As a Marketing and Growth lead at Layer, I led the acquisition front via both Performance and Content. Set up web analytics (GA4) and Hubspot as well as server-side tracking for Facebook and Google Ads.

Rescoped and coordinated the launch of a new website and blog platform and set the ground strategy for our content efforts by hiring a content manager, outsourced writers, and SEO manager.

Am constantly coming up with new ways to improve both the efficiency of our real estate as well as increase the reach of our USP to our ICP via social media and dedicated channels.

Ran experiments in several acquisition channels including Google (Search/Display), Facebook, Twitter, LinkedIn.

• Ran direct outreach campaigns via email and LinkedIn
• Product Hunt campaign (2nd product of the day).
• Planned and launched a new website.
• Launched the Layer Blog with 3-4 articles published every week - achieved 3M impressions and 200k readers in less than 6 months, 500 referred domains, over 10k organic keywords listed in Google Search, and 1000 organic resource downloads.
• Set up Hubspot CRM and top-down funnel workflows from acquisition to activation.
• Set up a waitlist with a referral engine for the Layer Google Sheets add-on.

The world is an increasingly complex place. Cleverclip is a media production company that helps businesses explain complex topics that come up when launching a new product, changing an internal process, or communicating live with an audience.

Key projects:

• Lead generation
• Brand positioning
• Website relaunch
• Content portal relaunch
• Marketing partnerships
• Managing the marketing team

Developed and maintained PUMA's Google Ads account for Portugal, Westpack Portugal, and Rentcars Portugal.

Hired as a consultant, to assist in creating a Growth Marketing strategy for a productivity time tracking tool.

Boords is a Saas for the Creative industry, used by over 30.000 animators, creative directors, and storyboard artists all over the world.

In just over 3 months I've focused on bottom-of-the-funnel optimization.

• Onboarding, activation and retention email sequences
• In-product onboarding experience.
• New pricing strategy with growth triggers across all plans
• New partner program to push for referrals and partnerships with education providers
• Set a basic metrics dashboard to evaluate our efforts
• Launched a blog paired with a full content marketing strategy underway.

• Part of the Leadership team.
• Responsible for managing the Design team
• Responsible for integrating all offline initiatives with the digital marketing strategy, from contests, events success tracking, events lead generation and b2b business development.
• Responsible for setting up the Group’s content, social media, community relationships, digital partnerships, ambassadors program, contests, reactivation, and activation strategies.
• Directly managing a team of 9 people, including a Content Manager, Forums Lead, SEO specialist, Front End Developer, PPC & SEO Manager, and a 3 Designers team.
• Setting up online acquisition channels, including but not limited to Google AdWords, Twitter, LinkedIn working together with lead generation landing pages (through LeadPages and Unbounce), and conversion optimization tools such as Optimonster, Google Analytics, Mailchimp, HotJar, Hubspot.
• Setting up marketing automation through Mailchimp, Zapier, and direct API integrations with 1st party DB.
• Responsible for the rebranding of Mobidea and OLAmobile brands and establishing internal communication and brand guidelines across the company.
• Responsible for defining the growth strategy of Mobidea's educational platform (The Mobidea Academy) and coordinating day to day operations, organizing the workflow, and coordinating the content production and distribution teams for the Mobidea Academy (including articles, interviews, videos, guest posts, and infographics).
• Coordinate the Design and Implementation plans for the Mobidea Public site, Mobidea Academy, Olamobile, and IconPeak’s website, internal dashboard, and mobile app. Responsible for creating PRDs, mockups, and coordinate project delivery.
• Coordinating OLAmobile brands (Mobidea, IconPeak, and BidderPlace) online visibility as well as reputation with social influencers and industry-related communities.
• Coordinating weekly Scrum and Kanban tasks with the team of developers.

• Project Managed different initiatives for the supply side of the business including Salesforce implementation, design and development of a self registration platform and a content portal to push the acquisition and engagement channels a step further, optimizing the ROI of the client experience path.
• Work together with Country Marketing Managers to activate Uniplaces brand across different markets with online and offline initiatives such as guerrilla marketing, flyer distribution, PR, and event presence.
• Work together with the Operations team to ensure proper lead management and sales funnel exploration and improvement.
• Reporting, P&L, and budget management.
• Research, define, and implement a strategy and processes for relevant accommodation providers acquisition, activation, retention, referral, and revenue.
• Create, test, scale, and distribute cross channel targeted marketing campaigns to current and new accommodation providers to achieve cross-company goals in growth and expansion.
• Manage and develop a number of different existing channels and new ones (Facebook, Google AdWords, Display Ad Buy, Content Marketing, Affiliate Marketing). Report weekly on KPIs and progress, problems, and plans to the Head of Marketing.
• Hire and manage a team and budget. Assess the quality of all involved stakeholders (agencies, bloggers, writers, freelancers, ambassadors,...).

Had the following roles:

• AdWords Account Manager
• EMEA Customer Sales Business Awards Coordinator
• Business Insights Analyst for Google Play Books Partners Program
• Senior AdWords Account Manager
• Doubleclick Search (DS) Advertisement Platforms Solutions Specialist
• Senior DoubleClick Search Advertisement Platforms Solution Specialist

• Collect and analyze data on customer demographics, preferences, needs, and buying habits to identify potential markets and factors affecting product demand.
• Gather data on competitors and analyze their prices, sales, and method of marketing and distribution.
• Monitor industry statistics and follow trends in trade literature.
• Prepare reports of findings, illustrating data graphically, and translating complex findings into written text.
• Seek and provide information to help determine their position in the marketplace.
• Conduct research on consumer opinions and marketing strategies, collaborating with marketing professionals.
• Devise and evaluate methods and procedures for collecting data, such as surveys, opinion polls, or questionnaires, or arrange to obtain existing data.
• Forecast and track marketing and sales trends, analyzing collected data.
• Measure and assess customer and employee satisfaction.
• Attend staff conferences to provide management with information and proposals concerning the promotion, distribution, design, and pricing of company products or services.
• Develop and implement procedures for identifying advertising needs.
• Measure the effectiveness of marketing, advertising, and communications programs and strategies.

Assisted senior consultants on client proposals for implementing Capgemini's solutions.