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Work Background
ProfitblHead of Marketing
Jun. 2024 - Feb. 2025Luxembourg, LuxembourgPartnering with startups and scaling organizations to build marketing foundations, including brand positioning, messaging frameworks, and go-to-market strategies.
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Developed and executed annual strategic marketing plans for clients, leading to measurable improvements in customer acquisition and revenue growth.
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Provided end-to-end leadership, including hiring, training, and mentoring marketing teams and managing external freelancers and agencies to ensure operational efficiency.
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Delivered comprehensive growth and content strategies that scaled pipeline generation and optimized marketing ROI.
CheckboxHead of Marketing
Jan. 2024 - Jul. 2024United States, San FranciscoDeveloped and led the company’s overarching marketing strategy, working directly with the CEO and Head of Sales to align efforts with business objectives.
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Opened and optimized multichannel marketing efforts that consistently achieved pipeline targets, generating a steady flow of qualified sales opportunities (5+ sales meetings per week).
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Built foundational marketing assets, including positioning, messaging, and a strategic roadmap, establishing a scalable structure for future growth.
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Successfully launched the company’s free trial product using a product-led growth (PLG) strategy, driving adoption and improving customer acquisition metrics.
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Revamped the content, SEO, SEM, and social media strategies, increasing website traffic and improving conversion rates, driving measurable growth across key KPIs.
Marketing Reset LabFounder | Marketing Consultant | Fractional CMO
Oct. 2023Partnering with startups and scaling organizations to build marketing foundations, including brand positioning, messaging frameworks, and go-to-market strategies.
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Developed and executed annual strategic marketing plans for clients, leading to measurable improvements in customer acquisition and revenue growth.
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Provided end-to-end leadership, including hiring, training, and mentoring marketing teams and managing external freelancers and agencies to ensure operational efficiency.
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Delivered comprehensive growth and content strategies that scaled pipeline generation and optimized marketing ROI.
EZRA CoachingDirector, Growth Marketing
Oct. 2022 - Oct. 2023Redesigned and scaled the global Growth Marketing team, leading critical functions across data analytics, SEO/CRO, paid media, ABM, campaigns, automation, and events, impacting demand generation across multiple regions.
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Built and executed a comprehensive global growth marketing strategy with a fully aligned budget and plan, achieving KPIs and increasing SQL generation by over 100% year-over-year.
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Owned the full growth marketing funnel (AARRR framework), fostering a test-and-learn culture that drove continual improvement across acquisition, activation, retention, revenue, and referral strategies.
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Led the implementation and optimization of Martech systems (e.g., Demandbase, Qualified), ensuring seamless integration across marketing and sales operations, which enhanced efficiency and pipeline tracking.
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Played a pivotal role in redefining global brand positioning and messaging to improve resonance with target audiences, while overseeing segmentation strategies and collaborating with PR agencies for international campaigns.
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Streamlined the global buyer journey and lead management processes, improving alignment with sales and driving measurable revenue growth across global markets.
IAG - Escola de Negócios da PUC-RioMBA Marketing Professor
May. 2022Rio de Janeiro, BrazilMarketing Professor at the Marketing Management MBA at the Business School of PUC-Rio. https://iag.puc-rio.br/curso/mba-em-gestao-de-marketing/
Q4Demand Generation, Inbound
Oct. 2021 - Sep. 2022Redesigned and led the inbound demand generation engine, driving 80–85% of marketing’s ARR target through multi-channel strategies.
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Created and implemented a growth marketing strategy for a new strategic product, delivering measurable pipeline contributions.
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Led the implementation of the ABM platform (6sense), improving marketing and sales alignment to accelerate deal velocity.
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Collaborated with international teams to ensure cohesive strategies across European and North American markets.
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Managed SEO, PPC, and CRO initiatives, increasing lead quality and conversion rates.
