Paid Media Consultant — Financial Services at Unicred Rio de Janeiro (Multiple Branches) (2023-01 – 2025-12)
Unicred is one of Brazil's largest credit union networks, offering banking, credit, and investment products to professionals and businesses. Managed paid acquisition campaigns for multiple branch units across the Rio de Janeiro region, driving member growth and credit product adoption.
- Planned and executed Meta Ads and Google Ads campaigns focused on high-intent lead generation for financial products — including checking accounts, credit lines, personal loans, and investment accounts.
- Optimised campaigns for qualified lead volume and application-to-approval conversion, working in close coordination with branch managers to align media spend to member acquisition targets.
- Drove measurable results in account openings and active credit line activations across multiple branch units — numbers to be confirmed and added prior to submission.
- Built audience segmentation strategies targeting professionals and small business owners — the same underserved segment Byzfunder serves — with messaging tailored to financial accessibility and speed.
- Implemented conversion tracking via Meta Pixel and GA4 to measure downstream outcomes beyond the click, ensuring media decisions were grounded in actual business results.
- Delivered monthly performance reports to branch leadership, translating campaign data into strategic recommendations tied to acquisition costs and member lifetime value.
Performance Marketing Strategist at Self-Employed (2021-04 – 2023-12)
Multi-client paid media practice serving DTC and lead-gen accounts across financial services, supplements, beauty, and lifestyle verticals. Full ownership of strategy, execution, and client reporting.
- Managed $30K+ monthly budgets per client, owning full-funnel execution including campaign builds, daily optimisation, budget pacing, and scaling decisions.
- Optimised for cost per funded/converted outcome, not just CPL — aligned media KPIs with sales and underwriting counterparts to improve lead quality and lead-to-close rates.
- Built and maintained full conversion tracking infrastructure: pixel setup, server-side events, UTM architecture, GA4 configuration, and GTM tag management across all client accounts.
- Developed and executed full-funnel media strategies spanning acquisition, upsell, cross-sell, and retention — tracked through MER, CAC, LTV, and contribution margin to ensure profitable, scalable growth.
- Drove creative strategy across verticals: researched product mechanisms and customer pain points, briefed designers and video editors, and ran systematic A/B tests to identify highest-performing hooks, angles, and offers.
- Built performance dashboards in Google Data Studio for stakeholder visibility; delivered weekly reporting with clear insights to founders and senior leadership.
- Mentored junior media buyers — reviewing campaign builds, providing structured feedback, and developing their ability to work independently on complex accounts.
Marketing Coordinator at Hospital Popular de Medicina Veterinária (2020-04 – 2021-04)
- Owned paid media strategy and execution across Meta Ads and Google Ads, aligning campaign spend to revenue targets and customer acquisition goals.
- Managed stakeholder relationships with founders and operations leadership — presenting performance data and translating results into clear, actionable recommendations.
- Reduced cost-per-acquisition by iterating on audience structures and creative approaches based on CTR, CPC, CPA, and conversion rate analysis.
Marketing Coordinator at BeautyClass (2018-05 – 2020-04)
- Led paid and organic strategy for a beauty and education brand across Meta Ads and Google Ads; managed multi-platform campaigns with full budget accountability.
- Coordinated creative production, briefed design teams, and tested multiple ad formats and angles to drive funnel-stage performance improvements.
- Delivered regular performance reporting and strategic recommendations to leadership, maintaining alignment between marketing spend and business objectives.
Paid Media Specialist at Acesso Digital (2017-11 – 2018-06)
- Managed Facebook Ads and Google Ads with a focus on conversion optimisation and CPA reduction.
- Ran structured A/B tests across creatives, audiences, and bidding strategies to improve efficiency and scale winning campaigns.
Paid Media Specialist at Freelance (2016-09 – 2017-08)
Google AdWords & Facebook Ads for multiple clients; landing page builds in WordPress.
Paid Media Specialist at 5seleto (2014-09 – 2014-12)
Google AdWords campaigns and analytics reporting for inbound marketing.
Digital Marketing Specialist at Ímpar Grupo (2011-03 – 2014-09)
Performance media across Google AdWords & Facebook Ads; WordPress, HTML, CSS.
