Paulo Armando Mortera

Journalist, Content Writer and Copywriter with 10+ years of experience in SEO copy, content strategy, and multilingual content (Portuguese/English). Experienced in digital media agencies, collaborating with brands like Lance!, ICS-Digital, and in2Marketing. Blend journalistic rigor with marketing creativity to craft engaging content for articles, videos scripts, social media, and different digital projects.

Copywriter at in2MARKETING (2023-11 – 2025-12)

• Led the copywriting strategy for two major iGaming website launches in Brazil (in2BET and Betespecial), collaborating with different teams including Design, Compliance, Video, and Promotions to ensure brand consistency.
• Managed and executed the content strategy for five social media platforms (LinkedIn, Instagram, X, Telegram, and YouTube), coordinating all copy and creative ideas to maintain an active and engaging brand presence.
• Drove significant audience growth, organically growing the Betespecial Instagram account from zero to 7k followers within six months.
• Collaborated effectively within a team of four copywriters and coordinated with an international team to align global and local content strategies.

Copywriter at Eyas Gaming (2023-06 – 2023-11)

• Managed content strategy and execution for 2 websites, ensuring consistent brand messaging and audience engagement.
• Collaborated within a global team to support the successful launch of the Lance! Betting website, contributing to the first steps of the project and the initial content pipeline.
• Executed daily content operations, including translation, copywriting, and content creation.
• Used tools like Office, Teams, Figma, and Airtable to streamline workflows and facilitate seamless collaboration across teams.
• Developed CRM copy that reached over 15k customers within the first three months, driving user engagement and retention.

Content Writer at Blexr Limited (2020-10 – 2023-05)

• Created articles for betting and online casino websites, optimizing content with SEO to improve search rankings and user engagement.
• Collaborated with prominent clients on diverse campaigns, including in-depth website reviews for VegasSlotsOnline and Casinos.pt delivering high-quality content.
• Utilized Trello and various CMS platforms to efficiently manage, publish, and track content throughout the production.
• Created and adapted articles in both European and Brazilian Portuguese.

Content Writer at ICS-Digital (2018-08 – 2022-11)

• Created diverse, good quality articles about different topics including sports, economy, technology, and environment, demonstrating versatility and adaptability across topics.
• Mixed journalistic writing standards with marketing content, ensuring editorial credibility while driving commercial objectives and audience engagement.
• Led link building and SEO content initiatives, directly contributing to increased website traffic and improved search engine visibility.
• Delivered content for notable clients including Betway, Betfair, and different news website, websites, high editorial standards.
• Produced and adapted content in both Brazilian and European Portuguese, ensuring linguistic accuracy and cultural relevance for distinct audiences.

News Reporter at FootballCo Group (2012-06 – 2014-04)

• Reported on prominent football events, including live coverage and analysis of the 2013 Confederations Cup and EURO 2012.
• Authored articles covering the Brazilian National Team and the Brazilian Championship.
• Developed core expertise in journalism, news writing, and online reporting with skills in fast-paced digital publishing environments.
• Instrumental in the early development of Goal.com Brazil, contributing to the foundational content and editorial direction during the platform's initial stages in the market.

Bachelor in Communication in Journalism – Centro Universitário IESB (2015)