Q4Demand Generation, Capital Markets
Feb. 2021 - Oct. 2021Toronto, Ontario, Canada
Danavation Technologies Corp.Head of Digital Marketing
Jun. 2020 - Feb. 2021Toronto, Ontario, CanadaDanavation Technologies Corp.™ is a leading provider of micro e-paper displays in North America. Their Digital Smart Labels™ enable companies to automate labelling, price, product information, and promotions in real-time. At Danavation, responding to the CEO, I faced the challenge of redesigning the Digital Marketing area and strategy, with the commitment of bringing more qualified leads to the Sales Team. I also had the opportunity of managing, mentoring and developing a team member (Digital Analyst). Within the first three months in the role, I replaced many Digital Marketing tools with one single CRM/Marketing Automation tool (Hubspot) that also integrated Sales, Accounting and other business areas. That promoted full visibility of the leads: from the acquisition phase to the conversion into clients. Some of my accomplishments at Danavation are:
• Digital Marketing area redesign, with focus and success in increasing inbound lead generation
• New CRM/Marketing Automation tool implementation and strategy (database cleaning and segmentation, workflows, sequences, tactics, "Smarketing" strategies, user training, etc.) • Development of an ABM strategy, segmenting target accounts aligned to the company's verticals and business goals
• Facilitation of workshops with the team for Persona creation
• Development of a Content Marketing strategy, including blog and social media content development and revision
• Google Display and Search Ad Campaigns adjustment, monitoring —running experiments to optimize results constantly
• Implementation of Social Media Ads strategy
• SEO audit and revision to improve organic traffic • Overall revision of the e-mail marketing campaigns (nurturing paths) and implementation of a new monthly newsletter to clients
• Revision of the KPIs and implementation of reports and dashboards (Hubspot and Google Data Studio)
• Creation of many new pages and areas on the website (WordPress) and landing pages (Hubspot) optimized for conversion
MAV Beauty BrandsInternational Marketing Manager
Mar. 2019 - Jun. 2020Toronto, Canada AreaMAV Beauty Brands is a high-growth global personal care company that includes Marc Anthony True Professional, Renpure, Cake Beauty, and The Mane Choice. The brand is present in major retailers of over 30 countries and through more than 60,000 doors. As the first International Marketing Manager of the team, responding to the VP of the International Markets, my primary responsibility was to create the area from the ground up, developing a strong relationship with international distributors and ensuring consistent branding and marketing across the globe. By working closely with global partners and agencies, I developed local marketing strategies aligned to our headquarters guidelines. My main accomplishments at MAV Beauty Brands were:
• The promotion of a consistent global brand message and positioning through press releases, media pitches, social media content calendar, imagery and extensive training in brand and products
• A successful launch of Cake Beauty in the UK, including a customer-facing launch at Boots Convent Garden (London) and a PR event in partnership with Hearst Media, generating an outreach of over 2,5MM in the first month. This event served as a benchmark for other events for the brand, including in North America
• The management of social media content and Ads internationally - in the UK, we raised the CTR of a given campaign from 0,25% to 1,81% within one week only
• The development of successful Social Media, PR and Influencer Marketing strategies in Mexico, in partnership with a local agency — that served as a benchmark for other countries in Latin America
• A successful partnership with distributors and agencies of over 30 international partners across all continents
• The management of new/core business global product launches and activation materials internationally, as well as revision of international product portfolio
The CFO Centre CanadaDigital Marketing Manager
Jan. 2019 - Mar. 2019Toronto, Canada AreaThe CFO Centre Canada is a subsidiary of The FD Centre Limited, the global market leader in providing part-time CFOs (FDs) to the SME market in the UK, Australia, Canada, USA, The Netherlands, Hong Kong, Singapore, China, New Zealand, India and South Africa. Responding to the CEO of The CFO Centre Canada, my main challenge was to take over and level up the Digital Marketing efforts, with the ultimate goal of generating more MQLs for the Business Development team. Some of my accomplishments were: • Review and development of an overarching digital strategy alongside the CEO
• Development of a new content strategy and brand awareness campaigns across digital platforms
• Content creation for social media channels and blog, with focus on TOFU attraction • Agency and freelancer management
• Monthly lead flow reporting to measure and optimize ROI of digital strategies, lead generation and conversion • Research and contribute to company and industry blogs and manage communications and newsletters
• Management of the CRM (Hubspot/Dynamics) and assistance with lead generation activities, including the LinkedIn Sales Navigator platform
• Development of offline material that would support the digital strategy, keeping branding consistency between on and offline
• Collaboration with events agency to support with ideas for the annual conference
Instituto Brasileiro de Petróleo, Gás e BiocombustíveisDigital Strategies Specialist
Jan. 2018 - Sep. 2018Rio de Janeiro Area, BrazilThe Brazilian Petroleum, Gas and Biofuels Institute is a private and non-profit organization founded in 1957, with the primary goal of improving the development of the oil and gas industry in Brasil, promoting a competitive, ethical and socially responsible market. With IBP, I had the challenge of temporarily wearing two hats, replacing the Communications Marketing Specialist and the Digital Communications Specialist simultaneously when both were out on maternity leave. The Executive Management team's challenge was to find one professional that could fit in the two roles, with an integrated vision of the Marketing efforts. I had the chance of managing, mentoring and developing two team members and, after the temporary period, I was entirely given the Digital Strategies area. Some of my responsibilities were:
• Oversaw bilingual content development for social media marketing channels, including Twitter, Facebook, LinkedIn, Instagram and YouTube.
