Graziele V.

Global Business Growth Manager

Brazil17+ years experienceAvailable in 2 weeks$10,000/mo

Compare at US rates $30,000/mo?

AI Experience

✨ DeepSeek - AI-driven competitor-news and benchmarking updates.

🧠 Claude - AI integrated with campaign dashboards to generate data conclusions.

Notable Highlight

She built and scaled growth functions, owned P&L, managed teams, developed acquisition strategies, optimized funnels, and partnered closely with Product, Sales, Data, Engineering, and senior leadership. Works hands-on with DeepSeek and Claude - the AI Experience section above has the examples.

Experience Summary

Graziele is a Global Head of Marketing & Growth with 16 years of experience across Fintech, SaaS, and Technology, specializing in full-funnel growth strategy, demand generation, CRM/lifecycle, and data-driven performance marketing. She led cross-functional teams of up to 15 people and built scalable growth engines for world-class brands including a previous company, a previous company, Coca-Cola, Nestlé, Avon, and Subway, operating across markets in the Americas, Europe, Africa, and Asia.

Her expertise spans product-led and sales-led growth, multi-channel paid acquisition (Google, Meta, TikTok), SEO/ASO, influencer marketing, and marketing analytics, with a strong track record of translating strategy into measurable commercial outcomes. She brings deep domain expertise in cryptocurrency/Web3, mobile payments, and SaaS platforms.

She has experience building and scaling growth functions, owning P&L, managing teams, developing acquisition strategies, optimizing funnels, and partnering closely with Product, Sales, Data, Engineering, and senior leadership. Her background includes large-scale paid media budgets, international markets, influencer/KOL strategies, lifecycle growth, pricing, onboarding, and revenue optimization.

On the Avon account, she managed a campaign portfolio with an estimated annual media budget of approximately $10M, including:

Google Ads
Google Shopping
YouTube
Programmatic

She also collaborated across Meta, SEO, Data, Account Management, and Influencer Marketing, building a strong foundation in hands-on performance marketing and large-budget media management.

Her current work breaks down as: 30% strategy, 30% reporting and analytics, and 40% team, stakeholder collaboration, and execution. She remains hands-on with data analysis, planning, landing-page optimization, reporting, and brainstorming. Her role emphasizes growth leadership, cross-functional execution, and business strategy over daily in-platform campaign management.

Key Achievements

Scaled a Bitcoin cashback campaign from MVP to global rollout in approximately two weeks, generating 53K+ new users and $5M+ trade volume within four weeks, with nearly 500K participants engaged. Built a growth function from scratch for an AI design-app business, doubling monthly revenue within six months while improving retention and growth efficiency. Reduced CAC from approximately $43 to $30 at a previous company and achieved positive ROAS through performance marketing. Managed a marketing organization of up to 15 people and oversaw an estimated $10M annual media budget on the Avon account.

Skills

Growth MarketingFull-Funnel Growth StrategyDemand GenerationUser AcquisitionUser RetentionLifecycle MarketingCRMRevenue GrowthProduct-Led Growth (PLG)Sales-Led Growth (SLG)Go-to-Market (GTM)A/B TestingCROSEOASOSEMPaid MediaGoogle AdsMeta AdsTikTok AdsDV360YouTube AdsInfluencer MarketingAffiliate MarketingContent MarketingSocial Media MarketingHubSpotSalesforceMixpanelGoogle AnalyticsGoogle Search ConsoleSEMrushFirebaseOptimizelySQLData AnalysisBI ToolsCohort AnalysisMarket IntelligenceExperimentation FrameworksBudget ManagementCAC OptimizationLTV OptimizationROASKPI ReportingJiraProduct ManagementProduct StrategyABM CampaignsAI & AutomationAI AgentsKeyword ResearchAudience SegmentationCommunity ManagementBrand PositioningPR & Corporate CommunicationsFintechSaaSCrypto / Web3BlockchainMobile PaymentsMarTechCross-functional Team LeadershipOKR SettingPerformance MarketingGlobal Team Management

