Experience

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  Digilabel

  Dec 2014 - Apr 2015

  Graphic & web designer
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  Freelancer

  Jan 2015 - Jun 2016

  Marketing, design & branding
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  Convoca | conservatório de voz, comunicação e artes performativas do porto

  Apr 2015 - Apr 2016

  Marketing & communication

  Digital MarketingSocial Media ManagementGraphic & Web DesignMarketing, Strategy & Planning

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  Plm

  Jun 2016 - Dec 2016

  Digital marketing specialist

  Community manager: strategic planning according to expected deadlines, budgets and KPI’s Social media copywriter: Facebook, Instagram and LinkedinContent developer: web material, newsletters and press releasesDigital marketing analyst:- Web analysis and search tools (SEO and Google Analytics)- Social media KPI’s development and digital campaign’s performance analysis - Benchmark dashboards production for social media and competitor analysis

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  Oksofás

  Dec 2016 - Jul 2017

  Communication and digital marketing specialist

  Publicity campaigns planning and managementInternal and external communicationWebsite backoffice managementCommunity manager: strategic planning according to expected deadlines, budgets and KPI’sSocial media copywriter: Facebook, Instagram and LinkedinContent developer: web and printing material (Photoshop and Illustrator), newsletters (Mailchimp) and press releasesPhoto and video editingDigital marketing analyst: - Web analysis and search tools (SEO and Google Analytics) - Social media KPI’s development and digital campaign’s performance analysis - Benchmark dashboards production for social media and competitor analysis Show less

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  Sonae

  Jul 2017 - Jan 2019

  Performance marketing specialist | mo & zippy

  Campaign set-up and tracking: management of the search, display, retargeting and social media campaigns and adsStrategic planning according to expected deadlines, budgets and KPI’sCommunicate with the agency in order to ensure that the weekly/monthly targets are achievedCreate daily/weekly/monthly reports and record daily channel performanceWeb analysis and search tools (SEO (Google Adwords) and Google Analytics)Social media KPI’s development and digital campaign’s performance analysisLaunch A/B experiments (Google Optimize)Website backoffice management Show less

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  Dott

  Jan 2019 - Aug 2021

  I had the pleasure and oportunity to coordinate a 7 people Marketing team, that was responsible for Branding, Communication, Customer Experience, Social, Performance, Growth and Design- Developed a sustainable and scalable Paid Media acquisition strategy (heavily focused in Google Shopping and Remarketing) as well as several email marketing automations (from database health to gamification and retention flows) that led our email channel to grow exponencial in two years of activity in terms of engagement and revenue and also with several thousand of new subscribers every month, organically!- All the growth experiments that we idealize and construct, since acquisiton, customer behaviour, SEO or Content made us possible to grow our monthly average orders number above 200% and our gross merchandise value above 150%. At the same time, we saw improvements in the conversion rate in more than 60%.Helped my team to have the right motivation and tools to launch initiatives like: - Entregar felicidade aos portugueses (https://www.youtube.com/watch?v=-36ha9klDBM) - Vamos colocar o Cu de Judas no mapa (https://www.youtube.com/watch?v=JKxRmkEG4yU)The goal was still very clear: "Discover our own path as the Biggest and Best online shopping in Portugal!" and I feel proud I had the chance to help taking the first steps in, what I believe, was the right direction! Show less

  • Marketing, Growth & Performance Team Lead

    Apr 2020 - Aug 2021

  • Performance Marketing Lead

    Jan 2019 - Apr 2020
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  Leroy merlin

  Aug 2021 - now

  As Head of Acquisition & Growth Marketing at Leroy Merlin Portugal, I had the opportunity to work and lead the Acquisition & Activation (offline media and performance marketing), Organic & SEO, Marketing Automation and Conversion Rate Optimization (CRO) teams.For each team, but always with business objectives in mind, we aim to run our main areas inside the Growth Framework levers: Acquisition, Monetization and Retention, and how this framework can help us understand what to prioritize, experiment and deploy:• Create, execute and manage multi-channel marketing campaigns, both in Offline (TV, Radio, OOH) and Digital (Google, Meta, Remarketing) environments• Create complex media mix and GTM strategies capable to answer different stakeholders (B2C + B2B) needs and sales channels (retail, ecommerce, app)• Improve the Marketing Automation ecosystem (notifications) implementing flows across the customer lifecycle, aiming to grow the number of monthly active subscribers and their retention• Continuous experimentation (creatives, copy's, landing pages, product experience) in order to improve and scale our Digital Marketing channels• Create new models (ex: MMM) that help identify the impact from Offline and Digital channels in the ecommerce and retail environments Show less Coordination of a 5 people team, focused on Performance Marketing, Organic & SEO and Growth Marketing (Personalization, A/B testing and CRO).Responsible for understanding the pain points and opportunities that will permit the different performance channels to grow at a fast-paced rhythm. Some initiatives focused at: - Redefine Google Shopping structure, giving the opportunity to scale the results according to demand and seasonality- Optimizing channels that were not balanced regarding the revenue/cost share- Constant experimentation (creatives, copy's, landing pages) in order to improve and scale metrics like CTR, CvR or ROASIn just 9 months we created the first Growth Marketing team at Leroy Merlin Portugal accomplishing: - A seven digit uplift in GMV just from experiments- Putting live an average of 1 experiment per day (personalizations or a/b tests)- Creating hypothesis and getting insights that improved the customer experience for different area stakeholders in the e-commerce business Show less

  • Head of Acquisition & Growth Marketing

    May 2022 - now

  • Acquisition & Growth Marketing Coordinator

    Aug 2021 - Apr 2022