VELUX

Web experience manager

SHERPANY

Responsible for leading the digital strategy and optimising the conversion funnel for an international SaaS website. 
• Providing the website’s strategic direction, as well as building the optimisation roadmap and processes to plan and prioritise the team’s work.
• Ideation and execution of new features and/or enhancements of the conversion funnel, in close collaboration with the Content, Engineering, Design, Demand Generation, and Product Marketing functions.
• Sourcing testing insights from qualitative and quantitative data (for example, digital analytics, heatmaps, scroll maps, funnel performance analysis, reviews, surveys).
• Analysing qualitative and quantitative data to identify and leverage opportunities for growth and profitability across the marketing funnel.
• Working closely with developers to outline requirements for building experiments, and oversight of development and QA process for tests and deployments.
• Defining key goals and KPIs for website performance, and ongoing monitoring and reporting.
• Writing and documenting key findings and recommendations to the management team and other key stakeholders.
• Acting as an ambassador for the optimisation and experimentation mindset by democratising learnings across several different teams.

Senior website manager & Conversion Optimisation

Responsible for orchestrating the redesign of the website from start to end. It entailed reshaping the digital strategy, user experience (UX), and content strategy to boost traffic and conversions. 

• Headed the full restructuring of the website information architecture, UX, and content strategy, to boost performance and create strategic alignment to the revised Go-to-Market strategy.
• Reviewed external agencies' project proposals, gathered requirements, oversaw teams and agency deliverables, and managed the project budget, timelines, and milestones.
• Managed an 8-person multi-functional team consisting of graphic and web designers, content specialists, and developers.
• Conducted weekly status check-in meetings with internal teams and agencies to keep everyone up to date on the progress, identify roadblocks, and boost the team’s motivation.
• Created and maintained prioritized backlog in Jira and guided teams on Agile/Scrum practices.
• Frequently communicated expectations on the goals and expectations, and provided timely and constructive feedback on the quality of the deliverables to internal teams and external agencies.
• Owned all processes related to website performance. 
• Fully documented and delegated the website launch and migration processes (e.g., redirect strategies, content migration, sitemaps, and 404 errors).
• Designed and managed the full implementation of the international Search Engine Optimisation (SEO), leading to a +345% in organic traffic and +5,000 keywords ranking in Google’s top 10 positions for key markets (Switzerland, Germany, France, and Italy). 
• Directed and trained a team of 5 content specialists in the execution and delivery of the revised content strategy in four different languages.
• Led the growth and refinement of the SEO strategy across geolocations, based on keyword research, competitive analysis, domain authority, technical audits, and other factors.

Website manager & SEO specialist

FLAG | Centro de Formação

• Digital Psychology and online behaviour
• Metrics and Performance Indicators 
• Search Engine Optimisation (SEO)
• Google Ads

Search Marketing & Digital Consumer Trainer

Grupo Rumos

Responsible for digital planning and web strategy, including website redesign, content management, SEO, email marketing, and social media.

• Orchestrated online store optimization project from scope definition to launch. Executed plan through the schedule, scope, cost, and quality management.
• Devised and implemented Google Ads campaigns, leading to +65% leads and +30% revenue.
• Coordinated several programs aiming to spur brand growth (e.g., affiliate programs, ads in industry publications).

E-Commerce & Marketing Digital Consultant

UpRise40

Managed thousands of affiliate marketing campaigns for LATAM market, including email, display, SEM, Facebook and SMS.
• Managed campaigns' daily operations (monitoring traffic volume, quality, cost targets, and optimisation measures).
• Conducted detailed reporting to find areas for revenue growth across marketing channels.
• Strengthened synergies between affiliates and advertisers, leading to +35% revenue.

Campaign & Affiliate Marketing Manager

Motivação Estudos Psico-Sociológicos, Lda.

Contributed to dozens of market research projects, such as product development research, customer satisfaction, concept testing, market segmentation, and pricing research.
• Designed surveys and discussion guides to gather feedback from participants.
• Compiled and analysed data using quantitative and qualitative methods.

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