Work Experience

Global Business Growth Manager

a previous company · Remote · Nov 2024 - Present

Define and expand the growth strategy for Big Fiat products, using marketing analytics and sales-enablement tactics to increase user numbers, grow revenue, and support long-term business health.
Lead company-wide growth initiatives partnering with Business Development, Product, Engineering, Data, Finance, and Compliance to align teams around a shared roadmap, accelerate scalability, capital efficiency, and product adoption.
Own growth and revenue KPIs including New Users, MAU, churn, retention, E2E conversion, ROI, LTV, and CPA-analyzing SQL data and translating performance into actionable insights that drive revenue growth.
Govern multi-channel acquisition including Paid media (Google, Meta, TikTok, Creators, Affiliates), SEO, partnerships, influencers, and referrals-applying marketing-analytics tools to allocate budget, which increased ROI and extended customer lifetime value.
Establish a culture of experimentation by running A/B tests and CRO experiments with Google Analytics and Mixpanel, accelerating learning cycles and boosting conversion rates.
Lead the a previous company Club Membership Program by designing a profit crypto cashback mechanism that returns BNB on every deposit and crypto purchase. Build tiered rewards, new-user bonuses, and cross-sell incentives to increase user activation, transaction frequency, and retention, increasing MAU and creating a loyalty experience.
Run the growth roadmap and cross-functional execution in Jira, managing sprints and backlog with Product, Engineering, and Data, which keeps delivery on schedule and improves cross-team efficiency.
Orchestrate the largest product campaign of the year across paid media, SEO, and partnerships, acquiring 53K+ new users and generating US$35M+ in incremental trading volume.
Scale MAU +20% across priority markets (100M+ users) by localizing full-funnel growth campaigns and optimizing channel mix for capital efficiency.
Grow high-value organic acquisition by leading keyword research and SEO strategy with SEMrush and Google Search Console, moving priority P2P keywords from top 30 to top 10 globally.

Global Marketing Manager

a previous company · Remote · Nov 2022 - Oct 2024

Lead regional and multi-market marketing strategy, positioned a previous company as a leading IT Bootcamp, and generated increased brand awareness and qualified leads across Brazil and Angola.
Own full-funnel growth and digital marketing strategy across SEO, SEM (Google Ads, Meta and TikTok), ASO, Social Media, Content, Influencer marketing, Affiliates, CRM (HubSpot), and marketing automation AI; apply marketing analytics to continuously optimize campaigns, which improved overall channel performance and supported business goals.
Partner with Product, Commercial, and Sales to shape product launches, customer journeys, and go-to-market initiatives, aligning cross-functional teams around customer needs, business priorities, and growth opportunities.
Direct Go-to-Market (GTM) initiatives, conduct user research and market analysis, define product positioning, and launch growth and branding campaigns, leading to successful market entry and increased user adoption.
Lead a structured experimentation and CRO program across funnels, landing pages, audiences, creatives, and messaging, using A/B testing and performance data to validate growth hypotheses, optimize CAC and ROAS, and scale high-performing investments.
Set and scale global brand positioning and narrative, ensuring consistent messaging and strategic alignment across regions, channels, and stakeholders. Ensure strategic alignment of PR and corporate communications, reinforcing a global brand presence.
Define and govern market-driven growth strategies using customer insights, behavioral data, demand signals, and competitive intelligence to identify growth opportunities, prioritize investments, and scale winning strategies across markets.
Compile and present business-impact metrics that highlight lead-generation growth, ROAS improvements, and cost-per-acquisition reductions.
Redesign the full-funnel growth strategy across Google Ads, HubSpot automation, and influencer campaigns in Brazil and Angola, driving +85% lead-generation growth and 6x ROAS while cutting CAC 30% (US$43 → US$30) in 6 months.
Scale owned and social channels through structured content and community programs, growing Instagram leads 244% (9K → 31K) and owned-channel sales from 0 to 26/month within 6 months.

