Initially hired to lead Paid Search strategy for SaaS products MessengerPeople and Chatlayer, later unified into Sinch Engage, an omnichannel B2B communication platform. Year 1 (LATAM & Europe): Owned full Paid Search strategy, execution, and optimization. Built multi-landing-page strategy focused on product features and industry pain points (Real Estate, Finance, Marketing, Sales, Education, Fitness, Beauty, HR). Developed structured keyword planning and conducted A/B testing to increase conversion rates. Implemented advanced tracking systems to optimize Book a Demo CTR, form submission rates, and lead quality. Optimized form structure and managed full-funnel performance analysis (Lead → MQL → SQL → Opportunity → Deal → Revenue). Achieved key results: Reduced Brazil CPL from ~$150 to ~$70, doubling lead volume and improving quality; Reduced Germany CPL from ~€700 to ~€400, generating enterprise-level contracts. Also managed Meta and LinkedIn campaigns, focusing on industry-based audience segmentation, creative/copy optimization, and lower CPL. Year 2 (Sinch Enterprise, Global Responsibility): Took full ownership of global paid acquisition strategy for Sinch Enterprise. Managed campaigns across LATAM, North America, EMEA, APAC, and Australia. Audited regional structures, standardized global best practices, maintained high-performing campaigns, paused inefficient ones, reduced global CAC, and scaled enterprise lead generation. Identified and activated underutilized product features as acquisition angles. Leveraged data from Google Ads, Meta, LinkedIn, Google Analytics, Salesforce, and HubSpot for strategic insights, aligning with Sales to optimize pipeline conversion. Year 3 (Global Lead | Sinch Engage & MessageMedia Integration): Led global paid acquisition strategy for Sinch Engage and later for MessageMedia (Australia), including post-acquisition integration. Managed paid media for Sinch Engage (North America primary market, also LATAM, EMEA, APAC) and MessageMedia Australia (reduced CAC by 30%, increased conversion volume). Designed and executed global paid strategy for the 2025 Sinch Engage relaunch, consolidating campaign structures. Launched new Search campaigns for unexplored product features. Implemented and scaled Performance Max campaigns, driving high-quality conversions and improving efficiency. Standardized campaign structures for scalable international B2B SaaS growth. Partnered with Sales and Revenue teams to ensure paid acquisition translated into qualified pipeline and closed revenue.

Managed global social media editorial calendar and content creation. Developed and executed social campaigns ensuring brand consistency. Monitored performance using social and web analytics tools. Coordinated with third-party agencies and partners. Engaged with followers and handled community management.

Managed Google Search Ads campaigns by product category, time, and location. Analyzed funnel performance (impressions to purchase) and optimized ROI. Identified insights through Google Analytics and internal data cross-analysis. Proposed landing page and metadata improvements to increase conversions. Proposed UX and retention improvements for web/app. Designed push notification segmentation strategies. Analyzed user keyword behavior to support SEM strategy.

Reviewed and moderated large-scale content and push notifications. Identified and removed low-quality or fake content. Managed Brazilian key news positioning and cultural campaigns. Structured user feedback reports for product improvements. Managed Facebook growth and paid campaigns for TopBuzz Brazil, increasing fanbase from 3,500 to 313,000 within one year. Optimized campaigns by demographics and performance data to reduce CPC and CPL.

Managed Google Ads campaigns for client products. Executed A/B testing and landing page optimization. Implemented tracking and optimized campaigns by device, time, and location. Achieved monthly installs KPI within allocated budget.

Prepared training sessions and supported marketing initiatives.

Taught Portuguese to VIP and group students.

Managed SEM and SNS campaigns for multiple Baidu products in Brazil and globally. Scaled daily installs significantly while reducing CPA across products. Led campaigns in Brazil, Indonesia, India, Thailand, Malaysia, USA, and Japan. Reduced SEM costs by up to 40% and increased install volumes up to 4x versus local agencies. Analyzed cross-channel data (Google Analytics + internal systems) to improve ROI and product optimization.

Provided hardware, software, and database support. Built internal Excel/Access tools including a taxpayer service queue system.

Taught IT fundamentals, web design, databases, and programming basics. Delivered hardware and networking classes.