• Time saved in social media management by implementing automation with Hootsuite and RD Station.
• Successfully designed Inbound and Content Marketing strategies based on the customer´s journey, increasing lead generation and nurture, through social, email-marketing campaigns, webinars and other channels.
• Increased follower count by 200% on Facebook (5k – 20k) and 100% on LinkedIn (10k – 20k), while improving engagement rates in one year.
• Planned and scripted videos for social media channels.
• Developed and monitored annual digital marketing plan and budget. Managed Paid Campaigns budgets - an average of USD 15k per project, and 15 projects per year.
• Designed strategies and managed agency on executing Social and Google Ads, and SEO audits. • Structured and maintained websites based on UX and SEO best practices (Wordpress).
• E-commerce management: sales and promotional strategies, as well as project management (Magento 2.0).
• Successfully developed and inspired capabilities in team members.
Instituto InfnetMarketing Professor (part-time contract)
Jan. 2018 - Jul. 2018Rio de Janeiro Area, BrazilInfnet is a Technology Institute and University founded in 1994 and is a reference in the development of professionals for the Information Technology, Business and Creative industries in Brazil. I had a chance to both studying and teaching at Infnet. As a Professor, not only I taught Marketing, but I also mentored students in the early stages of their careers, helping them find the best path to achieve their professional goals. The subjects that I taught in the Business Administration Undergraduate Program of Infnet's Business School were Product Marketing Strategic Planning and Product Management. I also gave several speeches about Content Marketing and Inbound Methodology.
Polo Criativo®Marketing Professor (part-time contract)
Jul. 2017 - Sep. 2017Rio de Janeiro Area, BrazilPolo Criativo is a Creative Economy School founded in 2011 which methodology is focused on learning by doing. At Polo Criativo I was responsible for the Social Media Marketing subject of their Digital Marketing Course.
Instituto Brasileiro de Petróleo, Gás e BiocombustíveisMarketing and Digital Communications Specialist
May. 2017 - Dec. 2017Rio de Janeiro Area, Brazil- Temporarily replacing the Marketing Communications Specialist and the Digital Communications Specialist.
- Managing digital content (planning, writing, and monitoring) and analyzing metrics of social media profiles.
- Planning, managing and monitoring Ads on social media and Google.
- Monitoring press assistance while covering events for social media. - Managing the content and infrastructure of products´ hotsites (Wordpress).
- Planning and briefing of promotional videos (with IBP spokespersons for events and courses).
- Managing the final phase of E-commerce implementation, supporting agency and internal customer. - Briefing and monitoring marketing communications agency on the development of Institutional Relations projects such as IBP Anniversary; development of events communications plans according to IBP branding and guidelines.
- Supporting on the media planning development.
National Oilwell VarcoInternational Marketing Manager - Latin America
Nov. 2013 - Mar. 2016Rio de Janeiro Area, BrazilNOV is a 150-year-old global organization that delivers technology-driven solutions to empower the global energy industry. I joined a team of over 250 outstanding marketers as the sole responsible for the Marketing efforts in Latin America. Responding to the VP of Latin America Operations and the VP of Global Marketing, I was challenged with developing the Marketing strategy from the ground up within 10 countries in Latin America — always aligned to the headquarters and the other International Specialists worldwide. Some of my accomplishments were: • Successful delivered showcases and events, including the most relevant tradeshows, such as Rio Oil & Gas (Brazil), Mexican Petroleum Congress (CMP), Argentina Oil & Gas and Expo Oil & Gas Colombia, to name a few
• Trained assigned staff, ensuring effective teamwork, messaging framework, high standards of work quality and performance during events
• Organization of events locally, which lead to 25% of cost reductions due to the management of the local vendors per country, in lieu of international vendors
• Development of all the regional trilingual content (Portuguese, Spanish and English) for brochures, newsletters, websites, and social
• Facilitated relationship between the local media and key NOV leaders • Ensured relationship with relevant Associations of Oil & Gas • Increasing cross-sales opportunities by implementing internal communications initiatives and strategic sales meetings with Sales Leadership from different Business Units in Latin America • Developed and drove marketing strategy within the region, as well as regional marketing plans and budget
• Designed strategies for local digital communications (website, social media, content)
• Partnered with HR to build Internal Communications and Endomarketing programs to encourage team cohesion • Partnered with Marketing headquarters and other International Marketing Specialists to constantly align and deliver a consistent strategy in my region.