Head of Growth & Apps (Advisor)

DP · Remote · Oct 2023 - Oct 2024

Develop the SaaS design platform using product insights and Google Console/Analytics to enable businesses and non-designer users to create visual content, which helped expand the company's market presence into 3 new regions.
Deploy AI and automation to optimize acquisition campaigns, budget allocation, lifecycle workflows, and pricing/paywall decisions, resulting in more efficient campaign performance.
Plan, launch, and optimize full-funnel paid media across Google Ads, Meta Ads, and TikTok Ads, owning keyword/audience structure, bidding, budget pacing, and creative testing, which lowered CPA and protected ROAS.
Lead the global product-led growth strategy, taking direct accountability for mobile app user growth, revenue expansion, CAC efficiency, LTV growth, and P&L impact, which drives measurable increases in user acquisition and revenue.
Design and govern the app acquisition strategy across paid media (Google Ads, Facebook Ads), organic channels, ASO, SEO, partnerships, and owned channels, which improved ROAS and reduced CPI.
Establish and lead continuous growth loops and experimentation frameworks-including A/B tests, feature trials, pricing adjustments, and paywall optimizations-using tools such as Optimizely and Firebase, and prioritize initiatives that deliver measurable revenue impact.
Define, track, and executive-report critical app KPIs, including installs, activation rate, MAU/DAU, retention cohorts, CAC, LTV, ARPU, and churn, translating complex data into clear executive-level decisions.
Lead deep user behavior and product analytics, analyzing mobile funnels, events, and user journeys to drive sustained improvements in conversion, UX, and overall app performance.
Partner cross-functionally with global Product, Engineering, CRM, and Data leadership, ensuring growth-aligned roadmaps, cohesive in-app experiences, and consistent lifecycle messaging. Run growth and product experiments in Jira prioritizing the backlog by impact.
Build and scale a product-led growth engine across acquisition, onboarding, and lifecycle, delivering 110% monthly-revenue growth with positive ROI in the first 6 months.
Cut CAC by more than half and lift retention +38% through ASO optimization, automation, and in-app lifecycle improvements.

Marketing Manager

a previous company · Brazil · Feb 2022 - Aug 2022

Highlight a previous company as one of Brazil's largest digital financial-services and BNPL providers, strengthening brand positioning for market-expansion initiatives.
Lead sales-led growth (SLG) strategy for a B2B, aligning marketing and sales to build pipeline, accelerate the sales cycle, and drive qualified lead generation and revenue.
Conduct regular alignment sessions with Marketing, Sales, Customer Success, and Product teams, ensuring clear objectives and deliverables and shortening time-to-market for new campaigns.
Manage the marketing team, delivering career-development programs, mentoring, and performance evaluations that boost team engagement and improve quarterly performance metrics.
Drive the evolution of the demand-generation process through strategic planning, continuous A/B tests and budget allocation, implementing Salesforce CRM, ABM campaigns, paid media, and content-platform investments that reduce CAC/CPA and maximize LTV.
Manage relationships with PR firms, content platforms, and advertising agencies, tracking activities in SQL and Salesforce, which strengthens partner contributions to campaigns.
Conduct user surveys with SurveyMonkey and Salesforce data to uncover target-market insights, informing product and marketing strategies and shaping the product roadmap.
Coordinate brand presence at VD and Ecommerce Brasil events, set up the booth and capture B2B enterprise/SMB leads, which expanded the pipeline of key accounts.
Stand up the marketing function from scratch, implementing CRM, launching ABM campaigns and setting OKR-based alignment between marketing and sales, driving a 700% increase in qualified B2B opportunities within 3 months.
Achieve a 10% increase in customer acquisition by improving CRM processes.

