience Summary
Growth and performance marketing professional with 10 years of experience across eCommerce, B2C, B2B, lead generation, and complex sales environments. Demonstrated expertise in Meta, Google, TikTok, LinkedIn, Bing, and programmatic channels, alongside CRO, CRM, SEO, analytics, and retention. Led a growth team of more than 10 people while maintaining hands-on involvement in strategy, testing, measurement, and identifying operational constraints affecting revenue and profitability.
Key Achievements
* Scaled a Brazilian luggage eCommerce brand from M to M in monthly revenue while improving ROAS from approximately 9x to 10x. * Grew a US renovation business from to M/month in revenue through paid acquisition. * Improved business unit revenue from approximately K to K/month by optimizing operational processes and team capacity. * Implemented GA4 conversion path analysis and offline conversion tracking to improve attribution and media allocation. * Developed testing frameworks using geographic holdout testing and attribution analysis to validate channel impact. * Led growth initiatives across more than 50 companies.
Skills
Meta AdsGoogle AdsTikTok AdsLinkedIn AdsBing AdsYouTube AdsProgrammatic AdvertisingPerformance MarketingGrowth MarketingMedia BuyingeCommerce GrowthFull-Funnel StrategyDirect Response MarketingCROCRMRetention MarketingCreative TestingA/B TestingIncrementality TestingOffline Conversion TrackingGA4Google Tag ManagerLooker StudioPower BIAPI IntegrationsDashboard DevelopmentAttribution AnalysisLTVCACAOVROASROIRevenue OptimizationCursorLovable
Work Experience
Head of Growth
a previous company · Apr 2025 – Present
- Led a multidisciplinary team of 10 across Growth Marketing, Paid Media, Data, Design, and Copy, managing a portfolio with over K in recurring monthly revenue and approximately 60% profit margin.
- Owned Net Revenue Retention, churn prevention, account expansion, and executive relationship health across enterprise accounts, increasing client LTV and shifting relationships from execution-led delivery to strategic growth advisory.
- Managed the growth operation as a revenue-generating business unit, balancing delivery capacity, resource allocation, hiring plans, internal budgets, scope control, and margin protection to support predictable growth.
- Built revenue, capacity, and delivery forecasting models to guide investment decisions, hiring, budget planning, profitability, and portfolio growth.
- Partnered with C-level stakeholders to translate marketing performance into executive business narratives, investment recommendations, strategic priorities, and QBR action plans tied to revenue, retention, expansion, and profitability.
- Acted as senior escalation owner for at-risk and high-value accounts, restoring executive trust, stabilizing delivery, and converting critical situations into retention and expansion opportunities.
- Built operating standards across service quality, escalation management, Scrum, Kanban, automation, and reporting workflows, improving delivery predictability, operational efficiency, and cross-functional accountability.
- Developed growth specialists through 1:1s, technical coaching, feedback routines, performance management, prioritization rituals, and career development.
- Diagnosed operational, commercial, and client relationship bottlenecks using analytical and systemic thinking, prioritizing improvements based on business impact.
Growth Marketing Manager
a previous company · Feb 2022 – Apr 2025
- Developed full-funnel growth marketing strategies across B2B, B2C, e-commerce, and high-ticket accounts, managing M+ in media investment across multiple clients.
- Led go-to-market, paid acquisition, and funnel optimization for a U.S. home renovation account, scaling monthly revenue from to M+.
- Managed key accounts with RM+ in monthly media investment, optimizing growth, retention, CAC, ROAS, CVR, LTV, pipeline contribution, and revenue performance.
- Built and optimized demand generation programs across paid media, CRM, landing pages, and sales workflows to improve qualified lead generation, SQL progression, pipeline visibility, and revenue impact.
- Designed executive dashboards integrating paid media, CRM, SQL generation, pipeline, CAC, ROAS, CVR, LTV, win rate, sales cycle, and revenue metrics.
- Built acquisition forecasting models to support budget allocation, pacing, revenue planning, performance scenarios, and growth projections.
- Implemented CRM, lifecycle, and marketing operations workflows across HubSpot, RD Station, Pipedrive, and custom sales pipelines, improving lead nurturing, sales handoff, and funnel efficiency.
- Established tracking and attribution frameworks using GA4, GTM, UTM governance, conversion events, pixels, CRM data, APIs, and BI dashboards to improve data quality and decision-making.
- Built and prioritized growth experiment roadmaps across media buying, creative testing, landing pages, messaging, audience segmentation, bidding strategies, CRO, CRM workflows, onboarding, and retention signals.
- Applied statistical analysis, hypothesis testing, regression models, cohort analysis, geo-lift, pre/post, incrementality, and conversion-lift studies to measure campaign impact and guide marketing decisions.
- Used Python, SQL, Looker, Power BI, GCP, APIs, AI agents, and low-code tools such as V0.dev, Cursor, Claude, Make, and Zapier to build analyses, dashboards, automations, and decision-support tools.
- Improved marketing-to-sales alignment by analyzing lead quality, SQL progression, conversion rates, win rates, sales cycle, and feedback loops, while training client inside-sales teams to improve sales operations.
- Partnered with Design, Sales, Operations, and technical stakeholders to ship landing pages, tracking, CRM, reporting, and funnel improvements.
- Supported SEO, AEO, content, and organic discovery initiatives by analyzing search intent, audience needs, SERP behavior, content performance, and AI-search visibility opportunities.
- Led technical training, internal enablement, and client-facing education, while rescuing critical client projects and converting dissatisfied customers into promoters.
Paid Media Specialist
B1 · Jan 2018 – Feb 2022
- Planned, launched, and optimized full-funnel paid media campaigns across Google Ads, Meta Ads, TikTok, Bing, Yandex, Criteo, LinkedIn, and YouTube for e-commerce and lead generation accounts.
- Owned hands-on campaign setup, structure, optimization, bidding, audience management, budget pacing, and performance monitoring across paid platforms.
- Managed multi-brand acquisition budgets focused on CAC, CPA, ROAS, CVR, LTV, revenue growth, and paid media efficiency.
- Built experimentation roadmaps across creatives, hooks, copy, audiences, bidding strategies, landing pages, offers, and conversion flows.
- Implemented Google Tag Manager events, conversion tracking, pixels, UTMs, and analytics integrations to improve attribution accuracy and campaign measurement.
- Collaborated with creative, CRO, design, and growth teams to improve ad messaging, landing page performance, customer journey effectiveness, and acquisition efficiency.
Search Quality Analyst / Internet Assessor
TI · Mar 2016 – Feb 2018
- Evaluated search, ads, and content relevance signals for ranking and delivery systems.
- Worked within human-in-the-loop ML pipelines, supporting model training, validation, and bias mitigation.
- Analyzed search intent, SERP behavior, and content relevance, strengthening understanding of SEO, AEO, and AI-driven discovery systems.