Ellen de Matos Silva

Digital marketing leader with an e-commerce acquisition background, from the Woolworths account at Quirk (WPP) to e-commerce and app campaigns across 28 consumer finance brands. Leads paid media, CRO, analytics and CRM programmes, manages budgets and agency and freelance teams remotely, and reports results to C-suite leadership. Based in Cape Town and available immediately.

Founder & Growth Marketing Consultant (Part-Time) - Digital Blue Ocean

(2015)

• Took a US direct-to-consumer ecommerce Google Ads account from 0.49x to 8.79x ROAS.
• Run Google Ads and LinkedIn Ads for WEIHE GmbH across 13 Western European countries, deciding budget and channel mix per country, with HubSpot pipeline reporting to the client's leadership.
• Delivered 500%+ growth in client acquisition for Singita across the US, UK, Europe, Australia and New Zealand.
• Build tracking and reporting with GA4, GTM, HubSpot and Looker Studio, and direct freelance specialists in paid media, design, video and copy.

Marketing Manager - Albatros Travel Africa

(2024-04 - 2026-02)

• Led integrated marketing across five international travel brands targeting clients in Africa, the UK, Europe and the USA.
• Increased qualified lead generation by over 100% through paid media, CRO, A/B testing and landing page optimisation.
• Managed Zoho CRM, Mailchimp, GA4 and Looker Studio, plus the web, SEO, content and video agencies and freelancers.
• Presented strategy and performance to Denmark-based executive leadership.

Paid Media Lead, Customer Acquisition & Performance Marketing - RCS / BNP Paribas Personal Finance

(2019-06 - 2024-01)

• Managed paid search, paid social, display and retargeting with about $310,000 USD a month in investment across 28 brands.
• Started and ran e-commerce and app download campaigns.
• Increased loan disbursements by 110% while reducing CPA by 40%, with consistent 4 to 5x ROMI.
• Led GTM implementation and attribution tracking, and built reporting linking media spend to commercial results for C-suite.
• Led a team of four plus contractor agencies, working with CRM, Analytics and Product teams.

Senior Paid Search Analyst, Paid Search Account Manager - Quirk (WPP), iProspect South Africa & United Kingdom

(2011 - 2015)

• Managed e-commerce acquisition for Woolworths and won the Gold Bookmark for best performance and revenue generated (2014).
• Ran e-commerce campaigns for Superbalist and delivered twice the target KPI in the first month.
• Managed campaigns for Bidvest, Pam Golding, Mercedes-Benz, Panasonic, Clinique, MAC Cosmetics and Heinz.

Master of Arts (in progress) - Media & Social Communications - UNISA

Business Leadership Diploma - Stellenbosch University

Honours Degree - Media & Social Communications - Estácio de Sá University