Head of Retail Marketing

DM · Remote · Nov 2018 - Jan 2022

Position DM as the market leader in small and mid-size cities by promoting its food-delivery marketplace, which increased brand awareness among target consumers.
Manage marketing budgets and secure strategic brand partnerships with Coca-Cola, Ambev, and Unilever, using advanced analytics, performance dashboards, and cohort analysis, which reduced cost per acquisition by 12%.
Lead definition, execution, and governance of end-to-end growth strategies covering acquisition, activation, retention, and revenue, which improved funnel efficiency and contributed to overall revenue growth.
Design and manage retail and multi-channel acquisition campaigns (SEO, ASO, SEM, paid media, influencer marketing, social media, coupon programs), which increased GMV, market share, and ROI.
Define and apply advanced segmentation, ICP, buyer personas, and customer-journey mapping using data analytics and BI tools, which boost conversion rates and user engagement.
Develop marketing teams of 15 professionals through performance management, mentoring, and career-growth programs, which raise team productivity and campaign execution quality.
Collaborate with cross-functional teams (Product, BI/Data, Operations, Sales, Customer Success) to launch, scale, and optimize new products and user journeys, which accelerate product roll-outs and increase user adoption.
Apply growth frameworks, A/B testing, lifecycle optimization, and performance tracking to continuously improve CAC, LTV, MAU/DAU, activation, engagement, and revenue per user, which lowers acquisition costs and raises lifetime value.
Structure and standardize retail campaign processes across the marketplace, driving +35% revenue growth during Black Delivery and +12% during Coca-Cola's Christmas campaign.
Design a statistical coupon-efficiency model using cohort analysis and BI dashboards to guide budget allocation, achieving R$27 per R$1 invested, the highest coupon return in company history.
Build and mentor a 15-person marketing team with clear performance metrics and a structured career-development program, improving accountability, campaign ROI, and retention.

Senior Digital Marketing Analyst

IC · São Paulo, Brazil · Aug 2013 - Sep 2018

Manage performance marketing across Google Ads, DV360, YouTube, and Meta for global brands including Coca-Cola, Avon, Nestlé, Bayer, Shell, TIM, and The Economist, applying bid optimization, audience segmentation, and budget allocation strategies to improve ROI, conversion rates, and CAC.
Lead performance optimization initiatives across IC and Mirum, using A/B testing, audience segmentation, and creative experimentation across Google Ads and Meta to increase CTR by 18% and audience reach by 25%.
Consolidate and present monthly performance insights to Avon LATAM leadership, translating channel-level KPIs into strategic recommendations for budget allocation and campaign optimization.
Lead Go-to-Market (GTM) strategies across benchmarking, market research, persona development, segmentation, influencer marketing, and omnichannel communications.
Develop and implement SEO strategies through keyword research, content optimization, and technical improvements across e-commerce and websites, increasing qualified organic traffic and search visibility.
Plan and execute a fully digital go-to-market campaign for Avon BB Cream across Google Ads and Meta, combining audience segmentation with A/B-tested creative to drive the highest order volume in 4 years.
Launch the Avon Mark campaign through targeted paid social and systematic creative testing, lifting purchase intent 6 percentage points and strengthening brand positioning across LATAM.

Social Media Manager

a previous company · Curitiba, PR, Brazil · Feb 2012 - Aug 2012

Support performance marketing initiatives for key clients, contributing to campaign strategy, digital channel optimization, and the expansion of performance marketing capabilities.
Manage Subway Brazil's social media strategy and community engagement, developing content and engagement initiatives to strengthen digital presence, brand interaction, and customer relationships.
Develop SEO-driven content and landing pages using keyword research, Google Analytics, and search performance insights to increase organic visibility and qualified reach.
Lead social listening and SAC 3.0 initiatives, using audience insights and real-time monitoring to manage brand reputation, identify customer needs, and inform communication strategies.
Analyze social media KPIs and translate performance data into monthly strategic recommendations, driving continuous optimization of content, engagement, and channel performance.

Communication Intern

a previous company · Curitiba, PR, Brazil · Mar 2010 - Feb 2012

Support institutional communications and stakeholder engagement for a state-level industry association representing regional industrial companies.
Develop press releases and institutional content for digital and print media, using HubSpot to manage communications and expand media coverage of association initiatives.
Engage the local community by conducting surveys and documenting needs, then present findings to the municipal government, improving institutional representation and informing policy discussions.
Assist in planning, executing, and promoting community-engagement events using marketing analytics and sales-enablement tools, contributing to higher attendance and stronger community ties.
Support local projects by scheduling and leading meetings with journalists in Curitiba and nearby areas, which increased media coverage for our projects.