Mattos Filho, Veiga Filho, Marrey Jr. e Quiroga AdvogadosMarketing Specialist
Jul. 2013 - Oct. 2013Rio de Janeiro Area, BrazilMattos Filho Advogados is one of the top international law firms in Brazil and acts in over 30 legal practices for national and international clients. I joined the team of 10 marketers as the sole responsible for the Rio de Janeiro activities. I also gave some support to the HR team with the internal communication projects and relationships with Universities. The highlights of this experience are: • Managed firm´s profile on the LinkedIn.
• Increased relationship with the press, Institutes and Associations, representing the firm in meetings and events. • Managed all firm’s events in Rio de Janeiro.
• Press Assistance agency management and monitoring.
Mayer BrownMarketing & Business Development Specialist
Sep. 2012 - Jun. 2013Rio de Janeiro Area, BrazilMayer Brown is a global law firm that advises the world's leading companies and financial institutions on their most complex deals and disputes. It has a presence in four continents and, in Brazil, it's associated with Tauil & Chequer. I worked with integrated Marketing, touching events, PR, CRM, internal communications, digital and other areas at the firm. I joined as a Senior Analyst and was promoted to Specialist within less than a year, inheriting a team of 4 members across the Rio de Janeiro and Sao Paulo offices. The highlights of this experience are: • Implemented and managed, in a local perspective, the firm global projects, such as CRM, Business Development and Sales Reports, lead flow trackers etc. • Implemented the firm´s new website and intranet. • Developed and monitored annual marketing plan and budget, including the launch of digital initiatives.
• Managed events, seminars and workshops. • Press Assistance agency management and monitoring. • Managed and inspired remote employees, including one communications analyst and two assistants.
Tauil & Chequer Advogados in association with Mayer BrownMarketing & Business Development Analyst
Dec. 2011 - Aug. 2012Rio de Janeiro Area, Brazil
Lorenna Eunapio Marketing ConsultantMarketing Consultant
Mar. 2011 - Jun. 2012Rio de Janeiro Area, BrazilAs I am passionate about what I do, I've always been willing to help people and get involved in other projects if I had free time. As an independent consultant, I had the chance of working on many projects such as:
- Developing and maintaining websites (content, layout and infrastructure), as well as competition analysis
- Developing social media content strategy and ads campaigns
- Events for clients; delivering projects for trade shows, corporate parties, board meetings, dinners, book releases, and workshops
Salem Viale González VillanuevaTrainee (during vacations)
Jan. 2008 - Jan. 2008ArgentinaSalem Viale González Villanueva, today VgV Viale González Villanueva, is an Argentinian communications agency in the market for over 25 years, developing strategic, meaningful and lasting communications to its clients. I worked for 15 days at the agency in Buenos Aires, Argentina, during the vacations of my full-time job in Brazil, with my manager's encouragement at the time. I was looking for having professional experience in Spanish (my very favourite language) and wanted to experiment the life in a communications agency. It was a fun period where I had the chance to write professionally in Spanish and meet amazing people. Some of the tasks entrusted to me were: - Experience in teams of Accounts and Clipping in order to improve knowledge of external communication;
- Study of the local media (newspapers, magazines, radio and TV);
- Clipping of print media;
- Qualitative and quantitative management reports, presentations, databases, news reports of markets, etc.
Gaia PartnersMarketing & Communications Specialist
Nov. 2005 - May. 2011Rio de Janeiro Area, BrazilGaia Partners is a holding company that invests, develops and manages business opportunities and projects related to Oil & Gas, Power Markets, IT and Real Estate in Brazil. Gaia was one of the most important experiences I had in my career because it shaped my "professional persona." I was lucky enough to have an incredible and knowledgeable manager that developed me beyond my Journalism/Communications abilities. This experience made me decide that I wanted to be a marketer instead of a journalist (even though I had just finished my Journalism degree), as I had my first contact with digital marketing, CRM strategy, events, and public relations. When my manager left, I inherited the area's command, which pushed me to another level of responsibility and decision-making, and gifted me with my first mentoring opportunity. I had a lot of significant accomplishments at Gaia, but I would highlight the ones below: • Managed Marketing and Communications area. • Developed and maintained the company's website
• Researched and created bilingual content, layout, and infrastructure of website and e-mail marketing campaigns.
• Managed and executed the company's national and international events, such as tradeshows, parties, board meetings and workshops. I delivered projects in some of the industry's most relevant events, such as Rio Oil & Gas, Brazil Offshore, OTC (Houston), etc • Plan and budget management
• CRM data management and support to users
• Press Assistance and Public Relations. Developed, maintained and retained strategic relationships with senior media representatives
• Journalist responsible for all the newsletters, internal communications, press releases and media relations
• Mentoring of team members.
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