Ruth Fernandes

I am a data professional working in marketing with approximately 5 years of experience in social media, performance, growth, audience behavior, and international experience with social listening and market intelligence. I work on building and evolving brands in digital environments using data to guide strategy, KPI definition, reputation monitoring, trends, and performance, connecting data to the marketing funnel. Highlights include strategic work at Conta Azul, growing from 90k to 160k followers (+78%), achieving 5x MQL growth and approximately 63% reduction in cost per MQL.

Additionally, I highlight my work at Convosphere, where I represent Brazil in fully international and ad hoc projects for Heinz and L'Oréal. I hold a degree from ESPM with a full scholarship for ranking first in the entrance exam. I progressed from intern directly to mid-level analyst and, 3 years after graduating, I had already reached a senior position.

I also have advanced English (B2-C1) and am currently studying Spanish (A2).

Main tools and software: Brandwatch, Talkwalker, Buzzmonitor, Sprinklr, Emplifi, Stilingue, Talkwalker, Tagger, Answer The Public, Google Trends, Looker Studio, Tableau, Excel, Google Sheets, PowerPoint, Google Slides, Word, Canva, Meta Ads, TikTok Ads.

Social Listening Analyst - Convosphere - Global consultancy based in London

(2025-01)

Remote international freelance work serving Heinz, L’Oréal and CONMEBOL Libertadores.

• I am the only Brazilian on the team and translate social listening queries from English to Portuguese, as well as adapt them to the Brazilian market through research, using Boolean search logic and Brandwatch operators implemented in Talkwalker;
• I support market research projects for Heinz International in the global expansion of sauces, acting as the sole listening bridge for Brazil within the team, identifying product differences across countries and potential markets (product launches, brand consistency, and content strategy) that the brand could invest in locally;
• I build international reports fully in English based on market research using listening data and cultural behavior (consumer insights, trend analysis), highlighting shared strengths of the Brazilian audience, ensuring delivery across time zones and alignment with materials developed by teams in Europe and Asia.

Senior BI and Marketing Analyst - Conta Azul – B2B financial management SaaS

(2025-07 - 2026-02)

Responsible for the Social Content team strategy based on Instagram creative performance data, trend monitoring, and social listening. Daily activities included monitoring trends, KPIs and performance metrics, content recommendations based on user behavior and consumption patterns, trend analysis, media boosting, budget management, documentation, reporting, and stakeholder management across alignment, planning, and results meetings.

• Coordinated the team (one designer and one social media/copywriter), ensuring consistency in the execution of Instagram editorial calendar creatives (hooks, angles, offers, formats, CTAs), guiding and refining briefs and creatives based on data for content strategy, brand positioning, and demand generation;
• Structured, for the first time, Instagram data documentation within the Brand Performance team, organizing weekly and monthly reports for campaign performance and KPI tracking, covering Always On content and boosted content performance;
• Based on quantitative and qualitative analysis reports, defined KPIs, developed branding strategies integrated into the marketing funnel, structured and guided content planning, and coordinated a social-first editorial calendar, ensuring narrative consistency and alignment across campaigns, Always On content, product, and business objectives;
• Improved engagement KPIs, especially share volume, and drove growth from 90k to 160k followers (+78%), outperforming the leading competitor by 150%;
• Through audience data mapping and integration with product, podcast, and growth stakeholders (stakeholder management, cross-functional collaboration), acted as the team’s spokesperson to the rest of the company, being responsible for strategy, communication, and alignment with other teams;
• Based on audience mapping and Instagram data, generated +300 daily website visits, directly impacting new MQL generation and revenue from the channel;
• Led channel budget management (budget management, ROI, lead generation), boosting Instagram content, resulting in 5x MQL growth and approximately 63% reduction in cost per MQL, using only 40% of the available budget in December and January;
• Structured the stories strategy, doubling view retention, being responsible for publishing, copy, design, and testing formats, expanding reach and resulting in higher MQL volume and brand awareness;
• Monitored trends and led multiple viral cases such as International Cat Day, GracyOvos, Stranger Things, The Office, among others, positioning creatives as top performers of 2025 in engagement and reach, directly influencing tone of voice and connecting cultural trends with brand identity and territory;
• Designed, structured, and analyzed A/B tests (A/B testing, conversion rate optimization), identifying performance and demand generation patterns for Instagram content, establishing a full-funnel strategy and influencing other channels, becoming a key driver of awareness and NMRR;
• Coordinated, briefed, recorded, and analyzed content performance for TikTok and Instagram at CON25 (the largest accounting event in Latin America), covering the event in real time across booths, activations, talks, and shows;
• Structured, for the first time in the company, the entire social listening function using Emplifi (consumer insights, sentiment analysis), integrating it with Community Management, monitoring open web interactions across social media and press mentioning the brand and its competitors for market research, as well as owned channel community mentions;
• Independently managed two crises involving brand image and product failure, responding to customer interactions via Emplifi, monitoring brand health, and restructuring strategy based on data for reputation containment and demand generation.

BI and Social Listening Analyst - LOI | Create for People – Advertising agency for Eudora and Truss

(2025-03 - 2025-07)

Main BI resource for the paid media team within the Grupo Boticário project, owning campaign performance data. Responsible for conducting market and communication research using social listening tools.

• Worked on the development of the group’s paid media campaigns, performing quantitative and qualitative analysis (performance analysis, data-driven insights) according to each creative’s objectives (awareness, engagement, views, and clicks), analyzing performance and providing data-based recommendations;
• Led market research (market research, competitive analysis) for the launch of the Nutri Acid product line, identifying global communication trends based on active ingredient percentages and guiding brand positioning. The recommendation resulted in a shift from benefit-based messaging to ingredient concentration, now reflected on product labels, aligning the brand with international market practices and contributing to the expansion of the contract with Grupo Boticário;
• Managed stakeholders across media, creative, and planning teams for Grupo Boticário, being responsible for the performance data of paid media campaigns across Meta (Instagram and Facebook) and TikTok;
• Built dashboards in Looker Studio (data visualization, reporting), reducing operational and communication bottlenecks with Grupo Boticário, applying filters that reduced extensive dashboards from 8 pages to just 2 pages (main KPIs and metrics analyzed: reach, views, frequency, clicks, CTR, CPC, engagement, CPE, ER, CPV, CPM, CpSeg);
• Conducted market and competitor research to guide organic communication for Truss and Truss Pro on Instagram and TikTok, mapping potential influencers and defining brand communication, supporting Always On content strategy;
• Monitored and analyzed brand mentions and comments (social listening, sentiment analysis), performing quantitative and qualitative analysis to guide reputation management strategies, identifying communication gaps that were later addressed through paid media campaigns, influencers, product adjustments, and organic content.

BI & Analytics Analyst | PR and Branding - Ideal Axicom – PR Agency

(2024-02 - 2024-07)

Responsible for real-time monitoring of the Mariana disaster (real-time monitoring, crisis management, and brand health tracking) for BHP and Samarco through social listening and media monitoring (social media and press), delivering one-page crisis reports fully in English and more detailed periodic reports in PowerPoint. Also worked with clients such as Norsk Hydro and Porto do Açu.

• Built monitoring setups and developed more than 50 crisis reports in English (crisis analysis, reporting, data-driven insights), with delivery times under one hour, ensuring fast decision-making and response from the PR team;
• Developed strategic periodic reports for BHP executives, using more than 20 customized queries, automations, and classifications (data analysis, market research, consumer insights), consolidating data from multiple sources to support communication and reputation d

ESPM